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This research investigates the adoption of the industrial Internet of things (IIoT) in SMEs to achieve and increase organizational performance. With the latest technology, small and medium-sized enterprises (SMEs) can create a competitive edge in the market and better serve customers.

Twelve hypotheses are proposed for this study. This study constructed a questionnaire based on technological, organizational, environmental and human perspectives. A survey is conducted on the SMEs of India using the questionnaire.

Eight hypotheses were accepted, and four hypotheses were not supported. The hypotheses rejected are infrastructure, organizational readiness, internal excellence and prior experience. The findings suggested that adopting IIoT in SMEs will increase organizational performance.

This study will be helpful for the manager, top management and policymakers. This study identified the areas SMEs need to work on to adopt the technologies.

In the literature, no article considered IIoT adoption in SME firms as a human factor. Therefore, this study is unique, including human, technological, organizational and environmental factors.

The purpose of the paper is to conduct a comprehensive bibliometric analysis and systematic review to examine the research landscape of women empowerment through participation in self-help groups (SHGs), identifying the eminent contributors, intellectual communities and future research agenda in the field of SHGs and women empowerment.

The global works of literature related to the theme of SHGs and women empowerment between 1998 and May 6, 2022 were scanned for bibliometric analysis and systematic review. A total of 176 English language documents from the Scopus database were extracted. Bibliometric analysis is conducted using Biblioshiny and VOSviewer software.

This study finds that SHGs are paramount in achieving rural women’s empowerment multidimensionally. Found that India is the most contributing country with 136 documents, and Ranjula Bali Swain and Fan Yang Wallentin are the most cited authors in the research field of SHGs and women empowerment. In addition, the paper proposes a comprehensive conceptual framework to portray rudimentary antecedents of women’s empowerment achieved through participation in SHGs.

This bibliometric analysis, along with a systematic review demonstrating a framework encapsulating the principal dimensions of women empowerment and their indicators, will be helpful to practitioners, government, policymakers and researchers working in the area of SHGs and women empowerment.

This study recognizes numerous significant contributions by eminent scholars and presents a concise review of the literature for novice researchers working in the area of SHGs and women empowerment.

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.

VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.

The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.

The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.

This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

There is a growing interest in the use of HR-based Industry 4.0 technologies for equality, diversity, and inclusion (EDI) issues yet the emerging trends of Industry 4.0 in EDI implementations and interventions are not fully covered. This chapter investigates the emerging themes regarding EDI and Industry 4.0 interaction through Google-based big data that show the actual interest in Industry 4.0 and EDI. Drawing on a web analytics method that tracks the real click behaviours of web users through querying combined sets of keywords, the study explores the trends and interactions between Industry 4.0 technologies and EDI-related HR practices. Our search engine results page (SERP) analyses find a high volume of queries and a significant interest between EDI elements and artificial intelligence (AI) only. In contrast to the suggestions of the extant literature, no significant user interest in other Industry 4.0 applications for EDI implementations was observed. The authors suggest that other Industry 4.0 technologies such as machine learning (ML) and natural language processing (NLP) for EDI implementations are in their early stages.

This case is primarily intended fior students to evolve ideas in context to the challenges catering to a green fashion clothing line selling their products in the emerging economy of India wherein the masses are far behind considering the sustainable value of their products. In response to these challenges, the learners would be able toanalyze the influence of internal and external enhancers and inhibitors on a sustainable fashion brand to improve its scalability; articulate the factors influencing diffusion of sustainable fashion apparel; and formulate a strategic plan to aid in the growth and scalability of the brand and building micro-economies that will thrive in the future.The case also addresses topics like consumer attitude toward sustainable fashion clothing line and pricing challenges faced by such brands in developing economies like India.

This case describes the challenges faced by the co-founders, Sanghamitra and Mayuree, who introduced a sustainable fashion apparel brand called Econic. Marketing and sales of Econic’s products came with a bundle of challenges, and it was not easy to convince customers about the authenticity, quality and pricing of these products. Indian consumers had less awareness of the value of sustainable fashion clothing thereby presenting a huge challenge for Econic to flourish and sell their products in India. Thereafter, the brand aimed at expanding beyond the geographical boundaries of India. This further led Econic to face a cutthroat competition from various established players with comparatively huge market shares. Majority of Econic’s sales arose from expatriates or outlanders. Considering the response of local impediments and constraints from India, Sanghamitra began targeting the foreign markets. She saw global expansion as an opportunity for driving the brand’s growth. Eventually, Econic witnessed nascent success when the founders started exporting their products in the markets of UAE [1] and USA [2]. Contrarily, the brand’s co-founder Mayuree felt that it was too early for the brand to enter international market, and instead, it would be more sensible to focus attention in India itself. The approach of both the co-founders seemed paradoxical. At one point, Econic was facing a fierce local competition for their products. How could the brand increase awareness and acceptance of its products was an area of concern for Sanghamitra. Second, expanding into international market posed certain other challenges. The key dilemmas encountered by the co-founders continued to remain that which growth strategy should Econic adopt; how could Econic ascertain to set foot into which market; what were the likely scalability challenges they faced by entering international market; and what could be the finest marketing strategy for their brand.

The case is relevant for students in disciplines of green marketing, principles and concepts of sustainability, climate change and development, corporate social responsibility, marketing and strategy. It is designed for advanced MBA/PGDM and capstone courses.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This paper aims to investigate the firm performance of micro, small and medium enterprises (MSMEs) by using artificial intelligence-based supply chain resilience strategies. A theoretical framework shows the relationship between artificial intelligence, supply chain resilience strategy and firm performance.

A questionnaire is developed to survey the MSMEs of India. A sample size of 307 is considered for the survey. The employees working in MSMEs are targeted responses. The conceptual model developed is tested empirically.

The study found that eight hypotheses were accepted and two were rejected. There are five mediating variables in the current study. Artificial intelligence, the independent variable, positively affects all five mediators. Then, according to the survey and analysis of the final 307 responses from MSMEs, the mediating variables significantly impact the dependent variable, firm performance.

This study is limited to emerging markets only. Also this study used only cross sectional data collection methods.

This study is essential for supply chain managers and top management willing to adopt the latest technology in their organisation or firmfor a better efficient supply chain process.

This study investigated artificial intelligence-based supply chain resilience for improving firm performance in emerging countries like India. This study tried to fill the research gap in artificial intelligence and supply chain resilience.

The present study investigates the role of social capital in promoting sustainable livelihood amongst indigenous women in India. The study further analyses the mediation effect of women entrepreneurship between social capital and livelihood promotion.

Structure equation modeling has been used to empirically examine the effect of social capital in promoting sustainable livelihood. The study has collected 612 samples from indigenous women entrepreneurs across Sundargarh and Koraput districts in Odisha.

The result highlighted the extensiveness of indigenous women entrepreneurs, who utilized their social capital to improve enterprise performance and livelihood conditions. It is witnessed that social capital has a direct and positive effect on uplifting the living standards of indigenous women. Furthermore, women entrepreneurship mediates the relationship between social capital and livelihood promotion of indigenous women.

The decision-makers, policy practitioners and government agencies must encourage more women's self-help groups to participate in entrepreneurial activities by utilizing social capital through government welfare programs.

The present study adds value to the existing literature on social capital, women entrepreneurship and sustainable livelihood by measuring the importance of social capital in achieving sustainable livelihood. This study will add knowledge to the existing theories and literature of social capital on its use and importance towards the benefit of society.

This case studies the growth of OYO Hotels (OYO) to illustrate the operational processes necessary to succeed in the service sector. The case allows for a discussion of employee- and customer-management systems, tech-driven solutions, and profit drivers. The material unfolds OYO's growth and its solution for making economy hotels discoverable and bookable online.

The case raises a series of questions around OYO's business model, its ability to translate across global markets, and growth potential. It has been successfully taught in a second-year MBA class on the management of service operations.

The study aims to facilitate the medical tourists visiting emerging countries for various kinds of ailments by ranking the possible destinations to avail medical treatments.

A Fuzzy Analytical Hierarchical Process (FAHP) with a mixed-method approach is applied to analyze data collected from patients and substantiate it with medical tour operators in India to gain managerial insights on the choice-making patterns of the patients.

India is a preferred emerging market location due to the low cost and high medical staff quality. India offers value for money, whereas Singapore and Thailand are preferred destinations for quality and technology.

The study will facilitate the emerging markets' governments, hospitals and medical tourists to understand the importance of various determinants responsible for availing medical treatment outside their country.

The study recommends that cost and quality care are the patients' prime focus; government policies must provide clear guidelines on what the hospitals and country environment can offer and accordingly align the marketing strategies.

This study is the first attempt to rank various factors affecting medical tourism using the FAHP approach.

In the context of an absence of studies examining the interrelationship between Indian construction industry and residential real estate sector, the study aims to develop and test a conceptual framework to stimulate construction industry through optimisation of housing market in India. The developed conceptual framework lays down a blueprint to assess the interaction between construction industry and housing market in other countries.

Means of stimulation of construction industry by residential real estate sector were identified. Housing market was examined to identify factors constituting consumer-centric delivery and consumer-empowered demand. Supply side of housing market was probed to identify underlying factors stifling housing delivery. The identified factors were put together to form the conceptual framework. A questionnaire was developed and administered to the delivery-side stakeholders of housing market.

The study demonstrates significant correlations between real estate investment-led construction industry output stimulation and consumer-centric residential real estate delivery. The deterrents to consumer-centric housing delivery have been ascertained to be having an impact on time, cost and scope of housing projects. Significant correlations have been ascertained between the deterrents. On the demand-side, skills, awareness and engagement of consumers are strongly correlated with each other. Affordability of housing is rightfully correlated with all the three means of stimulation of construction industry output.

Specific to the Indian context, the study presents and validates a novel conceptual framework aimed at stimulation of construction industry output through interventions in housing market.