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After reading this case study, the students will be able to identify the various choices available in social e-commerce using network marketing, interpret data-driven decisions in social e-commerce and evaluate their role in scaling business, analyse cost and revenue management in value segments, evaluate technology adoption among the masses using appropriate communication structures and develop customer relationships and manage their sentiments in the era of social media.

DealShare became a unicorn in 2022 and targeted the rural and low-income groups. Based on a networking model for customer acquisition and a hyperlocal supply chain model, DealShare is increasing its customer base at a rapid pace. However, profitability was still a challenge, and converting high volume into high value continued to be a daunting task. This case study delves deep into the challenges co-founder Sourjyendu Medda and the DealShare team faced. It seeks to address key issues: how should DealShare leverage customer network for faster customer acquisition and how should they increase ticket size and profitability? As a data-driven business, what advantages does DealShare have in influencing customers’ buying behaviour using data? Dependence on social media could have a cascading effect on “word of mouth”. How can they manage customer complaints and increase engagement?

This case study has the potential to be used in different settings. In strategic cost management, this case study can demonstrate strategies for cost management in the value-conscious segment. This case study can be used in marketing management courses while teaching “positioning” in business-to-consumer markets and CRM. For second-year management students, this can be used in entrepreneurship and strategic management courses to demonstrate the network effect in social e-commerce start-up businesses. This case study is also relevant for various course modules in graduate management programmes to demonstrate the power of data-driven decision-making in business.

Teaching notes are available for educators only.

CSS 8: Marketing

This study aims to explore the career transition process of women professionals when they return to the workplace after a break and re-integrate with their career aspirations.

This research used a qualitative approach with semi-structured interviews for data collection. All 20 women participants have returned to their careers after a break.

The data analysis reveals women’s career transition and re-integration process into the workplace after a career break. Supervisory support, work–life balance practices, role models, coworker support and career success emerged as factors enabling successful transition. The employing organisations’ diversity, equity and inclusion (DEI) hiring strategy emerged as an important mechanism for re-entry.

Although previous research has studied women professionals returning after a break, the “transition process” that enables re-entry is missing.

Despite the significance of a gender-diverse workforce, there is a lack of comprehensive review of gender diversity and women's career advancement literature. Moreover, past literature focuses on women-on-board and other subsets based on outcomes like firm financial and non-financial performance, corporate social performance and board interlocks. The purpose of this study is to examine the research on gender diversity and women's career advancement through an analysis of 143 articles published during past decade. Theoretical frameworks, contexts and constructs-based contribution to scholarship were reviewed. The authors attempt to highlight key theories, constructs and contexts and provide direction for future research.

A comprehensive systematic literature review of 143 articles spanning January 2008–March 2023 about gender diversity and women’s career advancement was conducted.

Majority of the past studies have focused on women on board and top management team, and most of them have been conducted in the context of the USA and China. There is no specific industry which has been covered extensively. Resource dependency, resource-based views and agency theories are the primary theoretical frameworks used in the past studies. Furthermore, these findings suggest the scope to further focus on women’s retention and career growth initiatives, especially at levels other than top levels, for a stronger leadership pipeline.

This study has been conducted with a focused analysis of the context, constructs and theoretical frameworks, enabling future researchers to decide how and where to focus, to now strengthen retention of women.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

A study of hundreds of employees and their supervisors from India established the negative effect of workplace loneliness on job performance. The author’s findings also supported the role of person-environment fit (PE) in minimizing the negative effect of workplace loneliness on well-being, as well as the impact of workplace loneliness on psychological safety.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The purpose of this paper is to present current state of understanding on jet electrodeposition manufacturing; to compare various experimental parameters and their implication on as deposited features; and to understand the characteristics of jet electrodeposition deposition defects and its preventive procedures through available research articles.

A systematic review has been done based on available research articles focused on jet electrodeposition and its characteristics. The review begins with a brief introduction to micro-electrodeposition and high-speed selective jet electrodeposition (HSSJED). The research and developments on how jet electrochemical manufacturing are clustered with conventional micro-electrodeposition and their developments. Furthermore, this study converges on comparative analysis on HSSJED and recent research trends in high-speed jet electrodeposition of metals, their alloys and composites and presents potential perspectives for the future research direction in the final section.

Edge defect, optimum nozzle height and controlled deposition remain major challenges in electrochemical manufacturing. On-situ deposition can be used as initial structural material for micro and nanoelectronic devices. Integration of ultrasonic, laser and acoustic source to jet electrochemical manufacturing are current trends that are promising enhanced homogeneity, controlled density and porosity with high precision manufacturing.

This paper discusses the key issue associated to high-speed jet electrodeposition process. Emphasis has been given to various electrochemical parameters and their effect on deposition. Pros and cons of variations in electrochemical parameters have been studied by comparing the available reports on experimental investigations. Defects and their preventive measures have also been discussed. This review presented a summary of past achievements and recent advancements in the field of jet electrochemical manufacturing.

This study examined the factors impeding the implementation of micro-credentials and accepting it as a credible source of earning professional qualifications and certifications necessary for pursuing higher education or other career goals.

The factors were identified by reflecting on the recent literature and Internet resources coupled with in-depth brainstorming with experts in the field of micro-credentials including educators, learners and employers. Two ranking methods, namely Preference Ranking for Organization Method for Enrichment Evaluation (PROMETHEE) and multi-objective optimization based on ratio analysis (MOORA), are used together to rank the major challenges.

The results of this study present that lack of clear definitions, ambiguous course descriptions, lack of accreditation and quality assurance, unclear remuneration policies, lack of coordination between learning hours and learning outcomes, the inadequate volume of learning, and lack of acceptance by individuals and organizations are the top-ranked and the most significant barriers in the implementation of micro-credentials.

The findings can be used by educational institutions, organizations and policymakers to better understand the issues and develop strategies to address them, making micro-credentials a more recognized form of education and qualifications.

The novelty of this study is to identify the primary factors influencing the implementation of micro-credentials from the educators', students' and employers' perspectives and to prioritize those using ranking methods such as PROMETHEE and MOORA.

This study aims to investigation of the guar gum-manganese dioxide (GG/MnO₂) nanocomposite (NC) synthesized using an environment-friendly method and the degradation of reactive yellow (RY 145) dye in the UV system.

Characterization of the GG/MnO₂ NCs were conducted using field emission scanning electron microscopy, X-ray diffraction and Fourier-transform infrared spectroscopy. Experiments were conducted using a 1 L glass reactor coupled with Ultraviolet (UV-C) blue light bulb of wavelength 250 nm and power of 8 W.

The NC (2.25 g/L) displayed high RY 145 dye degradation (81%) with 10 mg/L of concentration at pH 3. The coefficient of determination (R² 0.99) also depicted that the model fits the experimental data. The analysis of variance (ANOVA) showed that the F-values of 464.75, 276.04 and 5.15 are related to the dose of GG/MnO₂ NCs, initial concentration of RY 145 dye and solution pH, respectively.

The GG/MnO₂ NCs followed by photo oxidation process (UV-process) could be used to degrade the RY 145 dye from synthetic wastewater.

There are two main innovations. One is that the novel process is performed successfully for RY 145 dye degradation. The other is that the optimized conditions are obtained by Box–Behnken design. Also, the effects of different variables on the RY 145 dye removal efficiency were investigated.