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Abstract

Subject area

Business internationalization into emerging markets.

Study level/applicability

BA Level.

Case overview

On March 23, 2014, Yves, Patrick and Pascal were on their flight back from Udaipur, India, to Zurich, Switzerland thinking about all the experiences they had during the last 12 months and especially in the last three weeks when they visited India to do the feasibility study for their water shop concept. They still had many questions that were unanswered before leaving India. Do they have the sufficient Indian contextual knowledge and expertise to run a business? Are they considering all relevant aspects to successfully establish a water shop in rural India? Have they developed the conducive mindset? Are they ready to leave their comfort zone, friends and family behind to embark on an once-in-a-lifetime adventure? Do they have enough social capital to assist them in the process of setting up the water shop? Shortly before landing at Zurich airport, Yves knew that they now either had to become serious and really spend at least a year in India to turn their concept of a water shop into reality or stay back in Europe starting with their masters studies. The case offers a true story about three BSc students that decided to evaluate whether they could implement a business opportunity that they had identified during a “Doing Business in India” course at their university and subsequently developed into a serious business case. Based on this situation, the case study offers the opportunity for students to better understand what it takes to create the right mindset (i.e. “Triple I” mindset) before actually implementing a market entry or expansion project in India.

Expected learning outcomes

The case focuses on teaching the “Triple I” mindset to discuss the prerequisites of a successful market entry or expansion in India: investment mindset, intercultural mindset and infrastructure mindset The case study also highlights the importance of networks and networking locally (i.e. building social capital) as a prerequisite for a successful market entry or expansion. This approach including the “Triple I” mindset, the role of social capital as well as the actual market entry or expansion project is summarized in a metaphor that we call the “Archimedes’ Screw of Internationalization”. The case study proposes to work on the following five assignment questions to drive the intended learning objectives by discussing the different prerequisites of a successful market entry or expansion in India.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS: 5: International business.

Details

Emerald Emerging Markets Case Studies, vol. 7 no. 3
Type: Case Study
ISSN: 2045-0621

Keywords

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Article

Miralem Helmefalk and Adele Berndt

Retail stores are required to provide a stimulating in-store experience for customers and do this by developing various strategies. One strategy implemented by retailers…

Abstract

Purpose

Retail stores are required to provide a stimulating in-store experience for customers and do this by developing various strategies. One strategy implemented by retailers is the use of sensory cues to encourage consumers to engage with the environment and the products on display and available for purchase. Conducted in a lighting department, the purpose of this paper is to consider how retailers can employ a multisensory cue, which is formed by combining three single cues to positively impact consumer behaviours – specifically time spent, touching and purchase.

Design/methodology/approach

The study comprised an experimental design, which implemented single congruent visual, auditory and olfactory cues that formed a multisensory cue. Consumer behaviour outcomes of these cues were measured using objective measures.

Findings

The results show that a multisensory cue impacts time spent and purchasing, but no evidence of it affecting touching was noted. In the case of the single cues, auditory and scent cues impacted time spent, but their effect was not to the extent of the multisensory cue, which was superior.

Research limitations/implications

The study focussed on one product category within a general furnishing store, thus limiting the extent to which the findings can be generalised.

Practical implications

The effect of a multisensory cue exceeded that of single cues, emphasising the need for retailers to consider and develop a multisensory retail environment.

Originality/value

While research into the effect of single cues on consumer behaviours has shown positive effects, research into a multisensory cue, especially in a real-retail setting, is relatively scarce.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 11/12
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Jayarami Reddy Konda, Madhusudhana Reddy N.P., Ramakrishna Konijeti and Abhishek Dasore

The purpose of this paper is to examine the influence of magnetic field on Williamson nanofluid embedded in a porous medium in the presence of non-uniform heat…

Abstract

Purpose

The purpose of this paper is to examine the influence of magnetic field on Williamson nanofluid embedded in a porous medium in the presence of non-uniform heat source/sink, chemical reaction and thermal radiation effects.

Design/methodology/approach

The governing physical problem is presented using the traditional Navier–Stokes theory. Consequential system of equations is transformed into a set of non-linear ordinary differential equations by means of scaling group of transformation, which are solved using the Runge–Kutta–Fehlberg method.

Findings

The working fluid is examined for several sundry parameters graphically and in a tabular form. It is noticed that with an increase in Eckert number, there is an increase in velocity and temperature along with a decrease in shear stress and heat transfer rate.

Originality/value

A good agreement of the present results has been observed by comparing with the existing literature results.

Details

Multidiscipline Modeling in Materials and Structures, vol. 15 no. 2
Type: Research Article
ISSN: 1573-6105

Keywords

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Book part

Raife Meltem Yetkin Özbük, Duygu Aydin Ünal and Büşra Oktay

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this…

Abstract

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this has affected both firms and consumers considerably, the literature is dominated by the studies dealing with omnichannel retailing from the firms’ perspectives. The studies dealing with omnichannel retailing from the consumers’ perspectives have recently begun to attract the attention of researchers. For this reason, this study conducted a literature review to examine various consumer behaviors mentioned in the studies aimed at explaining consumer behaviors in the omnichannel retailing context. The distribution of these studies according to years and journals, research methods used, theories adopted, and the related five-stage consumer decision-making stages are summarized. Additionally, this review addresses future research avenues.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

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Article

Siddhartha Sarkar, Dinesh Sharma and Arti D. Kalro

The purpose of this paper is to present different naming, packaging, and pricing strategies adopted by private label (PL) retailers in India. This study also aims to…

Abstract

Purpose

The purpose of this paper is to present different naming, packaging, and pricing strategies adopted by private label (PL) retailers in India. This study also aims to identify preferred private label brand (PLB) categories, factors influencing their selection, and the importance of cues in evaluation of PLBs. The overall purpose is to identify important areas for future research of PLBs in the wake of organized retail growth in an emerging economy (India is the context here).

Design/methodology/approach

This study is based on in-store observations of major Indian retail chains, longitudinal analyses of customers’ shopping bills, qualitative analyses of consumer interviews, and focus group discussions.

Findings

The results indicate that retailers primarily adopt “Sub-branding” (using the store name along with a separate brand name) and “House of Brands” (using a separate brand name only) strategies to sell PLBs in the Indian market. Groceries, food and beverages, and apparel are the preferred categories in PLB. Price, quality, and convenience are the major factors influencing PLB. Taste, ingredients, packaging, price, brand name, and store name are the main factors that are used to evaluate PLBs.

Research limitations/implications

Due to the qualitative analyses and interpretation, there are limitations to this study which need to be empirically validated.

Practical implications

This research has implications for organized retailers in understanding the various strategies used for PLBs in India.

Originality/value

This study is a novel study for documenting the PLB strategies adopted by organized retailers in India. It also uses a longitudinal exploratory approach to further understanding the consumption of PLBs in India.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Abhishek Sharma and Deepika Jain

The purpose of this paper is to investigate the impact of fairness concerns of the retailer on the pricing policies of the supply chain partners, their individual profits…

Abstract

Purpose

The purpose of this paper is to investigate the impact of fairness concerns of the retailer on the pricing policies of the supply chain partners, their individual profits, and the overall performance of a dual-channel supply chain composed of one manufacturer and one retailer. First, the authors model the dual-channel supply chain under retailer’s fairness concern. Second, the authors derive the optimal pricing policies of the channel members. Third, the authors analyze the effects of retailer’s fairness and bargaining power on the pricing strategies and profit functions of the dual-channel supply chain system.

Design/methodology/approach

The authors adopt the manufacturer-led Stackelberg game theoretic framework, where the dominant manufacturer’s pricing decisions are based on the retailer’s pricing decision. The paper considers Nash bargaining solution as the fairness reference point to formulate the utility function of the fair-retailer. The paper uses this approach because it endogenously accounts for the competitive power and cooperative contribution of the channel members when they interact.

Findings

The authors find that the retailer’s fairness concerns are not always beneficial for its better performance. If the retailer is moderately sensitive towards its fairness, it will positively influence its performance. However, if the fairness concern becomes too high then it will negatively impact the retailer’s performance because it results in customers’ migration towards direct online channel for buying the products. In addition, if the retailer’s fairness concerns are mild, the manufacturer’s prices will decrease in retailer’s bargaining power, which is opposite otherwise.

Originality/value

The authors use Nash bargaining solution model as the fairness reference in the context of dual-channel supply chain, which is comparatively a recent approach and has been used independently from dual-channel supply chain system.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Kumar Abhishek, Saurav Datta, Siba Sankar Mahapatra, Goutam Mandal and Gautam Majumdar

The study has been aimed to search an appropriate process environment for simultaneous optimization of quality‐productivity favorably. Various surface roughness parameters…

Abstract

Purpose

The study has been aimed to search an appropriate process environment for simultaneous optimization of quality‐productivity favorably. Various surface roughness parameters (of the machined product) have been considered as product quality characteristics whereas material removal rate (MRR) has been treated as productivity measure for the said machining process.

Design/methodology/approach

In this study, three controllable process parameters, cutting speed, feed, and depth of cut, have been considered for optimizing material removal rate (MRR) of the process and multiple surface roughness features for the machined product, based on L9 orthogonal array experimental design. To avoid assumptions, limitation, uncertainty and imprecision in application of existing multi‐response optimization techniques documented in literature, a fuzzy inference system (FIS) has been proposed to convert such a multi‐objective optimization problem into an equivalent single objective optimization situation by adapting FIS. A multi‐performance characteristic index (MPCI) has been defined based on the FIS output. MPCI has been optimized finally using Taguchi method.

Findings

The study demonstrates application feasibility of the proposed approach with satisfactory result of confirmatory test. The proposed procedure is simple, and effective in developing a robust, versatile and flexible mass production process.

Originality/value

In the proposed model it is not required to assign individual response weights; no need to check for response correlation. FIS can efficiently take care of these aspects into its internal hierarchy thereby overcoming various limitations/assumptions of existing optimization approaches.

Details

Journal of Manufacturing Technology Management, vol. 24 no. 6
Type: Research Article
ISSN: 1741-038X

Keywords

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Article

Abhishek Mishra, Satya Bhushan Dash and Dianne Cyr

The study aims to explore the buildup of consumer-based brand equity (CBBE) from positive derived experiences. Rewarding experiences with products make a user feel good…

Abstract

Purpose

The study aims to explore the buildup of consumer-based brand equity (CBBE) from positive derived experiences. Rewarding experiences with products make a user feel good about their decision to buy and use them. Those feelings get accrued as strong consumer–brand relationship, measured comprehensively by CBBE in marketing literature.

Design/methodology/approach

The study is conducted in two phases – exploratory and validation. The exploratory phase involved conceiving a theoretical framework from in-depth literature review. The framework is then validated through a survey-based empirical phase. Smartphones form the context of the work.

Findings

The three consumption values used in the study are usability, social value and pleasure in use. Brand equity has been conceptualized and measured as brand association, perceived value, brand trust and brand loyalty. The moderating role of user expertise, as well as lifestyle, was also tested on pleasure derived. Most of the hypothesized relationships between different constructs of experience and brand equity were found significant. Significant evidence for hierarchical formation of brand equity was also established.

Research limitations/implications

Lack of evidence of moderation of lifestyle may be ascribed to the validity of the scale used to measure it in the current context and needs to be updated. The study contributes by conceiving experience as a multidimensional framework based on Holbrook’s typology, besides validating its relationship to CBBE. Hierarchical formation of brand equity is also a novel contribution.

Practical implications

This study provides an indicative guide to marketers with design cues that can provide relevant consumption values in the quest for a positive brand impression. It also provides directions for segmenting the smartphone market based on user expertise for better branding.

Originality/value

The study is innovative by relating experience, conceptualized with Holbrook’s framework and CBBE – something yet to be seen in the literature.

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Article

M. Sakthivel, S. Vijayakumar and M.P. Jenarthanan

The purpose of this paper is to optimise the process parameters, namely, point angle, spindle speed and feed rate in the drilling of glass-reinforced stainless steel mesh…

Abstract

Purpose

The purpose of this paper is to optimise the process parameters, namely, point angle, spindle speed and feed rate in the drilling of glass-reinforced stainless steel mesh polymer (GRSSMP) composites using grey relational fuzzy logic.

Design/methodology/approach

Based on the full factorial design, the experiments were conducted. The output responses considered are thrust force, torque, delamination and diameter deviation. Based on responses, the optimised process parameter was selected using grey-fuzzy reasoning analysis (GFRA).

Findings

The percentage contribution of the drilling parameters is analysed using analysis of variance (ANOVA), and the result shows that feed rate is the most influential factor in the drilling of GRSSMP composites.

Research limitations/implications

The optimised drilling parameters have been used for drilling of polymer composites in the production industry.

Originality/value

Optimisation of process parameters during the drilling of GRSSMP composites using GFRA has not been performed previously.

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Article

Ransome Epie Bawack, Samuel Fosso Wamba and Kevin Daniel André Carillo

The current evolution of artificial intelligence (AI) practices and applications is creating a disconnection between modern-day information system (IS) research and…

Abstract

Purpose

The current evolution of artificial intelligence (AI) practices and applications is creating a disconnection between modern-day information system (IS) research and practices. The purpose of this study is to propose a classification framework that connects the IS discipline to contemporary AI practices.

Design/methodology/approach

We conducted a review of practitioner literature to derive our framework's key dimensions. We reviewed 103 documents on AI published by 25 leading technology companies ranked in the 2019 list of Fortune 500 companies. After that, we reviewed and classified 110 information system (IS) publications on AI using our proposed framework to demonstrate its ability to classify IS research on AI and reveal relevant research gaps.

Findings

Practitioners have adopted different definitional perspectives of AI (field of study, concept, ability, system), explaining the differences in the development, implementation and expectations from AI experienced today. All these perspectives suggest that perception, comprehension, action and learning are the four capabilities AI artifacts must possess. However, leading IS journals have mostly published research adopting the “AI as an ability” perspective of AI with limited theoretical and empirical studies on AI adoption, use and impact.

Research limitations/implications

First, the framework is based on the perceptions of AI by a limited number of companies, although it includes all the companies leading current AI practices. Secondly, the IS literature reviewed is limited to a handful of journals. Thus, the conclusions may not be generalizable. However, they remain true for the articles reviewed, and they all come from well-respected IS journals.

Originality/value

This is the first study to consider the practitioner's AI perspective in designing a conceptual framework for AI research classification. The proposed framework and research agenda are used to show how IS could become a reference discipline in contemporary AI research.

Details

Journal of Enterprise Information Management, vol. 34 no. 2
Type: Research Article
ISSN: 1741-0398

Keywords

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