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This paper aims to fill a gap in the authors’ understanding of alliance-level and the partner-level alliance performance by analysing the influence of behavioural factors for alliances formed by SMEs. Prior studies on the topic have arrived at inconclusive results. This study plugs gaps in prior studies' approach such as deployment of inconsistent performance measures, and omission of contingent factors.

The survey method was used to collect responses about 86 alliances of Indian SMEs. The data were analysed using PLS-SEM technique.

Two relationship capital variables – Trust and Commitment – were found to have differential influence on the two levels of SME alliance performance, and their influence was mediated by the presence of two exchange climate variables – Communication and Conflict.

Since the study employs perceptual measures of performance, it is subject to the limitations of these measures. Similarly, given the relatively small sample size on which analyses were based, the results may need to be replicated in order to generalize the findings.

The study tested a comprehensive model for alliance and partner performance in the context of SMEs. The study's results may be particularly useful to managers of SMEs for focusing on the key factors that influence alliance performance as well as their performance.

The model tested in the study is comprehensive and also accounts for the subtleties about the impact of the two key types of behavioural factors – Relationship capital and Exchange climate – on alliance and partner performance.

Online customer communities have become a strategic tool for business-to-business (B2B) firms to drive collaboration among customers around the company’s products and services. This paper aims to argue that the three social capital dimensions, that is, structural, relational and cognitive, themselves driven by brand community trust, can affect brand loyalty for the organization.

The authors use a survey to collect data and structural equation modeling to test the conceptual framework by collecting data from 214 participants across three online B2B communities operated by three technology firms in India.

Brand community trust is found to have a strong association with social network ties, identification and norm of reciprocity and shared vision. These three have concomitant effects on the quality of customer-to-customer (C2C) interactions. Such communication generates functional, emotional and social benefits, which, in turn, curate brand loyalty.

The authors’ findings guide community managers in leveraging such conversations in shaping customer loyalty for the corporate brand.

This work provides an integrated framework to explain the important role of C2C interactions in B2B online brand communities.

One of the most marginalized communities in India is the Lesbian, Gay, Bisexual and Transgender (LGBT) community which commonly experiences discrimination. Many studies have countered that the LGBT community faces high discrimination in the banking and financing industry. As a result, this study concentrates on this marginalized community and its acceptance and continuation habit regarding mobile wallets. Consequently, this study has considered continuance intentions as a response to confirm the progress of the mobile-wallet industry. Also, this study tried to study the relationship between behavioral intention (BI) and continuous intention (CI) which is seriously lacks in the library of literature. The research operationalized the stimulus–organism–response (SOR) framework for the conceptual model and surveyed 100 self-proclaimed members of the LGBT community in India. The analysis has been done using the partial least structure (PLS). The findings demonstrate that variables like perceived trust (PT) directly influence the BI. On the other hand, variables like perceived ease of use (PEoU), social influence (SI), and satisfaction (S) doesn’t influence BI of the LGBT Community. The main outcome was a favorable association between BI and CI. It will help the stakeholders to understand how important this new market avenue is and how it can be explored. To ensure safe and secure transactions, a group think tank composed of important parties (financial institutions, mobile-wallet providers, the government, security specialists, etc.) should make recommendations. Mobile-wallet providers will attain benefit from this study’s understanding of user categories and ability to tailor their service offers as per the community.

This case study is designed to enable students to analyze the competitive landscape of a business impacted by technological disruption; evaluate the viability of an organic growth strategy using stakeholder analysis; evaluate the revenue and cost structure of Apollo 24/7 and decide on the future investment strategy; and analyze funding strategies of traditional hospitals versus pure digital players.

To extend its reach, Apollo Hospitals Enterprise (Apollo Hospitals), a leading private sector brick-and-mortar hospital chain in India known for using state-of-the-art technology, launched a unified virtual mobile platform Apollo 24/7 in February 2020, 45 days into the COVID-19 pandemic. The management believed that the digital platform had a unique ecosystem that could not be replicated. The analysts were optimistic about the impact of the decision on the future performance of Apollo Hospitals, as it was expected to lead to higher penetration and increased revenue. They also anticipated the unlocking of value, as and when the venture capitalist (VC) would invest in Apollo Hospitals. However, with increasing operating expenses on account of burgeoning technological and marketing expenses, things did not seem to go going as planned. Three years later, in February 2022 after the Q3 of financial year 2023 results. Suneeta Reddy, the company’s managing director found herself pondering whether the digital platform could boost Apollo Hospitals’ profitability in addition to expanding its reach and increasing affordability when the company missed the analyst estimates. In India, which was then the second most populous country, “incremental access” and “affordability” were what mattered to the patients, However, for the investors and analysts, it was quarter-on-quarter performance. The change in the macroeconomic environment stalled the company’s plan of raising money from VCs.

Furthermore, the financing dilemma also plagued Reddy. She knew there was a difference between financing for conventional businesses that for digital businesses. She also had to take decide between short-term profitability with which investors were obsessed versus long-term sustainability, which involved taking care of stakeholders’ interests.

This case study is basically aimed at postgraduate courses and executive management courses.

Teaching notes are available for educators only.

CSS11: Strategy.

The purpose of this study to investigate the organized porous network zinc (OPNZ) scaffolds. Their mechanical characteristics, surface roughness and fracture mechanism were assessed in relation to their structural properties. The prospects of fused deposition modeling (FDM) for printing metal scaffolds via rapid tooling have also been studied.

Zn scaffolds with different pore and strut sizes were manufactured via the rapid tooling method. This method is a multistep process that begins with the 3D printing of a polymer template. Later, a paraffin template was obtained from the prepared polymer template. Finally, this paraffin template was used to fabricate the Zn scaffold using microwave sintering. The characterization of prepared Zn samples involved structural characterization, microstructural study, surface roughness testing and compression testing. Moreover, based on the Gibson–Ashby model analysis, the model equations’ constant values were evaluated, which can help in predicting the mechanical properties of Zn scaffolds.

The scanning electron microscopy study confirmed that the fabricated sample pores were open and interconnected. The X-ray diffraction analysis revealed that the Zn scaffold contained hexagonal closed-packed Zn peaks related to the a-Zn phase, validating that scaffolds were free from contamination and impurity. The range for ultimate compressive strength, compressive modulus and plateau stresses for Zn samples were found to be 6.75–39 MPa, 0.14–3.51 GPa and 1.85–12.6 MPa by adjusting their porosity, which are comparable with the cancellous bones. The average roughness value for the Zn scaffolds was found to be 1.86 µm.

This research work can widen the scope for extrusion-based FDM printers for fabricating biocompatible and biodegradable metal Zn scaffolds. This study also revealed the effects of scaffold structural properties like porosity, pore and strut size effect on their mechanical characteristics in view of tissue engineering applications.

Migrants face some unique health-care challenges, which often remain unaddressed by the health system. The purpose of this study is to determine health-care access among migrants in Chhattisgarh, from a lens of health equity.

This study was conducted in a government-built tenement under the Integrated Housing and Slum Development program in Bilaspur district of Chhattisgarh state of India. It is a mixed-methods study which used a survey method, focus group discussion, in depth-interviews, semi-structured interviews and non-participant observations of health facilities in the area. Respondents included residents (migrants) and other local stakeholders like the Chief Medical Officer of the district, elected representatives of the local government and frontline health workers. This paper focuses on the findings from the qualitative component of the study.

The move to resettle the people living in the slums to the periphery of the city had a negative impact on their health-care access. They find it difficult to access public health services, given the services are concentrated in the city. Women, elderly people and disabled people grapple with additional challenges in being able to access basic reproductive health services and care for chronic illnesses. Equity in health-care access is linked to various social determinants of health including access to housing and social security. However, the authors found that the migrant community is being deprived of appropriate housing facilities and social security.

This paper explores the health-care access of internal migrants in Chhattisgarh state of India in the larger context of urban development with a focus on health equity.

Small businesses and start-ups have started to reopen post coronavirus disease 2019 (COVID-19) lockdowns but are facing numerous challenges mainly due to changed customer preferences and the need to fine-tune the business models. This research aims to identify the important aspects that start-ups need to focus on, as they weather the COVID-19 pandemic storm.

Research uses constructivist grounded theory methodology to analyse data collected through in-depth semi-structured interviews with entrepreneurs and senior employees at start-ups. A conceptual model based on nine categories impacting a start-up’s performance is investigated. Interview memos are thematically analysed to identify repeated ideas, concepts or elements that become apparent.

Study reveals that employees’ and customers’ safety, prudent cost management and online presence/doorstep services are key for start-ups to succeed today's changed business landscape due to COVID-19.

Findings act as a practical guide for start-ups in setting mechanisms, optimizing operations and fine-tuning strategy to address COVID-19 challenges. Start-ups are advised to evaluate the implications of the three findings on their respective businesses to successfully tackle the challenges posed by COVID-19.

This research, being cognizant of a start-up’s unique characteristics and nuances, takes a fresh approach to identify key aspects that start-ups need to focus on and fine-tune in the wake of COVID-19. The paper enriches scientific research of understanding impact of COVID-19 on organizations by specifically surfacing how start-ups can learn and adapt by knowing how other start-ups are surviving today.

As mobile payment systems have been in constant demand and are increasing in recent years, the various stakeholders involved in the process need to be identified. The study mainly includes ease of use, perceived usefulness, facilitating conditions, social influences, adoption readiness and intention to use financial technology (FinTech) in India. This paper aims to discuss FinTech and its dynamic changes in the banking sector. This study tests the mediation influence of perceived trust on adoption readiness and intention to use FinTech in India. The proposed impact of mediation of perceived trust was significant but small on adoption readiness and intention to use FinTech.

A questionnaire survey was administered to mobile payment users, and 349 responses were collected. Structural equations are analyzed to determine the proposed variables’ direct effects on adopting them. Additionally, to examine indirect effects, the mediation test is used.

The analysis results support the proposed model and thus help explain the impact of adoption readiness, trust and intention to use digital payment. The study’s significant findings will enable mobile payment institutions to understand the variables related to the growing use of technology in customers’ contexts. The study reveals the significance of ease of use, perceived usefulness and facilitating the service condition, which means that vendors prefer to use compatible devices that are easy to use with other devices. The analysis also explores the critical influence of perceived usefulness on customer behavior, enabling software designers to encourage accessible processes and device advantages for customers.

Mobile payment systems offered by financial institutions until currently become a variety of mobile payment services due to rapidly evolving information technology. This work is a groundbreaking attempt to apply technology acceptance in recent years to the emerging framework of mobile banking systems. This study examines the adoption of mobile payment technologies by proposing an extended technology acceptance model (TAM) to capture the issues associated with adoption in India through banking users. Now customers are aware that cyberattacks on banking networks and data breaches quickly through media and social networks. Also, they know that the industry has done little to avoid or mitigate these attacks.

This study examines the adoption of mobile payment technologies by proposing an extended TAM to capture the issues associated with adoption in India through banking users.

Mobile-based payment is increasing exponentially but in the developing country like India, consumers’ perception is highly positive in daily cash transaction. The purpose of this research is to identify and examine the important challenges for mobile wallet (m-wallet) implementation in India. In the wake of COVID-19, one of the transmission mechanisms of this virus has been the coins and paper money passed between a buyer and a seller. As such m-wallet considered as a convenience of payment has become a necessity in light of the pandemic.

The authors explored 19 unique sets of challenges selected from the literature and collected data from 14 experts from private sector, multinational corporations and mixed private and public partnership who have significant knowledge and experience of mobile payment implementation and use in their respective organisations. Also, the authors have used Interpretive Structural Modelling (ISM) methodology in developing a hierarchal model for the identified challenges. The authors implemented Cross-Impact Matrix Multiplication Applied to Classification (MICMAC) analysis to classify the identified challenges.

The ISM-based framework is divided into nine different hierarchical levels. “Lack of strong regulatory compliance (Ch6)” has been recognised as the most important challenge, which inhibited the mobile wallet implementation, whereas “Perception of customers about the value of using mobile wallets (Ch11)” is the most dependent critical challenge. There are seven hierarchical layers in between the top and the bottom level with the varied number of challenges based on their driving and dependence power.

This is the first research to the best of our knowledge that has not only comprehensively reviewed the m-wallet literature but also employed a unique ISM-MICMAC-based approach to develop a framework of challenges for the m-wallet implementation.

This paper aims to derive a model that explores how the interplay between knowledge integration capability and innovation impacts strategic orientation, leading to the attainment of sustainable competitive advantage. The study considers the constituents of strategic orientation, namely, customer orientation, competitor orientation and technology orientation, as the basis for achieving sustainable competitive advantage. The study suggests that the firm’s capacity for integrating external and internal knowledge shapes how strategic orientation influences sustainable competitive advantage through service innovation.

This empirical research relies on qualitative and quantitative data gathered from telecom professionals to assess how knowledge integration and service innovation influence sustained competitive advantage. Structured equation modeling is used to examine the model and its interrelationships.

The research establishes significant relationships between strategic orientations, knowledge integration capability, service innovation and sustainable competitive advantage. Knowledge integration capability and service innovation are found to mediate the relationship between strategic orientations and the achievement of sustainable competitive advantage.

The study highlights the significant contribution of a firm’s knowledge integration capability in driving service innovation, especially in technology-intensive service industries facing hypercompetition. It also advocates prioritizing technology orientation and integrating knowledge from internal and external sources for competitive advantage.

To the best of the authors’ knowledge, this study is the first to model the effect of knowledge integration capability and service innovation on strategic orientation-led sustainable competitive advantage.