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This paper provides a new Digital Library architecture that supports polyhierarchic ontology structure where a child concept representing an interdisciplinary subject area can have multiple parent concepts. The paper further proposes an access control mechanism for controlled access to different concepts by different users depending on the authorizations available to each such user. The proposed model thus provides a better knowledge representation and faster searching possibility of documents for modern Digital Libraries with controlled access to the system.

Since the proposed Digital Library Architecture considers polyhierarchy, the underlying hierarchical structure becomes a Directed Acyclic Graph instead of a tree. A new access control model has been developed for such a polyhierarchic ontology structure. It has been shown that such model may give rise to undecidability problem. A client specific view generation mechanism has been developed to solve the problem.

The paper has three major contributions. First, it provides better knowledge representation for present-day digital libraries, as new interdisciplinary subject areas are getting introduced. Concepts representing interdisciplinary subject areas will have multiple parents, and consequently, the library ontology introduces a new set of nodes representing document classes. This concept also provides faster search mechanism. Secondly, a new access control model has been introduced for the ontology structure where a user gets authorizations to access a concept node only if its credential supports it. Lastly, a client-based view generation algorithm has been developed so that a client’s access remains limited to its view and avoids any possibility of undecidability in authorization specification.

The proposed model, in its present form, supports only read and browse facilities. It would later be extended for addition and update of documents. Moreover, the paper explains the model in a single user environment. It will be augmented later to consider simultaneous access from multiple users.

The paper emphasizes the need for changing the present digital library ontology to a polyhierarchic structure to provide proper representation of knowledge related to the concepts covering interdisciplinary subject areas. Possible implementation strategies have also been mentioned. This design method can also be extended for other semantic web applications.

This paper offers a new knowledge management strategy to cover the gradual proliferation of interdisciplinary subject areas along with a suitable access control model for a digital library ontology. This methodology can also be extended for other semantic web applications.

The case explores information technology (IT) company Mindtree’s journey of 20 years from the time it was founded in 1999 to be different from others, and how it became a target for acquisition by an Indian diversified conglomerate in 2019. It offers insights into developing organizational culture and values in an organization, threats faced by a company when promoters dilute their shareholding, and the strategies followed by the acquirer and the target firm. It also deals with the challenges in the acquisition of a knowledge service digital firm. After working through the case and assignment questions, students will be able to: identify the circumstances under which a company can become a target for hostile takeover; describe motivations of the acquirer firm in an acquisition; distinguish between acquisition and hostile takeover, and discuss salient features of Securities and Exchange Board of India (substantial acquisition of shares and takeover) regulations, 2011; list the defenses a target firm can adopt to ward off hostile acquirer; explore strategies followed by acquirer and target firms; analyze important ingredients of organization culture, and importance of cultural congruence in an acquisition; and discuss challenges faced by an acquirer in India, namely, legal, retention of clients and key people in the target firm particularly in hostile environment.

The case explores how ten IT professionals founded mid-tier IT services company Mindtree in 1999 in Bengaluru, India (home to Infosys and Wipro) to be different from others – by inserting themselves at a higher level in the value chain, being philanthropic as a part of broader business strategy to attract a certain kind of employee and customer. It developed a culture of equality, consideration and respect. Its attrition rate of 12 to 13 per cent was significantly lower than the Industries. Mindtree crossed annual revenue of US$1bn for FY 2019 and was growing at twice the industry’s growth rate. The most attractive part was that its proportion of revenue from digital services was about 50 per cent as compared to 25-35 per cent of other services vendors. With time, the share of promoters/founders declined and increased one investor’s shareholding of V. G. Siddhartha and his related entities. In early March 2019, the promoters’ stake was 13.32 per cent while Siddhartha had 20.32 per cent. Larsen and Toubro (L&T) one of India’s conglomerate entered into a share purchase agreement on March 18, 2019 with Siddhartha to acquire his 20.32 per cent stake. Immediately, L&T asked its broker to purchase up to 15 per cent of share capital of Mindtree at a price not exceeding INR 980 per share (each share of face value INR 10). This would trigger an open offer by L&T to purchase additional 31 per cent shares of Mindtree. The action of hostile takeover bid by L&T evoked emotional criticism from Mindtree founders. Mindtree efforts to defend itself could not materialize. L&T’s stake crossed 26 per cent on May 16, 2019. After Indian regulator SEBI’s approval, L&T’s open offer to buy shares from Mindtree shareholders commenced on June 17, 2019. The case examines motivation of the acquirer firm particularly when it is a conglomerate, and how a well-performing company became a target for hostile takeover. It looks at vulnerabilities of a target firm, and defensive steps a firm can take to fence itself against such takeover. The case also explores how organizational culture is built in a people-oriented business, namely, digital services, and what role it plays in a merger of two firms.

The case is suited for postgraduate students of management, as well as those undergoing executive courses in management.

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

CSS 11: Strategy.

The purpose of the paper is to bring to the attention of academics the innovations which have rapidly been developed to sell goods and services across sectors using what the authors describe as “confusion marketing”.

This is a conceptual, integrative, critical assessment of a number of marketing disciplines addressing aspects of confusion marketing. Confusion practices are evolving rapidly, with little theoretical explanation of why many of them are successful. This paper seeks to answer such questions by examining a wide range of sectors and confusion practices.

Patterns are identified across sectors, companies and business practices, providing the basis for this holistic assessment of marketing research on confusion since its inception and the design of a systemic framework of confusion.

The study attempts to bring all marketing schools and traditions of confusion together and presents a synthesis of scholarly accomplishments in the area by matching them, where possible, to current practices. It advances extant literature by designing a systemic framework which has, so far, been absent in marketing and by identifying avenues for future research maturation.

This discussion challenges assumptions regarding the ethicality, sustainability and profitability of confusion practices. Businesses practicing confusion are successful, suggesting that such practices may be economically sustainable. Contrary to expectations in marketing, confusion seems to benefit some consumers; confusion practices are not necessarily unethical or detrimental.

Confusion is a controversial area in marketing. Although the literature on confusion has grown, extant research continues to concentrate on consumers’ perceptions of confusion and tends to assume that confusion practices are undesirable, unethical and unsustainable. This paper provides a first integrative critical analysis of marketing thinking and challenges the aforementioned literature assumptions, demonstrating that past research has not sufficiently explained the nature, consequences and success of confusion marketing.

The purpose of this paper is to describe Saraswati, a cross‐lingual Sanskrit Digital Library hosted at Banaras Hindu University. The system aims to assist those who know Sanskrit and at least one Indic script out of Devanagari, Kannada, Telugu and Bengali.

The system is developed with the Unicode standard using PHP as the programming language. The system follows three levels of architecture for search, display, and storage of Sanskrit documents. The system uses the UTF‐8 character representation system and generates on‐the‐fly transliteration from one Indic language script to another.

The system successfully demonstrates transliteration of Sanskrit text from one language to another. Saraswati is also capable of searching a given keyword across different languages and produces the result in the desired language script.

Some languages such as Tamil (not chosen for study) use context dependent consonants, and with the present algorithm they require further refinement.

With Saraswati, people can read Sanskrit documents and also perform a search for documents available in other scripts. The present system is useful for reading cross‐lingual literature. The present study demonstrates successful implementation of Saraswati over the University Intranet.

It is very common among scholars both in India and abroad that they learn Sanskrit with only one Indic script. The present system is helpful for such kind of scholars.

The system is the first of its kind anywhere and will be highly beneficial for scholars.

Marketing, Retail Marketing and E-commerce.

Graduate and Post-graduate.

The Future Group is the most profitable retailer in India without having any foreign direct investment (FDI). In September 2013, the retailer launched its online retailing platform, “Big Bazaar Direct” (BBD). BBD is a franchisee-based model which aims to partner with people having rich customer networks to reach more shoppers. This novice idea of BBD is the result of Big Bazaar’s greater mind share over its market share. Mr Kishore Biyani, CEO Future Group, has lot of expectation from this business model.

The outcomes include: to familiarize students with Indian Retail Industry; to develop student’s skills in critically analyzing an online retail-based new business model; and to explain key factors that work for success of a retail-based business model.

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

CSS 8: Marketing

Construction workers’ health and safety (CWHS) research in India has not gained much attention among researchers. This study aims to review articles related to CWHS research in India using a science mapping approach.

A total number of 64 journal articles published between 2004 and 2019 were extracted from the Scopus database using keywords including “construction safety,” “occupational health,” “ergonomics in construction,” etc. VOSviewer software was used to examine the influential keywords, documents, sources and authors in the field of CWHS.

The study found that most of the current work focuses on safety management, safety climate, safety performance, musculoskeletal disorders and behavior-based safety. The result indicates no theoretical basis for the theories and learning methods for the existing studies.

The findings open up a research gap that researchers explore to enhance workers’ health and safety within the Indian construction environment.

The paper is the first article to provide a better understanding of current research in the field of CWHS in India by analyzing its growth through the science mapping approach.

This study aims to explore the role of the Indian merchant class in 19th-century colonial India in addressing the social concerns of disability. Specifically, it addresses why and how business engaged with disability in colonial India.

This study’s methodology entailed historiographical approach and archival investigation of official correspondence and letters of business people in 19th-century colonial India.

Using institutional theory, the study’s findings indicate that guided by philanthropic and ethical motives, Indian businesses, while recognizing the normative and cognitive challenges, accepted the regulative institutional pressures of colonial India and adopted an involved and humane approach. This manifested in the construction of asylums and the setting up of bequeaths and charitable funds for people with disability (PwD). The principal institutional drivers in making of the asylums and the creation of benevolent charities were religion, social practices, caste-based expectations, exposure to Western education and Victorian and Protestantism ideologies, the emergence of colonial notions of health, hygiene and medicine, carefully crafted socio-political and economic policies of the British Raj and the social aspirations of the native merchant class.

In contrast to the 20th-century rights-based movement of the West, which gave birth to the global term of “disability,” a collective representation of different types of disabilities, this paper locates that cloaked in individual forms of sickness, the identity of PwD in 19th-century colonial India appeared under varied fragmented labels such as those of leper, lunatic, blind and infirm. This paper broadens the understanding of how philanthropic business response to disability provided social acceptability and credibility to business people as benevolent members of society. While parallelly, for PwD, it reinforced social marginalization and the need for institutionalization, propagating perceptions of unfortunate and helpless members of society.