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Post-graduation.

Strategic Management and Entrepreneurship.

By July 2021, the curve of COVID-19 second wave started flattening. Hetika Shah, the founder of Sanctuary Innovative Safety Equipment, was unsure whether her business would survive in the long run. The company manufactured 4S Shield N99 masks. The business was doing well when the COVID curve was at its peak; however, the sales wobbled with the flattening of the curve. As the company had manufactured the product, especially for doctors who need protection from COVID, the demand showed a sudden fall after the second wave. She was certain that the business would not survive only on 4S shield mask. Diversification of this business seemed to be a suitable idea, where she could manufacture other safety equipment for the manufacturing industry. At that time, she had neither done market research nor had any prototype for such equipment. This variety of products required a huge investment of funds and time. But, as per the market demand of the existing product, it was crucial to make quick decisions for business survival. She had options in front of her, but the uncertainty of the market deterred the decision-making. She was at a junction with three possible choices: One option was to stay in the business of masks and expand it in medical devices market under health-care industry. The masks could be used by doctors engaged in the treatment of other diseases. She planned to distribute masks to doctors treating tuberculosis and cancer. Another option was to shift her attention to diversification of the business and enter the market of safety equipment under manufacturing industry that demanded more investment and a lot of market research. The main idea was to come up with innovative safety equipment. Though, this opportunity came with its array of risks. The last option was to shift towards her underdeveloped chiller prototype for industrial use. By that time, the prototype was 75% complete. Still, it required a lot more time and attention to be brought at the commercializing stage.

The case study can be used in the Entrepreneurship and Strategic Management course. It would be suitable for students at the post-graduation level. Discussion would be on the appropriate teaching method. Though there is no prerequisite, it would be better if students had a basic understanding of entrepreneurship and strategic management. It discusses the entrepreneurial dilemma of starting a business. Furthermore, the case explains the decision dilemma of the entrepreneur about the continuance of existing business, expansion and diversification. Students will be able to understand the following concepts: business plan, business development, strategic decision-making in business, entrepreneurial opportunities, sustainability of an enterprise and challenges faced by entrepreneurs. After this case study, students will be able to understand the following models and theories: uncertainty-bearing theory of entrepreneurship, porter’s generic strategy, porter’s five competitive forces, strengths, weaknesses, opportunities, and threats (SWOT) analysis, scenario planning, Ansoff’s growth model and social role theory.

Teaching Notes are available for educators only.

Women entrepreneurship.

CSS 3: Entrepreneurship.

This study is aimed to measure and understand the relationship between individual entrepreneurial orientation (IEO) and entrepreneurial intention (EI) among students of higher learning institutions (HLI’s) in India. This study is focused on understanding IEO dimension of proactiveness, innovativeness and risk-taking attitude and EI across gender, academic background, and regions. Many recent and past studies confirm that there is an apparent gap in the literature to understand this phenomenon among students of higher learning institutions.

The study is based on a sample of 393 students studying in 35 different universities and institutions in the North, South and Western regions of India. The data were analyzed using hierarchical regression and ANOVA.

The empirical result shows a relationship and a positive impact of individual entrepreneurial orientation dimensions upon entrepreneurial intentions. Controlling for gender, males depict higher perseverance toward individual entrepreneurial orientation and entrepreneurial intentions. The same result was found for management and entrepreneurship students who also depict a higher (mean) t-value than science, engineering students. The findings of this study reveal a significant contribution to the academic literature by highlighting the influencing role of gender, academic background, and region upon entrepreneurial intentions.

The study reveals that institutional culture, lack of academic rigor, regional difference, economic gaps, gender perception, and overall culture may be considered as bothering forces for entrepreneurship to grow via institutions. These forces, if eliminated, can help build an institutional environment helpful for entrepreneurial progression in the country.

There are limited studies available in the context of individual entrepreneurial orientation and entrepreneurial Intention relationship. This study provides the analysis for Indian regions and uses data collected from different universities and institutions of India.

The purpose of this study is to explore the factors that enable citizens to adopt e-government services in India.

The study uses a qualitative approach by conducting semi-structured interviews.

The study reveals novel e-government adoption factors, namely, auxiliary facilities, corruption avoidance, transparency and fairness in process, customer support, connectedness and forced adoption, previously unexplored in e-government adoption literature. In addition, the results highlight 17 e-government adoption factors that strengthen the findings from previous literature.

This study was qualitative in nature, and rather than generalization, the focus was explicitly on obtaining an in-depth understanding. The sample used was sufficient for the purpose of this study and allowed reasonable conclusions to be drawn; however, it cannot be considered representative of a vast country like India. Academicians and information systems researchers can use these findings for further research.

The findings of this study provide useful insights into the decision-making process of e-government services users in India and similar emerging economies. These findings can be important for government officials tasked with providing e-government services.

Previous studies in the context of e-government adoption, so far, have tried to integrate adoption factors from previous technology adoption models. Hence, these studies have not been able to capture the complete essence of e-government characteristics. In addition, there are limited studies in e-government adoption in the Indian context.

The purpose of this study is to determine the factors that enable citizens to adopt e-government services at different maturity levels: information, two-way communication, transaction and political participation.

The study uses a grounded approach by conducting semi-structured interviews.

The study reveals that the factors influencing the adoption of e-government services vary at different levels. It identifies 27 influencing factors. In total, 13 of these factors influence adoption at the information level; 13 at the two-way communication level; 25 at the transactional level; and 16 at the political participation level. Auxiliary facilities, connectedness, corruption avoidance, transparency and fairness, customer support and forced adoption, not commonly discussed as influencing factors for e-government adoption in the extant literature, have been revealed in this study.

This study uses qualitative research and rather than generalization, the focus is explicitly on obtaining an in-depth understanding. Although the sampling used is sufficient for the purpose of this study and allows reasonable conclusions to be drawn; however, it cannot be considered representative of a vast country like India. Academicians and information systems researchers can use these findings for further research.

This study advances the understanding of e-government adoption. The findings have potential implications for public administrators and policymakers in successfully designing, developing and implementing e-government services at different maturity levels.

Existing e-government adoption theories are of limited scope and do not capture and specify the complete essence of citizens’ adoption characteristics at different levels of e-government services. Hence, a theoretical gap exists, which this study aims to fill.

A government website is considered as an electronic government service delivery system (eGSDS). The authors look at this eGSDS from its process point of view. This study aims to expand the existing knowledge of e-government adoption, and to identify the significance of eGSDS process to user satisfaction.

This study uses a quantitative technique using data collected from 197 respondents. Structure equation modeling has been used to test the model and the proposed hypotheses.

The findings indicate that as the eGSDS process improves, a user’s perception of the government website’s ease of use increases, leading to increased perceived usefulness, which increases user satisfaction. The findings also indicate that eGSDS process has a significant impact on perceived usefulness and user satisfaction. This study provides evidence that the technological capabilities embedded in the government website processes are an important factor in determining e-government service quality and ultimately e-government user satisfaction.

The sample used was sufficient for this study and allowed reasonable conclusions to be drawn, but cannot be considered representative of all e-government users in India. Further research may help to validate the findings and generalize the results to a wider population. This study extends the current literature that looks at e-government adoption. Academicians and information systems researchers may use these findings for further research.

The research provides evidence that the technological capabilities embedded in the eGSDS process are critical in adopting e-government services. Government or concerned agencies may consider eGSDS process attributes (e.g. navigation, searching and transacting) while designing e-government service to give improved experience to its user.

E-government websites have become an important point of contact with citizens for many public services. However, more study is needed to understand how Web-based technological capabilities of e-government services affect user satisfaction. This study is an attempt to explore the impact of the eGSDS process on e-government user satisfaction.

This study aims to examine the effect of motivating language on employee performance and assesses the mediating roles of organisational citizenship behaviour and employee engagement between motivating language and employee performance in the Indian health-care sector, which is a highly demanding work environment, wherein employee burnout is high.

The study was in the context of COVID-19 pandemic set for health-care workers in India. To collect data and test the proposed research model, 328 questionnaires were respondent by multi-level health-care professionals from private and government hospitals in North India.

The findings suggest that leader’s motivating language is crucial for health-care leaders, inducing employee’s performance in context to patientcare, safety and satisfaction. Underpinning theory of leader member exchange substantiates that the role of leader is pivotal in daily interaction with the stakeholders. Self-determination theory of motivation is determined by psychological needs satisfaction inducing employee engagement and organisational citizenship behaviour, amplified through the leader’s motivating language, resulting into improved patientcare and patient safety. The findings state that leader’s motivating language impacts the high culture context like health-care professionals, as observed in the Indian health-care sector during COVID-19. The findings are indicative of developing non-cognitive personality traits for managerial skills.

The study substantiates the pivotal role of the leader’s communication with stakeholders such as patients/attendants and health-care staff. The findings, which are an indicator of patientcare, as an outcome of patient compliance, will be indicative of developing the non-cognitive skills in the personality traits of managerial skills, inducing patients’ trust in their health-care providers, using motivating language. Therefore, the health-care professionals must be trained in the application of motivating language with stakeholders, namely, patients/attendants and staff.

The findings state that leader’s motivating language impacts on employees of high culture context like health-care professionals, as observed in the Indian health-care sector during the recent global medical emergency of COVID-19, whereas the earlier studies posited leader’s motivating language to be effective on employees with low-cultural context. The role of leader is pivotal in daily interaction with the stakeholders, namely, patients/attendants and health-care staff.

Intervention strategies are designed by policymakers to impact people by effectively changing the environment in which people make decisions. Many government-led agencies and nongovernmental organizations promote behavioral change by adopting social marketing strategies. Social marketing uses the application of commercial ideas to influence the voluntary behavior of individuals. Under these circumstances, this study aims to examine the effect of these emerging brand-building techniques social marketing especially in public campaign.

This descriptive study collected opinions related to the constructs from 324 respondents across India. This study used statistical package for the social science and Smart partial leased square software to test the validity of the hypotheses.

The results of this study indicate that when the campaigns target the emotional state of the consumer, he or she crosses all boundaries like physical attributes, service parameter or even any form of assessment and provides incremental value to the campaign, thus forming a favorable behavior.

This study provides insights on how emotional branding can be used for better involvement and relationship building, which leads to long-term engagement with the customers. The marketers can also get facilitated through this study by developing a new perspective of creating their advertisements through emotional branding techniques, especially with a focus on corporate social responsibility in the global environment.

In recent times, marketers have adopted a new communication strategy to build their brand through promotions that might appeal directly to customer’s emotional state, popularly termed as “emotional branding.” This new communication strategy aims at creating and nurturing a relationship between the consumer and the brand by accumulating memories, emotions, personal narratives and expectations.

E-government quality (e-GovQual) and e-government user value (e-GUV) are multidimensional concepts. While previous studies have identified apparent factors influencing e-government satisfaction (e-GovSat) and e-government adoption intention (e-GovAI), such as e-GovQual and e-GUV, but they have neglected to explain the influence of the dimensions of these two concepts. The purpose of this research is to study e-government service value chain (e-GSVC) one-GovQual dimensions, e-GUV dimensions, e-GovSat and e-GovAI.

The study employs a quantitative method to test the hypotheses and validate the proposed model. Data are collected from 378 e-government users across different parts of India comprising of different demographic characteristics. The model is analyzed using structural equation modeling.

The findings highlight the impact of the dimensions of e-GovQual (efficiency, trust, reliability and citizen support) on the dimensions of e-GUV (functional, economic, social and emotional value) as e-GUV dimensions affect e-GovSat, which in turn influences e-GovAI. The results validate the e-GSVC and also stress the partial mediating role of the dimensions of e-GUV on the relationship between the dimensions of e-GovQual and e-GovSat.

The sample size of 378 may not be a proper representation of a country like India, which has huge diversity within its vast population.

The study offers practitioners a clear picture and a useful guide to better understand the drivers of value, satisfaction and adoption in the case of e-government users.

This study is probably the first attempt toward demonstrating the process influencing e-GovSat via e-GUV dimensions originating from excellent e-GovQual dimensions to ultimately trigger e-GovAI.

This study investigates organizations' non-adoption intention towards the enterprise metaverse. The innovation resistance theory (IRT) is used as an underpinning theory to examine the impact of various risks on non-adoption intention towards the enterprise metaverse.

A total of 294 responses were collected to examine the proposed hypotheses. A structural equation modelling technique was used to investigate the hypotheses using SPSS AMOS and PROCESS MACRO.

The results of this study reveal that performance, security and psychological risks are significantly associated with non-adoption intention towards enterprise metaverse. Further, distrust significantly meditates the association between performance risk, social risk, technological dependence risk, security risk and psychological risk and non-adoption intention towards enterprise metaverse. Moreover, the results of moderated-mediation hypotheses indicate that the mediating effect of distrust on the association among performance risk, social risk, psychological risk and non-adoption intention towards enterprise metaverse is higher for individuals having high technostress compared to individuals having low technostress.

The study's findings will enrich the metaverse literature. Further, it provides a deeper understanding of enterprise metaverse adoption from a B2B perspective using the underpinnings of IRT. The study helps organizations understand the risks associated with the adoption of the enterprise metaverse.

A food delivery app (FDA) is a technological advancement connecting restaurants and consumers, making it possible to deliver food home conveniently. The current study seeks to identify the factors affecting consumers' continuance intention and sharing intention toward the FDA in the USA and Canada using an integrated framework built using trust transfer theory and a variety of constructs.

The authors collected data/inputs from 476 respondents in the USA and Canada who had used FDAs in the past and analyzed them using the structural equation modeling technique.

The results indicate that trust in FDA, trust in the user community and commitment affect continuance intention and sharing intention. Interestingly, trust in the seller does not influence commitment, continuance intention and sharing intention. Additionally, the trust disposition and reputation of the FDA play an important role in building trust in FDA.

The present study combines the trust transfer theory with various important constructs such as commitment, trust disposition and reputation of the FDA to build an integrated framework to elucidate the continuance intention and sharing intention toward FDAs.

This study facilitates the FDA providers to understand how trust disposition, the reputation of the FDA and trust in the Internet build trust among FDA consumers. The study also helps them to fine-tune their trust-building strategy by considering several trust targets. It further enables them to appreciate how commitment results in continuance intention and sharing intention toward FDA.

It is an original study investigating the role of various constructs and trust transfer theory in shaping the consumers' continuance intention and sharing intention toward the FDA.