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Marketing, marketing communication and business strategy.

Graduate level and some core courses in undergraduate level.

The case describes the evolution of a start-up company, Great Sports Infra Pvt Ltd, which had acquired the exclusive dealership of the largest artificial sports surface products company – FieldTurf Tarkett. Great Sports Infra was started as a small business with a capital of INR 5 million, by Mr Anil Kumar who had won the exclusive license to sell the FieldTurf brand of artificial turf in India and the SAARC region. FieldTurf was a well entrenched brand for playing surfaces in several developed countries around the world. The size, scope and consumer base of the Indian market was vastly different from the mature markets in which FieldTurf was a well established brand. Anil had to find a market for the product in India which was a classic context of “existing product entering a new market” – in this case an emerging market. Identifying new markets and targeting them with a relevant marketing mix and communication mix were the dominant challenges faced by Anil. Having developed the market in India, he now faces competition from cheaper manufacturers and limited growth in the sports infrastructure. The students must deliberate on current strategies and suggest strategies for the future growth of the product in this market.

• Challenges of an established brand entering a new market in the emerging economies. Using Ansoff's matrix to identify the nature of challenges.

• Understanding positioning strategy.

• To understand how to extract IMC strategy from business strategy.

• Targeting each segment differently but keeping the message consistent following the principles of principles of IMC, i.e. harmony, consistency and synergy.

• Understanding the role of 6Ms in designing a communication plan.

• Understanding how to identify appropriate media mix.

• Understanding the holistic IMC framework.

Challenges of an established brand entering a new market in the emerging economies. Using Ansoff's matrix to identify the nature of challenges.

Understanding positioning strategy.

To understand how to extract IMC strategy from business strategy.

Targeting each segment differently but keeping the message consistent following the principles of principles of IMC, i.e. harmony, consistency and synergy.

Understanding the role of 6Ms in designing a communication plan.

Understanding how to identify appropriate media mix.

Understanding the holistic IMC framework.

Teaching notes.

This study aims to investigate the factors that contribute to the overall tour experience and services provided by Top Tier Holidays. The study is mixed in nature, and the researchers have used analytical tools to analyse the data factually. Multiple regression using MS Excel is used in the study.

This case is based on the experiences of a real-life travel and tour company located in New Delhi, India. The case helps understand regression analysis to identify independent variables significantly impacting the tour experience. The CEO of the company is focused on improving the overall customer experience. The CEO has identified six principal determinants (variables) applicable to tour companies’ success. These variables are hotel experience, transportation, cab driver, on-tour support, itinerary planning and pricing.

Multiple regression analysis using Microsoft Excel is conducted on the above determinants (the independent variables) and the overall tour experience (the dependent variable). This analysis would help identify the relationship between the independent and dependent variables and find the variables that significantly impact the dependent variable. This case also helps us appreciate the importance of various parameters that affect the overall customer tour experience and the challenges a tour operator company faces in the current competitive business environment.

This case is designed for discussion with the undergraduate courses in business management, commerce and tourism management programmes. The case will build up readers’ understanding of linear regression with multiple variables. It shows how multiple linear regression can help companies identify the significant variables affecting business outcomes.

The purpose of this paper is to examine the relationship between ethical leadership and employee learning orientation in organizations.

This paper uses a quantitative methodology to analyze data collected from 160 faculty members from universities, using a survey questionnaire.

The finding of this study reveals that ethical leadership has a positive effect on learning orientation of faculty members in universities.

This study adds to the field of ethical leadership by investigating the influence of ethical leadership on learning orientation of faculty members in universities.

The privacy of the information is a major challenge in the communication process. In the present modern generation, the cryptography plays a vital role in providing security for data, such as text, images and video while transmitting from source to destination through internet or intranet. The Rivest-Shamir-Adleman (RSA) is an asymmetric key cryptographic system, where the security of the method works on the strength of the key.

In an asymmetric key crypto system, a pair of keys is generated one public key for encryption and one private key for decryption. The major challenge of implementing the RSA is the power function which becomes tedious and time consuming as the exponential value increases. The Chinese remainder theorem proves to be the best for data encryption when it comes to execution time of the algorithm. The proposed novel RSA algorithm with lookup table (LUT) is an extension to the Chinese remainder algorithm, which works better for image and video in terms of time complexity.

This paper presents a LUT approach for implementing the RSA with a minimal processing time. The proposed algorithm was compared with the standard algorithms like, Chinese remainder theorem, binary approach and squared multiplication approach. As the size of the exponent value increases, the proposed method shows better performance compared to other standard methods.

This paper presents a LUT approach for implementing the RSA with a minimal processing time. The proposed algorithm was compared with the standard algorithms like, Chinese remainder theorem, binary approach and squared multiplication approach. As the size of the exponent value increases, the proposed method shows better performance compared to other standard methods.

The purpose of the study is to identify the factors affecting the entrepreneur's choice of the dairy value chain and evaluate the impact of the value chain on farm performance (profit).

Primary data were collected from dairy entrepreneurs in India, covering nine states. A multinomial treatment effect model (controlling for selection bias and endogeneity) was used to evaluate the impact of the choice of the value chain on entrepreneurs' profit.

Dairy entrepreneurs operating in any recognized value chain other than the value chain driven by the consumer household realize a comparatively lesser profit. Dairy farmers have established direct linkages with customers in urban areas – who could pay premium prices for safe and quality milk. Food safety compliance is positively associated with profit and entrepreneurs (who have undergone formal training in dairying) preferred partnerships with a formal value chain. The prospects of starting a dairy enterprise are slightly higher in villages compared to urban areas.

Dairy entrepreneurs can make a shift in accordance with the study's findings and boost their profitability. It aids in comprehending how trainees (who obtained advice and training for raising dairy animals from R&D organizations) and non-trainee dairy farmers make value chain selections, which ultimately affect profitability. However, purposive sampling and a small sample size limit the universal implications of the study.

Developing entrepreneurial behavior and startup culture is at the center of policymaking in India. The findings imply that the emerging value chain not only enhances the profit of dairy farmers by resolving consumer concerns about food safety and the quality of milk and milk products but also builds consumer trust.

This paper offers insight into how the benefits of dairy entrepreneurs vary with their participation in the different value chains. The impact of skill development/training programs on value chain selection and farm profitability has not yet been fully understood. Here is an attempt to fill this gap. This paper through light on how trained and educated dairy entrepreneurs are able to establish a territorial market by approaching premium customers – this is an addition to the existing literature.

The objective of the study is to test a conceptual model based on the interrelation between data-driven supply chain quality management practices (DDSCQMP) and the performance of organized retailing firms in India.

Based on a comprehensive review of literature, the dimensions of DDSCQMP concerning the Indian organized retail sector have been extracted. Considering the research objectives, the research data has been collected using a structured questionnaire from Indian retailers. Overall 133 questionnaires were responded successfully from retailers. The model was tested using structured equation modeling (SEM) through PLS 3.0.

The research findings confirm hypotheses and reveal the statistically significant relationship between DDSCQMP and retailers' performance at an aggregate level. However, the results of the individual-level analysis of DDSCQMP appear to vary from practice to practice. Among various DDSCQMP, “customer focus” with the highest beta (ß) value was found to have the greatest impact on performance followed by “employee relations”.

The study provides empirical justification for a structural model that identifies a positive and significant relationship between DDSCQMP and organizational performance within the context of organized retail sector of India.

Though Indian economy since 1980s has expanded very rapidly, yet the benefits of growth remain very unequally distributed. The purpose of this paper is to provide new evidence about the shape, intensity and decomposition of inequality change between 2005 and 2012. The authors find that Gini, as a measure of income inequality, has increased irrespective of geographic regions.

Based on a recent distribution analysis tool, “ABG,” the paper focuses on local inequality, and summarizes the shape of inequality in terms of three inequality parameters (α, β and γ) to examine how the income distributions have changed over time. Here, the central coefficient (α) measures inequality at the median level, with adjustment parameters at the top (β) and bottom (γ).

The results reveal that at the middle of distribution (α), there is almost the same inequality in both the periods, but the coefficients on the curvature parameters β and γ show that there is increasing inequality in the subsequent period. Finally, an analysis of decomposition of inequality change suggests that though income growth was progressive, however, this equalizing effect was more than offset by the disequalizing effect of income reranking.

This paper shows how it can be possible both for “the poor” to fare badly relatively to “the rich” and for income growth to be pro-poor.

This paper stresses the significance of inequality reduction.

Inequality reduction is very much imperative in ending poverty and boosting shared prosperity.

Perhaps, this research work is first of its kind to examine the shape and decomposition of change in income inequality in India in recent years.

The purpose of this paper is to optimize the design of a hybrid tether using probabilistic approach considering inherent random variation in the stress developed and the strength it has. The variation in strength is mostly because of variation in diameter of the tether and the properties of the material along the length of the tether. As a result, classical design approach for the tether may not serve the purpose. For this purpose, a reliability-based design of hybrid tether is discussed in this paper.

A literature review was carried out on the design of tether and its operational reliability. It has been shown that the classical design approach does not serve the purpose, as the strategic operation has to be reliable enough, often requiring a measure of reliability required. A reliability-based approach has been presented to achieve the optimum design of a hybrid tether.

The optimization problem was carried out for different values of the safety factor to investigate the effect on the optimal design of tether. An analysis is carried out to show that one should not target a very high value of reliability or factor of safety, as it causes the self-weight of the tether to increase tremendously and its cost significantly.

The present work has been carried out considering the limited data and can further be extended to determine more accurate reliability measures by considering more number of sample test data. The measured data is collected from limited required trials for demo; do not represent the exact population data.

Lab strength test and flight trials were conducted to acquire data for the present analysis. In field use, it was noticed that the tether degraded from top portion attached toward the balloon end because of maximum exposure and repeated usage.

Shopping motivation has been extensively explored in traditional marketing context but less in online shopping. Utilitarian attribute of online shopping is one of the success factors of e-retailing. The purpose of this paper is to explore the utilitarian shopping motivation in online shopping and validate these factors through confirmatory factor analysis (CFA) in the Indian context.

The data were collected from the 183 regular online shoppers. The collected data were analysed through exploratory factor analysis and CFA using Amos 22 version.

This paper explored the utilitarian shopping motivation of online shopping into five factors, i.e. information availability, accessibility, searchability, product availability and convenience.

The research is conducted on online shoppers to measure their utilitarian motives of shopping online. Further research may be conducted to investigate other motives of online shopping. The sample is taken from Central India which is not enough to generalise the findings. Research may be conducted in other regions and on different segment of respondents to know the impact of geographical variance on utilitarian perspectives of online shoppers.

This paper addresses a significant input in online retailing platform, and it will contribute to the theory of shopping motivations in online shopping context and provide valuable inputs for developing online marketing strategies. The findings of the study also aid to retail practitioners in analysing retailing’s current transformation due to digitalization.

Blockchain technology (BT) is creating a new standard for all business operations. It can assist businesses in handling the complexity of circular digital supply chain (DCM) management. Despite this optimistic view, several barriers hinder its implementation. In this regard, this study contributes to Industry 4.0, circular economy (CE), the viability with a critical emphasis on its potential ramifications and influence on the future agenda while using BT technology in the supply chain (SC). In addition, the research reduces the knowledge gap by investigating and ranking the key barriers to the deployment of BT in viable circular digital supply chains (VCDSCs) and studies their interdependencies and causal relationships. The purpose of this paper is to address these issues.

The barriers to BT adoption in the VCDSC are identified through a thorough literature review and considering viability performance. These barriers are then classified using the analytical hierarchy process (AHP) method. Decision-making trial and evaluation laboratory (DEMATEL) is then employed to examine the cause/effect, correlation, and connection among the 14 barriers selected barriers from the AHP classification to estimate each barrier's overall degree of impact over the others.

This paper identifies and analyzes the BT adoption barriers in the VCDSC as well as examines how the key barriers interact. As a result, according to the AHP/DEMATEL method, the most prominent influencing barriers to the BT implementation in the VCDSC are “Data transparency,” “Market competition,” “Missing infrastructure,” “Lack of standardization,” “Complex protocol,” “Lack of industry involvement,” “Financial constraints,” “Missing infrastructure,” “Data transparency” and “Interoperability.” The outcomes offer a potential path for identifying important barriers as well as insight into the implementation of BT in the SC while integrating different capabilities such as viability, sustainability and CE principles.

Managers and researchers will benefit from this research by gaining an understanding of the challenges that must be prioritized and examined for BT to be implemented successfully in the VCDSC.

The use and implementation of blockchain-enabled VCDSC continue to face challenges despite an increase in relevant practice and research. Despite the benefits of BT, managers struggle to apply such technology in the context of their company. In this respect, this paper uses an integrated AHP–DEMATEL for categorizing the BT barriers as well as the interrelationship between them. In this respect, this paper presents the BT barriers studied are those related to the use of BT in the SC while integrating different paradigms such as viability, digitalization and CE. While many studies look at the barriers to BT adoption; none of them has ever included the viable capability, which means the ability to “react agilely to positive changes, be resilient to absorb negative events and re-cover after disruptions and survive at long-term periods.” The study concludes with insightful comments based on the findings and suggestions for eradicating those obstacles and their associated effects.