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Case study
Publication date: 1 October 2011

Srividya Raghavan

Marketing, marketing communication and business strategy.

Abstract

Subject area

Marketing, marketing communication and business strategy.

Study level/applicability

Graduate level and some core courses in undergraduate level.

Case overview

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.

Expected learning outcomes

  • 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.

Supplementary materials

Teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 22 June 2021

Anil Kumar Budati, Ganesh Snv, Kumar Cherukupalli, Anil Kumar P. and Venkata Krishna Moorthy T.

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Circuit World, vol. 47 no. 3
Type: Research Article
ISSN: 0305-6120

Keywords

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Article
Publication date: 18 December 2018

Anil Kumar Goswami and Rakesh Kumar Agrawal

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

Downloads
423

Abstract

Purpose

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

Design/methodology/approach

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

Findings

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

Originality/value

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

Details

Development and Learning in Organizations: An International Journal, vol. 33 no. 3
Type: Research Article
ISSN: 1477-7282

Keywords

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Article
Publication date: 12 October 2020

Anil Kumar, Rohit Kumar Singh and Sachin Modgil

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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”.

Originality/value

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.

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Article
Publication date: 29 June 2020

Anil Kumar Agrawal, Mahendra Pratap, Subhash Chandra Sati and Rajeev Kumar Upadhyay

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Originality/value

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.

Details

Aircraft Engineering and Aerospace Technology, vol. 92 no. 8
Type: Research Article
ISSN: 1748-8842

Keywords

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Article
Publication date: 2 August 2019

Aswini Kumar Mishra, Anil Kumar and Abhishek Sinha

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…

Abstract

Purpose

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.

Design/methodology/approach

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).

Findings

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.

Research limitations/implications

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.

Practical implications

This paper stresses the significance of inequality reduction.

Social implications

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

Originality/value

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.

Details

Journal of Economic Studies, vol. 46 no. 3
Type: Research Article
ISSN: 0144-3585

Keywords

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Article
Publication date: 5 March 2018

Ajay Kumar and Anil Kumar Kashyap

Shopping motivation has been extensively explored in traditional marketing context but less in online shopping. Utilitarian attribute of online shopping is one of the…

Downloads
3651

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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

Research limitations/implications

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.

Originality/value

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.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

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Article
Publication date: 25 October 2021

Anil Kumar Gulivindala, M.V.A. Raju Bahubalendruni, Anil Kumar Inkulu, S.S. Vara Prasad Varupala and SankaranarayanaSamy K.

The purpose of this paper is to perform a comparative assessment on working of the existed subassembly identification (SI) methods, which are widely practiced during the…

Abstract

Purpose

The purpose of this paper is to perform a comparative assessment on working of the existed subassembly identification (SI) methods, which are widely practiced during the product development stage and to propose an improved method for solving the SI problem in assembly sequence planning (ASP).

Design/methodology/approach

The cut-set method is found as a suitable method among various knowledge-based methods such as the theory of loops, theory of connectors and theory of clusters for the workability enhancement to meet the current requirements. Necessary product information is represented in the matrix format by replacing the traditional AND/OR graphs and the advanced predicates are included in the evaluation criteria.

Findings

The prominent methods in SI are followed a few of the predicates to avoid complexity in solution generation. The predicate consideration is found as the most influencing factor in eliminating the infeasible part combinations at SI. However, the quality of identified subassemblies without advanced predicates is not influencing the solution generation phase but practical applicability is affecting adversely.

Originality/value

The capability of performing SI by the cut-set method is improved to deal with the complex assembly configurations. The improved method is tested by applying on different assembly configurations and the effectiveness is compared with other existent methods of ASP along with the conventional method.

Details

Assembly Automation, vol. 41 no. 6
Type: Research Article
ISSN: 0144-5154

Keywords

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Article
Publication date: 5 October 2021

Guilherme F. Frederico, Vikas Kumar, Jose Arturo Garza-Reyes, Anil Kumar and Rohit Agrawal

This study aims to investigate the impact of I4.0 technologies and their interoperability on supply chains (SCs) performance and how the integration of such technologies…

Abstract

Purpose

This study aims to investigate the impact of I4.0 technologies and their interoperability on supply chains (SCs) performance and how the integration of such technologies and their interoperability can create pathways for SCs resilience post-COVID-19. This is of paramount importance in the context of COVID-19 as the investigation around I4.0 technologies may provide relevant insights on how SCs may better respond to unexpected situations like the current pandemic with the use of digital technologies.

Design/methodology/approach

A survey research method was designed based on some constructs extracted from the literature regarding the main disruptive technologies, interoperability, elements of supply chains processes (SCPs) performance such as integration, collaboration, transparency, efficiency, responsiveness and profitability. The data were collected from March to July 2020 from different regions of the world when the peak of the first wave of the pandemic had occurred. The survey resulted in 115 valid responses. The study used a combination of descriptive, correlation and multiple regression methods to analyse the data.

Findings

The study indicates that disruptive technologies significantly impact SCPs performance (integration, collaboration, responsiveness and transparency) and their resilience. The findings did not support the notion that these technologies improve the efficiency of SCs, a significant contrast to the existing literature. Our findings also refute the existing understanding that interoperability moderates the impact of disruptive technologies on SCPs performance and enhancing the resilience of SCs. However, the findings show that the integration of I4.0 technologies and their interoperability has a positive impact on SCPs profitability.

Research limitations/implications

The findings strongly advocate that this integration plays an important role in improving SC performance, and a future pathway of SC resiliency post-COVID-19. Considering that the I4.0 trend will impact SCs in the coming years, this study brings a relevant contribution to researchers and practitioners.

Originality/value

This study makes a unique contribution by investigating a novel causal relationship between the main elements (I4.0 technologies, interoperability, processes performance and strategic outcomes) related to the SC in this new context.

Details

The International Journal of Logistics Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0957-4093

Keywords

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Article
Publication date: 4 June 2021

Niragi Dave, Ramesh Guduru, Anil Kumar Misra and Anil Kumar Sharma

The consumption of supplementary cementitious materials (SCMs) has increased enormously in the construction industry. These SCMs are often waste materials or industrial…

Abstract

Purpose

The consumption of supplementary cementitious materials (SCMs) has increased enormously in the construction industry. These SCMs are often waste materials or industrial by-products. This study aims to investigate the bond strength using reinforcing bars in Normal Strength Concrete (M20 grade) and High Strength Concrete (M40 grade), developed using SCMs and data was compared with concrete prepared with ordinary portland cement (OPC). The findings of the study will help in reducing the dependency on OPC and promote the utilization of waste materials in Construction.

Design/methodology/approach

In the present study, the bond behavior between the steel bars and the concrete was investigated in controlled, binary and quaternary concretes of M20 and M40 grades. Following the conventional procedures, samples were prepared and mechanical tests conducted (as per IS:2770–1 code for M20 and M40 grade concrete structures), which showed an improvement in the bond strength depending on the extent of overall calcium and silica content in these composite mixtures, and thus reflected the importance of vigilant utilization of used industrial waste in the OPC as a replacement without exceeding silica content beyond certain percentages for enhanced structural properties.

Findings

Experimental evaluation of bond behavior results showed a brittle nature for the controlled (OPC) concrete mixtures. While binary and quaternary concrete was able to resist the load-carrying capacity under large deformations and prevented the split cracking and disintegration of the concretes. Among different variations in the chemistry, for both M20 and M40 grades, the maximum bond strengths were observed for 10% Metakaolin + 10% Silica Fume + 30% Fly Ash + 50% OPC composition and this could be attributed to the fineness of the additives, better packing and enhanced calcium silicate hydrate (C-S-H).

Originality/value

Quaternary concrete may be a future option in place of OPC concrete. Very limited data is available related to the bond strength of quaternary concrete. Experimental analysis on quaternary concrete shows that its use in construction can reduce both construction cost and a burden on natural raw materials used to make OPC.

Details

Journal of Engineering, Design and Technology , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1726-0531

Keywords

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