Search results

The emergence of widely available Generative Artificial Intelligence (GenAI) tools, such as ChatGPT, presents both opportunities and threats for higher education. This study aims to investigate the factors that influence students’ current use of GenAI and students’ perceptions of how GenAI can facilitate learning, as well as informs recommendations for institutional policies related to GenAI.

A mixed-method approach was used. A survey of undergraduate business students was followed by a case study that required students to use GenAI as part of a homework assignment and then reflect on their learning experience.

Students used GenAI more frequently when they perceived that it helped their learning outcomes and when it was perceived as a social norm. Conversely, the perception that GenAI was cheating reduced its usage. Male (vs female) students used GenAI more frequently. Students preferred institutional policies that allowed the use of GenAI but also set clear boundaries for its use. They reported that the assignment that required the use of GenAI enhanced their learning experience.

Results from the survey and case study imply that institutions should set policies establishing clear boundaries for the use of GenAI while encouraging and training faculty to incorporate GenAI into classroom assignments. Doing so can facilitate student learning and train students on an important technology that prepares them for the workforce.

This study provides insight into students’ usage of GenAI, explores factors that predict its usage, provides policy recommendations for educational institutions and offers a template for incorporating GenAI into classroom assignments.

Marketing management, brand management, brand loyalty, brand consumer behavior.

MBA program or the Executive Education program.

Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty.

The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use.

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

This paper aims to explore the challenges faced by start-ups during COVID-19 and highlight solutions for catering to the new-normal consumer behaviour. The study accounts for 15 deep-tech start-ups sailing through the pandemic and their responsiveness. This study brings forth insights and experiences from the Indian start-up founders and CEOs during COVID-19.

This study uses a qualitative approach and is exploratory and phenomenological. A purposive sample of 15 young start-ups founded between the years 2013–2020 by founders aged between 24 and 41 was selected for the study. The recorded telephonic interview was collected from the founders from April 2021 to September 2021. The thematic analysis of the study evolves from Braun and Clarke (2006) using the MAXQDA 2020.

The study emphasizes upon challenges faced by start-ups, crisis management of start-ups and the relevance of technology-based start-ups during challenging times. This research provides a qualitative framework to establish the role of the technology acceptance model (TAM) towards the adaptability, responsiveness and resilience demonstrated by the start-ups. The findings also highlight the solutions to address challenges faced by start-ups and road to recovery.

The study has great relevance and lessons for budding entrepreneurs during crisis management. The study has implications for corporations and governments in terms of setting up incubators and accelerators to support budding entrepreneurs.

The study is unique in highlighting the relevance and importance of TAM for start-ups during crisis management like COVID-19. The study thrusts upon the need of technology acceptance for better crisis management.

This research paper explores customer experience (CX) among low-literate customers in organized retail environments. It integrates theories from customer literacy, CX and patronage literature to understand CX comprehensively.

The study gathered data from 470 respondents using mall intercept and snowball sampling. Data analysis employed partial least squares (PLS) modeling.

The results indicate that all the dimensions do not have the same effect on CX. Answering calls for future research, the results establish CX's nomological validity by showing its positive influence on retail reputation, retail quality and satisfaction. However, it does not directly affect patronage but has an indirect influence through retail quality and satisfaction. Also, the authors conclude that retail quality and satisfaction are consequences of CX and not previously conceptualized proxies for it.

Conducting primary research with low-literate customers (LLCs) has its own set of limitations that give rise to further research directions. While acknowledging limitations, the study suggests avenues for future research by surveying LLCs with an objective questionnaire, contributing to limited empirical research in this segment.

The findings highlight the multidimensional nature of CX. In summary, this research paper provides insights into CX dimensions and outcomes for LLCs in organized retail. It contributes to marketing literature, assisting retailers in improving CX and driving patronage across customer segments.

The paper contributes to marketing literature by studying LLCs, testing a comprehensive CX model, confirming antecedents in retail patronage and exploring reciprocal relationships in retailing.

The awareness for protecting the environment has resulted in remanufacturing and recycling policies in manufacturing industries. Carbon emission is one of the most important elements affecting the environment. Carbon emission due to production and transportation creates complicated situations for the manufacturing firms by affecting the manufacturer's carbon quota. The ecological consequences posed in a reverse logistic model are the subject of this study.

The present study explores the fuzzy model of economic production for both remanufacturing and recycling with uncertain cost parameters under the cap-and-trade rule to control the carbon emission due to different modes of transportation. Due to imprecise cost parameters, the hexagonal fuzzy numbers are set to fuzzify the overall cost, which leads to correct decisions in a more confident way. The result is defuzzified by using graded mean integration.

This study offers an explicit condition to control the carbon emission of the manufacturer and reduce the optimum cost. The findings indicate that the collection of used goods that can be remanufactured must be increased. The model is validated numerically. Sensitivity analysis explores the various aspects of different parameters on net cost to accomplish the fuzzy production model.

Under fuzzy inference, the research offers a relevant contribution in the field of recycling with controlling carbon emission by using the cap-and-trade policy. This study provides a trading strategy for a manufacturer's decision to avoid losses.