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The purpose of this paper is to analyze the Environmental Sustainability Enablers (ESEs) for an Indian steel manufacturing company to select the appropriate set of ESEs for implementing and enhancing environmental sustainability.

A methodology using fuzzy Decision-Making Trail and Evaluation Laboratory (DEMATEL) is proposed to analyze ESEs capturing multiple experts’ qualitative judgments on their mutual impacts. It is applied to an Indian steel manufacturing company to understand the salient features of the concept.

The relevant 18 ESEs were classified into cause and effect group and also interactions (i.e. influencing and influenced) of each ESE with other ESEs were evaluated. It was observed that the five ESEs (i.e. competitors’ environmental sustainability strategy, environmental compliance certification, government regulations and incentives, influence of external factors and air pollution controlling system) are the most prominent in the cause group.

The results obtained are specific to an Indian steel manufacturing company and it cannot be generalized for steel manufacturing sector. However, the current paper can show direction to carry out such work in other manufacturing companies.

The proposed methodology will be helpful for allocating efforts and resources to enhance the impact of ESEs for successful achievement of environmental sustainability.

No such paper has been reported in the literature with an objective to develop structural framework for Indian steel manufacturing company to improve environmental sustainability.

The purpose of this paper is to build and test theory regarding how rivalry in environmental management (EM) affects a focal firm’s environmental image and financial performance.

The theory is tested with an original panel data set of 2,776 focal-rival dyad pairs. Measures of environmental signals are developed from content analysis of corporate sustainability reports. Environmental performance data are drawn from the Newsweek US 500 Green Rankings database. Financial performance data are drawn from COMPUSTAT.

The main findings are that focal firm signals have a positive and significant impact on both focal firm environmental image and financial performance. Rival firm signals have a negative effect on focal firm environmental image. Surprisingly, rival firm signals have a positive impact on focal firm financial performance.

This paper can serve as a testament to the value of monitoring rival firm strategies and signaling to counter the impact of rival signals in the environmental domain. Environmental practices can be a source of competitive advantage for firms, and failure to compete in this space can place the firm at a competitive disadvantage.

This study makes several contributions to the EM literature. Leveraging competitive dynamics and the institutional viewpoints, this study builds theory with regard to how signals of competitive EM activity among a focal firm and its rivals affect environmental image and financial performance.

This study investigates the relationship between buyer-supplier top management team (TMT) demographic misalignment (defined as differences in TMT composition based on background, age and gender) and environmental performance (EVP).

The empirical setting is publicly held US manufacturing firms that are present in both the Kinder, Lydenberg and Domini’s (KLD's) annual EVP ratings and Bloomberg's supply chain database. The study employs panel data regression methods on an unbalanced panel dataset of 7,493 dyad-year observations comprising 427 unique firms.

The research shows that misalignment in functional background and gender composition between TMTs have a negative outcome on both the buyer's and the suppliers' EVP. However, increasing presence of females across TMTs has a positive influence on EVP. Further, the research shows that misalignment based on age between the TMTs does not impact EVP in any significant way. On the contrary, increasing age across TMTs is a significant predictor of EVP.

This study builds on existing works in TMT heterogeneity and adds context to the heightening belief in the positive linkage between heterogeneity and performance through extension to a boundary spanning interfirm context.

After completion of the case study, the students will be able to examine the service failures faced by Nykaa; propose a resolution to the service failures faced by Nykaa through service recovery strategies; analyse the service quality gaps faced by Nykaa and propose strategies to bridge the gaps; learn and comprehend more about business models in e-commerce; and evaluate the e-commerce business models for deciding the best fit for Nykaa.

“Nykaa” was the brainchild of Falguni Nayar, who was an IIM alumna and had worked with the Kotak Mahindra Group for nearly 20 years as a venture investor and merchant banker. After representing the group’s global operation in the UK and the USA, she became the head of the institutional equities division. In 2005, she was the Managing Director of Kotak Mahindra Bank’s project. Nayar had reached the pinnacle of her career, but something was troubling her. In 2012 when Nayar noticed anomalies in India’s beauty and personal care market, her goals were realised. Unlike in other nations such as Japan or France, the availability of beauty products in India was limited, despite significant demand, owing to product unavailability in many areas. Nayar founded “Nykaa”, an online portal for multi-beauty, personal care and well-being items that also later branched out into fashion. However, after 10 years of its establishment, Nykaa was facing challenges regarding services outages, casting doubts over Nykaa’s business model practiced by it for the past 10 years.

This case is intended for discussion in the undergraduate, postgraduate management courses and executive MBA courses with marketing specialisation, services marketing and strategic marketing.

Teaching notes are available for educators only.

CSS 11: Strategy