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Health-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services for a better health outcome and guide them throughout their health-care journey to achieve a higher quality of life. The purpose of this study is to understand the progress and trends in healthcare marketing strategy (HMS) literature between 2018 and 2022, with a special emphasis on the pre- and post-Covid-19 periods.

The authors examine 885 HMS-related documents from the WOS database between 2018 and 2022 that were extracted using a keyword-based search strategy. After that, the authors present the descriptive statistics related to the corpus. Finally, the authors use author co-citation analysis (ACA) and bibliographic coupling (BC) techniques to examine the corpus.

The authors present the descriptive statistics as research themes, emerging sub-research areas, leading journals, organisations, funding agencies and nations. Further, the bibliometric analysis reveals the existence of five thematic clusters: Cluster 1: macroeconomic and demographic determinants of healthcare service delivery; Cluster 2: strategies in healthcare marketing; Cluster 3: socioeconomics in healthcare service delivery; Cluster 4: data analytics and healthcare service delivery; Cluster 5: healthcare product and process innovations.

This study provides an in-depth analysis of the advancements made in HMS-related research between 2018 and 2022. In addition, this study describes the evolution of research in this field from before to after the Covid-19 pandemic. The findings of this study have both research and practical significance.

To the best of the authors’ knowledge, this is the first study of its kind to use bibliometric analysis to identify advancements and trends in HMS-related research and to examine the pattern before and after Covid-19 pandemic.

Purpose: Tax fraudulence is not an aberration, but it is a deliberate attempt to get rid of the tax burden. The government took enormous measures to curtail tax fraud, which seems dispensable. Taxation is the largest area that needs to be explored as individuals make discrete stings while filing taxes. Since compliance-focussed systems for tax collection are missing, this department is facing difficulties in providing quality data. This chapter will cover blockchain operations in the tax system to streamline the entire process and highlight the challenges.

Need of the Study: As the growth of technology is in the boom stage, research should be carried out to create more awareness regarding its usage and its possible threats. This study will spark more light on taxation by taking blockchain as the torch to improvise the vision.

Design/methodology/approach: The researcher did a comprehensive analysis of the Indian Tax Department and determined whether simplifying taxation could be possible through blockchain. The study gathered concrete facts about the various challenges faced while implementing this system.

Finding: Blockchain technology is rapidly making a roadmap in the taxation system, and there is tremendous potential to create a future vision with blockchain.

Practical Implications: This study will accentuate the function of blockchain technology that is becoming more prominent in the global technology sphere. This study will aid scholars in elaborating on the role of blockchain technology.

The study's objective is to examine the consumers' intention to buy counterfeit brand shoes. A conceptual model is developed to test the risk-taking and word-of-mouth (WOM) as a moderator in the relationship between status consumption, brand image, and consumer intention to buy counterfeit shoes.

Based on the theory of reasoned action (TRA) and signaling theory (ST), this research was conducted in the Indian National Capital Region. Using a structured instrument, the data was collected from 240 respondents. After checking the psychometric properties of the survey instrument using the Lisrel package of structural equation modeling, Hayes's PROCESS macros were used for testing the hypotheses.

The findings from the study indicate that (1) status consumption and brand image are positively associated with purchase intention of counterfeit brand shoes, and (2) risk-taking moderates the relationship between (1) status consumption and purchase intention, and (2) brand image and purchase intension, (3) significant three-way interaction between WOM, risk-taking and status consumption on purchase intention, and (4) significant three-way interaction between brand image, WOM, and risk-taking on purchase intention of counterfeit brand shoes.

As with any survey research, this study has common method variance as a potential problem. However, through the latent variable method and Harman's single-factor analysis, the common method variance was checked. The study has several implications for managers, e-marketers, and consumers.

The study has several implications for marketers selling counterfeit products and managers intending to protect their branded products.

A conceptual model showing two-way and three-way interactions between status consumption, risk-taking, and WOM influencing the consumer purchase intention of counterfeit products was discussed. This is the first of its kind in India to explore such relationships.

The demand for over-the-top (OTT) video streaming services has grown manifold in the last few years. With increasing competition in the OTT market, it is vitally important for businesses to understand OTT retail consumers' continuance intentions. This study aims to understand the antecedents of the continuance intention of OTT platforms and distinguish the most essential and best-performing predictor variables of continuance intention.

The study employs an integrated research model based on the theory of planned behavior (TPB), flow theory and habit. Data collected from OTT retail consumers (n = 383) using the online survey method are analyzed using partial least squares structural equation modeling.

The results elucidated which TPB antecedents and dimensions of flow experience affect OTT platforms' continuance intention. The most important factors affecting continuance intention were habit, attitude and perceived behavioral control, while the best-performing factors were perceived behavioral control, perceived enjoyment and attitude.

The study is unique in harmoniously integrating conscious cognitive intention, intrinsic motivation and habit of performing an activity to explain OTT platforms' continuance intention.

The supply chain (SC) of the fast-moving consumer goods (FMCG) sector in India witnessed a significant change soon after introducing the Goods and Services Tax (GST). With the initiation of this tax, companies started moving from individual state-wise warehouses to consolidation warehouses model to save costs. This paper proposes a model that frames a mathematical formulation to optimize the distribution network in the downstream SC by considering the complexities of multi-product lines, multi-transport modes and consolidated warehouses.

The model is designed as mixed-integer linear programming (MILP), and an algorithm is developed that works on the feedback loop mechanism. It optimizes the transportation and warehouses rental costs simultaneously with impact analysis.

Total cost is primarily influenced by the critical factor transportation price rather than the warehouse rent. The choice of warehouses at prime locations was a trade-off between a lower distribution cost and higher rent tariffs.

The study enables FMCG firms to plan their downstream SC efficiently and to be in line with the recent trend of consolidation of warehouses. The study will help SC managers solve complexities such as multi-product categories, truck selection and consolidation warehouse selection problems and find the optimum value for each.

The issues addressed in the proposed work are transporting products with different sizes and weights, selecting consolidated warehouses, selecting suitable vehicles for transportation and optimizing distance in the distribution network by considering consolidated warehouses.

Artificial intelligence (AI)-based human capital management (HCM) software solutions represent a potentially effective way to leverage and streamline a bank’s human resources. However, despite the attractiveness of AI-based HCM solutions to improve banks’ effectiveness, to the best of the authors’ knowledge, there are no current studies that identify critical success factors (CSFs) for adopting AI-based HCM in the banking sector. This study aims to fill this gap by investigating CSFs for adopting AI-based HCM software solutions in the banking sector.

Full consistency method methodology and technology–organization–environment, economic and human framework are used for categorizing and ranking CSFs.

The study identifies the technological and environmental dimensions as the most and least important dimensions for AI-based HCM adoption in banks. Among specific CSFs, compatible technology facilities, sufficient privacy and security and relative advantages of technology over competing technologies were identified as the most important. Implementation of AI-based HCM solutions requires significant outlays of resources, both human and financial, for banks.

The study provides bank administrators a set of objective parameters and criterion to evaluate the feasibility of adopting a particular AI-based HCM solution in banks.

This study was conducted to analyse the socio-ecological problems faced by the Suhelwa Wildlife Sanctuary and understand its potential and challenges for developing ecotourism following Triple Bottom Line (TBL) principles. The study also benchmarked best ecotourism practices across the globe to create an ecotourism plan that would provide alternative livelihood and help in sustainable management of the area by reducing poverty, dependency on forests and biodiversity protection.

Suhelwa Wildlife Sanctuary was chosen because this area has several socio-ecological crises with limited livelihood options, and there is an urgent need for alternative livelihood opportunities in the form of ecotourism. The study followed an ethnographic approach through observation, participant observation, and semi-structured interviews. Content and thematic analysis was conducted through Atlas Ti9.0 software for data analysis. Subsequently, benchmarking best ecotourism practices through a literature review was done to develop an ecotourism action plan.

The First finding was related to the study area divided into three themes: problems, potential for ecotourism development, and challenges for ecotourism development. The second finding was related to benchmarking best practices and suggesting an action plan.

This work studied an area not sufficiently acknowledged by academicians and policymakers concerning ecotourism development. The work also benchmarks the best practices for ecotourism and proposes a sight-specific ecotourism action plan in accordance with TBL.

The pervasive impact of the COVID-19 virus on the food services sector in India has created conditions for fundamentally altering the structure of the industry. This paper offers a nuanced evaluation of the transfiguration of the market, explaining descriptive views supported by numerous secondary data sources.

This is a self-driven study grounded in secondary data. Qualitative and quantitative assessments are assimilated from credible market research reports of multiple agencies in the Indian context, as well as news developments during the pandemic period.

Digitally pivoted platforms such as cloud kitchens and delivery aggregators will eclipse all other formats due to the potential long-term prevalence of the COVID-19 virus. These formats would rise to a dominant position in the Indian food services sector in the coming decade.

This study is entirely driven by secondary data due to the inherent difficulties of collecting sizeable and good quality primary data as a result of the lengthy and stringent lockdowns imposed across India. Future studies should consider collecting consumer responses to get a better picture of changing dining habits in the post-pandemic scenario.

The dynamic and evolving food services in India, catalyzed by the Internet and digital technologies will help academicians study the long-term implications of this change, and how it would impact society at large. The paper provides a rich body of contemporary data and analysis in the food services sphere.

The COVID-19 pandemic and its long-term persistence would dramatically alter food service consumption across India. This will not only change how the industry is structured, but will reshape how food is consumed into the future.

The study is a holistic examination of the relationship between the coronavirus pandemic and the food services industry in India. The macro perspectives aided by news coverage and industry research would help generate potential research questions on its own merits.

After completion of the case study, the students would be able to comprehend the crisis at hand for Milkbasket, why did it resist Reliance’s takeover in the first place, then to evaluate the pros-cons and future prospects for the organization post-acquisition; to evaluate from an ethical standpoint the process of mergers and acquisitions using ethical frameworks to understand how, when, to whom and through what processes do mergers and acquisitions qualify the test of being ethical; and to analyse different hostile takeovers, especially through tender offers, proxy contests and toehold bidding strategy in this case.

Founded in 2015, Milkbasket was a micro-delivery start-up based in Gurugram (near New Delhi), India. Milkbasket would let its subscribers order till midnight and deliver groceries, milk and other everyday essentials to its subscribers before 7 a.m. next day. It had burnt a lot of cash and was facing difficulty in getting investors; as such they were engaged in discussions with many companies. Two of them – Reliance Retail Venture Limited and BigBasket – were not accepting the proposed valuation, but Milkbasket got term sheets from other two companies.

This case study can be used for graduate courses on strategic management, business ethics and corporate governance. This case study can also be used in corporate finance course to highlight the importance of making ethical/responsible judgements to protect stakeholder interests.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This study aims to explore the mediating role of digital technologies-based supply chain integrating (SCI) strategies on the agri-supply chain performance (SCP) and firm performance (FP). This research has introduced recently emerged digital technologies such as Internet of Things (IoT). Further, based on theoretical support and an extensive literature review, this research has proposed some hypotheses, which have been quantitatively validated for their significance.

A conceptual model was formulated based on an extensive literature review. Data for this research were gathered from a survey completed by 119 respondents from different departments of agri-firms. Further, partial least square (PLS)-based structured equation modelling (SEM) was used to test the proposed hypothetical model.

The results confirm that IoT-based digital technologies and supply chain processes (organization integration [OI], information sharing and customer integration [CI]) have a significant positive correlation. Furthermore, supply chain practices are positively associated with SCP. Finally, it has been found that FP is positively impacted by SCP.

This research is used to analyse the mediating impacts of digital supply chain processes as a linking strategy for SCP and FP. For practical purposes, this research provides investment decisions for implementing digital technologies in SC strategies. The findings have proposed implications for managers and practitioners in agri-firms based on existing theories: contingency theory (CT) and relational view theory. Also, this study suggests the deployment of smarter electronically based tags and readers, which improve the data analytics capabilities based on auto-captured data. Thus, the availability of quality information improves the data-driven decisional capabilities of managers at company level.

This is a unique and original study exploring the relationship between digitalization, resilient agri-food supply chain (AFSC) management practices and firm performance. This research may be extended to other industries in view of the results from SCP and impact of digitalization.