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The novel coronavirus has not only caused significant illness and loss of life, it has caused major disruption at local, national and global levels. While the healthcare industry is experiencing growth during the pandemic, disruption to travel has affected medical tourism. This article considers the short-term factors affecting medical tourism and how they could be mitigated by incorporating technological advances to secure long-term growth.

The study examines data provided by the Indian government as well as from non-government sources available in the public domain to review the impact of coronavirus disease 2019 (COVID-19) on medical tourism. The authors also examine data on technological advances in the healthcare industry that could help to reduce the impact of the pandemic.

This study’s findings show that while in-person services have been seriously impacted in the short term, technological adaptation of medical services to facilitate remote medical consultation has significantly increased. This has enlarged the business opportunities available to hospitals and general practitioners, and it could be leveraged to enhance medical tourism.

The article provides an analysis of the impact of the pandemic on medical tourism and how technology could be used to overcome short-term negative impacts and support longer-term development.

The purpose of the study is to propose a conceptual model of frugal innovation and examine how it is linked to value creation.

This study is exploratory in nature, whereby previous studies were explored to identify the dimensions of frugal innovation. The previous studies were explored from selected databases including Google Scholar and ProQuest using the key word search, “frugal innovation”, “Jugaad innovation”, “value creation” and “environmental munificence”. The review process included the studies from 1991 to 2017.

This study suggests that frugal innovation is a multidimensional construct with affordability, simplicity, quality, sustainability, resilience, management support and defeaturing as its dimensions. The study found that frugal innovation is an important predictor of value creation. The study also proposes the moderating effect of environmental munificence on the relationship between frugal innovation and value creation.

This study invokes entrepreneurs, academicians and managers to be more inclined toward the bottom of the pyramid by using fewer resources. The study contributes to the strategic entrepreneurship literature by developing a conceptual framework of frugal innovation and linking it to the value creation.

The conceptual framework proposed is based on selected dimensions which seem to be lacking owing to various conceptualizations and meanings in the literature. The study is the first of its kind which has proposed the dimensions of frugal innovation.

The purpose of this study is to identify sustainability practices and to propose a framework for evaluating the sustainability index of logistics service providers (LSPs).

Sustainable practices followed by LSPs are identified through literature review and analysis of a case study. Thirteen such sustainable practices are identified. Thereafter, with expert inputs, nine sustainable practices are shortlisted and considered for the evaluation of the sustainability index in the proposed framework. Graph Theory Matrix Approach has been applied to evaluate the sustainability index of an LSP.

Major practices identified for evaluating sustainability index include the use of recyclable packaging, use of renewable energy sources, green procurement, reduction in carbon emissions, use of CNG/electric vehicles, rainwater harvesting and so on. The sustainability index of an LSP is evaluated by using the proposed framework.

LSPs can benchmark their sustainability index with respect to the best in the industry. Based on it, LSPs can also identify potential areas for improvement.

Novelty of the study lies in the proposed framework for evaluation of sustainability index which can be used to develop strategies for green logistics. LSPs can also improve their performance in terms of sustainability measures by adopting green logistics.

By working through the case and assignment questions, students will be able to conduct a marketing environmental analysis to aid strategic decisions; analyse the first-mover advantages of a retail firm and how these can be sustained; comprehend online retail business models and the challenges therein; understand the trade-offs of online/offline retail experiences specific to an emerging market’s beauty and personal care sector; conceptualize and formulate actionable growth strategies that balance the individual and collective requirements of brick and mortar and retail e-commerce environments.

The case is set in 2022, right after Nykaa – the pioneer of beauty and wellness e-commerce platforms in India makes a blockbuster stock market debut in 2021. Starting in 2012 with a disruptive online model for selling beauty and wellness products online in India, Nykaa had come a long way with expansions in physical retail and other segments such as fashion. The firm, which initially aimed to be a virtual store, is now thinking of aggressively expanding in the brick-and-mortar retail space as it opens its 85th retail outlet.

Falguni S. Nayar, founder and CEO of Nykaa, wanted to roll out 300 physical stores targeting 100 cities in India in the next couple of years. She aspired to establish Nykaa as a category leader as the “Indian Sephora” in the beauty and personal care market. Nykaa’s first-mover advantage in the online beauty and personal care marketplace worked well to establish it as a brand with positive endorsements by digital shoppers that enhanced the investment potential with potential financiers. However, the pandemic had brought every physical retailer to the online platform. Most e-commerce platforms dealing in grocery to lifestyle had added personal care products to their existing merchandise.

Additionally, several start-ups had ventured into the online marketplace. Online was a cluttered marketplace with little to no differentiation. In this bloodbath, would the first-mover advantage for Nykaa in the online space still count as a competitive advantage? Nayar was all set to expand Nykaa’s physical presence aggressively. The concern was that the beauty and personal care segment had also moved online as a function of long stay-at-home periods. In the post-pandemic times, would the customer indeed revert to brick and mortar once again? Nykaa was also into product formulations, but so was every big and small player in the space. What was the differentiated winning formula for the consumer’s heart and mind?

The case can be effectively used in foundation courses in marketing and a wide range of specialized courses on marketing management (core/foundation course), retail marketing and e-commerce/digital marketing and e-commerce for B-school learners. The complex decision points faced by an innovative e-commerce start-up firm on its road to market expansion make the case suitable for niche courses such as Marketing for Start-ups. Moreover, learners in executive MBA programs with considerable experience can benefit from the case analysis that balances a growing retail company’s long- and short-run objectives.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of the present study was to evaluate the effect of green tea extract, fig and red pepper on the quality characteristics of chicken patties during refrigerated storage.

The study was designed to evaluate the effect of green tea extract, fig and red pepper on the storage quality parameters of chicken patties. The products were developed by incorporating optimum level of green tea extract (400 mg/kg), fig (4 per cent) and red pepper (10 per cent) separately and were aerobically packaged in low-density polyethylene pouches and assessed for various storage-quality parameters under refrigerated (4 ± 1°C) conditions for 21 days of storage. The products were evaluated for various physicochemical, microbiological and sensory parameters at regular intervals of 0, 7, 14 and 21 days.

A significant (p < 0.05) effect of green tea extract, fig and red pepper was observed on the pH and TBARS (mg malonaldehyde/kg) values of the chicken patties. A significant (p < 0.05) effect was also observed on the microbiological characteristics as the products incorporated with green tea extract, fig and red pepper showed significantly (p < 0.05) lower values for total plate count, psychrophillic count and yeast and mould count during the period of storage. Coliforms were not detected throughout the period of storage. Significantly (p < 0.05) higher scores were observed for various sensory parameters of the products incorporated with green tea extract, fig and red pepper.

Green tea extract (400 mg/kg), fig (4 per cent) and red pepper (10 per cent) successfully improved the oxidative stability and storage quality of the products during refrigerated (4 ± 1°C) storage and may be commercially exploited to improve the storage quality of muscle foods without adversely affecting the sensory quality of the products.