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This study aims to investigate employee behavior toward work engagement with an integrative research framework that combines human resource practices, employee psychological empowerment and well-being. Moreover, the moderating effect of transformational leadership is tested between employee engagement at workplace during crisis such as COVID-19 and sustainable employment.

This study empirically investigates research framework with 353 responses retrieved from employees working in private sector organizations. The data were collected through structured, closed-ended questionnaires. For inferential analysis, structural equation modeling approach has been used. To test the predictive power of the research framework, blindfolding procedure Q² is incorporated.

Statistical findings indicate that HR compensation, HR training, opportunity enhancing, motivation enhancing, psychological well-being and empowerment have explained substantial variance (R² = 67.5%) in employee work engagement during crisis. Concerning with sustainable employment, the transformational leadership and work engagement have shown significant variance (R² = 20.6%) in determining sustainable employment. Moving further psychological empowerment has revealed maximum effect size (f²) to determine employee engagement behavior at work place during pandemic crisis. The blindfolding procedure Q² has exhibited substantial power to predict employee work engagement and sustainable employment during crisis such as COVID-19 pandemic.

This study has several contributions to theory and practice. Theoretically, this study develops an integrative research framework with the help of human resource practices and employee psychological factors such as employee well-being and empowerment. Therefore, practically, this research suggests that factors such as opportunity enhancing, transformational leadership and employee psychological empowerment need managerial attention to increase employee engagement at workplace and sustainable employment during pandemic crisis.

With the growing concerns of layoff during pandemic crisis, employees have shown lack of interest at workplace because of psychological fears. Nevertheless, this study has established that policymakers could enhance employee engagement at workplace and sustainable employment during crisis by redesigning HR practices and improving employee psychological well-being and empowerment. In addition to that, employee psychological well-being and empowerment are considered healthy factors for human beings and nurture society at large.

This research is original as it establishes an integrative research framework grounded in HR practices, employee psychological empowerment and employee psychological well-being to investigate employee behavior at work place during crisis such as pandemic. In addition to that, this study has enriched leadership literature by examining the moderating effect of transformational leadership between employee work engagement and sustainable employment.

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 this paper is to extend the theoretical understanding of the disclosure dilemma experienced by lesbian, gay and bisexual (LGB) employees. The study focuses on examining the factors related to self-disclosure such as co-worker support and fear of disclosure. Further, the study also aims at testing the impact of coworker support on the psychological well-being of LGB employees.

The study adopts a concurrent triangulation research design, which involves a simultaneous collection of quantitative and qualitative data. Using a survey questionnaire, data from 200 LGB employees were collected. Semi-structured interviews were carried out with 10 LGB employees. The qualitative findings were treated as complementary to the relationship tested through the quantitative method.

Quantitative results reveal that co-worker support positively impacts self-disclosure by LGB employees. And the fear of disclosure mediates the relationship between coworker support and self-disclosure. Further, self-disclosure is positively related to psychological well-being. The qualitative study brings insights from the lived experiences around these factors. This research expands knowledge about the factors associated with the disclosure of LGB employees.

The study examines the factors related to the disclosure of sexual identity and the experiences of the dilemma of LGB employees in the workplace. Most of the studies in the context of LGB have adopted a quantitative research design. The current study adopts a mixed methods approach with a concurrent triangulation research design.

This paper aims to analyze and give directions for advancing research in stock market volatility highlighting its features, structural breaks and emerging developments. This study offers a platform to research the benchmark studies to know the research gap and give directions for extending future research.

The author has performed the literature review, and, reference checking as per the snowballing approach. Firstly, the author has started with outlining and simplifying the significance of the subject area, the review illustrating the various elements along with the research gaps and emphasizing the finding.

This work summarizes the studies covering the volatility, its properties and structural breaks on various aspects such as techniques applied, subareas and the markets. From the review’s analysis, no study has clarified the supremacy of any model because of the different market conditions, nature of data and methodological aspects. The outcome of this research work has delivered further magnitude to research the benchmark studies for the upcoming work on stock market volatility. This paper has also proposed the hybrid volatility models combining artificial intelligence with econometric techniques to detect noise, sudden changes and chaotic information easily.

The author has taken the research papers from the scholarly journal published in the English language only and the author may also consider other nonscholarly or other language journals.

To the best of the author’s knowledge, this research work highlights an updated and more comprehensive framework examining the properties and demonstrating the contemporary developments in the field of stock market volatility.

This research paper highlights the economic impact on small and medium-sized enterprises (SMEs) due to Coronavirus outbreaks. It proposes factors that influence the strengthening and survival of SMEs.

In this research, resilience is reflected in the following aspects hope, problem resolution and persistence. This quantitative study analyses a purposive sample of 120 small and medium-sized firms in India. The study's primary data are the responses to questionnaires issued to respondents, analyzed and hypotheses formed and tested using the structural equation modeling (SEM) technique.

The study results show that all the variables significantly reduce the impact of COVID-19 on SMEs. The presented model is expected to help researchers, business modelers, analysts and real professionals with further studies in the SME context.

This new approach adds to the business resilience knowledge of SMEs and has practical implications for manufacturing organizations seeking to become robust during and after COVID-19.

The aim of this research is to assess the influence of the underlying service quality variable, usually related to university students' perception of the educational experience. Another aspect analysed in this work is the development of a procedure to determine which variables are more significant to assess students' satisfaction.

In order to achieve both goals, a twofold methodology was approached. In the first phase of research, an assessment of the service quality was performed with data gathered from 580 students in a process involving the adaptation of the SERVQUAL scale through a multi-objective optimization methodology. In the second phase of research, results obtained from students were compared with those obtained from the teaching staff at the university.

Results from the analysis revealed the most significant service quality dimensions from the students' viewpoint according to the scores that they provided. Comparison of the results with the teaching staff showed noticeable differences when assessing academic quality.

Significant conclusions can be drawn from the theoretical review of the empirical evidences obtained through this study helping with the practical design and implementation of quality strategies in higher education especially in regard to university education.

This paper aims to analyze the role and advantages of knowledge resources in the carbon emission reduction of the industrial chain, and how it can be used to promote the carbon emission reduction of the industrial chain, so that the industry can better achieve the saving of energy and the reduction of emission.

This paper argues that the traditional resource-plundering industrial chain production method can no longer meet the needs of sustainable development of the green and low-carbon industrial chain, and builds the coupling and coordination of knowledge technology innovation drive and industrial chain carbon emission reduction mechanism, in the four dimensions of industrial chain organization, government support, internet support and staff brainstorming, put forward suggestions for knowledge resources to drive carbon emission reduction in the industrial chain.

This paper holds that the use of knowledge resource advantages can better help industrial chain enterprises to carry out technological innovation, knowledge resource digital platform construction, knowledge resource overflow and transfer, application and management of network information technology, so as to reduce carbon emission in industrial chain.

This paper contributes to the discussion about the high-quality implementation of the revitalization strategy of the industrial chain and also deepens research on the knowledge resource-driven carbon emission reduction of the industrial chain. Further, this paper enriches the role of knowledge resources in the industrial industry, and the theoretical results support the advantages of knowledge resource in the field of chain carbon emission reduction.