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Marketing.

The courses in which this case can be used include e-business, e-commerce, digital marketing, retailing and marketing strategy. This case can be used to teach MBA students. This case is also having the equal relevance for the executive programmes.

AaramShop is digitizing the Grocery General Trade ecosystem. There are of millions of neighbourhood kirana stores spread across all the cities of India. AaramShop is bringing these neighbourhood kirana stores online, and making them not only e-commerce-ready but also capable of using technology to take their stores to the next level in terms of service and delivery. The case lists out the issues and challenges faced by AaramShop.

This case challenges the participants to understand the new business model in the e-commerce space. The participants can look at the different angles of the business model proposition, namely, how AaramShop approach delivers on the retailer proposition, consumer proposition and the brands proposition. The participants can also be sensitized about the obstacles in making the business model more successful. These obstacles can be posed by the retailers, consumers or brands. The case will lead to a discussion about the logistics model opportunity available to Aaramshop.com.

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

CSS 8: Marketing

Today the mobile apps are helping customers in every means of their life by exploring information related to electronic items and even for food items also. Therefore, the main aim of this study is to examine the influencing role of psychological and technological attributes on customer conversion to use food ordering apps.

Convenience sampling method was used to collect responses from the customer's age between 18 and 35 years to get more representation of society. 374 customer's data has been used for structural equation model analysis with the help of SmartPLS 3.0 and SPSS-20 software.

Findings showed that customer conversions are positively influenced by perceived ease of use, perceived usefulness, perceived incentives, perceived information, customer relationship management and order management system. In contrast, the perceived price and visual design show insignificant influence.

Research outcome provides some valuable insights to provide direction to all online food aggregators to design their apps according to customers need. Thus, the authentic customer reviews and the facility of providing feedbacks are very fruitful for attracting new user while using and placing orders through theses apps.

Study suggested that observing satisfaction and dissatisfaction levels of the customer helps in enhancing the facilities of food ordering apps, so that the customer would enjoy the whole order process seamlessly, which automatically leads to customer conversions.

Major contribution of this study is the empirical analysis of psychological and technological attributes on customer's conversion towards food ordering app.

Rapid technological advancements and the ever-increasing demand for Internet and social networking sites worldwide have increased the opportunity for extensive use and misuse of these platforms. Research and practice have typically focused on the brighter side of social networking sites due to the adoption of EHRM (Electronic Human Resource Management). However, less is known about the dark side of EHRM, especially the drawbacks associated with the use of social networking (SNs) platforms in organisations. In addition, most of such studies have primarily involved the western country context, and in an emerging country scenario, these kinds of studies are limited. Hence, the study aims to investigate the complexities of the use of SNs as an e-HRM strategy in organisations in an emerging country context.

Drawing on 26 in-depth interviews of HR practitioners and analysing their narratives surrounding employees' use of social networking (both enterprise social networks [ESNs] and social networking sites [SNSs]), this study illuminates the dark or the adverse side of EHRM. Specifically, it focuses on the link between employees' deviant workplace behaviour and their usage of social networking (SN) platforms in organisations (i.e. SNs at workplaces influencing employee's unethical behaviour at work).

The empirical findings reveal the subtle intentional and unintentional indulgence of employees via SNs in various types of deviant behaviours such as sharing confidential information, bullying, harassment, breaching colleagues' privacy, etc., at the workplace in the emerging market context of India. Utilising the social networking perspective and the 4Ps of deviant theory, this article describes deviance behaviours in detail and explains the inadvertent complexities of leveraging SNs as an EHRM tool at the workplace. These insights then provide a starting point for discussing the theoretical and managerial implications of the research findings.

Derived from the current research, this model offers an integrative frame-work for understanding DWBs in SNs platforms in general. This also shows that use of SNs at workplace often leads the employee engaging in non-productive activity. Hence future studies can explore the application of this framework in organizations in detail, thus further highlighting the usefulness of EHRM to understand the employee behaviours at the workplace by the organisations.

The research offers several managerial implications concerning the use of SNs as EHRM strategy at the workplace, which is perceived as a global challenge nowadays. Primarily it offers suggestions for the social media professionals and HR practitioners regarding the use of SNs in organisations.

The study's findings highlight the complex process that explains how SNs as an EHRM strategy affect employee deviance behaviours in the workplace. Till date, no known study has considered the possible effect of SNs on deviance behavior at the workplace in an emerging country context.

The study aims at analyzing the adoption and preference of E-Marketing tools in five-star hotels in India. This paper also explores the scope of artificial intelligence and the challenges with regards to its application.

A qualitative approach is adopted for this research, wherein the data has been collected through conducting one on one telephonic interviews (some in questionnaire format) and a roundtable conference with the general managers and marketing communication managers of 30 New Delhi/National Capital Region (NCR) hotels respectively to understand the transition from traditional to digital marketing era and how are they using various social media marketing tools.

This study aims to inform how digitalization has benefitted the industry in various aspects and its comparison to the traditional marketing methods. It also discovers the future of artificial intelligence in the Indian hospitality space.

This study aims to help managerial decision-making in the application of various E-marketing tools and strategies, suggesting the right mix of both traditional and digital marketing platforms.

Arguably this is one of a kind study, as there has been no such research done specifically aiming at the five-star hotels of the Indian market. The findings will help the industry explore and enhance their digital presence by suggesting the appropriate mix of both traditional and digital approaches and can be used as a good source for further exploring the perspective of digitalization by academicians as well.

The case is about the selecting the agency to take up the brand building challenge of SRF Limited, a well established, large business in India having diverse lines of “industrial products”. The business decision problem of SRF stemmed from the fact that the corporate leadership team, which had to take a decision on the topic had considerable reservation about the appropriateness of each of short–listed agencies for the job at hand. There were also differences of opinion on what would be the criteria for selecting the brand consultant. The Managing Director had to ensure that the team arrived at a consensus, rather than being foisted with a decision from top.

This case can be taken up in executive education programs as well as the basic marketing management program at the postgraduate level or in a specialist advertising courses. The case can be taught in the core marketing course at the postgraduate level while discussing the selection on advertising agency.

The decision–making focus of the case is about selecting an advertising agency among a set of three, which was most suited to help SRF achieve the repositioning, branding and the awareness creation challenge. The agencies, however, were mostly experienced in building brands for consumer product which was distinct from industrial intermediaries company like SRF. As an organization, SRF had no experience of dealing with an advertising agency, thus the selection was quite a challenge. It brings to focus the decision–making dilemma faced by a large number of companies in emerging markets which are making the transition to brand building.

The following insights could be elucidated by the case:

Help the students understand the corporate branding concept as distinct from product branding. Decision–making dilemmas associated with corporate brand building for a company with long legacy of product branding. Criteria for evaluating the proposals by advertising agency from the perspective of a client organization.

Teaching notes.

Strategic Marketing, Marketing Management, Services Marketing.

MBA and Executive MBA.

The case talks about the inception and growth of OYO Rooms, a company that originally started as ORAVEL Stays Ltd. in 2012, as a platform for booking budget and premium accommodations, but graduated to become OYO Rooms, an online aggregator of hotels, with a unique business model of “managing the partial inventory of rooms” in hotels and offering a proposition of affordable, consistent, quality experience to business, leisure and pilgrim travellers. The company received rounds of funding from Greenoaks Capital, Lightspeed Ventures, Sequoia Capital and DSG Consumer Partners. Moreover, unlike its competitors, OYO adapted itself to the fast-changing consumer preference and grew at an enviable pace and by 2016, was present across 190 cities through a network of 6,500 hotels. However, OYO Rooms had to face a multitude of challenges both from the consumer and hotel owners’ ends, primarily service quality concerns from the customers and majorly concerns out of payment irregularities or non-abidance to written contracts from the hoteliers’ end. The dissatisfaction levels increased to an extent that experts started raising questions on the viability of the business. OYO was growing at an aggressive rate but breakeven point was yet to be achieved. Moreover, growing dissatisfaction and switching amongst its customers as well as hoteliers threatened the very existence of the model. The case allows the students to critically analyse the strategies of OYO for deliberation on whether the business model was sustainable in the long run. It also encourages the students to deliberate on the possible growth strategies for OYO as also on the service recovery strategies for OYO.

The case has been positioned around the following modules: industry analysis; value of a two-sided business model to both parties; sustainability of a unique business model, against the challenges that it faces; applying the VRIO framework (resource-based view); complaint handling and service recovery strategies; applying the Ansoff’s grid for possible growth options.

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

CSS 11: Strategy.

Sustainability is an integrating concept and demands strategic attention in developing countries like India. Due to strict environmental regulations and ongoing government sustainable policies such as “Namami Gange,” leather industries are extensively facing challenges to conform themselves toward these sustainable policies. The major challenge faced by leather industries is the exponentially increasing cost of adaptation to sustainable product and process. Under these operational constraints, survival of Indian leather industries has become a major challenge. In this context, this paper aims to identify and evaluate sustainable manufacturing policies. The key performance indicators (KPIs) based on triple bottom line of sustainability can assist leather industries that are about to initiate adopting sustainable practices.

This paper demonstrates the role of KPIs for evaluating sustainable manufacturing policies for leather industries in India. Initially, an in-depth literature review analysis has been carried out to identify indicators for evaluation of sustainable manufacturing policies. In this work, an integrated methodology has been developed to refine the priority map of the aforementioned KPIs based on consensus building among experts using Kappa analysis. Total interpretive structural modeling (TISM) has been used to demonstrate relationships which explain the significance of the KPIs. Further, Matriced Impact Croises Multiplication Applique analysis has been carried out to explore the relationships amongst KPIs.

Based on above analysis, identified interactive relationships among the KPIs will assist managers and decision-makers to incorporate effective sustainable policies in leather industries.

It is expected that these identified interactive interrelationships between KPIs will certainly facilitate the leather industry to achieve higher sustainable performance and competitiveness.

This study carries out an in-depth literature review analysis of sustainable manufacturing policies in leather industry. The author proposes an integrated methodology using kappa analysis, consensus building and TISM for evaluation of sustainable policies based on the literature review analysis and expert opinion.

The purpose of this paper is to conceptualise and discuss the possible insights that can be generated for product development by analysing the user-generated content available from various social media platforms.

The paper reviews the role of user generated content in developing products and its features (e.g. appearance and shape). It delineates the directions in which the relationship between social media content and customer oriented concepts evolve while developing successful new products.

The review and arguments presented in this paper suggest that the social media approach adds more value than the traditional approaches for obtaining insights about the products. Availability of users’ opinions and information about existing products provide insights for the improvement in the product design process. Co-creation and self-construal are important components that are based on customer engagement and customer behaviour, respectively, in the product design and development.

As social media creates new ways of communication with users, businesses can include users into the product development process to improve and refine their products or for making the next generation of products.

This paper suggests a new approach in getting useful insights about the products from user-generated contents. This way of using social media helps businesses to move forward from the traditional product development paradigms.

Vaping has become a prominent public health problem that has impacted young adults. The purpose of this study is to empirically examine the effects of different intrinsic and extrinsic motivations on young adults’ realization of excessive vaping and their intention to quit vaping.

A survey was used to collect data from 232 young vapers (primarily Generation Z and Millennials) to test the hypothesized relationships using a covariance-based structural equation model.

The findings of this study suggest that “realization of excessive vaping” is negatively associated with “sensation seeking” and positively associated with “deal proneness,” “environmental cues” and “negative repercussion.” The “intention to quit vaping” is negatively associated with “marketing cues” and positively associated with “alternative to smoking” and “environmental cues.” Finally, the “realization of excessive vaping” is positively associated with “intention to quit vaping.”

This study takes a two-dimensional approach to understand the complex motivations behind a relatively new addictive behavior – vaping. It contributes to the literature of addictive behavior, social cognitive theory and theory of planned behavior. Further, it has important implications for public policy and the marketing of addictive products to youths.