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The changing environment and competitive market forces have brought many changes in the business sector that have put organisations under immense pressure. The use of psychometric assessments and behavioural profiling help organisations to determine individuals' abilities, aptitudes, personality traits, values and factors which intrinsically motivate them and assist in bringing the right people on board who fit well within the organisational culture and can contribute towards the performance goals. Although behavioural profiling and psychometric assessments are accepted worldwide, however, developing countries particularly the public sector still relies on conventional recruitment methods and the adaptation of contemporary behavioural profiling and psychometric assessments is a challenge. Therefore, this chapter evaluates how the adaptation of behavioural profiling and psychometric assessments in the civil service exams in developing countries can improve the selection process and ultimately can help to improve the quality of public services, capacity building and achieving sustainability goals.

This case study is designed to enable students to formulate the strategic planning process in relation to an organization’s resources; assess the critical tasks required for the company’s business planning for growth and market expansion; and examine the importance of the value delivery process for the company, its customer and its employees. At the end of the case discussion, students will learn how to plan their business in an emerging market by using their existing resources, where the business stands at present and where it may go in the coming future.

The case study discusses how Byju’s, an Indian multinational educational technology company, revolutionized student learning programs through its innovative strategic implementation. It explores the company’s growth and expansion strategy by considering a strength, weakness, opportunity and threats analysis. It elaborates on how Byju’s acquired various companies in India and other countries to become an international technology-based educational brand with 150 million users in 2022. The case study also highlights the marketing and promotional strategy used by the company on online and offline platforms. The case study elaborates on the value delivery process and its importance for customer and employee satisfaction. Despite its success in the Indian market, Byju’s faced tough challenges in the US and European markets, such as lower-than-expected growth rates and lower subscription numbers, even though it followed the same strategy as in the Indian market. The acquisition and celebrity strategy works in emerging economies such as India but not in developed countries. The company’s return on investment was down owing to the high costs it had incurred over the years on market acquisitions and marketing promotions. The growing competition was also expected to bring more challenges for Byju’s. New players such as Tata Studi and YouTube planned to enter the market. Byju Raveendran and his management group had to decide whether to maintain or change the current market offering to reflect market developments to satisfy their customers and employees. They also had to determine whether the main components of the marketing strategy, such as the company’s ongoing value delivery process and ongoing strategy toward the target audience, partners and rivals, are advantageous to the firm or not. The team was in dilemma whether the marketing planning process was going in the right direction and how to make all elements of its businesses more efficient in dealing with the issues. Raveendran kept asking questions about to what extent it is still possible to alter the marketing plan.

The case study is appropriate for discussion in courses such as marketing management, service marketing and strategic marketing management, whether they are part of an undergraduate program (Bachelor of Business Administration [BBA]), a postgraduate program in business management (Master of Business Administration [MBA]) or an executive-level program (executive MBA). The breadth of business topics addressed and the intricacy of the scenario make this case study best suited to be used after the semester as either a culminating project or as a seminar discussion for undergraduates (BBA). The case study can also be discussed in the marketing management course (graduation level) under the marketing and service strategy chapters.

CSS8: Marketing

Teaching notes are available for educators only.

By using exploratory mixed methods, this study aims to present the investigation of the existing situation of private off-campus student accommodation at the University of Allahabad (UoA) in Prayagraj city.

This study explored the geographical variability of student’s private rental housing in Prayagraj city of India through 721 responses from an online semi-structured questionnaire, together with 12 interviews. Moran’s I and LISA were used to determine spatial clustering of rents paid by male and female students.

Results of this study reveal prevalence of unregulated with poor quality of off-campus housing in general and expensive rents in the proximity of UoA.

Obtaining less responses from the female students was one of the important limitations.

A win-win strategy might be formulated with a mix of innovative solutions inclusive of public private partnerships and social economy solutions woven with need-based rental housing, rekindled as the affordable rental housing complexes after COVID-19 pandemic.

This study is highly beneficial to improve liveability in the student housing segment.

This paper develops extensive understanding on the potential student housing segment in the Indian cities. Additionally, this paper demonstrates weak coordination between the central government policies, educational administrators and municipal officials.

After completion of this case study, the students will be able to comprehend the importance of communication in managing change, examine the role of processes and systems in implementing change management initiatives at a large scale, assess the effectiveness of various strategies in mitigating resistance to change and recognise optimal strategies for communication processes and messages with respect to different audience and contexts.

This case study discusses decisions and strategies that led to Indore (a city in the state of Madhya Pradesh, India) becoming India’s cleanest city for the sixth time in a row. The case explores if the various strategies used by the commissioner of Indore Municipal Corporation would continue to succeed in mitigating resistance to change from the citizens of Indore or if the change management strategies needed to be revised. Amidst intensely rising competition from other cities, especially Surat (a city in the state of Gujarat, India), the case delves into the commissioner’s efforts to defend Indore’s claim of being India’s cleanest city for the sixth consecutive time.

This case study is suitable for use in executive modules and management development programs. It can be used for the following courses: ■ In change management course, this case study can cover critical aspects of strategies to mitigate resistance to change and bring about lasting behavioural changes in followers.■ In communication courses, this case study can cover key aspects of communicating the change vision of a leader to a large audience.

Teaching notes are available for educators only.

CSS 7: Management science

The main aim of this paper is to establish a reasonable and scientific evaluation index system to assess the high quality and full employment (HQaFE).

This paper uses a novel Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) multi-criteria framework to evaluate the quality and quantity of employment, wherein the integrated weights of attributes are determined by the combined the Criteria Importance Through Inter-criteria Correlation (CRITIC) and entropy approaches.

Firstly, the gap in the Yangtze River Delta in employment quality is narrowing year by year; secondly, employment skills as well as employment supply and demand are the primary indicators that determine the HQaFE; finally, the evaluation scores are clearly hierarchical, in the order of Shanghai, Jiangsu, Zhejiang and Anhui.

A scientific and reasonable evaluation index system is constructed. A novel CRITIC-entropy-TOPSIS evaluation is proposed to make the results more objective. Some policy recommendations that can promote the achievement of HQaFE are proposed.

For researchers and sector agencies around the world, poor academic integrity is seen as a significant risk to universities (Bretag & Harper, 2017; QAA, 2020; TEQSA, 2019). Given the existential threat that acts of academic misconduct are deemed to pose to higher education, interest in ways of developing academic integrity is correspondingly high and often invokes the concept of values (Macfarlane et al., 2014; Morris, 2018). However, to ascribe to academic integrity, the status of a self-evident, perhaps universal, value of contemporary higher education is contentious on many levels. This chapter takes in turn three of the most common ways in which students and scholars infringe on the principles of academic integrity – plagiarism, collusion, and contract cheating – and explores what the prohibiting of each of these acts reveals about the values of contemporary higher education. It argues that, far from neutral or universal, the values of academic integrity appear both normative and culturally specific, promoting a particular conception of higher education which risks excluding large sections of the global population. To counter this, the notion of threshold values – borrowing from Meyer and Land's (2005) notion of the “threshold concept” – is proposed, identifying the development of shared values as crucial to ensuring that contemporary, globalized universities are inclusive and accessible spaces.