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The purpose of this paper is to investigate the effect of four controllable parameters (fuel mixture, evaporation bubble point temperature, expander inlet temperature and condensation dew point temperature) of a solar-driven organic Rankine cycle (ORC) on the first-law efficiency, the exergetic efficiency, the exergy destruction and the volume flow ratio (expander outlet/expander inlet).

Nine experiments as per Taguchi’s standard L9 orthogonal array were performed on the solar-driven ORC. Subsequently, multi-response optimization was performed using grey relational and principal component analyses.

The results revealed that the grey relational analysis along with the principal component analysis is a simple as well as effective method for solving the multi-response optimization problem and it provides the optimal combination of the solar-driven ORC parameters. Further, the analysis of variance was also employed to identify the most significant parameter based on the percentage of contribution of each cyclic parameter. Confirmation tests were performed to check the validity of the results which revealed good agreement between predicted and experimental values of the response variables at optimum combination of the input parameters. The optimal combination of process parameters is the set with A3 (the best fuel mixture in the context of optimal performance is 0.9 percent butane and 0.1 percent pentane by weight), B2 (evaporation bubble point temperature=358 K), C1 (condensation dew point temperature=300 K) and D3 (expander inlet temperature=370 K).

In this research, the Taguchi-based grey relational analysis coupled with the principal components analysis has been successfully carried out, whereas for any optimized solution, it is required to have a real-time scenario that may be taken into consideration by the application of different soft computing techniques like genetic algorithm, simulated annealing, etc. The results generated are purely based on theoretical modeling, and, for further research, experimental analyses are required to consolidate the generated results.

This piece of research work will be helpful to users of solar energy, academicians, researchers and other concerned persons, in understanding the importance, severity and benefits obtained by the application, implementation and optimization of the cyclic parameters of the solar-driven ORC.

This case is most suited for the course on Strategic Management.

The case can be used for post graduate management students and executive education participants. It should be used in the section dealing with capabilities of an organization.

Sonalika Group, situated in Punjab, India, started its operations in 1969 by manufacturing agricultural implements and equipment’s. By 1990, the firm graduated into manufacturing tractors. It gradually expanded its wings in countries like Nigeria, Argentina and Brazil and became the third largest tractor manufacturer of India in FY 2012. The year 2005 was a landmark year when it entered the passenger vehicle segment through its subsidiary International Cars and Motors Limited that launched a multi-utility vehicle (MUV) named Rhino. The vehicle was expected to fill up the vacant spot created by the withdrawal of “Qualis”, which was a highly popular MUV manufactured by Toyota. However, the enthusiasm of launching Rhino waned with time because its sales did not pick up as expected. After selling around 5,000 units of Rhino, the company stopped its production as the product had started showing up teething problems. The marketers and designers burnt midnight oil to bring out an improved version of Rhino. This version was christened “Extreme” and launched in 2012. Despite all marketing, sales and service efforts, “Extreme” also failed to take off. The group is wondering when it was so successful in tractors why it has not been successful in passenger vehicle category. It has to work out a strategy to be successful in passenger vehicle segment as well.

Expected learning outcomes are as follows: to analyse the external and internal environment for a business and understand its impact on business decision-making; to understand the relationship between operational capabilities and dynamic capabilities; to identify opportunities and match it with internal capabilities; to analyse the reasons for product failure and identify remedial measures; to understand the process of technology diffusion and thereby strategic planning.

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CSS 11: Strategy

Using the extant literature review, this paper aims to explore the relationship between gender, entrepreneurial education (EE) and entrepreneurial intention (EI) in the Indian context, which the authors believe is a novel approach to this research stream. The authors also use career preparedness as a control variable to examine this relationship.

Data were collected from 368 undergraduate students across four Indian universities (one exclusively for female students) through a standard structured questionnaire. Additionally, rather than examining, EI has been treated as a monolithic construct; however, the authors conceptualize it as comprising three different dimensions that include grand vision and risk-taking ability; opportunity exploitation; and ability to persevere. An additional analysis was conducted for the students who reported higher scores for “being well prepared for their careers” through their institutes’ academic programs and communities of entrepreneurs. The authors also interviewed some entrepreneurship instructors, who confirmed the present findings through their observations.

The findings indicate that, essentially, there is a positive relationship between EE and EI. The authors find that male students scored higher for the first two dimensions of EI but not the third. Additionally, the authors used career preparedness as a control variable for additional analysis. The authors observed that students with higher “career preparedness” reported a positive relationship between EE and EI, independent of gender, for all three dimensions of EI. Thus, it may be assumed that if a community of entrepreneurs needs to be developed in India, a focus on career preparedness is critical.

First, given that the present survey reflected a single moment in linking EE to EI (which may be considered a limitation of the study), future researchers might focus on a longitudinal approach. Second, all the respondents are attending urban universities (and, as such, very likely belong to the upper middle class of Indian society). The financial divide between urban and rural India is well known; as such, the results might be different if the sample was drawn from rural and poor India.

The salience/value of this study lies in the conceptualization of EI comprising three sub-constructs to understand the impact of formal EE (with three sub-constructs) on EI. The focus on career preparedness for a female student is a new direction of inquiry with respect to entrepreneurial intention.

The hotel industry suffers from retaining its employees, and to retain their employees is a big challenge to the hotel industry. So, the purpose of this study is to examine the causal relationship between workplace design features of hospitality industry with employee job satisfaction and their intent to stay through empirical validation.

As per the objective of the study, three hypotheses were proposed based on a comprehensive literature review on workplace design features of the hospitality industry. The proposed relationships were examined by using structural equation modeling approach with AMOS 18 as prescribed by Hair et al. (1998).

Significant evidence was found in favor of proposed hypotheses. The result of hypothesis testing showed workplace design features of hospitality industry to positively influence employee’s intent to stay through job satisfaction.

While the employee satisfaction and commitment has been a significant research topic for more than decades, barely any research has been conducted that focuses specifically on workplace design features of a hospitality industry. This study tries to make a link between workplace design with the employee intent to stay through employee satisfaction. These links are rare from an Indian perspective.

The purpose of this paper is to examine how environmental design features of a green building contribute to the formation of employees’ organization image (OIM) through better environmental awareness (EAW) within employees.

Based on a comprehensive literature review on environmental design features of a building, a theoretical model was proposed for investigation. Three putative paths linking workspace (WSP) to EAW, departmental space (DSP) to EAW and EAW to OIM were then tested relying on a survey data of 362 employees collected from three Leadership in Energy and Environmental Design certified buildings by using structural equation modeling methodology as prescribed by Hair et al.

Significant evidence was found in support of all three purposed paths. Further, the study found that workspace and the DSP together explained around 46 percent of the variance in employee’s EAW, which then explained around 54 percent of the variance in the formation of the employees’ OIM.

The study drew data only from green certified organizations. Future research should involve other green organizations or a larger sample of green buildings. The size and character of the sample were restricted by organizational constraints.

The organizations need to be extremely cautious of green concerns during the design phase in order to capitalize on the yields of better employees’ OIM. It also motivates the other organizational group toward the green building concept to increase the employees’ EAW and to enhance organizational values and image.

While the green concept has been a significant research topic for more than decades, barely any research has been conducted that focuses specifically on environmental design features of a green building on employees’ EAW and OIM. This study tries to make a link between green building design features with employees’ EAW and OIM. These links are rare in Indian perspective.

The purpose of this study is to examine the impact of fashion influencer measures on consumers' purchase intentions and the mediation of attitudes to understand the phenomenon of influencer marketing in the backdrop of the fashion industry.

The present study employs a conceptual model based on extended theory of planned behaviour (TPB) with added perceived trust. Data were collected from 341 participants from different regions of the country and analysed using direct path analysis and mediation technique.

The study found that attitudes toward fashion influencers are positively influenced by perceived trust, subjective norms and perceived behavioural control. However, perceived behavioural control is not directly related to purchasing intents in the research model. The results confirmed that attitudes have a positive association with purchase intentions both directly and indirectly (partially mediation).

The study advocates market practitioners and advertisers to acknowledge the increasing importance of influencer marketing and the promotion of their fashion offerings in the setting of emerging fashion industry.

The present study adds crucial value to enhance the understanding of fashion influencer marketing in the Indian context. This research offers several insights into the continually growing knowledge domain of influencer marketing by predicting the direct relationships with purchase intents and the mediation of attitudes.

Introduction: The internet of things (IoT) is the emerging technology of interconnected objects that can be termed as ‘things’ used to exchange data, connecting with different devices on the internet. It is the future where connected devices are controlled remotely. The insurance sector is one of the leading industries providing financial protection services to their customers to recover losses. Like others, the insurance industry uses the services very efficiently to solve their customer-centric problems and provide the best services to them. IoT in insurance is enhancing customer services.

Purpose: To determine how the insurance industry utilises the different IoT technologies to provide the best services and solutions to their users. The insurance sector is working on other areas of expertise to offer outstanding facilities to their clientele.

Methodology: We reviewed published material covering five years on IoT and insurance and customer services in the media, newspapers, journal publications, and the web. We determined how the insurance sector adapted the new terminology to contribute its best services to the users.

Findings: We observed that IoT services and technologies benefit the insurance industry and the clientele. This shows excellent results in the growth of the sector and heightened facilities for the consumers.

Investment in non-listed real estate funds (NREFs) in an emerging economy like India has its own challenges that entail a detailed understanding of the risks. The purpose of this paper is to identify the key risk factors across the life cycle of a NREF, based on a considered feedback of various real estate fund management stakeholders. It is important for the investors and fund managers to appreciate these risk factors to make informed investment decisions.

The present study based on the literature survey and discussion with experts identifies 39 risk attributes, which were further summarized using factor analysis into a smaller set of factors impacting NREF returns (risk). The relative importance of each risk attribute was examined and ranked using the relative importance index (RII). Further, cluster analysis using Euclidian distance was used to partition these risk attributes in various segments depending on their importance.

The risk attributes are summarized as five risk factors, i.e. regulatory RISK, foreign direct investment risk, entry risk, business risk and project risk. Whereas the top five perceived risk attributes are investee/partner risk, project entitlement risk, title risk, legislative and regulatory risk and project execution risk.

This study has significance to the industry practitioners and the academic community in developing an understanding of the dynamic nature of risks across the life cycle of the NREFs in India and classifying them at the macro-meso-micro levels.

This paper is one of the first attempts to understand the risks impacting NREFs in India. It will help investors develop a better strategic understanding of the risks across the life cycle of an investment.

The purpose of this present study is to analyze the role of consumers' social-psychological attributes, fiscal incentives and socio-demographics in the adoption intention and the willingness to pay more for electric vehicles (EVs).

A cognitive linkage model of “beliefs-intention-willingness” is analyzed using valid responses obtained from Indian consumers. The model is statistically tested at three levels: direct path effect of social-psychological attributes with financial incentives (subjective norm, personal norm, affective attitude, perceived knowledge) on adoption intention and willingness to pay, followed by the mediation of intention and the moderation of socio-demographics.

The findings reveal that the adoption intention and the willingness to pay are directly driven by all analyzed factors except financial incentives, which is not significantly associated with willingness to pay. Moreover, the adoption intention partially mediated the relation between all socio-psychological measures and willingness to pay, whereas full mediation of incentives is supported. Furthermore, the moderating effect of socio-demographics (gender, education, income) supports the integrated research model.

The generalizability of findings may be warranted due to the limited sample territory and the sample's youth. However, young people, or millennials, are more receptive to new technologies such as electric or carbon-free automobiles. The research advocates marketers and manufacturers to craft policy interventions and strategies to upsurge the EV demands in the backdrop of emerging markets.

This timely study adds to the extant literature on green and clean technology automobile adoption by exemplifying the relationship between socio-psychological beliefs, intention and willingness to pay at three dimensions of contextual factors. The current study endeavors to endorse the “beliefs-intention-willingness” cognitive linkage framework in the context of Indian green transportation.

The online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless shopping experience and meeting the dynamic needs of the shoppers), are still understudied. This study aims to investigate how integrated store service quality (ISSQ) may elicit both positive and negative emotions that contribute to a memorable omnichannel shopping experience and have an impact on shoppers' attachment to the store, leading to their exhibition of online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study is a cross-sectional, descriptive and quantitative investigation. The research participants were chosen using a purposive sampling technique. Using a validated self-administered questionnaire, data were gathered from 886 Indian omnichannel shoppers who often purchase at the integrated brick-and-mortar store. The proposed conceptual model was tested using Smart PLS software for partial least squares-structural equation modeling.

The results indicate that positive and negative emotions mediate the relationship between ISSQ and memorable omnichannel shopping experiences, subsequently impacting omnichannel shoppers' attachment to the store and leading to online brand advocacy behaviors. The relationship strength perceived by shoppers significantly positively moderated the relationship between store attachment and different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study relied upon single cross-sectional data from the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the different emotions that arise while evaluating service quality in omnichannel retail purchase journeys leading to memorable shopping experiences. Emphasizing post-purchase behaviors like different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression), this study is the first to show that ISSQ might affect four different OBAs through memorable omnichannel shopping experience and the shopper's sense of attachment to the store. The moderating effect of relationship strength perceived by shoppers with the retailer on a few proposed hypotheses was also tested to give managerial recommendations.