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Upon completion of this case study, students will be able to identify the key changes in the marketing environment affecting the industry, demonstrate the elements of the marketing mix in the fast-food industry, illustrate the crucial elements of customer value-driven marketing strategy, critique relevant marketing strategies that are crucial for business development and formulate effective market expansion strategies for Al-Chef Cafetaria to achieve sustainable competitive advantage in the VUCA world.

The Al-Chef Cafeteria, established by Ali Arif, one of the partners, became one of the most happening quick service restaurants (QSRs) in Patna. However, the outbreak of the COVID-19 pandemic disrupted the once-thriving fast-food market in the city as the government imposed lockdowns to restrict the onslaught of the pandemic. The relentless waves of the pandemic in the subsequent months severely impacted India and worsened the economic challenges. Consumer behaviour towards outdoor eateries, especially QSRs, became uncertain, which led to the exit of several smaller players in the industry. In June 2021, because of an uncertain future, Arif was forced to contemplate different business trajectories for survival and growth. Arif’s resilience was highlighted, as he endeavoured to revive his dream cafe. To start the café, Arif had quit a stable job in the Middle East. His journey mirrored the broader narrative of businesses navigating uncharted waters as the cafe transformed from a flourishing enterprise to one reeling from adversity and looking forward to undergoing a strategist lens for revival. Against an uncertain business landscape and wavering consumer sentiment, Arif grappled with the question of whether a return to normalcy was possible or if a new-normal system would emerge. This case study highlighted the challenges and uncertainties faced by the Al-Chef Cafeteria post-pandemic and the strategies needed to rewire the previous business model to chart a new growth trajectory.

This case is suitable for postgraduate-level marketing management or sales management (business development) courses in any of the following programmes: MBA programme, PG diploma in marketing management/PG diploma in hospitality and tourism management/PG diploma in sales management/PG diploma in food and beverage service/PG diploma in service management, part-time diploma programmes in management and executive programmes in management.

Teaching notes are available for educators only.

CSS 8: Marketing.

This paper aims to provide information of parameters and techniques used in the automated fraud detection system during online transaction. With the increase in the use of online transactions, the concerns regarding data security have also increased. To tackle the frauds, lot of research has been done and plethora of papers are available on the related topics. The purpose of this paper is to provide the clear pathway for researchers to move in the direction of development of automated fraud detection system to prevent the fraud during online transaction.

This literature review analyses and compares the different types of techniques for detecting fraud during online transaction. An in-depth study of the most prominent journals has been done and the core methodology of the papers has been presented. This article also shed some light on different types of parameters used in fraud detection techniques during online transaction.

There are vast varieties of various fraud detection techniques, and every technique has completed task in its own way. After studying approximately 41 research papers, 14 books and four reports, in total 30 parameters have been identified and a detailed study of the parameters has been presented. The parameters are also listed with their details that how these parameters are used in the security system for detecting online transaction fraud.

This paper provides empirical insight about the parameters and their prominence in the development of automated fraud detection security system of online transaction. This paper encourages the researchers to development of improved fraud detection system.

This paper will pave the way for researchers to do a focused research on the fraud detection methodologies. The analysis will help in zeroing down the most prevalent topic of research in this field. The researchers will be able to understand the internal details of parameters and techniques used in the fraud detection systems. This literature also helps the research to think in a variety of ways that how these parameters will be used in the development of fraud detection system.

This paper is one of the most comprehensive reviews in its field. It tries and attempts to fill a void created because of lack of compilation of the laid fraud detection parameters.

Over recent years, brand semiotics have been gaining the marketing practitioners' attention for designing their brand strategy. Hence, to address this gap, the current study investigates the effect of semiotic product packaging on brand experience dimensions, brand trust and purchase intent of reputed major brands of fast-moving consumer good (FMCG) products.

The data for this study were collected by administering a questionnaire-based survey from 254 respondents from the Delhi National Capital Region (NCR) of India, using systematic sampling. Structural equation modeling has been used to test the conceptual model and examine the hypotheses developed in the study.

The results present evidence of the growing influence of semiotic product packaging upon consumer brand trust and purchase intentions. The study suggests that brand semiotics positively influence customer brand experience, brand trust and purchase intention of FMCG products.

The research findings will benefit FMCG companies to identify how to apply semiotics in packaging to improve consumers' brand experience and influence intent to purchase.

Research in brand semiotics on product packaging is limited, as most prior studies focus on brand semiotics in advertising, product design improvement and retail design. The present study has investigated the impact of semiotics on brand experience dimensions in product packaging, which is emerging as a critical concern for the FMCG sector particularly in the post-COVID period.

Currency usage either in the physical or electronic marketplace through chip-based or magnetic strip-based plastic card becoming the vulnerable point for the handlers. Proper education and awareness can only thrive when concrete fraud detection techniques are being suggested together with potential mitigation possibilities. The purpose of this research study is tendering in the same direction with a suitable plan of action in developing the authentication strength metric to give weightage marks for authentication techniques.

In this research study, a qualitative in-depth exploration approach is being adapted for a better description, interpretation, conceptualization for attaining exhaustive insights into specific notions. A concrete method of observation is being adopted to study various time boxed reports on plastic card fraud and its possible impacts. Content and narrative analysis are being followed to interpret more qualitative and less quantitative story about existing fraud detection techniques. Moreover, an authentication strength metric is being developed on the basis of time, cost and human interactions.

The archived data narrated in various published research articles represent the local and global environment and the need for plastic card money. It gives the breathing sense and capabilities in the marketplace. The authentication strength metric gives a supporting hand for more solidification of the authentication technique with respect to the time, cost and human ease.

The research study is well controlled and sufficient interpretive. The empirical representation of authentication technique and fraud detection technique identification and suggestive mitigation gives this research study an implication view for the imbibing research youths. An application and metric based pathway of this research study provides a smoother way to tackle futuristic issues and challenges.

This research study represents comprehensive knowledge about the causes of the notion of plastic card fraud. The authentication strength metric represents the novelty of a research study which produced on the basis of rigorous documentary and classified research analysis. The creativity of the research study is rendering the profound and thoughtful reflection of the novel dimension in the same domain.

Food gives us essential nutrients to lead a healthy lifestyle but lately it has been found that many food products have become hazardous due to contamination and lead to many diseases. The rampant use of pesticides and chemical-based fertilizers in agriculture has, increased the productivity but at the same time they have created an alarming situation for the environment. The demand of the hour is to therefore to encourage organic farming and offer a better choice to consumers as well as save the environment. The purpose of this paper is to explore and understand the factors affecting perception of consumers on organic food products in Indian context.

The study used a structured survey of 150 respondents covering Delhi and the National Capital Region (NCR) of Ghaziabad, Noida and Faridabad (India). Exploratory research was used to know the variables from the literature that affect the perception of consumers regarding organic food. Descriptive research was used to understand the demographic profile of the organic food consumer’s. Conclusive research design was used to test the hypotheses based upon the motivating and inhibiting factor in the growth of organic food.

The data collected from the survey were analyzed using t-test, χ ² test, factor analysis and multiple linear regression tests. Results indicated that the intention to purchase organic products was impacted by the consumer’s belief on the safety and health aspect of the product, trust and certification, information and availability and lifestyle and are hence drivers of growth. And certain impeding factors were identified like doubt in the professed quality of organic food, lack of awareness and price parity.

There are enough evidences of fertile land being converted into wasteland because of use of agro- chemical-based fertilizers in farming. There are also enough incidents of polluted water (ground and surface) due to agrochemical-based farming. Heavy use of pesticides leads to adverse effect on the health of farmers also. There were many reports of farmers committing suicide because of debt due to heavy investment on pesticides and fertilizers. Organic farming is a win-win proposition for environment, farmers and consumer’s.

The study was an effort to understand awareness and perception of organic food consumers in urban India post-agriculture revolution. The result would help the organic food producing and marketing companies to understand the factors that influence the belief of consumers when they purchase organic food and henceforth they can formulate communication strategies and marketing policy based on consumer’s expectations.

Services Marketing: People Technology Strategy (Eighth Edition) By Pearson, Authored by Wirtz Jochen, Lovelock Christopher, Chatterjee Jayanta, 2017; Service-Marketing: Text and Cases (Second Edition) By Pearson, Authored by Harsh Verma, 2011.

Students will gain an understanding of business models, which has a positive impact on the environment.

This case study intends to help learners understand the concept of segmentation, targeting and positioning (STP) in the case of services. The idea of services is different from that of a product as in services; intangible elements dominate the value creation. By exploring the practical scenarios faced by the protagonist, in this case, readers would enhance their problem-solving abilities in similar situations.

Prerna is the founder of Ecoplore, an aggregator cum booking platform for eco-hotels. It onboards hotels only if they are made up of vernacular architecture and maintains at least 33% of greenery on its premises. Listed properties also harvested rainwater, used renewable source of energy, used sustainable options instead of single use plastic, composted organic waste. Most of these properties grow vegetables, fruits and herbs, and the visitors enjoy homemade organic meals. Ecoplore is the only aggregator platform to visit and verify these eco-hotels directly. Ecoplore is an early-stage startup; all customer queries were handled by Prerna, on-call or through a chat box. It included interacting with prospective clients, understanding their requirements, suggesting the most suited options and booking the eco-hotels. Prerna had to spend most of the time interacting with clients. Over time, she comprehended that only a few prospective clients became Ecoplore’s customers, and the conversion rate was low of owing to various reasons like ticket size, clients' age and psychology.

For students: This case is aptly designed for marketing students pursuing Bachelor’s in Business Administration and Master of Business Administration courses to understand and apply STP theory and service marketing concepts.

CCS 3: Entrepreneurship.

The purpose of this paper is to examine the mechanical characteristics and optimization of wear parameters of hybrid (TiO₂ + Y₂O₃) nanoparticles with Al matrix using squeeze casting technique.

The hybrid aluminium matrix nanocomposites (HAMNCs) were fabricated with varying concentrations of titanium oxide (TiO₂) and yttrium oxide (Y₂O₃), from 2.5 to 10 Wt.% in 2.5 Wt.% increments. Dry sliding wear test variables were optimized using the Taguchi method.

The introduction of hybrid nanoparticles in the aluminium (Al) matrix was evenly distributed in contrast to the base matrix. HAMNC6 (5 Wt.% TiO₂ + 5 Wt.% Y₂O₃) reported the maximum enhancement in mechanical properties (tensile strength, flexural strength, impact strength and density) and decrease in porosity% and elongation% among other HAMNCs. The results showed that the optimal combination of parameters to achieve the lowest wear rate was A3B3C1, or 15 N load, 1.5 m/s sliding velocity and 200 m sliding distance. The sliding distance showed the greatest effect on the dry sliding wear rate of HAMNC6 followed by applied load and sliding velocity. The fractured surfaces of the tensile sample showed traces of cracking as well as substantial craters with fine dimples and the wear worn surfaces were caused by abrasion, cracks and delamination of HAMNC6.

Squeeze-cast Al-reinforced hybrid (TiO₂+Y₂O₃) nanoparticles have been investigated for their impact on mechanical properties and optimization of wear parameters.

In the previous decade, unmanned aerial vehicles (UAVs) have turned into a subject of enthusiasm for some exploration associations. UAVs are discovering applications in different regions going from military applications to activity reconnaissance. The purpose of this paper is to overview a particular sort of UAV called quadrotor or quadcopter.

This paper includes the dynamic models of a quadrotor and the distinctive model-reliant and model-autonomous control systems and their correlation.

In the present time, focus has moved to outlining autonomous quadrotors. Ultimately, the paper examines the potential applications of quadrotors and their part in multi-operators frameworks.

This investigation deals with the review on various quadrotors, their applications and motion control strategies.

Teaching Note includes case synopsis, assignment/discussion questions, suggested readings, teaching plan, methodology, case analysis, what happened, references and data in exhibits.

Appreciating the role of process innovation in enabling growth; Understanding why replication is time consuming and not straight-forward; distinguishing formal and informal dimensions of coordination-mechanisms; Analyzing the differences in replication using template and principles.

Entrepreneurs desire to grow their businesses. They look for opportunities, in this case, when an opportunity came in year 2006, the entrepreneur successfully en-cashed. This lead to formation of a strategic business unit (SBU) that grew faster and also became role model. However the main SBU, for which the firm is known, continued past legacy. It is only when they found it difficult to grow, they decided to emulate. However, transition was not easy, it took much higher efforts. In the transformation, the older-SBU found that it is only inspiration, direction and fundamental principles that they can take from the newer-SBU. They have to fight their own battle and evolve solutions themselves. The older-SBU finally did succeed in the replication. The case experiences decision-making on template versus principle route to replication giving the participants enough exposure and thinking on the subject.

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

For MBAs and working professional’s training.

CSS 3: Entrepreneurship

Recent investigations on magnetic properties of non-oriented (NO) steel sheets enhance the comprehension of the magnetic anisotropy behaviour of widely employed electrical sheets. The concept of energy/coenergy density can be employed to model these magnetic properties. However, it usually presents an implicit form which requires an iterative process. The purpose of this paper is to develop an analytical model to consider these magnetic properties with an explicit formulation in order to ease the computations.

From rotational measurements, the anhysteretic curves are interpolated in order to extract the magnetic energy density for different directions and amplitudes of the magnetic flux density. Furthermore, the analytical representation of this energy is suggested based on statistical distribution which aims to minimize the intrinsic energy of the material. The model is finally validated by comparing measured and computed values of the magnetic field strength.

The proposed model is based on an analytical formulation of the energy depending on the components of the magnetic flux density. This formulation is composed of three Gumbel distributions. Every functional parameters of energy density is formulated with only four parameters which are calculated by fitting the energy extracted from measurements. Finally, the proposed model is validated by comparing the computation and the measurements of 9

loci for NO steel sheets at 10 Hz. The proposed analytical model shows good agreements with an average relative error of 27 per cent.

The paper presents an original analytical method to model magnetic anisotropy for NO electrical sheets. With this analytical formulation, the determination of H does not require any iterative process as it is usually the case with this energy method coupled with implicit function. This method can be easily incorporated in finite element method since it does not require any extra iterative process.