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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.

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.

The purpose of this study is to investigate the deposition of SS–Al transitional wall using the wire arc directed energy deposition (WA-DED) process with a Cu interlayer. This study also aims to analyse the metallographic properties of the SS–Cu and Al–Cu interfaces and their mechanical properties.

The study used transitional deposition of SS–Al material over each other by incorporating Cu as interlayer between the two. The scanning electron microscope analysis, energy dispersive X-ray analysis, X-ray diffractometer analysis, tensile testing and micro-hardness measurement were performed to investigate the interface characteristics and mechanical properties of the SS–Al transitional wall.

The study discovered that the WA-DED process with a Cu interlayer worked well for the deposition of SS–Al transitional walls. The formation of solid solutions of Fe–Cu and Fe–Si was observed at the SS–Cu interface rather than intermetallic compounds (IMCs), according to the metallographic analysis. On the other hand, three different IMCs were formed at the Al–Cu interface, namely, Al–Cu, Al₂Cu and Al₄Cu₉. The study also observed the formation of a lamellar structure of Al and Al₂Cu at the hypereutectic phase. The mechanical testing revealed that the Al–Cu interface failed without significant deformation, i.e. < 4.73%, indicating the brittleness of the interface.

The study identified the formation of HCP–Fe at the SS–Cu interface, which has not been previously reported in additive manufacturing literature. Furthermore, the study observed the formation of a lamellar structure of Al and Al2Cu phase at the hypereutectic phase, which has not been previously reported in SS–Al transitional wall deposition.

After reading and analyzing the case study, the students would be able to understand the complexities of leadership and decision-making in a diverse workplace, specifically when promoting differently abled employees; explore the importance of fostering an inclusive environment, addressing biases and developing empathy in the context of leadership and diversity; explore the challenges and considerations involved in managing a team with diverse backgrounds and abilities; and evaluate the potential impact of promoting employees with disabilities on the morale and retention of other team members.

This case study is about a hearing-impaired individual, Jessica, who was recently hired by a medium-sized organization, Zerial Education. She was the organization’s first hire with a disability, and some of her colleagues were skeptical about how she would fit in. There was a clear bias against her because of her disability, and she faced many challenges while proving herself and earning the respect of her colleagues. Despite the initial skepticism and bias, she quickly proved herself to be a valuable member of the team. As the appraisal period arrived, Stan Logan, her reporting manager, faced a tough decision. He wanted to be fair and avoid to seem to be biased, yet he was also committed to fostering diversity and inclusion. If he promoted Jessica, it would affirm the company’s commitment to diversity and inclusivity, and it would also validate Jessica’s impressive year of work. However, this might come at the cost of creating tensions among the other top performers who were also deserving of the promotion and potentially complicating client interactions owing to Jessica’s hearing impairment. Logan had to navigate these complexities and make a decision that aligned with both the company’s values and operational needs, while also considering the potential consequences on team morale and client relationships.

The case is suitable for use by students at an MBA level. Human resource management: In this course, students might learn about the legal and ethical issues surrounding disability in the workplace, as well as strategies for recruiting and retaining employees with disabilities. Organizational behavior: In this course, students might learn about the psychological and social factors that influence how individuals with disabilities are perceived and treated in organizations, as well as how to promote diversity and inclusion within a company.

Teaching notes are available for educators only.

CSS 6: Human resource management

Housing policies in India (last modified in 2017) define “affordable housing” on three main parameters – income of the target group, dwelling unit size and house price to income ratio. The Covid-19 pandemic has questioned the robustness of the defining parameters of affordable housing. This paper aims to study the impact of Covid-19 pandemic on housing affordability and adequacy for the urban poor and highlights how one pandemic has directly challenged the practicality of the affordable housing criteria in urban India.

The study is based on a pilot test conducted through interviews with the consumer group. Furthermore, the affordable housing policies of urban India were studied in conjunction with the pandemic guidelines laid down by the World Health Organization. The consumer responses were analyzed in relation to the policies and guidelines to arrive at the inferences. The secondary case examples of the Dharavi slums in Mumbai and the Savda Ghevra slum resettlement colony in Delhi, along with the findings of the primary survey in the economically weaker section category, are used to formulate the conclusions.

The pilot test conducted for the target consumer group clearly indicates that (i) the pandemic has severely affected the housing purchase capacity of the target consumer, thereby questioning the “affordability” of housing; (ii) proposed housing solutions are inadequate to enable livability, thereby questioning the “adequacy” of housing; and (iii) proposed housing solutions are inept to accommodate pandemic protocols. The Covid-19 pandemic and the conditions it imposed on the built environment clearly highlight the inadequacy of affordable housing parameters being followed in urban India.

Further research may be conducted on global best practices in housing, which may advise the housing policies in India.

The study suggests key areas that need intervention and modification to make the housing policies more robust and effective.

The study explores the social sustainability aspects of housing, which are often considered secondary in policies.

Because housing has a direct bearing on the physical, social and mental well-being of society, it is imperative to find housing solutions that are safe and resilient for a sustainable future. This paper is an original attempt by the author to question and highlight how the current affordable housing solutions adopted in urban India will continue to fail under any external adverse conditions unless modifications are considered in the existing housing parameters.

This study aims to understand how the texture shape, number of textures and addition of nanoparticle additives in lubricants impact the dynamic characteristics of journal bearing by comparing six different texture shapes like triangle, chevron, arc, circle, rectangle and elliptical applied in pressure-increasing region under various geometrical and operating conditions.

The finite element method approach has been employed to solve governing Reynold’s equation, assuming iso-viscous Newtonian fluid, for computation of performance parameters like stiffness and damping coefficient, threshold speed, etc. By using a regression model, the impact of adding nanoparticles Al₂O₃ and CuO to the base lubricant on viscosity variation is calculated for selected temperature ranges and weight fractions of nanoparticles.

The arc-shaped texture with an area density of 28.27%, eccentricity ratio of 0.2 and texture depth of 0.6 exhibited 35.22% higher direct stiffness and 41.4% higher damping coefficient compared to the lowest value in the circle-shaped texture. Increasing the number of arc-shaped textures on the bearing surface with low area density led to declining stiffness and damping parameters. However, with nanoparticle additives, the arc-shaped texture further showed 10.75% and 8.11% improvement in stiffness and 9.99% and 4.87% enhancement in damping coefficient for Al₂O₃ and CuO, respectively, at 90 °C temperature and 0.5% weight fraction.

By understanding the influence of texture shapes on the dynamic characteristics, engineers can design bearings that exhibit improved stability and enhance overall performance.

The study investigates the influence of perceived security (PS) on behavioral intention (BI) via the trust attitude process and explores the moderating effects of gender. PS in mobile wallets enhances user trust (TR), attitude (ATT) and intention (INT). Using a multiple and serial mediation model, both TR and ATT were found to mediate the relationship between PS and BI.

Drawing on the stimulus-organism-response (S-O-R) theory, the proposed conceptual model comprises PS, TR, ATT and BI. An online survey was conducted with a cross-sectional sample of 744 mobile wallet users in India. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the hypothesized relationships and test the mediation effects.

Results show that the stimulus, PS, has a positive and significant influence on TR and ATT, which eventually has a positive influence on BI. The research model explains 64.4 percent of the variance in BI. Further, both TR and ATT independently and parallelly mediate the relationship PS and BI. Lastly, gender is found to moderate the relationship between TR and BI and ATT and BI.

The research showed the importance of PS, TR and ATT towards mobile wallet adoption INTs. Further, the findings support the idea that developing TR and ATT is essential for shaping INTs. This suggests that mobile wallet service providers should invest in methods that not just enhance user TR but also reinforce a positive ATT towards the platform. To demonstrate TR, mobile wallet providers must ensure the confidentiality and privacy of user data, keep customer interests in mind and fulfill commitments. Lastly, for strengthening customer TR, excellent customer support is extremely important.

While prior researchers have majorly used technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) models to explain adoption INTs, this study examines the relationship between PS, TR, ATT and BI through the lens of the SOR framework.

Land value in urban areas in India is influenced by regulations, bylaws and the amenities associated with them. Planning interventions play a significant role in enhancing the quality of the neighbourhood, thereby resulting in a change in its value. Land is a distinct commodity due to its fixed location, and planning interventions are also specific to certain locations. Consequently, the factors influencing land value will vary across different areas. While recent literature has explored some determinants of land value individually, conducting a comprehensive study specific to each location would be more beneficial for making informed policy decisions. Therefore, this article aims to examine and identify the critical factors that impact the value of residential land in the National Capital Territory of Delhi, India.

The study employed a combination of semi-structured and structured interview methods to construct a Relative Importance Index (RII) and ascertain the critical determinants affecting residential land value. A sample of 36 experts, comprising property valuers, urban planners and real estate professionals operating within the National Capital Territory of Delhi, India, were selected using snowball sampling techniques. Subsequently, rank correlation and ANOVA methods were employed to evaluate the obtained results.

Location and stage of urban development are the most critical determinants in determining residential land values in the National Capital Territory of Delhi, India. The study identifies a total of 13 critical determinants.

A scenario planning approach can be developed to achieve an equitable distribution of values and land use entropy. A land value assessment model can also be developed to assist professional valuers.

There has been a lack of emphasis on assessing the impact of planning interventions and territorial regulation on land values in the context of Delhi. This study will contribute to policy decision-making by developing a rank list of planning-based determinants of land value.

In this study, the authors assess the current state of lean product development and the lean production shop floor, along with the impact of the former on process quality and the latter on product quality and customer complaint reduction. The interplay between process and product quality and customer complaint reduction is assessed, along with their impacts on business performance.

Data were collected from 377 managers working at auto-component manufacturing firms in India. Confirmatory factor analysis was used for scale validation, and structural equation modelling was employed to test the research hypotheses.

The results of the statistical analyses reveal the positive influence of a lean production shop floor on process quality and lean product development on product quality and customer complaint reduction, and thereby on business performance.

The findings of this research provide insights into the interplay between lean and quality factors and their influence on customer complaint reduction and business performance. Practitioners can use the proposed model to strategically design unique products and improve the efficiency and effectiveness of the production shop floor, which can help enhance the product and process quality. This can reduce customer dissatisfaction and improve the business performance.

Few studies have simultaneously investigated the influence of lean product development and lean production shop floors in the Indian manufacturing context. To the best of our knowledge, this study is one of the first attempts to include customer complaint reduction as a construct in a lean model. It helps identify and prioritise the enablers of business performance and provides valuable insights for practitioners to strengthen lean implementation to attain a competitive edge.