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In the present study, Al₂O₃ coatings were deposited on stainless steel AISI-304 material by using atmospheric plasma spraying technique to combat high temperature solid particle erosion. The present aims at the performance analysis of Al₂O₃ coatings at high temperature conditions.

The erosion studies were carried out at a temperature of 400°C by using a hot air-jet erosion tester for 30° and 90° impingement angles. The possible erosion mechanisms were analyzed from scanning electron microscope (SEM) micrographs. Surface characterization of the powder and coatings were conducted by using an X-ray diffractometer, SEM, equipped with an energy dispersive X-ray analyzer. The porosity, surface roughness and micro-hardness of the as-sprayed coating were measured. This paper discusses outcomes of the commonly used thermal spray technology, namely, the plasma spray method to provide protection against erosion.

The plasma spraying method was used to successfully deposit Al₂O₃ coating onto the AISI 304 substrate material. Detailed microstructural and mechanical investigations were carried out to understand the structure-property correlations. Major findings were summarized as under: the erosive wear test results indicate that the plasma sprayed coating could protect the substrate at both 30° and 90° impact angles. The coating shows better resistance at an impact angle of 30° compared with 90°, which is related to the pinning and shielding effect of the alumina particle. The major erosion wear mechanisms of Al₂O₃ coating were micro-cutting, micro-ploughing, splat removal and detachment of Al₂O₃ hard particles.

In the current study, the authors have followed the standard testing method of hot air jet erosion test as per American society for testing of materials G76-02 standard and reported the erosion behavior of the eroded samples. The coating was not removed at all even after the erosion test duration i.e. 10 min. The erosion test was continued till 3 h to understand the evolution of coatings and the same has been explained in the erosion mechanism. The outcome of the present study may be used to minimize the high temperature erosion of AISI-304 substrate.

The case helps to introduce some of the elements of strategic management process, which are vital for competitive advantage, particularly for the public utility services such as MSWM. It intends to achieve the following objectives: analyse the external environment for MSWM industry in India; analyse the internal organizational environment for a firm’s strategic competitiveness; introduce the concept of value and value chain understand the role of Stakeholder groups; understand the concept of public–private partnerships (PPP); and understand the role of technology in sustaining a competitive advantages.

This case focuses on entrepreneurial venture of Gaurav Sharma and his team who intend to transform the landscape of Municipal Solid Waste Management (MSWM) industry in the country. THANKYOU (letsthankyou.com) is a Jaipur, India-based enterprise offering waste management solutions across different verticals. It was founded in 2016, following an opportunity in the waste management industry unleashed by the Government of India’s (GOI) new MSWM 2016 rules making it mandatory for the waste generators to manage (segregate, process, transport and disposal) their own waste. After initial examination of MSWM service scenario in the country, Gaurav and his two team members realize that a lack of integration among the multiple entities of waste management value chain is the root cause of the current poor state of affairs. So, they come up with an online marketplace, which offers a one-stop solution for the waste management of general households, residential settings and corporate. With initial projects implemented in the decentralized mode offering unit-level services such as door-to-door waste collection, on-demand waste pick-up and waste audits for corporate, the company has eventually got an opportunity of working on a centralized MSWM project for a leading hotel. Indeed, the company has the first mover advantage of entering the government controlled MSWM industry. However, to move forward, the THANKYOU team must address some fundamental issues in the industry: How to integrate the informal and formal sectors involved in waste management to achieve economies of scale? How to make land-filling the least preferred option of waste management? How to use technology to enhance the efficiency of MSWM value chain?

The case can add value to a course on strategic management at the post-graduate level. It highlights the role of external and internal environment analyses in the formulation of business strategy, ultimately leading to a firm’s strategic competitiveness. In a strategic management course, the case can be used to discuss introductory topics such as the analysis of internal and external environment; value creation by leveraging internal resources and capabilities; analysis of a firm’s dependence on its stakeholder groups; ascertainment of the profitability driver for a firm’s business model; and the concept of PPP.

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CSS 11: Strategy

Increased competition among different retail formats has led mall managers to focus on mall promotional activities to attract shoppers to malls. The purpose of this paper is to understand Indian mall retailers views on mall events and its role in improving traffic, sales and mall image.

The current study used a qualitative to decipher mall retailers’ views regarding mall events. In total, 36 in-depth interviews of mall retailers across 13 metropolitan and non-metropolitan cities (Tier-I and Tier-II) were conducted to develop a comprehensive understanding of mall events organized by Indian mall managers.

The findings revealed that mall events were categorized under six different types: product launch events, events organized to promote the social cause, commemorate festivals, celebrity nights, events organized by retailers in malls and theme events. There were differences in the nature of events used by malls in bigger and smaller cities across India. The nature of mall events varied according to regional, cultural and lifestyle factors across the country.

Mall managers can use the insights from the study on mall events for segmenting and targeting strategies. The different types of mall events can be used for improving footfall, sales and mall image. The study findings employ a grounded theory approach to understand mall retailers’ views on mall events. Future research can be directed toward understanding mall managers’ and consumers’ opinions about the relevance of mall events in improving footfall and profitability of malls.

Extant research has looked at mall events, their role and efficacy in a consolidated manner. The current study attempts to segregate the events organized by mall management into distinct categories and provide linkages of these categories concerning mall image and traffic.

The purpose of this research is to conceptualize, define and measure resource orchestration capabilities of R&D teams pursuing advanced scientific research and technological innovation at public-funded R&D organizations in India.

A series of five mutually exclusive studies were designed over two years to develop and validate the ROCI scale within public research and development (R&D) organizations pursuing advanced scientific research and technological development in India. The first three studies address the refinement, reduction and rationalization of items for measuring the ROCI construct. The next study explores the factor structure underlying the ROCI construct whereas the subsequent one confirms the three-factor structure within empirical settings.

The resource orchestration capability towards innovation (ROCI) construct reflected through three sub-dimensions namely – adaptive structuring capability (ASC), synergistic leveraging capability (SLC) and decentralized decision-making capability (DDC), each loaded with their respective items can be used for capability measurement in public-funded R&D organizations.

R&D managers can use this ROCI scale to measure, monitor and improve the innovation-oriented resource orchestration capabilities of their R&D teams and help them improve their innovation performance.

This research contributes to the extant literature on resource orchestration for innovation management in three unique and original ways – theoretically-grounded conceptualization, empirical measurement and rigorous validation through multiple studies conducted in public-funded R&D organizations in India.

The learning outcomes are as follows: understand the operating model of a not-for-profit organization; gain knowledge about the significance of an organizational structure to successfully run a not-for-profit organization; learn the socio-cultural implication of yog through BYS; and learn the applicability of growth and business expansion strategy in the case of a not-for-profit organization.

This case covers the innovative operating model of Bharatiya Yog Sansthan (BYS) – a not-for-profit organization which offers free service towards the society through yog. BYS was a not-for-profit organization that survived for long without accepting donation in any form. They had more than 3,500 Yog Centers in 21 States and 2 union territories in India and more than 60 Yog Centers in foreign countries. They were the only not-for-profit organization which had operated such a huge number of Yog Centers across the world. Des Raj became the face of BYS after the demise of the founder Mr. Prakash Lal. While adhering to the core principle of the founder, the list of challenges in front of Mr. Des Raj and other yog enthusiasts’ associated with BYS was long. There arise no questions regarding the level of commitment and dedication of Des Raj and his team. They had left no stone unturned to bring BYS into the lime light and perhaps this is the reason because of which BYS had stood for more than fifty years. On one part they were strictly against commercialization and on the other part, they wanted to reach every household. Was it truly challenging for them to reach people without spending money on promotion? Was it really difficult for a not-for-profit which survived without donation to establish it as a brand?

This case can be taught effectively to MBA/ BBA students as a part of Strategic Management and Entrepreneurship subject.

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CSS 11: Strategy.

Novel and emerging technologies such as cognitive analytics attract a lot of hype among academic researchers and practitioners. However, returns on investments in these technologies are often poor. So, identifying mechanisms through which cognitive analytics can add value to firms is a critical research gap. The purpose of this paper is to theorize how cognitive analytics technologies can enable the dynamic capabilities of sensing, seizing and reconfiguring for an organization.

This conceptual paper draws on the extant academic literature on cognitive analytics and related technologies, the business value of analytics and artificial intelligence and the dynamic capabilities perspective, to establish the role of cognitive analytics technologies in enabling the sensing, seizing and reconfiguring capabilities of an organization.

Through arguments grounded in existing conceptual and empirical academic literature, this paper develops propositions and a theoretical framework linking cognitive analytics technologies with organizations’ dynamic capabilities (sensing, seizing and reconfiguring).

This paper has critical implications for both academic research and managerial practice. First, the authors develop a framework using the dynamic capabilities theoretical perspective to establish a novel pathway for the business value of cognitive analytics technology. Second, cognitive analytics is proposed as a novel antecedent of the dynamic organizational capabilities of sensing, seizing and reconfiguring.

To the best of the authors’ knowledge, this is the first paper to theorize how cognitive analytics technologies can enable dynamic organizational capabilities, and thus add business value to an organization.