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The main objective of this marketing strategy case is to understand why and how a firm should evaluate and rework its own business to stay competitive and aligned with external market forces.

Technical Solutions Group (TSG), was the India-based technical support division of Quatrro Global Services and focused on providing support to customers of large Original Equipment Manufacturers (OEMs) and software developers around the globe. Because of the increased competition and structural changes at the customer end, the business was facing flattened revenue growth and a drop in margins. TSG had to make strategic decisions on how to continue the business, either within the current paradigm of being a business to business business or transforming into a business to consumer business leveraging digital technology.

This case can be used in an undergraduate (upper level) or graduate-level course on marketing strategy, digital strategy or strategic management.

Teaching Notes are available for educators only.

CSS 11: Strategy.

This paper aims to address the supplier selection problem based on a developed framework capturing the essence of the supply chain operations reference (SCOR) model, sustainability and providing services to customers. Specifically, the authors consider planning, manufacturing, delivery, sustainability and customer service attributes to evaluate and select suppliers.

Relevant literature is reviewed, a framework capturing the essence of major supply chain functions was developed and suitable measurement attributes were identified. An integrated fuzzy analytic hierarchy process and fuzzy technique for order performance by similarity to ideal solution method are employed to obtain the final ranking of the attributes and suppliers. The proposed methodology is illustrated through a real case of an Indian automobile company.

The authors observed that planning, manufacturing, customer service, sustainability and delivery are preferred in decreasing order to select component suppliers for an automotive company. The impact of suppliers on planning and manufacturing is most important to consider while assessing suppliers. Interestingly, concerns about sustainability and delivery are the least cared factors when selecting suppliers. The top five criteria contain measures of operational efficiency rather than purchasing cost.

This paper proposes and demonstrates a supplier selection framework harmonizing supply chain functions of the SCOR model, sustainability and customers service that adds a valuable wing to literature that expounds on the connection of purchasing strategy to corporate strategy. A case study in an automotive company throws unique and valuable managerial implications for purchasing and supply chain performance.

Sustainable supply chain (SSC) provides one opportunity to achieve competitive advantage. To achieve SSC through triple bottom line (TBL) – economic, environment and social – is extensively discussed. Most literature in dealing with environmental issues undermine social dimension even though its potential to bring outstanding results by earning customers loyalty and commitment is immense. Local orientation and different context motivate firms to prioritize sustainability dimensions differently. The purpose of this paper is to conceptualize SSC performance as three dimensional second-order formative construct which is caused by three first-order reflective constructs. Further, the authors examined effect of sustainable performance on barriers to sustainability through collaboration.

The model is validated by data collected from industries in India using both partial least squares and covariance based structural equation modeling. The authors find the model is valid for both manufacturing and service sectors.

In Indian context, social dimension is most and environmental dimension is least important differentiating it from developed economy. The authors find sustainable performance subsequently mitigates barriers and risks to sustainability, thereby reducing its impact over time.

This study conceptualizes SSC performance as three dimensional second-order formative construct which is caused by three first-order reflective constructs. Given criticisms to TBL for being western-centric, this study unearths insightful phenomena having implications for both developing and developed world. Further, the authors find sustainable performance reduces effects of barriers to collaboration necessary to achieve SSC. This study contributes to both theory and practice by modeling sustainability performance.

Considering the limitations of supply chain collaboration (SCC) literature, the purpose of this paper is to develop SCC framework and analyze the SCC practice based on the framework. The framework incorporating internal and external knowledge sharing under a collaborative culture (CC) and problem-solving environment preceded by preparedness is required.

To achieve successful collaboration, this paper encompasses problem-solving and performance measurement, preparedness, culture, relationship strength (RS) and gives resource sharing and planning as internal and external focused perspectives. Exploratory methods are used to analyze the data from industries.

CC, RS and preparedness are crucial that reflect the health of collaboration. Three levels of collaboration practice – good, moderate and weak – are prominent where the extent of SCC practice seems weak. Collaborative activities that matter more are identified. Market-based knowledge sharing is important for good and moderate SCC, while weaker collaboration does not focus on it. Interestingly, this paper finds an increasing level of collaboration may not always result in increased performance. Firms from the pharmaceutical, automobile and electrical/electronic industry tended to practice higher collaboration as compared to other industries.

By integrating market-driven management, resource-based view, and contingency theory, the SCC framework gives a new perspective. Joint planning and resource sharing are categorized as internal and external focused functional areas. The paper identifies three profiles of collaboration and discusses the importance of SCC activities in achieving performance.

The purpose of this paper is to model and investigate collaborative culture and relationship strength roles in supply chain collaboration. This research highlights critical role played by culture and relationship strength in collaboration.

Drawing from relational view, a conceptual model is developed with the help of literature, and the model is validated with data collected in India using partial least squares method.

Results and analyses revealed that culture and relationship strength significantly and strongly influence each collaborative activity. The relationship strength fully mediates between collaborative culture and supply chain performance. The research also finds that the relationship strength partially mediates between collaborative culture and market-based information sharing, operational resource planning and sharing. In the long-term, collaborative culture drives relationship strength and the element enhances collaborative activities.

This research attempted to explore collaborative culture and relationship strength which are crucial for collaborative relationship. Many mediation effects are studied which increase the understanding and give insights for its implementation. Its theoretical and practical implications are highlighted. This knowledge has enough potential to lead collaborative relationships towards success.

This paper aims to analyze the agile manufacturing practices in small and medium enterprises (SMEs) within the auto-ancillary sector spread across eastern India. Using statistical method, a number of crucial insights have been captured and discussed in detail.

A structural equation model (SEM) encapsulating pertinent agile manufacturing attributes and enablers as the focal construct is conceptualized and validated in this research. The SEM model is evolved in a manner that agile attributes and agile enablers are modeled as latent dependent and manifest variable, respectively.

A number of key hypothesis entailing interactions of key agility enablers, i.e. manufacturing responsiveness agility, manufacturing strategy agility, workforce agility, technology agility, manufacturing management agility, etc. are conceptualized and validated.

The authors specifically focus on evolving agile manufacturing framework (characterized by agility enablers and attributes) that lies at the intersection of SMEs, automotive sector and an emerging economy.

It is crucial for the Indian micro, small and medium enterprises (MSMEs) to implement a few of the most important Industry 4.0 (I4.0) technologies and reap maximum benefits of sustainability. This paper aims to prioritize I4.0 technologies that can help achieve the sustainable operations and sustainable industrial marketing performance of Indian manufacturing MSMEs.

I4.0-based sustainability model was developed. The model was analyzed using data collected from MSMEs by deploying analytic hierarchy process and utility-function-based goal programming. To have a better understanding, interviews were conducted.

Predictive analytics, machine learning and real-time computing were found to be the most important I4.0 technologies for sustainable performance. Sensitivity analysis further confirmed the robustness of the results. Business-to-business sustainable marketing is prioritized as per the sustainability need of operations of industrial MSME buyers.

This study uniquely integrates literature and practitioners’ insights to explore I4.0’s role in MSMEs sustainability in emerging economies. It fills a research gap by aligning sustainability goals of industrial buyers with suppliers’ marketing strategies. Additionally, it offers practical recommendations for implementing technologies in MSMEs, contributing to both academia and industry practices.

Drawing on the relational view and contingency theories, this study explores supply chain relationship conditions' roles in interrelationships between environmental, social and supply chain performance (SCP), i.e. triple bottom line (TBL).

The data from industries and structural equation modeling (SEM) were used to validate the proposed model. Interviews with industry experts were conducted to further understand the findings.

The authors find that relationship conditions, such as inventory information sharing, dependency, opportunistic behavior and conflicts, moderate TBL linkages. Interestingly, power asymmetry does not moderate the linkages. Social performance mediates between environmental and SCP. This indirect effect is stronger than the effect of environmental performance on SCP.

This research is perhaps the first to bring a much-needed nuanced view on the importance of relationship conditions for TBL performance linkages. The research further underlines the importance of social performance in an emerging economy.

In the aftermath of disasters, humanitarian actors need to coordinate their activities based on accurate information about the disaster site, its surrounding environment, the victims and survivors and the supply of and demand for relief supplies. In this study, the authors examine the characteristics of radio frequency identification (RFID) technology and those of disaster relief operations to achieve information visibility and actor coordination for effective and efficient humanitarian relief operations.

Building on the contingent resource-based view (CRBV), the authors present a model of task-technology fit (TTF) that explains how the use of RFID can improve visibility and coordination. Survey data were collected from humanitarian practitioners in India, and partial least squares (PLS) analysis was used to analyze the model.

The characteristics of both RFID technology and disaster relief operations significantly influence TTF, and TTF predicts RFID usage in disaster relief operations, providing visibility and coordination. TTF is also a mediator between the characteristics of RFID technology and disaster relief operations and between visibility and coordination.

The many recent humanitarian disasters have demonstrated the critical importance of effective and efficient humanitarian supply chain and logistics strategies and operations in assisting disaster-affected populations. The active and appropriate use of technology, including RFID, can help make disaster response more effective and efficient.

Humanitarian actors value RFID technology because of its ability to improve the visibility and coordination of relief operations. This study brings a new perspective to the benefits of RFID technology and sheds light on its antecedents. The study thus expands the understanding of technology in humanitarian operations.

The coronavirus (COVID-19) is the worst pandemic in recent memory in terms of its economic and social impacts. Deadly second wave of COVID-19 in India shook the country and reshaped the ways organizations functions and societies behave. Medical infrastructure was unaffordable and unsupportive which created high distress in the Indian society, especially for poor. At this juncture, some pharmaceutical firms made a unique social investment when they reduced price of drugs used to treat COVID-19 patients. This study aims to examine how the market and the society respond to the price reduction announcement during the psychological distress of COVID-19.

Market reactions have been analyzed by conducting an event study on stock market data and visual analytics-based sentiment analysis on Twitter data.

Overall, this study finds positive abnormal returns on the day and around the day of event. Interestingly, this study finds that returns during the time of high distress are significantly higher. Sentiment analysis conveys that net sentiment is favorable to the pharmaceutical firms around the day of event and it sustains more during the time of high distress.

This study is unique in contributing to the business and industrial management literature by highlighting market reactions to social responsibility of business during the time of psychological distress in emerging economies.