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Marketing, strategy, and integrated marketing communication.

The case is suitable for analysis in an MBA level marketing communication course where the theories of hierarchy of effects (HoE) models, push vs pull strategies as well as positioning strategies can be introduced. The case is suitable for analysis in an MBA level marketing course for the module on marketing communications/advertising and promotions.

Sanjay, the regional head of PepsiCo India (eastern region), had been tasked with the preparation of a support plan for a new communication campaign of Mountain Dew, a yellow-coloured drink in PepsiCo's soft-drink portfolio. He had attended a meeting at the headquarters where he had been briefed on the new national campaign roll-out for Mountain Dew – for the first time with celebrity association. While Mountain Dew had been growing its market share in other regions of the Indian market, the Eastern region had been unresponsive to the mass media image building campaigns. During the meeting, the various aspects of Mountain Dew's performance were discussed and Sanjay was asked to prepare a support plan for the national campaign that will help to increase revenues and market share of the brand in the Eastern region.

To understand the complexities of differential impact of integrated nation-wide communications on various segments of the market due to cultural variations, to understand the role of push strategy vs pull strategy in marketing communications, to understand the role of consistency in image between the trade and consumers perception, to understand the impact of celebrity endorsements, an introduction to the HoE communication models and their applications, to understand limitations of the HoE and Think-Feel-Do models in objective setting and understanding the uses of alternative models, to build a communication plan based on pull vs push strategy.

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The aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on social media web sites to initiate and enhance customer engagement. The impact of content strategy variables – content type, posting agility, posting day and content context on number of likes and number of comments, which were manifest variables for customer engagement was assessed here.

This study follows a positivistic paradigm and employs case study research design. The data were collected by netnography method from brand communities on social networking web sites. The data were collected on a longitudinal basis for one year. Ten brand communities were tracked for the period and the analysis is based on total 1,440 posts made by brands during this period.

The content type and content agility were found to have significant impact on number of likes and comments, which were treated as manifest variables for customer engagement. The two‐way interaction indicated that content type and content context had significant impact on number of likes and comments.

It is one of the first attempts to characterize the relationship between a firm's content strategy of its BC on social networking sites and the customer engagement. This study identifies various manifest variables for both the content strategy of the firm and the customer engagement.

This study would facilitate practicing community managers and content managers to understand and develop content strategy which would lead to desired customer engagement on brand communities created on social media.

With the application of this study's results, an organization should be able to avoid misuse of its social media marketing efforts, and should be able to focus on its content strategy, which maximises customer engagement on its brand community.

The purpose of this paper is to examine the relationships of service marketing mix (SMM) as service input and service output in terms of students’ performance, satisfaction and referral act in context to higher and technical education (HTE) through the application of structural equation modeling.

A quantitative research, conducted through a self-administered survey composed by a closed-ended structured questionnaire, was incorporated for the students who were enrolled in the technical educational institutions situated in the Khandesh region of India.

The findings of this study revealed that traditional SMM is statistically linked with the performance of students in terms of skill and knowledge enhancement, satisfaction and referral act of students, which are perceptible new emerging SMM; performance, pleasure and pointing out in terms of service output.

Integrating SMM as service input and service output are productive for HTE in enhancing growth (quantitatively) by the inclusivity of diversified students and development (qualitatively) by enhancing their performance for global standing, making them satisfied and motivating them for recommending their institution to others. This integration can be utilized as a yardstick by the institutions for staying ahead in students’ market with a distinctive competitive advantage.

Growth and development of HTE will raise a society’s quality of life and thereby increase a country’s socio-economic status.

The study has exhibited SMM as input and output of a service system that is useful for the growth and development of HTE. The measurement tool presented is effective in (re)framing policies on SMM as service input based on desired service output.

Over the next decade, humanity is going to face big environmental problems, and considering these serious issues, businesses are adopting environmentally responsible practices. To put forward specific measures to achieve a more prosperous environmental future, this study aims to develop an environment-based perspective framework by integrating the Internet of Things (IoT) technology into a sustainable automotive supply chain (SASC).

The study presents a conceptual environmental framework – based on 29 factors constituting four stakeholders' rectifications – that holistically assess the SASC operations as part of the ReSOLVE model utilizing IoT. Then, experts from the SASC, IoT and sustainability areas participated in two rigorous rounds of a Delphi study to validate the framework.

The results indicate that the conceptual environmental framework proposed would help companies enhance the connectivity between major IoT tools in SASC, which would help develop congruent strategies for inducing sustainable growth.

This study adds value to existing knowledge on SASC sustainability and digitalization in the context where the SASC is under enormous pressure, competitiveness and increased variability.

Innovation and entrepreneurship are regarded as the key drivers to steer the engine of economic development in any nation. As a result, to understand the context and process of innovation and entrepreneurship there has been a steady rise in scientific literature and empirical studies. The purpose of this paper is to study the trends and progress of academic research on innovation and entrepreneurship in India by identifying the key articles, journals, authors and institutions.

Scientometric methods especially bibliometrics is used, for measuring the maturity of this research field in the country. The paper studies the research landscape in innovation and entrepreneurship in India by doing a bibliometric analysis using data from publications indexed in the Scopus database from the year 2000 to 2018. The study takes a multidisciplinary review of the literature in innovation and entrepreneurship research in India and could be used as a reference for future studies in this theme.

The study finds an increase in the scholarly studies in innovation and entrepreneurship in India in the last decade. It was also found that a large number of publications were joint-authored and collaborations between Indian and foreign universities is happening. The paper also highlights the authorship patterns, top journals and the most cited papers.

A major limitation of this study is that it has considered publications which are indexed in Scopus. This paper has contributed by highlighting the growth of studies in the field of innovation and entrepreneurship in the Indian context. The results can be used by future studies in this area as a starting point to highlight the nature of this research area.

The study attempts to present a trend analysis of published literature on innovation and entrepreneurship in India.

The analytical hierarchical process (AHP)’s main purpose is to assess higher hierarchy levels based on the cooperation of its various levels. It results in a well-designed model-based method in which the weights for the selected attribute are calculated using dimensions, criteria, and indicators. This paper aims to highlight the benefits of blockchain in supply chain management with the help of a literature review along with opinions of experts from various sectors.

With the goal of enhancing the use of blockchain technology in supply chain management, particularly when comparing within the same industry, the AHP methodology has been used. In order to develop the AHP model, a total of eight elements are examined in this study, which are decentralization, resiliency, security, smart contracts, sustainability, traceability, transparency and trust. A calculation of a Desirability Index for conventional supply chain and blockchain-enabled supply chains has been also developed.

Findings where that in a blockchain-enabled supply chain, the global weights of individual benefit variables are considerably larger than in conventional supply chains. When the score of the Desirability Index for conventional supply chain and blockchain-enabled supply chain is compared, the blockchain-enabled supply chain significantly surpasses the conventional supply chain in terms of increasing sustainable development in today’s supply networks.

This study takes into account the AHP methodology applying it on blockchain. This has not been done before in the academic world, at least as far as the authors may be aware of. The originality of combining such process with a recent technology such as blockchain highlights the value of this research.