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Book part
Publication date: 14 March 2024

Larissa Becker and Eduardo Rech

Customer experience is increasingly recognized as a source of competitive advantage. Customer experience refers to customers' responses and reactions to cues within touchpoints…

Abstract

Customer experience is increasingly recognized as a source of competitive advantage. Customer experience refers to customers' responses and reactions to cues within touchpoints along customer journeys. Nowadays, customers often interact with online touchpoints – such as social media, websites, or e-commerce – in their customer journeys. Given that customer experience is multidimensional, this chapter addresses the following question: How can sensorial experiences be triggered in online touchpoints? Based on a review of the literature on customer experience and sensory marketing, four challenges in triggering sensorial experiences in online touchpoints are identified: (1) limited sensorial cues, (2) lack of thematic congruence between online and offline touchpoints, (3) sensory overload, and (4) lesser control over sensorial cues. Then, two routes through which organizations can trigger sensorial experiences in online touchpoints are proposed: (1) directly influencing sensations through sensory-enabling technologies, and (2) indirectly influencing sensorial perceptions through the use of sensory and nonsensory cues. The chapter closes with a presentation of a model that describes the process of triggering sensorial experiences in online touchpoints as well as a checklist of relevant questions for practitioners who wish to do so.

Details

The Impact of Digitalization on Current Marketing Strategies
Type: Book
ISBN: 978-1-83753-686-3

Keywords

Case study
Publication date: 13 March 2024

Tasneem Ahmad and Vinita Krishna

The case is based on the data collected from various secondary sources only.

Abstract

Research methodology

The case is based on the data collected from various secondary sources only.

Case overview/synopsis

Godi India, a lithium-ion cell manufacturing company in India, was working to design e-cell for electric vehicles (EV) which would be compatible with Indian conditions and reduce the cost of battery to the extent possible because e-cell contributes half of the electric vehicle’s price. Godi India was set up in January 2020 by Mahesh Godi. Looking for opportunities in India after having worked in the USA for 17 years, Mahesh found that even with the rise in EV the lithium-ion cell manufacturing in India was almost zero. Using innovation as its main strategy, the start-up started its operation with a team of 30 scientists. The start-up already registered 25 patents under its name with few awaiting. Most of the EV companies relied on Chinese lithium-ion cell. Local lithium-ion cell manufacturing was believed to be the key for EV industry growth in a country. Central government production linked schemes worth INR 18,100 crore were signed by major players like Ola electric, Reliance new energy and Rajesh exports to develop locally manufactured advance cells. The push from the government for locally manufacturing the cells was a major trigger for the rise in the EV industry. The case provides the analysis of the strategies applied by the company to grow in the lithium-ion cell manufacturing industry.

Complexity academic level

This case can be used in strategic management, entrepreneurship and general management courses/modules at the Undergraduate and Postgraduate level.

Details

The CASE Journal, vol. ahead-of-print no. ahead-of-print
Type: Case Study
ISSN: 1544-9106

Keywords

Article
Publication date: 18 March 2024

Vaishali Sangwan and Moutusy Maity

Emerging economies are dominated by an unorganized retail landscape, with complex sociocultural norms dictating the behavior of retailers and customers. The purpose of this paper…

Abstract

Purpose

Emerging economies are dominated by an unorganized retail landscape, with complex sociocultural norms dictating the behavior of retailers and customers. The purpose of this paper is to explore the phenomenon of consumer embarrassment in an emerging marketing, India.

Design/methodology/approach

This research adopts a grounded theory approach and undertakes 31 in-depth interviews with consumers in India. The data is analyzed inductively and iteratively simultaneously with data collection.

Findings

The study uncovers that sociocultural normative influences, the retail environment’s structural constraints, interaction-based buying processes and customers’ perceptions play a role in eliciting embarrassment in traditional stores. The traditional format retailers play a significant role in evoking embarrassment and, surprisingly, also in facilitating coping. Contrary to the extant findings, purchasing embarrassing products online may not ensure anonymity and elicit embarrassment. The findings contribute to understanding the phenomenon of embarrassment in emerging markets.

Originality/value

There is a dearth of research examining consumer embarrassment in emerging markets, with extant studies investigating the phenomenon in the modern retail setup of developed economies. The retail landscape of India is predominantly unorganized, with distinct transactional processes and physical characteristics that are starkly different from modern retail stores. Moreover, sociocultural normative forces have distinct influences on the informal setup of unorganized retail.

Details

Qualitative Market Research: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 2 October 2023

Birgit Muskat, Girish Prayag, Sameer Hosany, Gang Li, Quan Vu and Sarah Wagner

Food is a key element in tourism experiences. This study aims to investigate the interplay of sensory and non-sensory factors in food tourism experiences and models their…

Abstract

Purpose

Food is a key element in tourism experiences. This study aims to investigate the interplay of sensory and non-sensory factors in food tourism experiences and models their influence on satisfaction and behavioural intentions.

Design/methodology/approach

The study focuses on the culinary experiences of 304 tourists dining at ethnic restaurants and uses causal relationship discovery modelling to analyse data.

Findings

Sensory factors are important in tourists’ culinary experiences with cleanliness, noise levels and room temperature at the top of the causal chain. Results also indicate the interplay between sensory and non-sensory factors to explain overall satisfaction, intention to return and intention to say positive things.

Originality/value

Using embodied cognition theory, the study offers novel insights into the role of senses in food tourism experiences at rural destinations.

研究目的

美食是乡村旅游的主要吸引物之一。本研究的目的是调查游客在用餐体验中感官和非感官因素的相互作用, 以及这些因素如何影响游客的满意度和行为意愿。

研究设计/研究方法

本研究使用因果关系建模的方法来分析 304 名在某地方特色餐厅用餐的游客的问卷数据。

研究结果

结果显示, 对于游客的用餐体验而言, 感官和非感官因素具备同等的重要性。此外, 结果发现, 游客感知到的噪音水平、适宜的室内温度及清洁度在与其他因素的相互作用中非常重要, 并能激发游客的满意度和重游意愿。

原创性/研究价值

基于认知理论, 本研究为更好地理解感官因素和非感观因素在乡村旅游情境下的游客用餐体验中的作用提供了新的知识。

Propósito

La comida es un elemento clave en las experiencias turísticas. Este estudio investiga la interacción de factores sensoriales y no sensoriales en las experiencias de turismo gastronómico y modela su influencia en la satisfacción y las intenciones de comportamiento.

Diseño/metodología/enfoque

El estudio se centra en las experiencias culinarias de 304 turistas que cenan en restaurantes étnicos y utiliza modelos de descubrimiento de relaciones causales para analizar los datos.

Resultados

Los factores sensoriales son importantes en las experiencias culinarias de los turistas con la limpieza, los niveles de ruido y la temperatura ambiente en la parte superior de la cadena causal. Los resultados también indican la interacción entre factores sensoriales y no sensoriales para explicar la satisfacción general, la intención de regresar y la intención de decir cosas positivas.

Originalidad/valor

Utilizando la teoría de la cognición incorporada, el estudio ofrece nuevos conocimientos sobre el papel de los sentidos en las experiencias de turismo gastronómico en destinos rurales.

Open Access
Article
Publication date: 11 August 2022

Krishna Chauhan, Antti Peltokorpi, Rita Lavikka and Olli Seppänen

Prefabricated products are continually entering the building construction market; yet, the decision to use prefabricated products in a construction project is based mostly on…

1966

Abstract

Purpose

Prefabricated products are continually entering the building construction market; yet, the decision to use prefabricated products in a construction project is based mostly on personal preferences and the evaluation of direct costs. Researchers and practitioners have debated appropriate measurement systems for evaluating the impacts of prefabricated products and for comparing them with conventional on-site construction practices. The more advanced, cost–benefit approach to evaluating prefabricated products often inspires controversy because it may generate inaccurate results when converting non-monetary effects into costs. As prefabrication may affect multiple organisations and product subsystems, the method used to decide on production methods should consider multiple direct and indirect impacts, including nonmonetary ones. Thus, this study aims to develop a multi-criteria method to evaluate both the monetary and non-monetary impacts of prefabrication solutions to facilitate decision-making on whether to use prefabricated products.

Design/methodology/approach

Drawing upon a literature review, this research suggests a multi-criteria method that combines the choosing-by-advantage approach with a cost–benefit analysis. The method was presented for validation in focus group discussions and tested in a case involving a prefabricated bathroom.

Findings

The analysis indicates that the method helps a project’s stakeholders communicate about the relative merits of prefabrication and conventional construction while facilitating the final decision of whether to use prefabrication.

Originality/value

This research contributes a method of evaluating the monetary and non-monetary impacts of prefabricated products. The research underlines the need to evaluate the diverse benefits and sacrifices that stakeholder face when considering production methods in construction.

Article
Publication date: 13 December 2023

Abdullah Mohammad Al Blooshi, Saju Jose and Krishna Venkitachalam

The purpose of this paper is to examine the corporate social responsibility performance among small and medium enterprise (SME) owners in the United Arab Emirates (UAE) before and…

Abstract

Purpose

The purpose of this paper is to examine the corporate social responsibility performance among small and medium enterprise (SME) owners in the United Arab Emirates (UAE) before and during COVID-19. This study shows insights into the barriers that could affect the CSR performance practices of UAE SMEs, and related implications are discussed in the study.

Design/methodology/approach

This study used a longitudinal qualitative research design. The research comprised 30 interviews from 15 SME owners that were studied prior to and during the pandemic. The 15 interview participants are the sole owners of these SMEs and are Emirati citizens. They were identified through personal contacts and referrals.

Findings

Study findings show that there was a clear shift during the pandemic to place more focus on employees. CSR performance practices are dominated by strategies for caring for the environment and employees. During the pandemic, the priority was paying employees at least a portion of their salary despite financial hardships and ensuring their health and well-being. Prior to the crisis, the key barrier to the implementation of CSR performance practices was a lack of knowledge. During the pandemic, barriers identified included uncertainty and financial constraints. Furthermore, all the owners believe that big corporations should be more socially responsible and SMEs should be the recipients of CSR practices. Lastly, the owners expressed their belief in the values of transparency, integrity, commitment, efficiency and responsibility.

Originality/value

This study is a novel attempt to gain an in-depth understanding of CSR among SMEs in the UAE in the context of a pandemic. It looks specifically at the performance practices pursued by SME owners in the UAE before and during the COVID-19 crisis.

Details

Measuring Business Excellence, vol. 28 no. 1
Type: Research Article
ISSN: 1368-3047

Keywords

Article
Publication date: 12 March 2024

Laharish Guntuka, Prabhjot S. Mukandwal, Emel Aktas and Vamsi Sai Krishna Paluvadi

We conduct a multidisciplinary systematic literature review on climate neutrality in the supply chain. While carbon neutrality has gained prominence, our study argues that…

Abstract

Purpose

We conduct a multidisciplinary systematic literature review on climate neutrality in the supply chain. While carbon neutrality has gained prominence, our study argues that achieving carbon neutrality alone is not enough to address climate change effectively, as non-CO2 greenhouse gases (GHG) are potent contributors to global warming.

Design/methodology/approach

We used multiple databases, including EBSCO, ProQuest, Science Direct, Emerald and Google Scholar, to identify articles related to climate neutrality in the context of non-CO2 gases. A total of 71 articles in environmental science, climate change, energy systems, agriculture and logistics are reviewed to provide insights into the climate neutrality of supply chains.

Findings

We find that, in addition to CO2, other GHG such as methane, nitrous oxide, ozone and fluorinated gases also significantly contribute to climate change. Our literature review identified several key pillars for achieving net-zero GHG emissions, including end-use efficiency and electrification, clean electricity supply, clean fuel supply, “GHG capture, storage and utilization,” enhanced land sinks, reduced non-CO2 emissions and improved feed and manure management.

Originality/value

We contribute to the literature on climate neutrality of supply chains by emphasizing the significance of non-CO2 GHG along with CO2 and highlighting the need for a comprehensive approach to climate neutrality in addressing climate change. This study advances the understanding of climate neutrality of supply chains and contributes to the discourse on effective climate change mitigation strategies. It provides clear future research directions.

Details

The International Journal of Logistics Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0957-4093

Keywords

Article
Publication date: 29 February 2024

Jenet Sagota Marandi, Payel Akter, Masud Rana and Kamal Krishna Biswas

This study aims to assess the nutritional status and physical fitness status of school children among major ethnic and Dalit populations, in Rajshahi, Bangladesh.

Abstract

Purpose

This study aims to assess the nutritional status and physical fitness status of school children among major ethnic and Dalit populations, in Rajshahi, Bangladesh.

Design/methodology/approach

Data were collected through structured questionnaires administered to mothers or caregivers of the children, followed by physical fitness assessments. Anthropometric indicators were used to evaluate nutritional status, including body mass index-for-age, height-for-age, and weight-for-height, based on Centre for Disease Control guidelines. Physical fitness was assessed through tests for flexibility, abdominal, muscular, speed, and lower limb strength. Statistical analysis was performed using SPSS.

Findings

Approximately 45% of boys and 55% of girls had normal nutritional status. However, the study also identified varying percentages of children with stunted, underweight, wasted, and mixed nutritional issues, highlighting the prevalence of malnutrition among this population. Boys consistently outperformed girls in terms of physical fitness across all age groups, with 84% to 90% of boys meeting established fitness criteria. Girls face a 1.8-fold and 2.2-fold increased risk of wasted and underweight conditions compared to boys. Lower-income group children exhibit a 2.6-fold and 1.6-fold increased risk of wasted conditions and underweight conditions. Children consuming meals twice a day have a 2.1-fold and 2.5-fold elevated risk of wasted and underweight conditions compared to others.

Originality/value

This study highlights the need for interventions and strategies to improve the nutritional and health status of ethnic children in Rajshahi, Bangladesh, considering their diverse dietary habits and lifestyles. By addressing these issues, the authors can empower these communities to actively contribute to the social and economic development of the region.

Details

Nutrition & Food Science , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0034-6659

Keywords

Article
Publication date: 15 June 2023

B. Mythiri, S. Anjana Krishna and V.K. Karthika

This paper investigated the possibilities of implementing inclusive education in the tertiary-level language classrooms and suggests new teaching methodologies adhering to the…

Abstract

Purpose

This paper investigated the possibilities of implementing inclusive education in the tertiary-level language classrooms and suggests new teaching methodologies adhering to the guidelines of multicultural education (MCE) framework. It explored how Indian teachers fostered social inclusivity in ESP (English for Specific Purposes) classrooms and documented the methods used by the language teachers to sustain a socially inclusive environment in the classroom.

Design/methodology/approach

This qualitative study undertaken with 17 faculty members using online interviews and surveys as tools revealed the challenges faced by the teachers.

Findings

The results have implications towards teacher training as there is a clear dearth of teacher strategies to foster an equitable and inclusive learning environment inside the classroom.

Social implications

Classrooms are the sources of values and perspectives, and teachers are responsible for providing equal opportunities to students who are otherwise marginalised in society.

Originality/value

Inclusive education aims at providing equal opportunities to people despite the differences in terms of race, class, caste, region, religion, gender, sexuality, ethnicity and disabilities. India being a multilingual and multicultural country, inculcating values in students to enable them to reflect beyond these differences becomes important.

Details

Journal of Applied Research in Higher Education, vol. 16 no. 2
Type: Research Article
ISSN: 2050-7003

Keywords

Article
Publication date: 27 December 2022

Eswara Krishna Mussada

The purpose of the study is to establish a predictive model for sustainable wire electrical discharge machining (WEDM) by using adaptive neuro fuzzy interface system (ANFIS)…

Abstract

Purpose

The purpose of the study is to establish a predictive model for sustainable wire electrical discharge machining (WEDM) by using adaptive neuro fuzzy interface system (ANFIS). Machining was done on Titanium grade 2 alloy, which is also nicknamed as workhorse of commercially pure titanium industry. ANFIS, being a state-of-the-art technology, is a highly sophisticated and reliable technique used for the prediction and decision-making.

Design/methodology/approach

Keeping in the mind the complex nature of WEDM along with the goal of sustainable manufacturing process, ANFIS was chosen to construct predictive models for the material removal rate (MRR) and power consumption (Pc), which reflect environmental and economic aspects. The machining parameters chosen for the machining process are pulse on-time, wire feed, wire tension, servo voltage, servo feed and peak current.

Findings

The ANFIS predicted values were verified experimentally, which gave a root mean squared error (RMSE) of 0.329 for MRR and 0.805 for Pc. The significantly low RMSE verifies the accuracy of the process.

Originality/value

ANFIS has been there for quite a time, but it has not been used yet for its possible application in the field of sustainable WEDM of titanium grade-2 alloy with emphasis on MRR and Pc. The novelty of the work is that a predictive model for sustainable machining of titanium grade-2 alloy has been successfully developed using ANFIS, thereby showing the reliability of this technique for the development of predictive models and decision-making for sustainable manufacturing.

Details

World Journal of Engineering, vol. 21 no. 2
Type: Research Article
ISSN: 1708-5284

Keywords

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