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After reading this case study, the students will be able to identify the various choices available in social e-commerce using network marketing, interpret data-driven decisions in social e-commerce and evaluate their role in scaling business, analyse cost and revenue management in value segments, evaluate technology adoption among the masses using appropriate communication structures and develop customer relationships and manage their sentiments in the era of social media.

DealShare became a unicorn in 2022 and targeted the rural and low-income groups. Based on a networking model for customer acquisition and a hyperlocal supply chain model, DealShare is increasing its customer base at a rapid pace. However, profitability was still a challenge, and converting high volume into high value continued to be a daunting task. This case study delves deep into the challenges co-founder Sourjyendu Medda and the DealShare team faced. It seeks to address key issues: how should DealShare leverage customer network for faster customer acquisition and how should they increase ticket size and profitability? As a data-driven business, what advantages does DealShare have in influencing customers’ buying behaviour using data? Dependence on social media could have a cascading effect on “word of mouth”. How can they manage customer complaints and increase engagement?

This case study has the potential to be used in different settings. In strategic cost management, this case study can demonstrate strategies for cost management in the value-conscious segment. This case study can be used in marketing management courses while teaching “positioning” in business-to-consumer markets and CRM. For second-year management students, this can be used in entrepreneurship and strategic management courses to demonstrate the network effect in social e-commerce start-up businesses. This case study is also relevant for various course modules in graduate management programmes to demonstrate the power of data-driven decision-making in business.

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CSS 8: Marketing

Though widely recognized as essential for improving work performance across various domains, self-efficacy’s specific role in managing construction workforces remains understudied. This knowledge gap restricts our ability to uncover new factors that enhance workforce management effectiveness and ultimately boost construction labor productivity (CLP). To address this, our study proposes and tests a novel model. This model explores the impact mechanism of self-efficacy on CLP by investigating the mediating role of work motivation. By delving into this crucial yet underexplored area, we aim to provide valuable insights for construction project managers and researchers alike, paving the way for more effective workforce management strategies and consequently, improved CLP.

This study utilizes a mixed-method approach, incorporating both qualitative and quantitative methodologies. Data from 112 rebar workers at five construction sites in Vietnam underwent analysis using Cronbach’s alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) to examine the novel research model.

The results indicate a positive and significant association between self-efficacy and CLP. Additionally, work motivation emerged as a full mediator in the relationship between self-efficacy and CLP. Specifically, individuals with higher self-efficacy set ambitious goals and invest more effort in their pursuit, leading to increased work motivation and, ultimately, heightened productivity levels.

The significant implications of the current study extend to construction managers and policymakers alike. Construction managers can leverage the findings to devise targeted interventions aimed at enhancing the self-efficacy and work motivation of their workforce, potentially resulting in noteworthy enhancements in CLP. Policymakers, too, can benefit from these findings by formulating policies that actively support the cultivation of self-efficacy and work motivation among construction workers. Such policies have the potential to foster a more productive and efficient construction industry, aligning with the broader goals of workforce development and industry enhancement.

This study expands existing knowledge by identifying the important role of self-efficacy in work performance enhancement and the mediating role of work motivation in terms of these relationships.

This study is devoted to examining the peer effects of engineering enterprises’ internationalization from the viewpoint of industry subdivision and how information and competition alter peer effects. Furthermore, the heterogeneity of peer effects is analyzed based on manager characteristics.

In this study, multiple regression analysis was conducted on a sample of 38 Chinese engineering enterprises listed in the Engineering News-Record’s top 250 international contractors over the period of 2013–2021. This study collected the paired data from the enterprise annual reports and the China Stock Market & Accounting Research database.

The results reveal that (1) there exist peer effects within the subdivided industry of the engineering field; the quality of information disclosure of peer enterprises and degree of market competition moderate the peer effects; (2) the peer effects of internationalization are more pronounced in engineering enterprises with managers who have lower ability, hold greater power or are older.

The findings of this study contribute to understanding the peer effect in the process of internationalization of engineering enterprises, and help enterprises to effectively supervise the irrational behavior of top managers, so as to develop better internationalization strategies.

The results extend peer effects to the subdivision industry of the engineering field. Furthermore, this study also enriches the relevant research on peer effects among enterprises by empirically supporting the moderating role of information and competition as well as analyzing the heterogeneity of the peer effects from the perspective of manager characteristics.