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Compared with the large brands, not only do the small brands attract fewer customers but also their customers buy them less frequently. This twin disadvantage of the less popular brands is termed “double jeopardy” (DJ). Earlier studies on the DJ effect have generally explained this as a behavioral phenomenon relating to the size structure of the market. This article aims to argue that the DJ effect is also influenced by the relationship between consumer choice antecedents and consumer buying behavior.

Using consumer attitudinal and behavioral data on various toothpaste brands collected by a leading consumer goods company, it is shown that small brands are jeopardized in terms of individual‐level choice antecedents of both loyal and switching consumers. In particular, small brands are further jeopardized for brand=switching consumers in terms of weaker attitude‐choice relationship.

The research findings have significant managerial implications. the research suggests that double jeopardy of small brands may not be as irreversible phenomenon posited. A more in‐depth understanding of the individual‐level antecedents of consumer choice should help small brands to develop innovative offensive and defensive strategies aimed at favorable individual choice antecedents of loyal and switching consumers. For example, it may be prudent for a small brand to concentrate on a selected few segments (such as brand‐loyal segments) instead of spreading scarce brand resources across scattered promotion and distribution strategies.

Examines the choice antecedents of consumers who either are loyal to a brand or are brand switchers.

The marketing phenomenon known as the double jeopardy (DJ) effect has continued to intrigue marketing scholars and practitioners over the last four decades. It is often found that, vis‐à‐vis the more popular brands, the less popular brands not only attract fewer customers but these customers buy these brands less frequently. The term “double jeopardy” is used to express this twin disadvantage faced by the less popular brands. Marketing researchers have shown that the DJ effect extends to many product categories (e.g. toothpaste or coffee), media (e.g. radio and television), and distribution channels (e.g. individual stores). Attitudinal measures are developed for both brand penetration and its frequency of use: two key elements used to measure the DJ effect. It is also empirically demonstrated, using attitudinal and behavioral data supplied by a large multinational company, how attitudinal measures unravel strengths and vulnerabilities of individual brands and how these insights can help managers in accurate brand positioning.

Recent multichannel research suggests that consumers use multiple channels to reap attribute-based benefits which have led to showrooming phenomenon. The purpose of this paper is to investigate the reasons for consumers’ showrooming behaviour and propose a comprehensive model based on application and extension of the “Theory of planned behaviour”.

Using the probability sampling approach, 278 complete responses were obtained via web-based surveys for analysing the showrooming behaviour. The research model was tested using the “Partial least squares method” which follows a variance-based structural equation modelling approach.

The results of the study indicate that “touching and feeling the product” and “sales staff assistance” motivated customers to visit the physical store before buying online. “Better online service quality” and “lower prices online” induced customers to later purchase online. Price conscious customers and those with the ability to use multiple channels were more likely to engage in showrooming behaviour.

The generalization of the findings may be limited because the data were collected from a small sample size. The subject calls for more extensive research for drawing generalizations due to lack of the substantive literature on the core area of study.

The model proposed will help retailers in understanding the showrooming phenomenon which recent researchers have considered as a threat to retail. The study provides basis for devising strategies to defend showrooming customers.

This paper adds to the body of knowledge in retailing by proposing a model on showrooming which is an emerging area of research in the present retail landscape.

The subject area of the case is operations management and capacity planning. The case adopts different operation strategies to use the idle capacity.

The case study is suitable for discussion in masters level classes. The case explains the situation of a company which is fighting for its survival. The case reveals the alternative operations strategies it applies to maximize its capacity utilization and reduce its costs.

The case describes a paper producing company which is earning low margins. The company’s capacity remains unused during the off-seasons. The company then plans to share its capacity with another dying industry. Both the companies plan to cooperate and share resources. However, there are other attractive alternatives too and the dilemma situations leave the gap for continuous discussions.

The case aims at providing potential alternatives to the students and initiating healthy discussions. The students will be able to understand the capacity utilization dilemmas and applicability of the operations strategy concept in practice.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 9: Operations and Logistics.

In today's globalized business environment, growing supply chain complexity (SCC) is arguably a major threat to the firm's business continuity with an adverse impact on the firm's competitive advantage and business performance. Researchers, though, investigated the impact of SCC drivers on a firm's operational performance, but the key question “Which supply chain complexity drivers severely impact the supply chain performance (SCP)?” remains largely unanswered from empirical research. The present study aims to decompose the SCC into four major constituting sub-categories (upstream, operational, downstream and external) to explore the causal impact of SCC drivers on SCP in direct and mediated manner.

The indicators applied for measuring constructs in the “Measurement model” are obtained from existing literature to increase the validity and reliability of the model. First, a pilot survey involving 25 SC managers from various manufacturing firms was conducted for indicator refinement and content validation. Second, the large-scale response data were collected through extensive surveys. This research explores the causality by testing the hypothesis applying Structural Equation Modeling (SEM) based on the responses received from 246 firms.

The study investigates the impact of SCC drivers on SCP through direct and mediation effect. The results indicate that upstream and operational SCC drivers play a mediating role in managing SCP. The findings reveal that upstream and operational SCC drivers adversely impact the SCP. Furthermore, the impact of downstream complexity on SCP is moderated through operational complexity drivers. The result explains the theoretical relation among SCC drivers supported by empirical validity.

The outcome offers practical relevance to supply chain (SC) managers in SCC and SCP management. Knowing the effect of SCC drivers among themselves and on SCP will facilitate the SC managers in devising the right strategies. The study provides a framework for prioritizing the resource in addressing the SCC issues among many.

The study addresses the apparent gap in the literature by modeling the impact of SCC drivers on SCP, which remained largely unexplored. First, it contributes to developing complex relationships among SCC drivers. Second, the direct and mediated causal effect of the SCC drivers individually and combinedly on SCP are explicated.

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.

The purpose of this paper is to present a comprehensive framework for quality-related performance measures linked to supply chain risk (SCR) by analyzing and framing them into a hierarchical structure.

In this paper, quality-related performance measures (QM) are identified on the basis of literature survey and expert opinion. The quality measures are formulated as hierarchy structure and fuzzy AHP as a multi attribute decision-making tool is applied to judge the viable candidates.

Based on a fuzzy AHP approach, a revised risk matrix with a continuous scale was proposed to assess the QMs’ classes. The result classifies the QMs in different categories (extreme, high, medium and low). Based on this result, some management implications and suggestions are proposed.

The present work proposes an assessment methodology for quality-related performance measures linked to SCR. The revised risk matrix with continuous scale for risk assessment in this field is a novel approach. This study contributes to the supply chain management and quality management literature, and provides suggestions for managers to adopt different strategies for different risk classes.

This case describes the experience of Kanpur Confectioneries Private Limited (KCPL), a family managed company, in being a contract manufacturer for A-One Confectioneries Private Limited. The alliance had worked to the advantage of KCPL. It had prospered as a profitable contract manufacturer. It had used the surplus to diversify into unrelated businesses. The family members, however had doubts regarding the employment opportunities provided by the move. They were not sure whether the progress was sustainable. Alok Kumar Gupta, Chairman and Managing Director of KCPL, along with his brothers and son, is required to review the strategy and performance of his company and develop a course of action for the future.

To enhance the transparency of the supply chain and ensure proper dissemination of information among the supply chain members in a timely manner, more and more companies are implementing supply chain information system (SCIS). Often the challenge among the organizations is how to go for a proper SCIS implementation and to identify the key performance indicators (KPIs) to evaluate the SCIS. The purpose of this paper is to provide a framework to evaluate the KPIs for SCIS of SCISs implementation from user’s perspectives.

In this paper, 16 KPIs were identified based on extensive literature survey. A fuzzy analytic hierarchy process (AHP) model is constructed to measure the users’ perceived importance and satisfaction for the KPIs. Subsequently, based on these two measurements, an importance-performance analysis (IPA) model along with a customer satisfaction attitude (SA) index is developed to categorize and prioritize the KPIs. As an empirical study, SCIS users across five industries belonging to different sectors were investigated to validate the model.

An IPA model along with a customer SA index is developed based on a fuzzy AHP model to evaluate the KPIs and provide the priorities of their improvement. Based on this result, some management implications and suggestions are proposed.

The study was limited to five organizations. More representative samples which can be sector specific can ensure better confirmation of the empirical results.

The KPIs identified in the research indicate the nature and dynamics of a complex SCIS implementation. It can serve as a checklist of areas that require attention when implementing a SCIS. The KPIs are presented through grouping in a systemic way. The development of the SAs in IPA model using fuzzy AHP is a novel approach.