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Article
Publication date: 26 July 2021

Vijita Aggarwal and Madhavi Kapoor

The study proposes and evaluates a parsimonious research framework by integrating the major strategic theories related to an international firm's internal dynamics. This…

Abstract

Purpose

The study proposes and evaluates a parsimonious research framework by integrating the major strategic theories related to an international firm's internal dynamics. This research's essence lies in the proposition that organizational competencies, knowledge resources and processes, absorptive capacity and innovativeness form the underlying base for sustainable competitive advantage in this dynamic world.

Design/methodology/approach

A cross-sectional explanatory research design is adopted. Using the quantitative data obtained from the sample of Indian international joint ventures (IJVs), partial least squares structural equation modeling (PLS-SEM) is deployed to confirm the proposed relationships among the research constructs. Finally, qualitative interviews helped in triangulating the primary survey's results.

Findings

A well-established relationship between knowledge transfer and innovation is negated by the Indian IJVs' data, which is delved deeper with cross-industry qualitative analysis. The novel hierarchical model with multiple mediations has nurtured quite exciting results for the business world with some significant theoretical and managerial implications.

Research limitations/implications

This study has investigated the nexus between multi-dimensional organizational competencies, knowledge transfer, absorptive capacity and venture innovativeness in the context of Indian IJVs. It has emphasized the role of internal dynamics in cross-cultural joint ventures to attain sustainable competitiveness through strategic and technological efficiency.

Originality/value

The study has addressed the specific research gap of under-investigation of dynamic capabilities and sustainable competitiveness in international joint ventures. It has investigated a complex model of multiple mediations, yielding interesting quantitative results with qualitative insights; which is rare to match in literature.

Article
Publication date: 13 August 2020

Vijita S. Aggarwal and Madhavi Kapoor

The study purports at investigating the effect of organizational factors (strategy, culture, information technology and structure) on knowledge transfer and innovation…

Abstract

Purpose

The study purports at investigating the effect of organizational factors (strategy, culture, information technology and structure) on knowledge transfer and innovation performance in the context of Indian International joint ventures (IJVs) of varied ages and industries. All the variables are woven together in the framework of dynamic capabilities theory.

Design/methodology/approach

PLS-SEM was used to analyze the primary data collected from IJVs. The disjoint two-stage approach was applied to check the mediation in the model. The multigroup technique was deployed to test group-differences in the sample.

Findings

The four organizational factors, combined as a construct, are seen to have a positive impact on knowledge transfer, which facilitates innovation performance. But mediation analysis revealed the insignificant indirect relationship of organizational factors with innovation through knowledge transfer for the total sample. In-depth group analysis revealed that these results differ between young and mature IJVs and knowledge-intensive and non-knowledge intensive industries.

Research limitations/implications

The number of organizational factors is limited to four, which can be further increased. Longitudinal studies for investigating the formation of dynamic capabilities can be the future research direction.

Originality/value

The research has provided hierarchical analysis for organizational factors, knowledge transfer and innovation performance with multigroup industrial and age-wise analysis of Indian IJVs, which is still unplumbed in international business literature.

Article
Publication date: 8 February 2021

Madhavi Kapoor and Vijita Aggarwal

This study aims to investigate the relationship among knowledge transfer enablers, knowledge transfer process, absorptive capacity and innovation performance in the…

Abstract

Purpose

This study aims to investigate the relationship among knowledge transfer enablers, knowledge transfer process, absorptive capacity and innovation performance in the context of Indian international joint ventures (IJVs). These elements are woven with the thread of dynamic capabilities theory (DCT) into an integrated framework.

Design/methodology/approach

Data analysis is conducted on a quantitative survey of 196 IJVs with partial least squares structural equation modeling as the statistical technique.

Findings

Co-learning strategy, collaborative trust culture, information technology-based resources and systems and organizational structural design are found to be significant knowledge transfer enablers. Absorptive capacity has a complementary partial mediation effect on the positive relationship between knowledge transfer and innovation performance of Indian IJVs.

Research limitations/implications

The study has pioneered in explicating the criticality of IJV’s internal dynamics to cope with the global market dynamism in a much needed Indian context. Practitioners must focus on building dynamic capabilities in IJVs to make them sustainably competitive, as proposed and evaluated by this study. Further, IJV managers need to strategize their resources, routines and structure dynamically to foster knowledge transfer and innovativeness.

Originality/value

The comprehensive model on DCT offered by this study is rare to match in literature with a completely new context, which is the need of the hour.

Article
Publication date: 6 May 2020

Madhavi Kapoor and Vijita Aggarwal

The purpose of this paper is to trace the evolution of dynamic capabilities theory in the primal theories of economics and strategic management. Then a comprehensive…

Abstract

Purpose

The purpose of this paper is to trace the evolution of dynamic capabilities theory in the primal theories of economics and strategic management. Then a comprehensive research framework is proposed to grapple with the dynamics of the contemporary global markets, incorporating the quintessential elements of the theory, i.e. absorptive capability, innovation capability and adoptive capability.

Design/methodology/approach

The paper is conceptual in nature. It tries to review various economic systems of the world since 1770s till the present era. It also evaluates various theories of international business against dynamic capabilities theory and thus proposes various propositions for future empirical testing.

Findings

The study has delineated various theories tracing in them the roots of dynamic capabilities. Capitalism, communism and socialism is explained to reach the present state of world economy. Various theories such as the theory of creative destruction, transaction-cost approach, resource-based view and knowledge-based view of the firm have been elaborated to identify their features and shortcomings. Finally, the contemporary theory of dynamic capabilities has been elucidated to integrate the shortcomings of the previous theories. A research framework has also been proposed to overcome the recent criticism of the dynamic capabilities theory of having under-specified constructs.

Originality/value

Very few studies have elaborated various economic systems and theories to trace the evolution of dynamic capabilities theory. Thus, this study is original in nature and the proposed research model is also novel which induces further empirical evidence as proposed by the authors.

Details

International Journal of Innovation Science, vol. 12 no. 2
Type: Research Article
ISSN: 1757-2223

Keywords

Article
Publication date: 16 October 2018

Vijita Aggarwal and Madhavi Kapoor

The purpose of this paper is to conduct a literature review on knowledge transfer and international strategic alliances to propose a research framework based on the theory…

Abstract

Purpose

The purpose of this paper is to conduct a literature review on knowledge transfer and international strategic alliances to propose a research framework based on the theory of dynamic capabilities. A qualitative and quantitative review has been conducted to find out the past research patterns, emerging trends, and research gaps.

Design/methodology/approach

The qualitative review of more than 300 articles identified by keyword search, reference, and citation search has resulted in 130 most relevant articles. Citation analysis is performed on these studies, their journals, and authors by leveraging the international platforms of SCImago Journal Ranking, Google Scholar, and ResearchGate.

Findings

The study enlists the highly cited studies, their journals, and authors with possible explanations for being highly cited. Criticisms of dynamic capabilities theory have been explained, and a research framework for the application of this theory in the context of international strategic alliances to fill the research gap has been proposed.

Originality/value

Currently, various bibliometric studies are growing in number. This study is not only a review study, but also proposes a research framework to fill the identified research gap.

Details

Journal of Strategy and Management, vol. 11 no. 4
Type: Research Article
ISSN: 1755-425X

Keywords

Open Access
Article
Publication date: 31 August 2022

Aruna Jha, Madhavi Kapoor, Khushi Kaul and Khushi Srivastava

Importance of corporate social responsibility (CSR) in marketing domain is increasing immensely. The effect of CSR perception on the purchase intention differs on the…

1064

Abstract

Purpose

Importance of corporate social responsibility (CSR) in marketing domain is increasing immensely. The effect of CSR perception on the purchase intention differs on the basis of mediators and contexts. The objective of this study is to examine the consumer behaviour of young consumers. For this, impact of CSR perception on purchase intention, satisfaction and price fairness of Generation Z is studied.

Design/methodology/approach

Preliminary data analysis is run to check normality, skewness and common method bias. PLS-SEM is deployed to examine the relationships amongst the research variables. Sequential mediation through PLS bootstrapping helped in exploring new and exciting research results which are supported with literature.

Findings

The CSR perception of Generation Z does not have a direct effect on their purchase intention. Interestingly, satisfaction and price fairness fully mediate the relationship between CSR perception and purchase intentions separately, i.e. CSR perception of Generation Z influences purchase intention only through satisfaction and price fairness. Furthermore, satisfaction and price fairness are also found to sequentially mediate the relationship between CSR perception and purchase intentions.

Research limitations/implications

The research will aid not only the fast-food industry but the industries that are looking to focus on what Generation Z consumers expect in emerging markets including India. Understanding consumer expectations out of CSR initiatives will help them to incorporate social considerations into their marketing strategies and increase their profitability. Generation Z is regarded as the most challenging consumer demographic to market due to their proclivity for conducting extensive research and comparison shopping before making a purchase decision. As a result, the companies that want to use CSR as a strategy may find it advantageous to investigate how marketing of their CSR initiatives will lead to competitive edge and influence purchase decisions of this generational cohort.

Originality/value

This study adds to the academic literature by developing and evaluating a research model for consumer responses of a very important generation cohort to CSR in an emerging economy setting. CSR activities alone may not be enough to improve purchase intention of Generation Z adults. Sequential mediation for Generation Z adults' relationship between CSR and price fairness flows through satisfaction and finally to purchase intention is interesting because it clearly establishes a link amongst belief, attitude and actions of the target audience under study in a meaningful way within the framework given by cognitive consistency theory.

Details

LBS Journal of Management & Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0972-8031

Keywords

Article
Publication date: 3 August 2015

Niraj Kumar and Sanjeev Kapoor

The purpose of this paper is to identify and compare the factors which affect the consumers’ buying behavior of vegetarian and non-vegetarian food products in an emerging…

3860

Abstract

Purpose

The purpose of this paper is to identify and compare the factors which affect the consumers’ buying behavior of vegetarian and non-vegetarian food products in an emerging middle-size market. The paper also compares the preferences of the consumers for various food products and their respective market attributes.

Design/methodology/approach

A total of 282 households of two middle-sized cities of India were personally surveyed with a structured questionnaire. Simple statistical analysis such as frequency distribution, factor analysis and analysis of variance, and logit regression were carried out to infer the required information.

Findings

The results indicate that consumers consume more of vegetarian product than that of non-vegetarian products. Most of the consumers were interested in seeing and verifying the products of both of the categories before buying. Age and income of the consumers play important role in influencing their buying behavior for vegetarian food products, but not that of non-vegetarian food products. It was found that credence attributes of products, and market attributes play a dominant role in influencing the consumers’ behavior for both vegetarian and non-vegetarian food products. Packaged branded products were not popular in both the food categories.

Research limitations/implications

The localized nature of this study limits the scope of wider generalization. Future research could use larger samples spread across all regions having different food culture.

Practical implications

The findings of the study will be of help to food retailers who are interested to know whether the consumers’ buying process for these two categories of food products is more or less same or different in nature. This would help them to customize their product-specific marketing strategies as per the customers’ preferences and requirements.

Originality/value

The paper gives a comparative insight on consumers’ behavior toward both vegetarian and non-vegetarian food. It provides specific reasons for having different or similar marketing strategies for two categories of food.

Details

British Food Journal, vol. 117 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Book part
Publication date: 6 July 2022

Madhavi Venkatesan

In our present economy, producers by definition seek to maximise profit through minimising cost. If there is no explicit societal or regulatorily mandated value in…

Abstract

In our present economy, producers by definition seek to maximise profit through minimising cost. If there is no explicit societal or regulatorily mandated value in ensuring that environmental and social welfare costs are evaluated and included in business-as-usual functioning, these attributes may be omitted and are typically referenced as ‘externalities’ or market failures. At the consumer level with an increased understanding of the impact of externalities on human and environmental welfare, there is an interest in both operational transparency in the production of goods and services and in evaluating the resource and justice footprint of consumption choices. As a result, companies that are publicly pursuing operationalised sustainability across all their functions have an opportunity to establish a brand premium; however, the marketing of sustainability may differ from the implementation of sustainability highlighting that a degree of transparency is required to provide credibility. This chapter analyses an emerging marketing channel, ‘social marketing’. Social marketing is a strategy that promotes the perception of an alignment between individual values and business objectives by encouraging positive behaviours, like caring for the environment. This chapter provides a case study of Levi Strauss and reviews portions of the company's sustainability marketing program to address how marketing is being used to engage, educate and empower customers, while simultaneously establishing a sustainability brand identity for the company.

Details

Products for Conscious Consumers
Type: Book
ISBN: 978-1-80262-838-8

Keywords

Abstract

Subject area

Marketing.

Study level/applicability

MBA students.

Case overview

Titan Industries Limited is the world's fifth-largest wristwatch manufacturer and India's leading producer of watches under the Titan, Fastrack, Sonata, Nebula, Raga, Regalia, Octane and Xylys brand names. When a joint venture with Timex came to an end, Titan found themselves without a range of watches for the youth, a growing segment with significant disposable incomes. To serve that segment, they launched a range of “cool” casual watches under the Fastrack from Titan sub-brand in 1998. Sunglasses were also launched but under the Accessories division of the company. In 2003, a decision was taken to combine the watches and sunglasses and spin it off under a new group called “Fastrack and New Brands”. Post this spin-off, Fastrack was launched as a standalone brand with the vision of becoming the most iconic and exciting fashion brand for youth. The overarching strategy was to bring affordable fashion to the youth and bridging the gap between the unorganized market and international brands. The product strategy was to extend the brand rapidly into other accessories such as belts, wallets, bags and wristbands. The brand personality was to be irreverent and comfortable with impropriety. Their communications reflected the brand attitude with edgy advertising. The distribution model adopted was to have their own branded stores. The brand grew from a mere INR30 crores in 2003 to INR770 crores in 2013. As the brand grew largely from moving into adjacent product categories, Fastrack managers were always looking for the next product category to enter and dominate. In 2013-2014, the product category seriously being looked at was two-wheeler helmets – a category dominated largely by the unorganized sector with low quality. The challenge was to take a product category that existed mainly due to safety regulations and turn it into a personal, fashion accessory. Was it a large enough market to penetrate and dominate? Would they be able to change consumer perception of helmets being a necessary evil to being a fashion accessory proudly displayed? Can they change consumer purchase behavior to go shopping for helmets instead ofjust buying the cheapest, comfortable helmet? Would the brand extension into helmets strengthen or dilute brand equity? These were the questions that faced Ronnie Talati, the Chief Marketing Officer.

Expected learning outcomes

Understand how to go about creating a brand strategy when re-launching it as a standalone brand without the support of the corporate umbrella brand; analyze different product markets to enter and how to arrive at a go/no-go decision; comprehend the challenges of extending the brand into different and sometimes unrelated product categories.

Supplementary materials

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

Details

Emerald Emerging Markets Case Studies, vol. 5 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 11 October 2020

Mudasir Peerzada and Javed Ahmed Naqash

In cold areas, frost damage is the main factor for diminution of durability and serviceability of structures. Due to incessant freeze thaw regimes, micro cracks spread and…

Abstract

Purpose

In cold areas, frost damage is the main factor for diminution of durability and serviceability of structures. Due to incessant freeze thaw regimes, micro cracks spread and deteriorate concrete to point of failure.

Design/methodology/approach

The study aims to evaluate the fresh and hardened properties of concrete after thirty freeze-thaw cycles tailored with carbon nano tubes. For this purpose, samples with 0.4, 0.45, 0.48, 0.5 and 0.55 water cement ratio while 0.5 and 1% carbon nano tube (CNT) content by weight of cement were prepared.

Findings

At 0.48 water cement ratio and 0.5% CNT by weight of cement workability reduced by 37% and water absorption reduced by 0.04%. But compressive strength, split tensile strength and flexural strength increased by 15.38, 33.02 and 15.75%, respectively, after 30 freeze thaw cycles. Also, weight loss reduced with addition of 0.5% CNT by weight of cement after freeze thaw cycles.

Originality/value

Novelty of this research is to tailor traditional concrete with new materials.

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