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Participants will learn to analyze the basis of consumer segmentation in management education. It will specifically highlight the importance of positioning in influencing the marketing strategy of a firm and discuss the importance of a differentiated-low cost strategy to gain competitive advantage. The case will familiarize students with the business environment of rural India, and the applicability of the 4A’s and the 5D’s framework. Finally, the case will help participants understand the difference between a rural market and a Bottom-of-Pyramid (BoP) market.

A rural MBA institute for BoP students is grappling with the problem of low admissions, leading to an existential crisis. Two divergent options are presented to the protagonist. The first is to close down the B-school and use the infrastructure and facilities for a well-funded government skill development program which is vocational and intended for creating blue-collar workers. The second is to find ways to bolster the B-school to ensure that it gets adequate student enrollment, thereby leading to profitability.

This case is suitable for an undergraduate or MBA course in marketing management, rural marketing in India, South-Asian marketing or strategic marketing.

Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes. There is an accompanying spreadsheet with the case for studying the market. It contains relevant market data that would support analysis of the case. Comments are added for easy understanding. Instructors can access the separate spreadsheet that works out the break-even calculations for the fee structure of the institute. Instructions on calculations as well as comments are added for easy understanding.

CSS 8: Marketing.

This study aims to delve into the perspectives of educators on integrating ChatGPT, an AI language model into management education. In the current research, educators were asked to talk as widely as possible about the perceived benefits, limitations of ChatGPT in management education and strategies to improve ChatGPT for management education. Also, shedding light on what motivates or inhibits them to use ChatGPT in management education in the Indian context.

Interpretative phenomenological analysis commonly uses purposive sampling. In this research, the purpose is to delve into educators’ perspectives on ChatGPT in management education. The data was collected from the universities offering management education in Uttarakhand, India. The final sample size for the study was constrained to 57 educators, reflecting the point of theoretical saturation in data collection.

The present study involved educators discussing the various advantages of using ChatGPT in the context of management education. When educators were interviewed, their responses were categorized into nine distinct sub-themes related to the benefits of ChatGPT in management education. Similarly, when educators were asked to provide their insights on the limitations of using ChatGPT in management education, their responses were grouped into six sub-themes that emerged during the interviews. Furthermore, in the process of interviewing educators about potential strategies to enhance ChatGPT for management education, their feedback was organized into seven sub-themes, reflecting the various approaches suggested by the educators.

In the qualitative study, perceptions and experiences of educators at a certain period are captured. It would be necessary to conduct longitudinal research to comprehend how perceptions and experiences might change over time. The study’s exclusive focus on management education may not adequately reflect the experiences and viewpoints of educators in another discipline. The findings may not be generalizable and applicable to other educational disciplines.

The research has helped in identifying the strengths and limitations of ChatGPT as perceived by educators for management education. Understanding educators’ perceptions and experiences with ChatGPT provided valuable insight into how the tool is being used in real-world educational settings. These insights can guide higher education institutions, policymakers and ChatGPT service providers in refining and improving the ChatGPT tool to better align with the specific needs of management educators.

Amid the rising interest in ChatGPT’s educational applications, a research gap exists in exploring educators’ perspectives on AI tools like ChatGPT. While some studies have addressed its role in fields like medical, engineering, legal education and natural sciences, the context of management education remains underexplored. This study focuses on educators’ experiences with ChatGPT in transforming management education, aiming to reveal its benefits, limitations and factors influencing adoption. As research in this area is limited, educators’ insights can guide higher education institutions, ChatGPT providers and policymakers in effectively implementing ChatGPT in Indian management education.

The paper aims to argue, while examining the history of marketing theory in India, that the discipline is ahistorical, serves large business interests and is shaped by hegemonic Western knowledge.

The primary sources of data were the marketing doctoral dissertations, working papers, teaching material and research publications produced in the top management schools in India from the 1960s up to the present period.

The historical review reveals that the marketing theory in India is characterized by dependence on the West and elision of the country’s rich business history. It further shows that the discipline in India focuses on research problems and issues which are more appropriate to a Western context, and remains detached from local realities. Moreover, the discipline is characterized by a narrow managerial orientation.

Findings from the paper will be of value to researchers who wish to understand the Indian marketing thought.

Findings from the paper will be of value to academics and policy makers who wish to create more independent and contextually informed and sensitive management programs.

The paper reveals the extent to which the education and institutions in India are influenced by the West, and aims to motivate academics and policy makers to understand local knowledge and ways of knowing.

The main contribution of this paper is to show that the marketing discipline in India has been ahistorical and is shaped by hegemonic Western knowledge.

The study aims to evaluate the components of entrepreneurship education and training (EET) in India. The paper proposes a framework for an effective EET regime for amalgamating entrepreneurship education as fundamental to mainstream higher education in India.

The current study utilises a qualitative research technique, that is, the narrative inquiry methodology based on in-depth interviews. The study respondents included sixteen educators who are actively engaged in EET and related activities for a minimum of ten years.

The study identified five broad “meaning units” or “themes,” that is, “incremental pedagogical efficiency and flexible evaluation systems,” “entrepreneurial experience of the faculty,” “extended support,” “holistic mentoring” and “experiential learning” as components of an effective EET regime.

The study will help the policymakers and higher education institutions (HEIs) revisit their policy frameworks and practices to promote entrepreneurial capacity and entrepreneurial intentions among students. The study will also help to gain deeper insights into EET components and will propose a framework for an effective EET regime based on its findings.

The performance analysis of top 50 management institutions of India is conducted to understand their efficiency in utilizing available resources. The importance of different indicators is investigated to identify most preferred strategies of top management institutions in the country in order to meet the expectations of all stakeholders. Artificial neural networks models are applied for pattern recognition and classification purpose using self-organized map algorithms. A huge reservoir of young generation is being trained every year to meet the demand of business in different sectors of economies. It becomes a matter of concern to know the performance of the management institutes to ensure the overall national progress, which can be done by enabling organizations to improve their efficiency and effectiveness, provided the right information and skills are served. Data envelopment analysis (DEA) and self-organizing maps are utilized together to take advantages of optimization and prediction capabilities inherent in each method, and they may be beneficial to assess institution’s competitive position and design their own strategies in order to improve. The paper aims to discuss these issues.

The DEA is used to understand the utilization of resources by institutions on the bases of efficiency scores. Due to a greater flexibility and adaptability, neural technique, i.e. self-organized map, which is an artificial intelligence-based technique, a popular unsupervised learning model with a capability to capture patterns from data sets, is used. In this study, various parameters like qualification of faculty, research output of faculty members, expenditure made for functioning of the institution, etc., are considered. These academic and operational indicators are investigated in relation to the rank score and the efficiency score of top management institutions, and different strategies as a combination of input as well as output indicators are identified.

In the analysis, three types of strategies are identified. At present, the focus on salary packages of graduates seems the most utilized strategy. It is also observed that the strategy of having good performance, in terms of consultancy, peer and employer perception, has the highest success rate (in terms of score used for ranking). Results obtained using both techniques shows that due to high deviation and less explored research publications and sponsored research project is an opportunity that institutions can work upon to have maximum output. But to maintain consistency in terms of the high rank score and efficiency score, management institutions need to focus on consultancy, peer and employer perception.

This research identifies the different parameters categorized into various inputs and outputs for the management institutions in India for the benchmarking. It studies the importance of identified parameters in terms of success (rank score and efficiency score). Further investigation of relationship between parameters and success is conducted. Different strategies as a combination of parameters are identified. The current choice of top management institutions is revealed in terms of their preference and effectiveness of strategy. This research also provides some insight about long-term and short-term strategies, which may be beneficial to education managers or decision makers.

It is one of the rare papers in terms of performance measurement through data envelopment method and identification of strategy using artificial intelligence. This paper utilized a hybrid methodology that integrates these two data analytic methods to capture an innovative performance and strategies prediction in education system.

The present paper concerns the domestic and international accreditations of business schools to find the commonalities in various accreditation standards. The study also addresses cost involvement and comparisons between various accreditations.

The research examined the requirements, methods and preparations for many national and international accrediting authorities. The accreditation criteria, history and guidelines were collected from secondary data sources. The content analysis was used to draw conclusions about the similarities and differences between the data sources and identify any differences and similarities between various accreditations.

The study found commonalities across accreditation standards and cost analyses, helping institutions achieve suitable accreditations. To unify the administrative procedure at the institutional level and reduce duplicates for schools seeking multiple accreditations, similarities in all accreditation requirements are analysed. The comparison helps organisations determine which accreditation standard best suits their needs and goals. Schools with limited budgets might compare accreditation costs to determine which are worth pursuing.

This study is limited to comparing a few accreditation bodies related to management education. In future research, the study may be extended to other areas. The use of the approach developed in this study for evaluating accreditation agencies of different streams, such as engineering, science and medicine, will be the study's future implications.

The research indicates that schools can streamline accreditation by identifying commonalities, aligning procedures, comparing standards and conducting cost assessments. These insights aid efficient accreditation and inform accrediting bodies' framework enhancements. Standards facilitate global performance comparisons.

This is likely the first study to compare Indian and international accreditations using the accreditation frameworks and cost analyses using comparative analysis. The study recommends strategies for achieving academic benchmarks through continuous improvement activities and success in international competition.

This paper proposes a decision-making framework for assessing various dimensions and barriers that have affected the admission process in management educational institutions during the ongoing pandemic. The framework considers the interrelationship between the obstacles and highlights the importance of each barrier.

An integrated method based on decision-making trial and evaluation laboratory and analytical network process is proposed to structure the barrier assessment framework. Results obtained from the study are validated by comparing them against the conventional analytical hierarchy process.

The results obtained from this study indicate four significant dimensions that hinder admission in Indian management institutes, namely, governmental, financial, sectoral, institutional and market. The top five barriers are demand shift towards technical (alternative) skills, acceptance of the graduated students, lack of industry–institute collaboration, lack of long-term vision and opening new Indian Institute of Technologies (IITs) and Indian Institute of Managements (IIMs).

During this ongoing pandemic, many educational institutes have been forced to shift from the traditional classroom to a virtual teaching model. In this regard, this study helps identify and assess the barriers to admission in Indian management institutes during this epidemic and thus, contribute to the literature. The findings will assist all stakeholders and policymakers of management institutions design and develop appropriate managerial strategies. The study is conducted in the Indian management educational institute context and can be extended to technical education institutions for deeper insights.

The paper develops an assessment framework for analysing the barriers to admission in Indian management institutes during the ongoing COVID-19 pandemic. Research implications are discussed in the context of a developing country.

Management education is at its peak in India. But pedagogy and modes of delivery are not always innovative compared to top international Business Schools. It is through experimentation that the paper may be able to discover what works best in our context. The purpose of this paper is to determine the effectiveness of intensive mode of delivery vs traditional semester-wide teaching of management courses among MBA students of a leading Business School, through one such experiment.

A total of 19 dimensions were used in this study. The questionnaire was tested on two different groups. An independent sample t-test was conducted for each dimension, to find out if the group that was subjected to this experiment had opinions different from the group that did not undergo the accelerated version.

The results indicated perceptions on most of the dimensions disconcerting, barring increase in commitment, engagement, focus, and concentration with intensive mode. Further, this negative perception augmented towards intensive delivery mode, after experiencing traditional delivery.

The literature does appear to show controversial outcomes related to intensive mode but more studies are in support of intensive modes of delivery format. The issue of whether students learn better in a semester/trimester of traditional length or with a compressed schedule is a key concern to the innovations in higher education scheduling today. Findings of this study pose a serious threat to all those management institutions which are planning to attempt to speed up the delivery of programmes and courses within them in order to reduce cost or other reasons.

In education literature, significant amount of research has been carried out using a time compressed in developed countries. This study is one of the first studies, which focuses on determining the effectiveness of intensive teaching against traditional trimester/semester wide teaching among MBA education in India.

Taking a multidimensional perspective, the study aims to identify and examine the factors that are essential for employability. The study pursues to understand the underlying causes that facilitate the development of appropriate skills and attitudes that influence the development of employability in an individual.

The study pursued an exploratory research design followed by a descriptive. It explored the employability factors from the perspectives of the recruiter, student (candidate) and trainer. Additionally, it followed a causal research approach to examine the relationship between factors related to the personal environment, academic system, recruiter’s bias, industry and job attributes and overall employability. The antecedents of employability and their impact were examined with all the constructs taking the recruiter, student and trainer data sets.

The study identifies and analyses the antecedent factors that influence the employability development among college graduates and undergraduates. With its findings, the study identifies the changes or improvements required in teaching and learning mechanisms, grooming students and societal practices, social and economic biases in accessibility to facilities leading to employability. It also calls for a reflection on individual’s own attitude, motivation and abilities. The study calls for an assessment of the education systems and academic quality to develop employability among students. It conjures that the alignment of teacher and learner with industry requirements is an imperative requirement for the expansion of the industry and, in particular, the retail sector.

The study will be of significance to the policymakers and academicians while designing the retail-specific courses and aims toward addressing the mismatch amidst the demand and supply of manpower in the retail industry. The study has been designed to make it highly relevant for the students who are potential manpower to the retail sector as well as the employees who have already entered the industry. It addresses the major factors required for India to develop a cohesive and inclusive ecosystem that provides for the benefit of millions of youths in India.

The literature lacks a coherent meaning and measurement of employability and identifies the need to empirically explore and examine employability skills. Furthermore, the scant empirical research focuses largely on employee or student perspective, even when the role of recruitment in the assessment of employability is most critical. This study empirically evaluates the market from the perspective of students, employees, employers, trainers and academicians and develops a model that gives a holistic picture of the causes that influence the development of employability in an individual.

This study aims to examine which organisational and other factors can facilitate the adoption of artificial intelligence (AI) in Indian management institutes and their interrelationship.

To determine the factors influencing AI adoption, a synthesis-based examination of the literature was used. The interpretative structural modelling (ISM) method is used to determine the most effective factors among the identified ones and the inter-relationship among the factors, while the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method is used to analyse the cause-and-effect relationships among the factors in a quantitative manner. The approaches used in the analysis aid in understanding the relationship among the factors affecting AI adoption in management institutes of India.

This study concludes that leadership support plays the most significant role in the adoption of AI in Indian management institutes. The results from the DEMATEL analysis also confirmed the findings from the ISM and Matrice d’ Impacts croises- multiplication applique and classment (MICMAC) analyses. Remarkably, no linkage factor (unstable one) was reported in the research. Leadership support, technological context, financial consideration, organizational context and human resource readiness are reported as independent factors.

This study provides a listing of the important factors affecting the adoption of AI in Indian management institutes with their structural relationships. The findings provide a deeper insight about AI adoption. The study's societal implications include the delivery of better outcomes by Indian management institutes.

According to the authors, this study is a one-of-a-kind effort that involves the synthesis of several validated models and frameworks and uncovers the key elements and their connections in the adoption of AI in Indian management institutes.