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India ranks third in the global startup ecosystem in the world incubating more than 50,000 startups and witnessing 15% YoY growth per year. Being a center of innovation and skilled labor, Indian startups have attracted investments from all over the world. This paper aims at exploring the trends that are driving the growth in the Indian startup ecosystem.

Top 200 startups according to valuation are selected as a sample to find out the major trends in the Indian startup ecosystem. This paper includes surveying the sample startups about the implementation of trends such as big data, crowdfunding and shared economy in their startup and its tangible, as well as intangible impacts on their business. The result of the survey is analyzed to get an overview of the emerging trends in the Indian startup ecosystem.

Major ten emerging trends that drive growth in the Indian startup ecosystem are discovered and the areas where these trends can be leveraged are identified.

This research has contributed toward structuring and documenting the growth driving trends, and it will help the budding entrepreneurs to get familiar with the contemporary trends, pros and cons associated with it and the ways to leverage these trends to build a successful startup.

With the current pandemic situation, the world is shifting to online buying and therefore the purpose of this study is to understand how the industry can improve sales based on the product recommendations shown on their online platforms.

This paper has studied content-based filtering using decision trees algorithm and collaborative filtering using K-nearest neighbour algorithm and measured their impact on sales of product of different genres on e-commerce websites and if their recommendation causes a difference in sales.This paper has conducted a field experiment to analyse the customer frequency, change in sales caused by different algorithms and also tried analysing the change in buying preferences of customers in post-pandemic situation and how this paper can improve on the search results by incorporating them in the already used algorithms.

This study indicates that different algorithms cause differences in sales and score over each other depending upon the category of the product sold. It also suggests that post-Covid, the buying frequency and the preferences of consumers have changed significantly.

The study is limited to existing users of these sites, it also requires the sites to have a huge database of active users and products. Also, the preferences and likings of Indian subcontinent might not generally apply everywhere else.

This study enables better insight into consumer behaviour, thus enabling the data scientists to design better algorithms and help the companies improve their product sales.

Digital transformation is the way forward for all businesses. The technology is advancing at a rapid pace and the companies need to adapt to the change, not just to take advantage of the enormous opportunities it provides but even to stay relevant in this volatility, uncertainty, complexity, and ambiguity world. This study aims to define the concept of digital transformation and what it means in today’s business scenario. It helps to understand the different stages of digital maturity, identify the barriers in adopting different technologies and provide solutions to overcome those challenges.

This is a qualitative study in which opinions of the digital transformation experts were collected using a qualitative questionnaire. Natural language processing (NLP) and text mining techniques were applied along with a thorough analysis of the text to generate the results.

The study was able to uncover – what it means to be digitally transformed, different challenges an organization faces during the digital transformation journey and their potential solutions.

The existing literature on the topic is scattered and does not provide a roadmap for a company to adopt digital transformation. This study aims to fill up the gap and cover various aspects of the whole transformation process. The uniqueness of the study lies in the use of NLP techniques to perform text analytics on the data.

This paper seeks to focus on the TQM journey of MilkFed, a major milk‐producing cooperative in the state of Punjab in Northern India. It aims to demonstrate how TQM principles have been used to create an organisation‐wide environment of continuous improvement in a cooperative sector organisation that spread into tradition and ways of doing business in spite of facing numerous challenges.

MilkFed hired Punjab Technical University's School of TQM and Entrepreneurship (PGSTE) to create an organisation‐wide system of continuous improvement. PGSTE consultants prepared a road‐map for TQM implementation. In the first phase, 14 teams comprising 76 senior/middle level executives (one team from each of Milkfed's 14 plants/units) were trained in the structured application of TQM principles and the project‐by‐project improvement through a series of workshops. Each team implemented an improvement project, which was facilitated by the consultants.

MilkFed has saved USD 0.89 million per annum which amounted to more than 25 per cent of its net profit. There is a tremendous scope for multiplying the gains through horizontal deployment of learning across various plants and units. Intangible benefits included transformation in attitude of employees, creation of team culture, breakdown of departmental silos and tremendous improvement in labour‐management relations.

The paper demonstrates that the project‐by‐project approach used in conjunction with the basic 7 QC tools is an excellent approach for building a culture of continuous improvement. It has many important lessons for organisations, which are starting their quality improvement journey.

This case studies the growth of OYO Hotels (OYO) to illustrate the operational processes necessary to succeed in the service sector. The case allows for a discussion of employee- and customer-management systems, tech-driven solutions, and profit drivers. The material unfolds OYO's growth and its solution for making economy hotels discoverable and bookable online.

The case raises a series of questions around OYO's business model, its ability to translate across global markets, and growth potential. It has been successfully taught in a second-year MBA class on the management of service operations.

This study aims to examine the effect of dataveillance on resistance towards online payment. Using a moderated-mediation framework, the study also investigates the mediating effects of perceived privacy and security concerns and how these mediating effects are moderated by corporate credibility, consumer scepticism and consumer empowerment.

A scenario-based experimental design was performed to examine the proposed hypotheses. Analysis of covariance and PROCESS macro were used to examine the hypotheses by analysing 312 collected responses.

The results indicated the dataveillance positively affects consumer resistance towards online payment. The results also suggested that corporate credibility and consumer scepticism significantly moderates the association between dataveillance and resistance towards online payment.

The findings of this study will help online retailers to reduce consumers’ perceived privacy and security concerns, thereby reducing consumers’ resistance towards online payment.

Theoretically, the study contributes to privacy, consumer behaviour, online payment and cognitive-motivational-relational theory literature.

The purpose of this paper is to introduce learners to a successful Agri-start-up where they can explore the existing challenges and critical strategic decisions for the firm’s growth.

Shashank, the CEO and co-founder of an agriculture-based Indian start-up Green Agrevolution Pvt Ltd (GAPL), is planning to reach out to more than one million farmers by 2021-2022, which is more than 20 times of the present volume. His team is presently serving around 42,000 farmers with a home-grown technological platform DeHaat which provides end–to-end services right from seed to the market. Micro-entrepreneurs are selected and groomed to act as local touchpoints for farmers in the respective catchment areas ranging from 3 to 5 km. Shashank has been a recipient of multiple accolades and recognition and is now firmly seated to drive his start-up to the next level of growth and pan-India market penetration. The venture also requires an understanding of segment-specific needs, cropping pattern, using local resources and channelizing the advisory services to occupy a central role in the value chain. There are other impending issues such as low smartphone adoption, low internet access and lack of entrepreneurial mindset among the rural youth. Similar issues were relatively backward states of India with little or no provision of app-based services. Will he be successful to expand on such a high pace in other States with the existing resources and capabilities?

Senior undergraduate and Master's level business students

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CSS 11: Strategy

The chapter empirically investigates the effects of tariff imposition on manufacturing trade comparatively in the north and south economies across the globe during the last three decades. Traditionally north and south represent the developed and developing world, respectively. Along with the volume and balance of trade, the study accounts for both export and import separately to observe their dynamisms under the tariff regime and makes comparisons between developing and developed groups of countries. Using World Development Indicators (2019) and World Integrated Trade Solutions (2019) databases on 77 developing and 48 developed nations for 1991–2018, the robust difference panel generalized method of moments estimates imply that impositions of domestic tariffs significantly reduce manufacturing trade in both groups of countries; however, developing countries experience this effect in a greater extent.

The purpose of this paper is to examine the mediating roles of two variables of psychological empowerment and affective commitment of frontline service employees (FSEs) in the relationship between transformational leadership (TFL) and proactive customer service behavior (PCSB) of FSEs.

In a rigorous research design, the authors obtained data from 225 FSE-supervisor dyads working in a large Indian IT services organization. Analysis was done using structural equation modeling approach in LISREL 8.72.

As expected, affective commitment and psychological empowerment of FSEs fully mediated the positive relationship between TFL and PCSB of FSEs, even after controlling for age and tenure. The specified model explained 24 percent of the variance in PCSB of FSEs.

As FSEs act as the face of a service organization, therefore their proactive behavior plays an important role in customer satisfaction. Enactment of TFL by supervisors fosters PCSB of FSEs. Therefore, organizations must develop TFL skills in their managers to psychologically empower FSEs and get them committed to a superior service delivery through PCSB.

The study is one amongst the few studies to explore the relationship between TFL and proactive behavior in the customer service domain. Additionally, to the best of the authors’ knowledge, this is the first study to examine the explanatory mechanisms through which transformational leaders foster PCSB of FSEs.