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Article
Publication date: 23 November 2021

Piyush Sharma, Deepak Sardana, Narain Gupta and Denni Arli

This paper aims to explore the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the…

Abstract

Purpose

This paper aims to explore the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the impact of normative community pressure and perceived brand credibility on purchase intention.

Design/methodology/approach

The authors collected data from two studies in India, one with urban (N = 307) and another with rural (N = 206) consumers of fast moving consumer goods brands being endorsed by popular celebrity business founders. The authors tested all our hypotheses using partial least squares structural equation modeling (PLS-SEM) approach with SmartPLS software.

Findings

Perceived value mediates the positive impact of normative community pressure and perceived brand credibility on purchase intention for the brands endorsed by celebrity business founders, and these mediating effects are stronger for urban (vs rural) consumers.

Research limitations/implications

The results from Indian consumers may not be generalizable to other emerging markets with diverse cultural and socio-economic conditions.

Practical implications

This research would help international marketers understand the unique branding and marketing strategies used by local players to learn how to successfully target both urban and rural consumers in the emerging markets.

Originality/value

This paper extends the celebrity endorsement literature by exploring the role of spiritual leaders as celebrity business founders and brand endorsers, a growing trend in the emerging markets with high cultural and religious diversity (e.g. India and Indonesia).

Details

Marketing Intelligence & Planning, vol. 40 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 10 February 2022

Tarit Mitra, Rohit Kapoor and Narain Gupta

The study examines the key drivers of the adoption of disruptive technologies (DTs) in the digital supply chain (DSC) in developing nations.

Abstract

Purpose

The study examines the key drivers of the adoption of disruptive technologies (DTs) in the digital supply chain (DSC) in developing nations.

Design/methodology/approach

The data were collected using well-established measures grounded in the diffusion of innovation (DOI) theory. The hypotheses were tested using the structural equation modeling (SEM) approach using SmartPLS. The authors control for the demographics and apply the required statistical diagnostics for robust findings.

Findings

The compatibility and IT expertise were the two key factors in adopting the DTs in DSC in developing nations. The organizations with higher compatibility and internal IT expertise and competence witness a higher level of adoption of DT. The perceived cost and complexity were not found statistically significant. This may be probably because developing nations such as India do not perceive the technology adoption complex.

Research limitations/implications

The research enhances DTs adoption, assuming it is organizational innovation. This study makes a theoretical contribution to the DOI literature.

Practical implications

The practicing managers should pay attention to addressing the existing technology compatibility issues and spend efforts on training employees to increase the IT expertise to improve the adoption of DT.

Social implications

The greater adoption of the DTs in DSCs can reduce wastages in supply chains by a faster sense and response and greater technological flexibility with transparency and information sharing.

Originality/value

The key antecedent to the acceptance of the DTs in developing nations is compatibility than complexity and IT expertise than the cost. The study's originality lies in the fact that most studies on technology adoption study a single technology, but this study captures a holistic view on a group of technologies under industry 4.0.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 5 May 2022

Suwarna Shukla, Rohit Kapoor, Narain Gupta and Deepak Arunachalam

This paper aims to examine the performance of marginalized farmers in supply relationships with agri-tech firms in emerging rural agricultural economies. The complex…

Abstract

Purpose

This paper aims to examine the performance of marginalized farmers in supply relationships with agri-tech firms in emerging rural agricultural economies. The complex relationship among the suppliers, dual relationship and knowledge transfer (KT) was studied. This paper empirically investigates the relationship between KT and supplier’s performance improvement (SPI) via buyer–supplier relationship (BSR).

Design/methodology/approach

Grounded on agency theory, a conceptual framework has been proposed to identify the mediation effect of BSR. The context deals with suppliers who are farmers in developing nations. The hypotheses were tested using confirmatory factor analysis and structural equation with a sample of 121 marginalized farmers from Indian states. The data was collected using a survey instrument designed by adapting the well-cited and validated measures. These marginalized farmers worked in collaboration with the agri-tech firms facilitating them with the KT.

Findings

The relationships established from the results also indicate the fact that KT is a powerful tool to make connections with farmers that lead to their performance improvement. The KT was found as a driver to improve performance (SPI) and the BSR acted as a positive mediator in this study. The complex relationships among the KT, BSR and SPI hold.

Research limitations/implications

This paper can be subscribed to various nuanced understandings of the agricultural supply chain context in emerging economies, in the specialized cases where farmers belong to the marginalized communities. This study has the scope to replicate using a mixed-method approach in emerging economies beyond India. It also advances the agency theory literature in the supply chain discipline of emerging rural economies.

Practical implications

This study offers strategic implications for agri-tech practitioners, policymakers and academic debate. The marginalized farmers with KT and improved BSR can become a part of the mainstream value chain, their debts can be reduced, suicides can be prevented and the quality of their family life can be significantly improved.

Originality/value

This study makes a unique contribution by investigating how the agri-tech firms (non-traditional buyer) and supplier relationship and KT helps improve the economic sustainability of smallholder farmers in India. The authors immersed themselves in fieldwork by interacting and meeting in person with 121 farmers residing in the remotest of the remote rural areas across multiple states of India. This resulted in the collection of authentic data and capturing the ground realities from one of the fastest-growing and largest emerging economies.

Details

Journal of Knowledge Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1367-3270

Keywords

Article
Publication date: 7 June 2022

Suwarna Shukla, Rohit Kapoor, Narain Gupta, Jose Arturo Garza-Reyes and Vikas Kumar

Theorising from a resource-based view perspective, the intersection of supply chain management and the use of information technology (IT) has been investigated in this…

Abstract

Purpose

Theorising from a resource-based view perspective, the intersection of supply chain management and the use of information technology (IT) has been investigated in this study. This paper aims to investigate supply chain performance (SCP) as an essential outcome of the use of IT and explores the effect of supply chain collaboration (SCC) on SCP. In addition, volume uncertainty (VU) has been explored and tested to establish whether various associated uncertainties can be mitigated when the use of IT is involved.

Design/methodology/approach

A sample of 121 senior executives from agri-tech firms was collected by travelling and meeting the executives in person in various states of India. Structural equation modelling was used to test the hypothesized relationship of VU to SCP via the use of IT and SCC.

Findings

The results show that VU significantly impacts SCC via the use of IT and SCP via SCC. The use of IT positively and significantly impacts SCP via SCC.

Practical implications

Witnessing the potential benefits of the emerging use of IT in the uncertainty reduction as reported in this study, agri-tech firms operating in emerging rural and agricultural economies can enhance SCC to improve SCP.

Social implications

This study unfolds how risks in agricultural supply chains (ASCs) sourced because the VU can be mitigated through the use of IT and SCC to influence SCP in rural agricultural and developing economies.

Originality/value

VU at agri-tech firms and farmers is a ground reality that has led to an inability to plan and prepare, resulting in wastages and disruptions in ASCs and farmers’ struggles.

Details

Supply Chain Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1359-8546

Keywords

Article
Publication date: 6 May 2021

Amol S. Dhaigude, Rohit Kapoor, Narain Gupta and Sidhartha S. Padhi

The purpose of this paper is to investigate the complex interrelationships among the key constructs, supply chain orientation (SCO), supply chain integration (SCI) and…

Abstract

Purpose

The purpose of this paper is to investigate the complex interrelationships among the key constructs, supply chain orientation (SCO), supply chain integration (SCI) and supply chain performance (SCP) in Indian manufacturing industries. These relationships have been studied using the relational view (RV) and the knowledge-based view (KBV) theoretical perspectives.

Design/methodology/approach

The conceptual model was derived from the existing body of knowledge in the supply chain domain. The study is based on a sample size of 122 data collected via face-to-face meetings with the Indian manufacturers using well-established scales. The covariance-based structural equation modeling was used to test the proposed hypotheses.

Findings

In Indian manufacturing and supply chains, SCO has a positive relationship with SCI and SCP. Moreover, the direct impact of SCO on SCP diminishes when SCI is used as a mediating variable. This study also observes positive impact of: i) SCO on SCP, ii) SCI on SCP and iii) discovery of mediating role of SCI on SCP under the theoretical lenses of RV and KBV.

Research limitations/implications

Cross-sectional survey of manufacturing firms of one country (using one response per firm) calls for validation covering other parts of the world and demands a longitudinal survey. This research will trigger more scholarly, practice and policy debate among researchers studying Indian and emerging economies context.

Practical implications

The notion of a holistic view of the SC with a focus on improving the customer value can enhance strategic partnerships among the SC partners (i.e. SCI) and overall SCP. Firms should make efforts to include SCI in SC designs to successfully transform SCO into SCP.

Originality/value

The originality of the research lies in studying the complex interrelationships among key concepts of SC in a unique Indian manufacturing context. The Indian supply chains operate in a set of unique characteristics, which have been detailed out in this paper. This paper not only establishes the mediating role of SCI for overall SCP in emerging economies but also enhances the scholarly knowledge in the SC domain. Most studies report SCO as a single-order construct, measured by scales comprising of only few items. The second-order SCO measures in this study bring credibility to the findings. Additionally, it contributes to both academicians and practitioners alike in the context of an integrated SC in emerging economies.

Article
Publication date: 2 August 2022

Chitra Sharma, Sangeeta Shah Bharadwaj, Narain Gupta and Hemant Jain

The study aimed to examine the robotic process automation (RPA) contextual (center of excellence and scalability) and the multidisciplinary (TOE) determinants of RPA…

Abstract

Purpose

The study aimed to examine the robotic process automation (RPA) contextual (center of excellence and scalability) and the multidisciplinary (TOE) determinants of RPA adoption in service industries in the emerging economy.

Design/methodology/approach

Ten factors were identified through literature surveys and popular studies grounded in technology, organization and environment. SPSS AMOS SEM is used for scale measurement and hypotheses testing. A sample of 313 respondents was collected from middle to above middle management executives of service industries from India. The authors tested the hidden layers and non-linear relationships using artificial neural network (ANN) analysis.

Findings

The low complexity, center of excellence (CoE), and industry/business partner pressure were significant to the RPA adoption in service industries in emerging economies. Counterintuitively, the scalability showed a negative influence on the RPA adoption, and the process capability did not show influence. The results of SEM and ANN were consistent.

Research limitations/implications

This research can unfold the RPA adoption scholarly debate to multiple services industries beyond the telecom sector in emerging economies.

Practical implications

RPA is a disruptive technology on the artificial intelligence (AI) continuum. It has the potential to change the ways of working and enable technology-driven transformation. However, despite having thriving service industries that can benefit from RPA, emerging economies lag in adoption compared to the developed nations.

Social implications

The RPA and automation can bring transformation to human society. Large economies such as India and China have large-scale demand for services, and the waiting lines are a common issue struggled by society. RPA can address the scalability issues of several services.

Originality/value

This study is among the first to examine technology-organization-environment (TOE) with RPA, including RPA contextual variables such as the CoE and scalability. Literature reports TOE applications on several emerging technologies of Industry 4.0 such as cloud, blockchain, big data and 3 Dimensional Printing (3DP), but no or little reported studies around RPA in services industries in emerging markets.

Details

Journal of Enterprise Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1741-0398

Keywords

Article
Publication date: 22 April 2022

Denni Arli, Narain Gupta, Deepak Sardana and Piyush Sharma

This paper uses social identity theory to investigate the sequential mediating effects of extrinsic religiosity and perceived role of religious leaders in the impact of…

Abstract

Purpose

This paper uses social identity theory to investigate the sequential mediating effects of extrinsic religiosity and perceived role of religious leaders in the impact of consumers' intrinsic religiosity on perceived value of brands endorsed by religious leaders.

Design/methodology/approach

This paper comprises two survey-based studies with urban consumers in two emerging markets, India (N = 303) and Indonesia (N = 150).

Findings

Intrinsic religiosity has a direct positive effect on extrinsic religiosity, which in turn mediates the effect of intrinsic religiosity on the perceived value of the brands endorsed by religious leaders in both India and Indonesia. However, extrinsic religiosity has a significant positive effect on the perceived value of these brands through the perceived role of religious leaders in India but not in Indonesia.

Research limitations/implications

Samples for both the studies are drawn from urban consumers in India and Indonesia, which also have large rural populations. Hence, future research may use both urban and rural samples from other countries to replicate our results.

Practical implications

The study findings may help both local and global brand managers in the emerging markets with religious societies, such as India and Indonesia, to understand how they may use endorsements by religious leaders to manage the differences in the impact of consumers' intrinsic versus extrinsic religiosity on their brand perceptions and evaluations.

Originality/value

This paper extends social identity theory to the international marketing context by showing that religious consumers in the emerging markets are likely to support the brands endorsed by religious leaders vis-à-vis other national or multinational brands. Thus, religious identification offers a unique sacred worldview and unlimited group membership, unlike other social groups, especially in the highly religious emerging markets.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 24 December 2020

Shubham Tripathi and Manish Gupta

Procurement is a crucial part of supply chain management, consistently becoming a strategic vantage point in global competition. The industry 4.0 paradigm is transforming…

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Abstract

Purpose

Procurement is a crucial part of supply chain management, consistently becoming a strategic vantage point in global competition. The industry 4.0 paradigm is transforming supply chains to smarter systems, giving rise to the concept of procurement 4.0. A systematic framework to transform in current scenario is crucial.

Design/methodology/approach

This study brings together these current researches to propose a redesigned procurement process by combining several technologies. A BPR approach is taken to present the new process and its merits are discussed.

Findings

A re-designed procurement framework is proposed. Radical improvements of cost, cycle time, human effort, degree of automation, traceability, information availability and uncertainty are achievable with the proposed framework.

Practical implications

The proposed re-engineered process addresses the visualization barrier for managers. The proposed framework is grounded on BPR which provides a generic ground for developing redesign exercise along with the visualization of new process.

Originality/value

There is literature discussing implementation, impact and advantages of individual and combination of technologies on procurement process but lacks visualization of the transformed process combining these technologies.

Details

Business Process Management Journal, vol. 27 no. 2
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 6 June 2016

Chebiyyam Murthy, Sidhartha S. Padhi, Narain Gupta and Kanwal Kapil

The purpose of this paper is to conduct empirical investigation of value co-creation phenomena in IT services outsourcing. This survey based research enabled to identify…

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Abstract

Purpose

The purpose of this paper is to conduct empirical investigation of value co-creation phenomena in IT services outsourcing. This survey based research enabled to identify antecedents of value co-creation and their impact on value outcomes.

Design/methodology/approach

This empirical study identifies 25 drivers of value co-creation in IT outsourcing services. These drivers were identified from reported literature and by studying IT project reports. The data were collected from client and supplier organizations followed by verification of the drivers (using PCA and CFA methodologies) that contribute significantly to value co-creation in the IT services outsourcing domain. Furthermore, using SEM and linear regression, the authors have verified the strength of their relationships with value co-creation.

Findings

This research is subjected to exploratory factor analysis, which resulted in six antecedents of value co-creation in IT services outsourcing. These antecedents include alliance relationship, strategic intent, service actualization, intrapreneurship, collective capabilities, and resource management. The alliance relationship, strategic intent, service actualization, and intrapreneurship are found to be significant for value co-creation. While collective capabilities as a standalone was not significant, the relationship of collective capabilities to value co-creation has achieved significance under the influence of alliance relationship, strategic intent, and other antecedents – when tested and hypothesized through the SEM path model.

Research limitations/implications

The research has the following limitations. The antecedents identified are contextual. The potential illustrative, but not exhaustive reasons, for the change of the context may be due to contract duration, age of the project, relationship maturity, expected value outcome from both the parties, etc. The drivers identified in this research are applicable only to IT services (IT and ITES outsourcing). They cannot be generalized to other B2B outsourcing relationship. The authors propose the conducting of separate research to identify the priorities of these antecedents for different types of outsourcing as well different types of value outcomes.

Practical implications

This study has added to the knowledge on value co-creation in IT services outsourcing relationships through empirical modeling. From the perspective practitioners of IT industry, this work brings rich information of what are the drivers to value co-creation and their significance on value outcomes in IT services outsourcing. It can provide guidelines to both clients and service providers of similar industry to assess their current practices for value co-creation and re-prioritize their activities and budgets based on the significance of value based benefits. Moreover, practitioners in the IT services industry can use these value drivers and understand the antecedents for value co-creation. As this work is from a dual perspective, both clients and suppliers can assess the applicability of these drivers and antecedents and adopt them to realize mutual value.

Originality/value

In the past, researchers have focussed on value after it was created and shared among the respective relationship partners, and very few emphasized the need for proactive identification of the antecedents of value co-creation. Researchers have emphasized on the need for an empirical approach, because most of the published studies are theoretical and conceptual in nature. Hence, the significant contribution of this empirical study is to validate the value co-creation drivers identified from literature and qualitative study (case studies) with IT industry practitioners (no. 256) across the globe and the relevance of antecedents to B2B IT services outsourcing body of knowledge.

Details

Business Process Management Journal, vol. 22 no. 3
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 1 November 2006

Singh, Ravi Shankar, Rakesh Narain and Adish Kumar

Knowledge management (KM) involves strategies and processes of identifying, capturing, and leveraging knowledge to enhance competitiveness. The new world of

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Abstract

Purpose

Knowledge management (KM) involves strategies and processes of identifying, capturing, and leveraging knowledge to enhance competitiveness. The new world of knowledge‐based organizations is distinguished from the organizations of the last millennium by its emphasis on monitoring and controlling the organization by shared knowledge derived from internal and external data sources. It believes in continual transformation of the knowledge‐base according to changing business strategy. The objective of this paper is to understand the KM practices in Indian manufacturing organisations, which are going through a major transition in this area.

Design/methodology/approach

This paper reports the findings of a postal survey carried out to access the impact of KM practices in Indian manufacturing industries. Data were collected and analysed for 71 industries under this category.

Findings

The results indicate that the main reasons why these organisations are focusing on KM are gaining completive advantage and creating new knowledge. However, culture and financial constraints are amongst the highest ranked barrier for KM implementation.

Originality/value

There have been major changes in the Indian engineering industry in terms of better awareness and adoption of KM practices. The paper addresses many related issues in this direction.

Details

Journal of Knowledge Management, vol. 10 no. 6
Type: Research Article
ISSN: 1367-3270

Keywords

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