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Marketing management, consumer behaviour, rural marketing and integrated marketing communications.

The case is for the use of undergraduate and also postgraduate students of management in courses of marketing management, consumer behaviour, rural marketing and integrated marketing communications. This case may also be used in human resources’ management course lectures which focus on social capital.

This case on the Centre of Science for Villages (CSV), Wardha, attempts to identify how value can be co-created through innovative technology and how social capital can be developed for rural markets through the use of integrated marketing communications tools, particularly word-of-mouth and the influence of opinion leaders. Effective campaigns can be designed for the target audience based on the 3A framework (Awareness, Adoption and Addition of Value) and McGuire’s Model of Persuasion. The CSV has been typically chosen for the study because its products are unique, innovative and eco-friendly and blend well with the rural lives. It has been able to enrich the lives of rural population by generating employment and in creating entrepreneurial opportunities. The biggest challenge, however, lies in educating rural consumers to accept and adopt its innovative technology in their daily lives.

The case study has been written to enable students to understand the concepts of value co-creation and social capital in the context of Indian rural markets. The students will learn the dynamics of rural markets by pondering over these points: understand the concept of value co-creation for rural markets; comprehend the creation of social ecology for managing knowledge in an organisation; identify the development and role of social capital and use it as a promotional tool, particularly word-of-mouth and opinion leaders(reference groups); recommend the use of different marketing mix variables for an organisation, operating in rural markets; and connote designing of effective campaigns for the target audience, based on the 3A framework and the Persuasion Model (6 steps) suggested by McGuire.

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 8: Marketing

The case study is based on field research and also on secondary data. A primary survey is included in the case study. Simple frequency and factor analysis as statistical tools have been used.

Family businesses, like that of Kiran Rai’s, owning a local Mom and Pop store in an emerging city were faced with a serious problem of sustaining their businesses. These family businesses countered immense competition from: their own types, i.e. from other local Mom and Pop stores within the same cities; online stores; and the organised stores.The choice of the customers to buy goods from the neighbourhood shops has remained largely as an age-old tradition in the households. With the millennials and the Generation Z (Gen Z) exposed to an array of brands, can they become the first choice of young customers for shopping for all kinds of products and varieties? Can the local Mom and Pop stores spread their wings across the young generations, particularly the Millennials and Gen Z through inexpensive social media channels? What are their growth options? How can the social media serve this purpose? The case uses the social cognition theory and the use gratification theory to throw light on the new concept of Social Shopping.

The case is meant to be discussed in courses like Fundamentals of Marketing, Digital Marketing and Retail Marketing in a 90-min session in the Post Graduate as well as in the Working Executives’ Management programmes. The case analysis will expose the students to the use of social media and its benefits to the small businesses. The students will also be able to analyse and understand the different types of Online Consumers’ Shopping Personalities. This would enable them to strategize for different stages in the decision-making processes.

The global outbreak of COVID-19 and its subsequent varied impacts on different economic activities necessitate to examine its disruptions and impacts on livestock sector in India due to its recently surging potential as an unrivaled alternative to boost farmer’s income.

The studies for review were identified through search in different databases using relevant keywords. Only full text papers written in English language were reviewed. The review was organized and streamlined using Covidence software.

Analysis of the literature reveals adverse effects of COVID-19 on functioning of input and output stages of livestock supply chains. This has resulted in upstream and downstream economic losses that affect livelihoods of the producers.

Scale of unprecedented crisis due to COVID-19 pandemic requires creative policy decisions to make livestock production systems robust, resilient and sustainable. Organized production systems are required to integrate with livestock-tech startups to modernize their supply chains, whereas local supply chains are required to reorient with government’s intervention in terms of developing on-farm production and postproduction processing facilities.

Although there exist some evidence on COVID-19-related impacts on livestock sector of India, but an integrated review of evidence on COVID-19 related disruptions at all the stages (from input supply to marketing) of livestock supply chains was missing.

This paper aims to identify, analyze and evaluate the major enablers for the sustainable public distribution system (PDS) supply chain in India in lessening food insecurity by distributing essentials food grains at a subsidized rate.

The major enablers for the sustainable PDS supply chain were explored by conducting the literature survey and discussion with academic and warehouse experts. Then, the fuzzy-DEMATEL (decision-making trial and evaluation laboratory) technique was applied to develop a causal model that analyses the interaction among the identified enablers.

This study recognizes fifteen enablers through literature survey and experts' opinions. The present work concludes that “proper identification of the PDS beneficiaries” and “willingness and commitment of the top management and policymaker” are the two major enablers for the sustainable PDS supply chain.

This work would be helpful for profoundly understanding the major enablers, and how they are affecting the entire PDS supply chain. The study would be beneficial for the general people and the entire society straightforwardly by providing suggestions for food security.

Identifying and analyzing the major enablers for the sustainable PDS supply chain helps to visualize the problem more effectively and efficiently. Besides, the causal model explains a comprehensive perspective on the identified enablers.

The case aims to understand and analyse the capital structure decisions made by a profit-making, growing organisation which aimed to be India’s premier airline and the market leader. The company that had pursued a high debt policy, to take advantage of the financial leverage that it would get, was now facing problems in an operating environment that proved to be challenging. A decline in operating profit, coupled with high-interest costs and an uncertain environment with cutthroat competition, had caused the company to plunge into losses. Attempts to deleverage by equity infusion were proving to be difficult. The case can be used in MBA, Executive Education and doctoral programmes. The learning objectives of this case are: to analyse the capital structure of the company, to interpret the relationship between financial leverage and risk, to assess the pecking order theory, to analyse the nuances of the aviation sector and the factors influencing the profitability of the companies in the aviation industry, to estimate the risks and the rewards associated with foreign currency loans, to evaluate the magnifying impact of the financial leverage and to propose deleveraging methods like sale and leaseback, debt conversion to equity and devise a revival strategy for the company.

The case discusses the dilemma faced by Naresh Goyal, promoter and chairman of Jet Airways (India) Limited. At the initial stage, Jet Airways, like many other companies in its growth phase, relied on borrowed funds to meet its investment needs. However, over-reliance on borrowed funds with just one equity infusion resulted in a high leverage ratio and an aggressive capital structure. Moreover, the company operated in a sector that was highly regulated, with competition that was cutthroat and a cost structure that was volatile. A high operating risk, coupled with high financial leverage, pushed the company into incurring losses. Having run out of cash, Jet Airways eventually defaulted on loan repayments to its lenders. Facing the eventuality of losing control of the company to lenders or to a strategic investor, Goyal was trying to figure out a way to save the company from insolvency and liquidation. It was becoming increasingly difficult for Goyal to keep Jet Airways, the company he had nurtured like a baby, airborne.

The case can be taught in both online and offline modes of delivery in a 90-minute session. Post-covid, the delivery mode of classes has changed. In online sessions, it may be a challenging task to ensure student participation.

Teaching notes are available for educators only.

CSS 1: Accounting and Finance.

The purpose of the study is to examine the structural relationships of employee branding (EB), total quality human resource management (TQHRM) and sustainable employability outcome variables (employee performance, satisfaction and loyalty) by identifying the suitable measurement scale which captures the service employee perceptions in selected Indian organized lifestyle retail stores.

The four hypotheses given in this study were evaluated using data gathered from employees in chosen retail shops operated in India. In addition, the structural equation modelling has been used to study the link between the variables suggested by evaluating the measurement and the structural models.

The study revealed that robust measurement techniques were used to measure EB, TQHRM and sustainable employability outcome variables. The initial findings of the investigation showed that three of the hypotheses suggested were supported. Furthermore, the study concluded that TQHRM partially mediates the EB effect on sustainable employability outcomes.

Consultants, practitioners and management can leverage the results of this research for sustainable employability through the integration of TQHRM and employee branding strategies.

The study explored the dynamics of employee quality management practices (EB and HRM) on service employee attitudes and behaviours through a mediating variable (TQHRM) practices. This is a unique contribution to the organized retailers in increasing the level of implementation of TQHRM practices, which can balance the attrition rates.

The case intends for students to delve into aspects related to changes in the business environment, dynamics of competition in the airline industry, factors responsible for the collapse of an airline that had once remained a highflyer, and aspects related to change management in reviving a business that has undergone a trauma of crisis.

Jet Airways was all set to fly by the July-September quarter of 2022. The protagonist, Sanjiv Kapoor, had recently joined as the CEO of Jet Airways. Jet Airways was founded in 1993 when the Indian Government decided to liberalize the Indian skies. Flying highs and lows in its journey of 25 years, Jet Airways got grounded on 17 April 2019 because of a lack of funds. There were unsettled claims of ₹370bn against financial creditors and employees. Though liquidation of assets would have been a route to settle claims, it was decided to sell assets of the defunct airline by means of a formal resolution process. On 17 October 2020, the Committee of Creditors (CoC) approved the resolution plan of the consortium of Jalan and Kalrock Capital, which were the new promoters of the airline and were working to bring Jet Airways to its glory. These promoters appointed Kapoor to share the responsibility of Jet 2.0. Kapoor had to lead the change at Jet 2.0. Kapoor examined the idea of “look forward and reason back” as multiple challenges existed amongst opportunities for the carrier in its second chance at life. The case documented the entire saga of the rise, fall and revival of Jet Airways.

Undergraduate and Post Graduate Students

Teaching notes are available for educators only.

CSS 11: Strategy.