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This study explores the reasons behind the popularity of majoring in Public Relations as opposed to Journalism or Digital Media among mass communications undergraduates in Oman. It attempts to gain insight into the factors influencing students’ decision-making process in selecting their major. It explores factors such as choice of major and sources of information that shape students’ knowledge and perception of the majors, using variables such as knowledge of job market, knowledge of curriculum, information sources and personal influences shaping major choice and selection. The study confirms that perception of the job market is a crucial factor in the selection of the majors. It also reveals that family plays a crucial role in influencing students’ decision-making process while choosing a major. The study concludes that strengthening the role of the academic advisor and educating students on course content and learning outcomes can increase the acceptance of less popular majors among communication undergraduates. The study is relevant in the context that the falling numbers of student enrolments in some areas of media studies could lead to a decline in teaching and research activities in those areas, in addition to a possible shortfall of specific skilled professionals in the national labour market pool.

The supply chain (SC) of the fast-moving consumer goods (FMCG) sector in India witnessed a significant change soon after introducing the Goods and Services Tax (GST). With the initiation of this tax, companies started moving from individual state-wise warehouses to consolidation warehouses model to save costs. This paper proposes a model that frames a mathematical formulation to optimize the distribution network in the downstream SC by considering the complexities of multi-product lines, multi-transport modes and consolidated warehouses.

The model is designed as mixed-integer linear programming (MILP), and an algorithm is developed that works on the feedback loop mechanism. It optimizes the transportation and warehouses rental costs simultaneously with impact analysis.

Total cost is primarily influenced by the critical factor transportation price rather than the warehouse rent. The choice of warehouses at prime locations was a trade-off between a lower distribution cost and higher rent tariffs.

The study enables FMCG firms to plan their downstream SC efficiently and to be in line with the recent trend of consolidation of warehouses. The study will help SC managers solve complexities such as multi-product categories, truck selection and consolidation warehouse selection problems and find the optimum value for each.

The issues addressed in the proposed work are transporting products with different sizes and weights, selecting consolidated warehouses, selecting suitable vehicles for transportation and optimizing distance in the distribution network by considering consolidated warehouses.

Muga is an exclusive naturally golden coloured wild silk obtained by the Antherea assamensis silkworm species grown in the north-eastern region of India. Although many research studies on Bombyx mori silk can be found, but studies that involve muga silk is uncommon. This article attempts to characterise the muga cocoon of two commercially available crops (Kotia and Jethua) in three prominent muga rearing regions. Reeling studies on these have also been conducted to assess the regional and seasonal influences on silk reelability performance. Kotia cocoons are found to possess better cocoon quality and reeling performance in comparison to Jethua muga cocoons.

This study aims to ask whether the funding behaviour of companies is different during a recession. Specifically, the authors study whether firms fund marketing resources and capabilities with internal or external financing during a recession and under which conditions of strategic financial flexibility debt might be used to fund marketing resources and capabilities in recessions.

This study estimates empirical models using a newly merged data set covering 17 years, from 2000 to 2016. The authors merge firms’ marketing and financial information from Advertising Age, the American Customer Satisfaction Index, Compustat and the Centre for Research in Security Prices. The sample includes a panel of 653 firm-years of 67 top corporate advertisers.

The results indicate that firms take recessions as opportunities to be proactive and invest in short- and long-term marketing capabilities, companies with higher strategic financial flexibility relative to their industry peers tend to rely more on debt to fund short- and long-term marketing capabilities during recessions, firms use internal financing to fund their marketing budgets and short-term marketing capabilities in recessionary and non-recessionary periods and firms use internal financing and signals from past stock returns as mechanisms to fund long-term marketing capabilities.

The findings contribute to the body of knowledge on the antecedents of marketing resources and capabilities. The results extend the pecking order theory to include recessions and provide nuances of the financing drivers of resources and capabilities.

Companies should be proactive during recessions and invest in short- and long-term marketing capabilities. When negotiating marketing budgets with chief financial officers, marketing practitioners could suggest the sources to finance specific marketing resources and capabilities. Based on the results of top corporate advertisers, the authors recommend companies to fund marketing capabilities with internal resources (e.g. cash flows, retained earnings), and if cash is not available, companies need to rely on their superior strategic financial flexibility to access long-term debt and fund investments in marketing capabilities. The authors also recommend companies to fund long-term marketing capabilities by re-allocating investments. As well, signals from past performance are an important source to gain access to capital and fund investments in long-term marketing capabilities.

This study provides a more complete picture of the financial antecedents of marketing resources and capabilities in general and during a recession. The authors provide light on the moderating role of strategic financial flexibility during recessions. This study also clarifies the potential signalling of past performance for funding marketing resources and capabilities.

Manufacturing industries are facing dynamic challenges in today’s highly competitive world. In the recent past, integrating Industry 4.0 with the lean six sigma improvement methodologies has emerged as a popular approach for organizational excellence. The research aims to explore and analyze critical success factors of lean six sigma integrated Industry 4.0 (LSSI).

This research study explores and analyzes the critical success factors (CSFs) of LSSI. A three-phase study framework is employed. At first, the CSFs are identified through an extensive literature review and validated through experts’ feedback. Then, in the second phase, the initial list of CSFs is finalized using the fuzzy DELPHI technique. In the third phase, the cause-effect relationship among CFSs is established using the fuzzy DEMATEL technique.

A dyadic relationship among cause-and-effect category CSFs is established. Under the cause category, top management commitment toward integrating LSSI, systematic methodology for LSSI and organizational culture for adopting changes while adopting LSSI are found to be topmost CSFs. Also, under the effect category, organizational readiness toward LSSI and adaptability and agility are found to be the uppermost CSFs.

The study offers a framework to understand the significant CSFs for LSSI implementation. Insights from the study will help industry managers and practitioners to implement LSSI and achieve organizational excellence.

To the best of the authors’ knowledge, CSFs of LSSI are not much explored in the past by researchers. Findings will be of great value for professionals in developing long-term operations strategies.

Background: Human resource management (HRM) is the tactical method for a business enterprise’s optimistic and systemic administration. This study aims to identify the common and major triggering attributes and the knowledge gap between HRM and an organisation’s employee attrition rate.

Method: The employee Attrition Case Study Dataset used is an anecdotal data set that tries to figure out relevant variables that determine employee behavioural aspects towards attrition. This study investigates why attrition occurs, the major triggering attributes for employee turnover, and how it might be anticipated to employ artificial intelligence (AI) to avert corporate losses.

Results: Employees’ monthly income, age, average monthly hours, distance from home, total working years, years at the company, per cent of salary hike, number of companies worked, stock options level, job role and other factors are taken into consideration. A feature importance extraction framework was devised to investigate the various dormant factors. The findings also show feasible hypotheses that help enhance employee engagement, reinvent the worker dynamic, and higher levels of risk decrease attrition rate.

Implications: Employees’ monthly income, age, average monthly hours, distance from home, etc., are all major variables in employee attrition in the Indian IT business. This research adds to the theory development of behavioural elements in people analytics based on AI.

Purpose: Can we predict employee attrition through employee behavioural patterns advancement using AI tools.

Introduction: Society has undergone rapid changes due to advancements in technology, addressed across all sectors. So, the current period is called the ‘Digital Era’. New technologies affect the organisation in several ways. Organisations can perform their functions more effectively by benefitting from the latest developments. E-human resources management (HRM) has emerged as a new concept due to the digital revolution. Various web-based tools have been used by HR professionals. New recruitments are being placed on employees regarding digital competence, problem-solving or human–machine communication.

Purpose: This study explores the factors necessary for the successful digitalisation of human resources. It will further discuss the consequences of the digitalisation of HR.

Methodology: An exploratory research design is used for the study. Papers published on information and communication technology (ICT) and higher education from Research Gate, Google Scholar and other resources have been reviewed to achieve the aim of this study. Factors affecting the successful digitalisation of HR include various technological and organisational aspects.

Findings and Originality: The findings further revealed that the digitalisation of human resources has both positive and negative consequences.

The purpose of this study is to follow up on the structural and fatigue analysis of car wheel rims with carbon fibre composites in order to ensure the vehicular safety. The wheel is an essential element of the vehicle suspension system that supports the static and dynamic loads encountered during its motion. The rim provides a firm base to hold the tire and supports the wheel, and it is also one of the load-bearing elements in the entire automobile as the car's weight and occupants' weight act upon it. The wheel rim should be strong enough to withstand the load with such a background, ensuring vehicle safety, comfort and performance. The dimensions, shape, structure and material of the rim are crucial factors for studying vehicle handling characteristics that demand automobile designers' concern.

In the present study, solid models of three different wheel rims, namely, R-1, R-2 and R-3, designed for three different cars, are modelled in SOLIDWORKS. Different carbon composite materials of polyetheretherketone (PEEK), namely, PEEK 90 HMF 40, PEEK 450 CA 30, PEEK 450 GL 40 and carbon fibre reinforced polymer-unidirectional (CFRP-UD) are used as rim materials for conducting the structural and fatigue analysis using ANSYS Workbench.

The results thus obtained in the analyses are used to identify the better carbon fibre composite material for the wheel rim such that it gives better structural properties and less fatigue. The R-3 model rim has shown better structural properties and less fatigue with PEEK 90 HMF 40 material.

The carbon composite materials used in this study have shown promissory results that can be used as an alternative for aluminium, steel and other regular materials.

The learning outcomes are as follows: to understand the cultural and ethical dimensions revolving around the issue of female feticide; to apply the lens of institutional theory with respective change management measures; and to analyze and evaluate the impact of such intervention programs such as Beti Bachao Beti Padhao in the context of emerging economies such as India.

This case attempts to highlight the innovative and effective governance approach by the Government of Rajasthan (India) and, in particular, the State Health Assurance Agency to curb the menace of female feticide and the rising cases of abortion and sex determination in an attempt to favor a male child. The case concentrates on mainly three dimensions of Indian societal ecosystem, namely, the grave concern of preference of male child over female child leading to widespread cases of female feticide in different states in India with specific focus on the state of Rajasthan; the role of cultural dimension which primarily drives such preferential treatment in rural and urban areas in India; and the importance of using effective policy measures in monitoring various activities, introduction of incentive schemes to patients for preventing sex determination and promoting the birth of female child.

This case can be used as a teaching material in the Public Policy course – Social Welfare and Health Policy, Policy interventions, organization theory and change management at the Graduate/MBA level.

Teaching notes are available for educators only.

CSS 10: Public Sector Management.