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The subject areas are entrepreneurship, start-up ventures and business strategy.

The case is appropriate for undergraduate and graduate MBA.

Shikhar Veer Singh (Singh), a post graduate in Medical Biotechnology, quit a cushy corporate job to start his own food venture WoknStove Foodworks Pvt. Ltd. (WSFL) in October 2015. WSFL sold the ubiquitous popular Indian snack food “Samosas” under the brand name of “Samosa Singh”. “Samosa” – a deep fried triangular in shape with conical edges crispy wrap with variety fillings of potatoes/vegetables – was part of unorganized sector and sold by small shops and road-side hawkers. Singh spotted an opportunity to “brand” the “Samosas” that as well was gaining momentum in the international convenience food markets. The company set up a central kitchen near Electronic city, Bangalore, and started experimenting with different fillings. In February 2016, WSFL opened its first quick service restaurant (QSR) in Electronic city, Bangalore. It was an instant hit with consumers of all age groups. Gradually, the company started supplying bulk orders to various other customer segments such as corporate customers, schools and movie theatres/event stalls, that resulted in revenue growth. By January 2017, his monthly annual revenues amounted to INR […] Singh had ambitious plans to expand his business from a single QSR to 15 QSRs across the city by 2018. However, to cater to the increasing demands and support his expansion plans, he was yet to find out the most suitable back-end processes. He had adopted few standard operating procedures (SOPs) for quality operations and implemented 30 per cent of automation for backend processes at his central kitchen. Singh was aware of the automated machinery available in international markets that had conveyor belt arrangements where one could place the flour dough and filling consecutively to get the end product in a shape, unlike the shape of the Indian “Samosas”. The triangular shape with conical edges of the Indian “Samosas” was of utmost importance for the Indian consumers, as the shape associated them with the favourite snack, the “Samosas”. Singh preferred the method of manual filling to maintain the shape and decided to focus on increasing the shelf life of the “Samosas” instead. He felt that an increased shelf life would better equip him to cater the increased market and seasonal demands. However, the question was that whether this was a feasible option to support his ambitious expansion plans (with only 30 per cent automation)? Was Singh’s thinking right with respect to the business operation? More importantly, whether WSFL venture would be able to make an attractive business proposition for investments from any future institutional/angel investor? Singh’s mood turned reflective as he pondered on the above questions.

The case is structured to discuss the structure of Indian QSR market and factors contributing to its growth, evaluate WSFL’s ability to leverage the Indian QSR market potential, its strengths and shortcomings, to highlight the steps of consumer decision making process in terms of selection of a QSR and discuss WSFL’s business model and its future sustainability.

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CSS 3: Entrepreneurship

The purpose of this paper is to test the conceptual model of consumers’ intention and satisfaction towards mobile wallets. This study uses the integrated UTAUT model which includes variables such as ease of use, trust, security, self-efficacy, etc., and an additional variable (hedonism) to test consumers’ behaviour in the context of mobile banking technologies. Regression analysis, ANOVA and descriptive analysis are used to test the relationship among several dimensions such as perceptions, preferences, satisfaction and usage rate of mobile wallets in North India. A sample of 204 North Indian consumers was taken to understand the consumers’ adoption behaviour towards mobile wallet. The study explains the significance of the proposed model and its effectiveness to understand the behaviour of North Indian consumers. The result shows a significant association between consumers’ perception, preference, usage and satisfaction. Security, trust and hedonism are few of the most influencing variables in the study. Demographic variables such as gender and age also influence consumer satisfaction and usage rate of mobile wallets in North India. The proposed model and results of the study bring valuable insights into researchers and practitioners in the context of usage of mobile wallets.

Various standardized scales were used in the present study. Statistical techniques like descriptive statistics, analysis of variance, t-test, χ² and regression analysis were used to assess the data. The data were collected with three separate questionnaires on variables perception, preference, usage and satisfaction.

Findings of this study show a strong relation between customer’s perception, preference and satisfaction of mobile wallet users. The result also shows the impact of customer’s perception, satisfaction and preference on the usage rate of mobile wallets in India. The authors have collected responses from the various regions in south and North India.

The first contribution of this study is that it shows a strong correlation between consumers’ perception, preferences and satisfaction. Various studies are available to understand the impact of perception on satisfaction (Samudra and Phadtare, 2012; Venkatesh and Davis, 2000, Thakur, 2013), but very few studies have integrated it with preference and mobile wallet usage. Moreover, no study is available on these variables specifically for North Indian consumers. This study is unique in the sense that it discuss the association of consumer’s perception with type of transactions they prefer to do in M-wallets. This paper also identify one more crucial factors, “hedonism” which is not discussed extensively in the literature.

The study has several implications to the mobile technology industry and the banking system to identify new strategies for mobile wallet usage. Factors like security, convenience and trust influence consumers’ intention. This indicates that industries and banks must verify users’ privacy norms and evaluate social trends to enhance user’s satisfaction and usage rate. Hedonism is determined as one of the significant variable to measure consumer’s satisfaction and usage tendency. Mobile technology providers should work on the appearances and design of the apps, and promote its convenience and benefits to increase its usage in North India. Based on the findings of this study, companies can also evaluate preferred wallet services for consumers, and factors affecting those services. This will help them to add more attractive services based on consumers’ feedback, and remove unwanted services.

The study also stressed the impact of society and family/friends on mobile wallet’s usage. Customers learn new things from family and society and get influence with their choice and preferences. This will help institutions to understand various factors leads to mobile wallet usage and enhance the satisfaction level of customers.

Although various studies have been conducted on the perception of customers on various mobile payment systems, but this paper is the first of its kind to study customer’s perception about wallets and type of transactions; they prefer to do through mobile wallets. This paper also study the impact of mobile wallet usage and various factors affecting the usage rate. This paper also identified one crucial factor, “hedonism”, which is not discussed thoroughly in the literature, and its significance in North India.

This study aims to understand the expectations of elderly bank customers with mobile banking services and to measure its impact on their long-term satisfaction and continued intention. The study is based on two theories, expectations-confirmation theory (ECT) and hedonic adaptation theory.

A self-administered longitudinal survey was completed with a sample of 208 elder customers who do not use mobile banking services. Latent growth curve modelling approach was used to determine the change in their post-adoption experience over four time points.

Results of the study confirm that the use of mobile banking services prolongs the duration of customer satisfaction and continued intention level, post-adoption, reinforcing the hedonic adaptation theory.

Mobile banking services are going to be a significant component of the multichannel banking agenda. But it might be interesting to review other digital channels of banking services. The key contribution of this study is that it measures the expectation-confirmation link of elderly customers with mobile banking services. The study sheds light on factors that positively influence customer inclination and adoption of multichannel banking services in the long run, which is important for the commercial success of such channels.

The study highlights the importance of elder customers' pre-expectations, related dimensions which are important for post-adoption experiences of mobile banking services to improve customers' satisfaction and continued intention in the long run. This is crucial for the commercial success of banks.

This is the first such study that used the expectation confirmation model (ECT) and related it with hedonic adaptation theory to assess elderly customer's post-adoption satisfaction and continued usage of mobile banking services over time.

The study assesses impact of individual cultural values on investment choices (aggressive or conservative), of 450 investors with behavioural biases and risk propensity in serial as mediators in the relationship.

The study used serial mediation analysis using Hayes model 6 for creating six models.

Findings of the study indicated that individualism traits are inclined to aggressive investment choices due to presence of overconfidence biases. Uncertainty avoidance and longtermism traits of investors resulted in aggressive investment choices due to presence of herd mentality bias. The moderating impact of past investing experiences was found significant.

The study indicates the importance of cultural values and past investing experiences of investors that may develop biases to assess investment choices and decisions of investors.

Grounded in the framework of social learning theory (SLT), the current study explores the impact of leaders’ unethical proorganizational behavior (UPB) on their subordinates’ self-management and moral self-efficacy, which, in turn, affect knowledge hiding and sharing among followers. This study aims to examine how instrumental thinking influences the relationship between leader UPB and subordinate behaviors, shaping knowledge sharing and hiding.

Using a longitudinal approach, this research uses a two-wave data collection strategy with a one-month interval. The study cohort comprises 378 employees drawn from technology service firms situated in China.

Empirical findings confirm that leader UPB is linked to increased follower self-management and knowledge hiding, as well as reduced moral self-efficacy. Instrumental thinking moderates these effects, amplifying knowledge hiding and diminishing moral self-efficacy while reducing knowledge sharing.

The study contributes to the existing literature on UPB by offering insights into the distinct consequences of leader UPB on knowledge-related behaviors of followers. Furthermore, the exploration of employees’ instrumental thinking in the context of leader UPB underscores the strategic manipulation of knowledge to fulfill individual goals, thereby enriching the underpinnings of the SLT. The study underscores the imperative for organizations to grasp the implications of UPB and underscores the necessity for stringent ethical frameworks to mitigate its deleterious impact.

The study contributes to the existing literature on UPB by offering insights into the distinct consequences of leader UPB on knowledge-related behaviors of followers. Furthermore, the exploration of employees’ instrumental thinking in the context of leader UPB underscores the strategic manipulation of knowledge to fulfill individual goals, thereby enriching the underpinnings of the SLT. The study underscores the imperative for organizations to grasp the implications of UPB and underscores the necessity for stringent ethical frameworks to mitigate its deleterious impact.

The present study addresses a gap in the current literature by elucidating the multifaceted outcomes of leaders’ UPB on paradoxical behaviors related to knowledge sharing and hiding among followers. This nuanced examination underscores the need to comprehend the intricate contingencies that accentuate the effects of UPB, particularly in the realm of leadership dynamics. Grounded in SLT, this study delves into leadership dynamics and ethical decision-making.

The purpose of this study is to conduct a systematic review of the literature of the studies that have examined several theoretical perspectives on corporate social performance (CSP) and identify possible future research questions based on various theoretical viewpoints.

The study used systematic literature review analysis on a sample of 667 studies published in top A* and A category journals listed in the Australian Business Dean Council list. The present study derived articles between 1975 and 2023 from the SCOPUS database by using relevant keywords to identify research activities in CSP.

The findings suggest that many studies on CSP have been undertaken globally. But there is a lack of studies on various theoretical perspectives, including peer uncertainty evaluation, buyer–supplier sustainability links, the role of primary stakeholders (especially consumers, employees, suppliers and secondary stakeholders), the use of technology, firm-related heterogeneities, and the role of demographic and socio-economic factors. Future research areas are recommended.

The study investigates existing research gaps to identify possible future research questions and frameworks that can be explored to advance the research on CSP.

The research also provides implications for firms in terms of understanding diverse theoretical perspectives to develop strategies to improve a firm’s social performance.

The findings are derived from a systematic review of the literature in top-category studies that examined existing theories and frameworks in the CSP domain. This highlights the importance of other understudied complementary theories, such as complexity theory, spillover theory, critical mass theory, slack theory and so on, and related variables that can improve a firm’s social performance. Evaluation of existing theoretical perspectives is not included in other review studies.

The COVID-19 pandemic has severely impacted business and viability of firms in the hospitality sector. This paper aims to examine the impact of perceived vulnerability of employees in this sector related to job loss and satisfaction with life. Additionally, it tests whether the impact is reduced for an individual possessing high emotional and financial well-being.

This study uses cross-sectional data obtained through a survey of 312 hospitality sector employees. Using PLS-SEM, hypothesized relationships between constructs are tested.

Perceived vulnerability of job loss negatively impacts satisfaction with life; however, this negative impact gets significantly reduced in the presence of emotional and financial well-being.

The results provide an impetus to focus on emotional and financial well-being to reduce employees’ vulnerabilities and improve their life satisfaction. In the absence of specific relief programs by the Government and with reduced business activity, employers need to look for innovative ways for ensuring their own sustenance and employee well-being.

This study is one of the initial works on examining how perceived vulnerability of job loss induced by the pandemic on hospitality sector employees’ impacts their satisfaction with life. It also makes a novel attempt to examine emotional well-being and financial well-being, as mediators in this relationship.

Along with technology-based ecosystems, healthcare start-ups are expanding multi-fold. On the other hand, underlying uncertainties pose several challenges for these health-tech enterprises at macro-meso-micro level, influencing their business circumstances and profitability. The current study aims to comprehend the macro-, meso- and micro-level barriers that make it difficult for enterprises to set up healthcare technology start-ups. The study also observed the perceived effect of these challenges on firms' performance and cost structure over time. Using the theory of behaviour under uncertainty, the study revealed multiple systemic, sector-related, human and implementation barriers that hinder business growth and lead to uncertainties for health-tech start-ups.

Using a grounded theory approach, the study collected the views of 51 health tech start-ups in the UK using an online participants pool. The data was collected using qualitative data techniques in the form of open-ended essays, and a content analysis using thematic coding process was conducted. The questions centered around the different institutional uncertainties or barriers while setting up or running a healthcare start-up.

The study revealed several macro-, meso- and micro-level barriers these technology-based enterprises perceive in the healthcare industry. These are recognised as systemic barriers, such as lack of funding and procedural issues; sector-related barriers, such as market-related impediments; human barriers, including psychological barriers and resistance to new technology; and implementation barriers, such as operational and personnel issues.

The study used qualitative, open-ended essay techniques to collect the data. Future studies may use a mixed-methods approach to provide holistic insights. The study is conducted in a single developed country, the UK. Future work may expand these findings by comparing developed market challenges with those of emerging markets and by assessing the viewpoints of healthcare start-ups.

This research will assist the healthcare sector and government understand health tech start-up hurdles and uncertainty. Policymakers must assist start-ups and encourage entrepreneurial innovation. Regulating and enabling policies will help. The paper examines start-ups' macro, meso and micro uncertainties. Policymakers promoting sector entrepreneurship must consider these barriers while designing policy guidelines.

The study contributes to the existing literature on technology start-ups, particularly in the healthcare industry, and identifies significant barriers these start-ups face. The study synthesizes research on health-tech start-up uncertainty and bridges the gap between theory and practice by applying empirical findings.

Purpose: The purpose of the present study is to synthesize and organize existing literature on contagious diseases and tourism. This systematic mapping of the literature helps to identify various mature and emerging themes around the research domain in the literature.

Design/Methodology/Approach: The study uses systematic methodology along with bibliometric and content analysis. Using a combination of electronic database searching and forward and backward references searching, the study identifies 160 suitable published studies.

Findings: Initial bibliometric analysis reveals that Tourism Geographies and Tourism Management are most influential journals and Law and Lee are most influential authors working on this field. The Hong Kong Polytechnic University and Universiti Sains Malaysia are among the top contributing educational and research organizations. Further, the content analysis reveals that literature on contagious diseases and tourism industry revolves around three prominent themes namely SARS and other contagious diseases, crisis management and tourism forecasting.

Research Limitations/Implications: The study does not consider ‘grey literature’ and conference proceedings.

Originality and Value: Present study is one of the early attempts that analyzes the literature on contagious diseases and tourism using bibliometric analysis and contributes to the literature by identifying various mature and emerging on contagious diseases and tourism literature. These insights provide a robust map for future investigation in this field and also offer implications for practitioners.