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After completion of this case study, the students will be able to comprehend the importance of communication in managing change, examine the role of processes and systems in implementing change management initiatives at a large scale, assess the effectiveness of various strategies in mitigating resistance to change and recognise optimal strategies for communication processes and messages with respect to different audience and contexts.

This case study discusses decisions and strategies that led to Indore (a city in the state of Madhya Pradesh, India) becoming India’s cleanest city for the sixth time in a row. The case explores if the various strategies used by the commissioner of Indore Municipal Corporation would continue to succeed in mitigating resistance to change from the citizens of Indore or if the change management strategies needed to be revised. Amidst intensely rising competition from other cities, especially Surat (a city in the state of Gujarat, India), the case delves into the commissioner’s efforts to defend Indore’s claim of being India’s cleanest city for the sixth consecutive time.

This case study is suitable for use in executive modules and management development programs. It can be used for the following courses: ■ In change management course, this case study can cover critical aspects of strategies to mitigate resistance to change and bring about lasting behavioural changes in followers.■ In communication courses, this case study can cover key aspects of communicating the change vision of a leader to a large audience.

Teaching notes are available for educators only.

CSS 7: Management science

The current research delves into how different cues in messages (such as argument quality, usefulness and informativeness) and cues related to the source (such as credibility and expertise) contribute to the perceived credibility of electronic word-of-mouth (eWOM). The investigation also explores whether source cues influence the overall impact of message cues.

This study synthesizes findings from 100 previous empirical works through the application of meta-analysis.

The outcomes affirm the presence of both systematic and heuristic processing, the additive effects of both message and source cues and the bias effects of source cues. Moreover, the study identifies a connection between eWOM credibility and behavioral intention. Expanding on this, the research discovers that users’ tendency to avoid uncertainty moderates the impact of message and source cues on their judgment of eWoM credibility.

The research contributes to the eWOM literature by providing a heuristic-systematic model of eWoM credibility judgments. It provides new insights for online sellers, who can benefit from eWoM by fostering potential buyers' behavioral intention to purchase.

This study aims to understand the association between employee emotional capital, organizational commitment and implementation of the targeted sustainable development goals (SDGs) by businesses. It explores how the various emotional competencies possessed by employees of an organization and accumulated in the form of a capital, can be utilized to ensure effective pursuit of SDG implementation by businesses.

This study is based on extensive literature exploration to identify competencies crucial for SDG attainment by a business. The conceptual model built on the same is then tested by conducting a survey on working professionals. Subsequent statistical analysis is conducted to establish the relationship as defined in the theoretical model.

The results of our analysis indicate a relationship between organizational commitment and emotional capital of the employees. In line with our conceptual framework, the statistical analysis also corroborates to the idea that emotional capital can improve the SDG attainment by an organization by influencing the organizational commitment. This study also identifies the specific emotional competencies which can play an important role in this direction.

This study connects the dots to establish a micro-meso-macro framework which can facilitate active participation of individuals and the businesses in achieving the SDGs. This study presents strong managerial and academic implications by identifying specific intervention areas which can and be focused upon by managers and academicians to focus on SDG implementation.

This case study covers marketing concepts, including marketing mix, segmentation, targeting and brand positioning and communication. After completion of the case study, the students will be able to understand the importance of segmentation and targeting; recognize the differences between business-to-business (B2B) and business-to-customers (B2C) segments; gain knowledge about the points of parity and points of difference while positioning; and examine the elements of a marketing mix.

The case centered around Mr. Ashvinder Singh, founder and director of Uni Style Image (USI), who initiated the polo T-shirt business in 1990 in Okhla, Delhi. The brand expanded across the country, but from 2010, USI faced fluctuating demand due to the rise of online marketing and intense competition from global fashion brands. Revenues dropped massively, leading to a significant downsizing from over 300 employees to just 11 by the end of fiscal year 2016–2017. In 2018, Singh explored the B2B model; however, the onset of the COVID-19 pandemic in 2020 impacted many small- and mid-sized apparel businesses, including USI. In the fiscal year 2021–2022, the B2B segment accounted for 90% of total revenue, but the business size could not cover significant operating expenses. Despite only 10% of revenue coming from the B2C segment, Singh wanted to leverage the online space. In September 2022, Singh closed his factory in Noida, National Capital Region, Delhi. Amid the uncertainty, Singh explored various opportunities in the Indian market. In 2023, he even engaged a consultancy for expertise in marketing initiatives. He had to choose the target segment/s, develop a positioning strategy and create an effective marketing mix with very limited resources.

This case is designed for undergraduate and postgraduate students, offering a valuable teaching tool for essential marketing concepts, such as the marketing mix, segmentation, positioning and brand communication. It can be used in both core marketing courses and elective courses like brand management, consumer behavior and integrated marketing communication. The decision dilemma presented in the case enriches the understanding of these concepts, making it a valuable resource for marketing education.

Teaching notes are available for educators only.

CSS 8: Marketing.

This study aims to examine the factors (Stimuli) enhancing perceived utilitarian, social and conditional values (Organisms) of social commerce (s-commerce) platforms and their impact on small and medium enterprises’ (SMEs’) behavioral intention (Response) to adopt s-commerce.

Survey data were gathered from 304 Indian SMEs using s-commerce platforms. Data were analyzed using SmartPLS 3 software.

The results indicated that perceived values significantly impact SMEs’ behavioral intention to adopt s-commerce. Among conditional, utilitarian and social values, the conditional value of s-commerce sites was found to be the strongest motivator for SMEs to adopt s-commerce.

This research contributes to the growing literature on s-commerce, explaining how perceived value influences the decision of SMEs to adopt s-commerce platforms.

Among the significant influencers, perceived usefulness and perceived reputation were found to be the most effective triggers that stimulate perceived values of s-commerce sites. The findings draw due attention from policymakers toward environmental cues such as the legal and regulatory environment, which are instrumental in creating the most important perceived value for SMEs, i.e. conditional value.

By employing the inputs from the theory of consumption values and the Stimulus-Organism-Response framework, this original study looked beyond the technology factors and examined the role of perceived values of s-commerce platforms in shaping SMEs’ behavioral intention to adopt.

Employing the “Job demands-resources (JD-R)” framework, this study examines the impact of co-occurring social supports (supervisor, coworker, and family support) on the telework environment and employee engagement.

The study uses a multimethod approach. Data from 294 employees belonging to Indian technology organizations were collected and analyzed using the partial least squares (PLS)-based structure equation modeling software SmartPLS4. Following this, necessary condition analysis (NCA) was carried out using the NCA package for R.

Telework environment was found to mediate the relationship between social support and work engagement. Supervisor support and instrumental family support were identified as predictors as well as necessary conditions for telework environment. Coworker support was identified both as a predictor and necessary condition for telework environment. Although emotional family support was found to be a predictor of telework environment, it was not identified as a necessary condition.

The findings indicate that coworker support and family instrumental support are as important for telework success as supervisor support. Moreover, our findings suggest that varying levels of telework environments (low, moderate, and high) may necessitate distinct social support configurations. Consequently, organizations should match their social support configuration to match their overall teleworking strategy.

A basic premise of the JD-R framework is that resources exist in caravans (bundles). However, previous research (in telework) has concentrated on only one or two kinds of social support, that too in varying situational contexts, limiting generalizability of the findings. This has also produced inconsistent conclusions concerning the role of support providers such as coworkers and family. Recent developments in JD-R also suggest that the role of resources may vary in terms of their importance (necessity) for work engagement. By augmenting standard regression-based techniques with NCA, the authors explore these issues to provide a more thorough understanding of the influence of social supports on work engagement in telework situations.

This paper analyzes the impact of the perceived ability motivation opportunity (AMO) framework on talent retention via employee engagement, which act as a mediator. Moreover, the study also explores the moderating role of transformational leadership between employee engagement and talent retention.

The survey responses were gathered from 360 frontline employees of five-star hotels in the Indian hospitality industry. Structural equation modeling using SMART PLS-4 was used to test the measurement model, construct reliability and validity, and hypotheses were tested using partial-least square structural equation modeling.

The study results demonstrate that AMO-enhancing HR practices positively affect talent retention. Concerning the indirect effects, results indicate that employee engagement partially mediates the relationship between the perceived AMO framework and talent retention. The moderating effect of transformational leadership on the relationship between employee engagement and talent retention showed a significant interaction effect.

The study results suggest that hospitality organizations must focus on effectively designing and implementing HRM bundles catering to their employees’ abilities, motivation and desired opportunities. Also, industrial practitioners must focus on nurturing the transformational leadership style to ensure higher employee engagement and talent retention.

The paper offers significant implications for the hospitality industry struggling to retain talented professionals. Also, the study provides a comprehensive framework that suggests a positive influence of the AMO framework on talent retention among hospitality employees in the context of developing countries, in which there is minimal empirical research.

The purpose of the paper is to conduct a comprehensive bibliometric analysis and systematic review to examine the research landscape of women empowerment through participation in self-help groups (SHGs), identifying the eminent contributors, intellectual communities and future research agenda in the field of SHGs and women empowerment.

The global works of literature related to the theme of SHGs and women empowerment between 1998 and May 6, 2022 were scanned for bibliometric analysis and systematic review. A total of 176 English language documents from the Scopus database were extracted. Bibliometric analysis is conducted using Biblioshiny and VOSviewer software.

This study finds that SHGs are paramount in achieving rural women’s empowerment multidimensionally. Found that India is the most contributing country with 136 documents, and Ranjula Bali Swain and Fan Yang Wallentin are the most cited authors in the research field of SHGs and women empowerment. In addition, the paper proposes a comprehensive conceptual framework to portray rudimentary antecedents of women’s empowerment achieved through participation in SHGs.

This bibliometric analysis, along with a systematic review demonstrating a framework encapsulating the principal dimensions of women empowerment and their indicators, will be helpful to practitioners, government, policymakers and researchers working in the area of SHGs and women empowerment.

This study recognizes numerous significant contributions by eminent scholars and presents a concise review of the literature for novice researchers working in the area of SHGs and women empowerment.

Consumers can spend their disposable income on hedonic consumption or save for the future. Their preferences were altered by the prolonged life and livelihood-threatening experiences of the pandemic. This paper aims to study the spillover effect of the pandemic experience on consumer savings attitudes and hedonic purchase preferences in the new normal.

The authors conducted 35 in-depth interviews with consumers in India. The data were analysed thematically.

The results showed that when fear of life and negative emotions of the pandemic persisted, consumers became short-term focused, moved towards materialism and increased hedonic spending. Alternatively, individuals who faced substantial financial hardships resorted to an increased preference for savings. The relationship between changes in savings orientation and hedonic consumption was found to be moderated by consumer's individual differences in financial vulnerability and life history strategies.

As the trend towards increased hedonic consumption and preference for luxury products continues, the study findings can be used to devise effective marketing strategies to tap the emerging segment of mass luxury consumption.

Despite ample work being conducted in the hedonic consumption domain, it has not been studied in conjunction with savings orientation, a significant determinant. This research links personal savings orientation with hedonic spending and substantiates that purchase decisions are cognitively weighted as a choice of discretionary spending against the opportunity to save.