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This study uses ethnographic methods to explore the discursive practices that give life to ethnic restaurants, establishing identity, and addressing community engagement. Employing postcolonial and postmodern perspectives that discuss discursive practices of hybridity, authenticity, and commoditization, the research focused on five culture-specific restaurants: Irish, Italian, Korean, Mediterranean, and Middle Eastern. The restaurants' stories are studied through observation, interviews, and the situated approach as discussed by Denzin (1994). The findings suggest that some restaurants openly embraced hybridity, defied and debunked stereotypes, and resisted hegemonic constructions of individuals and of culture by enacting narratives of defiance, while others attempted to maintain traditional images or commodify the culture. Using the situated approach revealed a post-postcolonial tension between certain restaurants within the community.

The purpose of this paper is to map the variables that affect the customer-based brand equity (CBBE) of media channels (television news) in an emerging market context.

The study adopted structural equation modelling (SEM) to investigate the causal relationships between CBBE and the variables that affect brand equity for television news channels.

The analysis revealed that localization, ideology, credibility and entertainment are the variables that influence CBBE of television news channels (media brands). Subsequent analysis using SEM indicated that apart from the sole negative impact of entertainment, all the variables had positive impact on brand equity.

This study is confined to one of the metros of emerging market hence it cannot be generalized. Also the variables that indicate brand equity have been tested only for television news channels hence they may not hold true for other form of television stations.

For marketers of news channels this study identifies the factors that they need to focus on if they want to garner the equity of the brand in an emerging market scenario.

The content factors identified that influence television news brand equity are reflections of the social requirements of an emerging market. It indicates what the audiences in such markets expect from their television news channels and is part of the social discussion.

The study contributes to brand equity literature by finding the antecedents that can influence any media brand in the emerging market scenario.

This paper aims to enhance the surface finish of the fused deposition modeling (FDM) part using the vapor smoothening (VS) post-processing method and to study the combined effect of FDM and VS process parameters on the quality of the part.

Analysis of variance method is used to understand the significance of the FDM and VS process parameters. Following this, the optimized parameter for multiple criteria response is reported using the technique for order preference by similarity to ideal solution. The process parameters alternatives are build orientation angle, build surface normal and exposure time and the criteria are surface roughness and dimensional error percentage.

The result observed contradicts the result reported on the independent parameter optimization of FDM and VS processes. There is a radical improvement in the surface finish on account of the coating process and an increase in the exposure time results in the decrease of the surface roughness. Minimum surface roughness of 0.11 µm is observed at 1,620 build angle and the least dimensional error of 0.01% is observed at build orientation angle 540. The impact of VS on the up-facing surface is different from the down-facing surface due to the removal of support material burrs and the exposure of the surface to vapor direction.

A study on the multi-criteria decision-making to ascertain the effect of post-processing on FDM component surface normal directed both to downward (build angle 0°–90°) and to upward (build angle 99°–180°) are reported for the first time in this article. The data reported for the post-processed FDM part at the build angle 0°–180° can be used as a guideline for selecting the optimal parameter and for assigning appropriate tolerance in the CAD model.

In a pandemic framework (COVID-19), this chapter explores the impact of the global economy and socio-cultures concerning three axes: recreational, tourism, and hospitality. Although we slowly see an economic revival, it is well known that this sector of study is very susceptible to being affected by the context of nations. Following restrictions and measures taken by governments around the world to reduce the number of cases of coronavirus infections, many nations closed their borders, affecting international travel and by 2020 tourism had been reduced to the near cessation of operations due to the imminent fear of this poorly studied disease, and the service sector was negatively affected. It should be added that, according to the World Tourism Organization's projections, a decrease of between 20 and 30% is forecast for 2020 compared to the previous year.

The purpose of this paper is to develop a model to examine the female consumer’s intention to shop online. The rising number of female online shoppers has compelled the analysts and online vendors to believe that understanding the attitude and behaviour of the female consumers is very crucial for their growth.

A conceptual model is proposed that expands the theory of reasoned action (TRA) with three additional constructs, namely, trust, convenience and customer service. The proposed model is examined with the help of questionnaire responses collected from 909 online shoppers from India.

The paper empirically shows that there is a significant influence of attitude, convenience, customer service and subjective norm on the female consumer’s intention to buy online. Customer service acts as the most crucial factor in influencing the attitude of female consumers towards online shopping. The paper also points out that trust does not directly affect the female’s intention to shop online but indirectly influences it through attitude.

The paper has significant implications for practitioners. First, the results advocate that convenience and customer service are the vital antecedents to both behavioural intention and behavioural attitude. Second, the paper also showcases that trust influences behavioural intention indirectly through attitude, stressing the need for the online retailers to develop consumers’ trust in online shopping.

The paper examines TRA framework in the context of female online shopping, while earlier studies have concentrated completely on efficiency-based software tools like word processing, spreadsheets, etc. The integration of the three constructs – trust, convenience and customer service – in the TRA framework has not been studied in the past. The interaction effect of the different elements of customer services on the female consumer behaviour has never been examined in the previous research works.

Layered manufacturing (LM) is emerging as a new manufacturing technology that can enhance the scope of manufacturing. One of the essential tasks in LM is process planning. This paper defines, conceptualizes and reviews the literature in this emerging area. The paper concludes with future projections on the possible directions of research in this area.

The case study is designed to help students understand how the “growth at all costs” attitude can lead to compromised corporate governance in a start-up leading to disastrous implications for all the stakeholders. This case study aims to make students understand the components of the fraud triangle, the impact of financial fraud on various stakeholders, the role of venture capitalist (VC) investors and the importance of good corporate governance in start-ups. The case study presents an excellent opportunity for students to discuss the consequences of ignoring good governance in the pursuit of growth in a start-up. After analyzing the case study, the students shall be able to explain the concept of the fraud triangle and to be able to identify the motivation, opportunity and rationalization of financial irregularities in a start-up; analyze the impact of financial irregularities on various stakeholders; comprehend the business model of VCs and evaluate its influence on VC-funded start-ups; and appraise the importance of good corporate governance in start-ups.

The case study revolves around the confession of financial irregularities made by one of the cofounders of GoMechanic, a start-up headquartered in Gurugram, India. On January 18, 2023, Amit Bhasin confessed to financial irregularities in the company’s financial statements, leading to laying off 70% of the workforce of the company. GoMechanic had earlier raised close to US$62m [1] from maverick global investors including Sequoia Capital, Tiger Global, Orios Venture Partners and Chiratae Ventures, and was negotiating to raise Series D financing from the Japanese multinational SoftBank with aspirations to be a unicorn (start-up with a valuation of over $1bn). The confession led to a debate about the consequences of the “growth at all cost” culture being followed by start-ups as well as VCs. GoMechanic was not an isolated instance of a lack of governance in the start-ups. The confession had consequences not only for the GoMechanic but for the entire start-up ecosystem of India, which was the third largest in the world. Bhasin stated that the founders take full responsibility for the situation, and they were working on a plan which was most viable under the circumstances. However, it was not going to be easy to regain the confidence of the investors.

The case study is best suited for senior undergraduate- and graduate-level business school students and in executive education programs in courses such as corporate governance and ethics, private equity and entrepreneurial finance.

Teaching notes are available for educators only.

CSS 1: Accounting and finance

The purpose of this paper is to capture the status of implementation of Six Sigma in various manufacturing industries and also examine the success of the Six Sigma by using different performance indicators.

The methodology of critical review involves the selection and classification of 112 research articles on the implementation of Six Sigma in different manufacturing industries. The selected articles are categorized by the following: articles distribution based on the year of publication, publication database, various journals, contribution of authors, continent, scale of industry, implemented approaches, focused industry, tools and techniques used in phases of Six Sigma methodology, and performance indicators used in Six Sigma implementation. Then after, future scopes of research opportunities are derived based on significant findings.

The literature revealed that: Very few work was undertaken on the implementation of Six Sigma in various manufacturing industries like ceramic, paper, gems and jewelry, cement, furniture, stone, fertilizer, forging, paper and surface treatment industries. Most of the researchers have considered very few performance indicators to identify the improvement after Six Sigma implementation. But, there is no clue regarding overall improvement in different perspectives after the implementation of Six Sigma. The financial indicators, personnel indicators, process indicators and customer indicators are useful to measure the overall improvement after the implementation of Six Sigma in the manufacturing sector.

The study was carried out on the implementation of Six Sigma methodology in various manufacturing industries, and various performance indicators were identified while implementing the Six Sigma methodology. Case studies pertaining to service industries were not covered here.

Very little research has been carried out to measure the overall success of implementing Six Sigma methodology in manufacturing industries. This paper will provide value to students, researchers and practitioners of Six Sigma by providing insight into the implementation of Six Sigma in manufacturing industries.