Search results

The case study offers interesting learning possibilities and offers the following learning opportunities to the learner. assess and conduct a macro- and micro-environmental analysis, comprehend the nature of the competitive landscape and how it changes when one looks at a digital-only versus an omnichannel marketplace, examine the product mix and policy of the firm and evaluate how it delivers customer value and analyse the pros and cons of growth strategies available to a firm and arrive at a viable and actionable future business and product strategy.

The short case study presents the story of a young start-up called Country Delight. The firm began operations in 2011 and was the brainchild of Chakradhar Gade and Nitin Kaushal. The direct-to-consumer firm addressed urban consumers’ non-articulated, latent need to get “fresh and uncontaminated” milk to their doorstep. Country Delight delivered farmer-to-consumer fresh cow and buffalo milk and milk products based on a well-designed and efficient value chain where the supply chain was either wholly owned or quality monitored by the firm. The firm began operations in India’s National Capital Region and was spread across 15 metro cities. Slowly, over the years, Gade and Kaushal added more product categories.Country Delight had a subscriber base of around 500,000, and the ambitious duo wanted to double their subscriber base and reach one million subscribers by financial year 2025. The firm was looking at various paths to achieve this number. Should Country Delight expand into new geographies? Or look at adding to the existing product portfolio? Diversification into agritourism, like the Pune-based vineyard – Sula, also looked attractive to build consumer engagement. Would taking the consumer to the farmers from whom they sourced the milk and vegetables contribute additional revenue to Country Delight and their farmer-suppliers? As the firm got ready to raise another round of funding, it needed a well-articulated growth strategy that was exciting and profitable for all stakeholders.

This case study presents the dilemma entrepreneurs face as they look at the next phase of growth. Thus, this case study serves as a learning opportunity for a graduate-level course in management and as a sounding board for those who aspire to enter the start-up space. Though this case study has the potential to illustrate basic concepts such as value chain and macro- and micro-environment analysis, the protagonist’s dilemma and the problem statement make it apt for integrated discussions that are critical in advanced electives in marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

This research aims to investigate how manufacturing flexibility can address the challenges of an ever-changing and unpredictable business environment in Bangladesh’s labor-intensive ready-made garment (RMG) industry, which is underserved and situated in a developing country.

Using Partial Least Square Structural Equation Modeling, this study empirically evaluated the relationships between manufacturing flexibility, environmental uncertainty and firm performance. The analysis utilized 320 survey responses from potential RMG experts, representing 95 organizations.

The study achieved a decision-making model for implementing manufacturing flexibility in the RMG industry of Bangladesh with acceptable model fit criterion. The research pinpointed that workforce flexibility plays the maximum mediating among different types of manufacturing in coping with demand and supply uncertainty in the RMG sector.

The study made valuable contributions to theoretical and practical knowledge in the context of manufacturing flexibility in Bangladesh’s RMG and other underserved labor-intensive sectors in developing economies. It suggests that managers should shift from defensive and risky business strategies to more aggressive and proactive approaches by utilizing workforce flexibility resources adaptively to enhance manufacturing capabilities and align with dynamic market demand. Additionally, the study offers recommendations for future research to build upon its findings.

This study is unique in its approach because it presents a decision model for implementing manufacturing flexibility in a labor-intensive industry in a developing economy, specifically the RMG industry in Bangladesh, whereas previous research has primarily focused on high-tech industries in developed economies.

This study aims to investigate and test the impact of competitive priorities, in terms of quality, speed, dependability, flexibility, cost and patient engagement, on patient satisfaction with healthcare services. It considers patients’ rather than managers’ points of view to collect responses about competitive priorities.

This research employed a cross-sectional survey design to analyze a sample of customers through an empirical study of 488 patients in Qatar’s healthcare service context.

The confirmatory factor analysis results show that competitive priorities and engagement positively and significantly impact patient satisfaction.

Researchers can use this methodology to explore the role of competitive priorities in different service contexts and sectors. The researchers conducted the study in Qatar; therefore, the results are not generalizable to all healthcare sectors. However, regardless of geographic location, the research approach can be used in healthcare.

Managers can employ the developed scales to diagnose competitive priorities and improve customer service experiences.

The paper is original as it suggests using competitive priorities as a measurement tool for predicting patient satisfaction compared to prior research that mostly measured competitive priorities based on internal perspectives (managers’ perspectives). Further, this paper is original because it depends on the external perspective (customers’ perspective) for the competitive priorities for measuring patient satisfaction.

This paper investigates how agile capabilities in humanitarian settings work in combination, and its effects on performance outcome. The study was conducted in the frame of reference of response operations during cyclones and floods, which is considered most complex and with the most widespread impact.

A survey-based method was used to collect empirical data on response operations from 131 field officers who were involved in disaster response during cyclones or floods. A partial least square based structural equation model was used to study the path model of interaction of agile capabilities, and their effect on performance outcomes.

The results show that integration of agile capabilities is important for enhancing effectiveness of humanitarian response. The results indicated a serial mediation effect involving visibility, responsiveness and flexibility capability on the effectiveness of emergency response.

This research has implications for response units of humanitarian organisations. This includes capacity building for key agile capabilities, integration, supply chain re-configuration and differential positioning of response phase as against preparedness and recovery phases.

This study is unique for the chosen humanitarian setting, which is considered most difficult. The authors demonstrate from empirical evidence the interaction effects of agile capabilities during response phase for cyclones and floods, and their impact. The research insights will help practitioners to configure and position supply chains for better effectiveness during response operations, which have markedly different objectives vis-à-vis other phases or types of humanitarian settings.

This study examines the relationship between multi-layer supply chain flexibility (MSCF) and Supply chain resilience (SCR). Further, it looks at the moderating effect of environmental dynamism (ED) and supply chain risks (SCRI) on the relationship between MSCF and SCR.

Executives from the pharmaceutical, agri-food, electronics, automobile and textile industries were invited to complete a self-administered questionnaire. We received feedback from a total of 302 participants. Prior to conducting the primary analysis, we addressed the potential for nonresponse bias and verified the assumptions of homoscedasticity and normal distribution of the data. The reliability and validity of the constructs were established through confirmatory factor analysis. Structural equation modelling is employed for the purpose of conducting hypothesis testing.

The results demonstrate a notable influence of MSCF on SCR, particularly in settings characterized by high levels of ED and SCRI. The study highlights the importance of flexibility in multiple aspects of the supply chain to build resilience against a range of disruptions and uncertainties.

The study presents the fundamental role of Multi-Layer Flexibility in building up SCR. The results of this study reinforce the existing literature and offers empirical evidence for how ED, SCRI moderates the influence between MSCF to SCR. These results offer valuable information to both supply chain specialists and researchers for building comprehensive strategy to bring resilience in supply chains.

The purpose of this paper is to analyze to what extent and in what ways signaling theory has been explored within the field of international marketing. This paper systematically reviews the use of signaling theory in the field of international marketing. Communication is a core aspect of the international marketing process. Research in this field has explored effective and unique ways of improving the communication flow to reduce the asymmetry of information between international consumers and the firm. This notion is adopted, enhanced and strengthened by signaling theory. Signaling theory has recently received the attention of international marketing scholars.

The systematic review methodology was applied for the purpose of identifying the relevant studies. We extracted academic articles over the last 23 years from the domain of international marketing that directly contribute to signaling theory based on 57 journal articles extracted through the systematic review process.

Based on systematic research the results reveal that the topic has grown and continues to expand within the broader international marketing field. We offer a theoretical conceptual framework to better understand signaling theory in the context of international marketing.

The authors map and critically evaluate the use of signaling theory in international marketing. Relevance of signaling theory in international marketing is growing and authors present an integrative framework that organizes the existing literature, and provides scholars to further expand on emerging themes of the domain. The paper offers some useful future research directions.

This empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.

Through case studies of 15 participating retailers, qualitative data were collected from 33 semi-structured interviews.

Strong impacts of internationalisation strategies, distribution strategies and channel length towards multiple channel retailing are revealed. Multi-channel retailing is widely employed by firms who have entered China and further developed their businesses through local partnerships and adopted a selective distribution strategy via relatively longer channels. Omni-channel retailing is only suitable for the few retailers using an exclusive distribution strategy through direct marketing and wholly owned customer relationship management. As a dynamic transformation from multi- to omni-channel retailing, cross-channel retailing is adopted by those who are withdrawing from local partnerships and shifting to wholly owned expansions and operations in host markets.

The results are potentially challenged by relatively small sample size.

Practitioners are suggested to adapt multiple channel retailing to their international expansion strategies, distribution strategies and channel length in the host markets.

This paper contributes to the literature in both multiple channel retailing and international retailing by offering insights into the motives, development patterns and suitability of multiple channel retailing in the international retail marketing context.

It is important to consider economic and political factors when designing the tax mix and setting the level of corporate taxation. Increasing corporate taxation can be seen as an inefficient way to raise revenue for the state, as it can have a negative impact on investment and the competitiveness of firms. However, lowering corporate taxation can encourage investment and job creation, but it can also be perceived as supporting large corporations. The aim of this chapter is to evaluate corporate taxation, its position in the tax mix and its potential impact on economic growth. The revenues of corporate income tax (CIT) have an increasing tendency even though the tax rate was reduced from 41% to 19%. Revenues are influenced by both legislative changes and economic cycles. The level of taxation is also influenced by deductions, which include asset depreciations, research and development expenses, or loss deductions. The Pearson Correlation Coefficient was used to examine the correlation between the selected factors. A moderately strong positive correlation was found between GDP growth and CIT as a percentage of total taxes, as well as between GDP growth and CIT as a percentage of GDP.

This paper aims to investigate associations between firm resources and reliance on entrepreneurial marketing (EM) channels among agrofood ventures. It accounts for agropreneur gender and racial/ethnic status in the context of marketing channel portfolio composition. The authors examine the established assumption that resource limitations drive EM and whether socially disadvantaged status of agropreneurs is associated with marketing strategy beyond standard resourcing measures.

Using 2015 Local Foods Marketing Practices Survey data, the authors apply linear regression to investigate differences in the use of EM channels, accounting for resources, social status and other factors.

Limited-resource ventures rely more on consumer-oriented channels that require EM practices. Socially disadvantaged entrepreneurs favor these channels, even when accounting for resources. Notably, ventures headed by men of color rely more on the most customer-centric local foods marketing channel.

Future research should investigate how social and human capital influences the use of EM.

Entrepreneurial support policy and practice for agropreneurs should be cautious about the “double-burden” folk theorem of intersectional disadvantage and review how to best direct resources on EM to groups most likely to benefit.

This paper uses a unique, restricted, nation-wide, federal data set to examine relationships between resource endowments, social status and the composition of agrofood enterprises’ marketing channel portfolios. To the best of the authors’ knowledge, it is the first to include racial- and ethnic-minority status of agropreneurs and to account for intersectionality with gender.

The purposes of this paper are (1) to identify and rank the various enablers for an integrated sustainable-green-lean-six sigma-agile manufacturing system (ISGLSAMS), and (2) to study their correlations and their impact on organizational performance.

Three tiers methodology is used to analyze the enablers for the successful adoption of ISGLSAMS. First, a total of 32 ISGLSAMS enablers are identified through a comprehensive literature review. Then, data are collected with a structured questionnaire from 108 Indian manufacturing industries. Then, an analytic approach is used to analyze (1) the relevance and significance of enablers and (2) their correlations (1) with each other, and (2) with the organizational performance outcomes, to strengthen the understanding of ISGLSAMS.

The findings suggest that top management commitment, sustainable reconfigurable manufacturing system, organization resources for 6 Rs, customers' and stakeholders' involvement, corporate social responsibility (CSR), customers and stakeholders-focused strategic alliances, dynamic manufacturing strategies, use of information and communication technology, concurrent engineering, standardized tasks for continuous improvement, virtual network of supply chain partners, real-time monitoring and control, training and education, employees' involvement and empowerment enablers are the higher level enablers for the adoption of ISGLSAMS. Findings also suggest that there is a scope for research in the incorporation of lot size reduction, Keiretsu-Kraljic supply chain relationship strategy, external collaborations with the stakeholders other than supply chain members, matrix flatter organization structure, employees' career development, justified employees' wages, government support for research fund and subsidies and vendor-managed inventory practices for ISGLSAMS. Top management commitment, sustainable reconfigurable manufacturing system, organization resources for 6 Rs, corporate social responsibility (CSR), dynamic manufacturing strategies, use of information and communication technology, concurrent engineering, virtual network of supply chain partners, real-time monitoring and control, training and education, employees' involvement and empowerment have a significant effect on (1) sustainable product design, (2) sustainable production system, (3) improvement in the sale, (4) improvement in market responsiveness, (5) improvement in the competitive position and (6) improvement in the global market image.

Through this study of ISGLSAMS enablers and their interdependence, and their impact on ISGLSAMS performance outcomes government, organizations, stakeholders, policymakers and supply chain partners may plan the policy, roadmap and strategies for the successful adoption of (1) ISGLSAMS in the organizational value chain, and (2) Industrial ecology and industrial symbiosis in India. The study also contributes to the industrial managers, and value chain partners a better understanding of ISGLSAMS.

This study is the first attempt to understand (1) the ISGLSAMS enablers and their correlations, and (2) the effect of ISGLSAMS enablers on ISGLSAMS performance outcomes to get the competitive and sustainability advantage. The study contributes to the practitioners, policymakers, organizations, government, researchers and academicians a better understanding of ISGLSAMS enablers and its performance outcomes.