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Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along – and beyond – the path-to-purchase, from shopping trigger to purchase, consumption, repurchase, and recommendation stages. Shopper marketing practices at manufacturers and retailers are growing at a tremendous pace and a rising portion of marketing budgets are now devoted to shopper marketing. The first phase of shopper marketing research and practice, Shopper Marketing 1.0, addressed interesting issues, primarily relating to in-store marketing. In the next phase, Shopper Marketing 2.0, will significantly extend to out-of-store marketing, including online and mobile marketing, resulting in an integrated practice. In this new environment, to formulate and execute effective shopper marketing strategies, managers need to better understand the complete picture of how online, offline, mobile and in-store marketing influence shoppers in the path-to-purchase-and-beyond cycle. In this chapter, we present the evolution of shopper marketing, summarize key learnings, outline important issues, and discuss the opportunities and challenges of Shopper Marketing 2.0.

Alpha Design Technologies Private Limited (ADTL) was started in 2004 by Colonel H.S. Shankar after his retirement from services in the Indian Army and Bharat Electronics Limited (BEL). Aggressively growing the company from US$0.04m in 2004 to US$100m in 2022, he proved that age was not a barrier to success in entrepreneurship. His aspirations were to gain a greater presence in foreign markets through higher exports. After reading this case study, the students will be able to understand how the defence sector evolved in India and the role of private-sector enterprises; recognise the risks and opportunities in the changing dynamics of defence sector in India; believe that the ideas and capabilities of an entrepreneur increase with relevant previous experiences; appreciate the ambition and managerial capabilities of an entrepreneur even at the age of 60; apply Ajzen’s theory of planned behaviour on the entrepreneurial journey of Shankar and formulate strategies for growth.

Started in the year 2004, ADTL specialises in manufacturing defence-related products. ADTL was cofounded by Shankar, at the age of 60. His experience of working with the Indian Army and BEL in various capacities gave him the proficiency to start a venture on his own after his retirement. The ecosystem in India was favourable for ADTL as the Government opened up the defence sector for private players. Nevertheless, age was not a barrier for this senior citizen to tap the opportunity and work aggressively to grow his venture from US$0.04m in 2004 to US$100m in 2022. By 2023, ADTL had an employee strength of 1,200 including 650 engineers, and they emerged as a market leader in Software Defined Radio space. They manufactured around 200 different products for defence and space. ADTL exported 60% of the defence products to countries such as Israel, the USA and Germany. Moving forward, the dream for Shankar was to make a mark in the defence geography of the world through ADTL, by improving its export volumes and also through strategic alliances.

This case study can be taught to Master of Business Administration/postgraduate degree in management students as a part of the introductory course on entrepreneurship and strategy. This case study can be used specifically to make the students understand the role of private sector in the manufacturing of defence products after the liberalisation policy of the Government of India. The intention was not only to protect the nation from the threat posed by neighbouring countries but also to promote exports of defence products to other countries to improve foreign exchange earnings.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This study aims to analyze co-flowing jets (CFJs) with constant velocity ratio (VR) and varying primary nozzle lip thickness (LT) to find a critical LT in CFJs below which mixing enhances and beyond which mixing inhibits.

CFJs were characterized with a constant VR and varying LTs. A single free jet with a diameter equal to that of a primary nozzle of the CFJ was used for characteristic comparison. Numerical simulation is carried out and is validated with the experimental results.

The results show that within a critical limit, the mixing enhanced with an increase in LT. This was signified by a reduction in potential core length (PCL). Beyond this limit, mixing inhibited leading to the elongation of PCL. This limit was controlled by parameters such as LT and constant VR. A new region termed as influential wake zone is identified.

In this study, the VR is maintained constant and bypass ratio (BR) was varied from low value to very high values. Presently, subsonic commercial turbo fan operates under low to ultra-high BR. Hence the present study becomes vital to the current scenario.

To the best of the authors’ knowledge, this is the first effort to find the critical value of LT for a constant VR for compressible co-flow jets. The CFJs with constant VR and varying LT have not been studied in the past. The present study focuses on finding a critical LT below which mixing enhances and above which mixing inhibits.

The purpose of this study is to analyse numerically and experimentally the effects of lip thickness (LT) and bypass ratio on co-flowing nozzle under subsonic and correctly expanded sonic jet decay at different Mach numbers.

Co-flowing jets from co-flowing nozzles of different LTs, 0.2, 1 and 1.5 Dp (where Dp is the primary nozzle exit diameter = 10 mm), with an annular gap of 10 mm at main jet exit Mach numbers 0.6 have been studied experimentally and the other cases have been performed numerically. The co-flowing jet with 2 mm LT was used for comparison.

Co-flowing jet axial pitot pressure decay, axial static pressure decay, axial velocity decay, radial velocity decay and streamline velocity contours were analyzed. The results illustrate that the mixing of the co-flowing jet with profound LT is prevalent to the co-flowing jet with 2 mm LT, at all Mach numbers of the current study. Also, the LT of the co-flowing jet has a strong impact on jet mixing. Co-flowing jets with 10 mm and 15 mm LT with a constant co-flow width of 10 mm experience a considerably advanced mixing than co-flowing jets with 2 mm LT and a co-flow width of 10 mm.

The application of bypassed co-flow jet is in turbofan engine operates efficiently in modern civil aircraft.

All subsonic jets are considered correctly expanded with negligible variation in axial static pressure. However, in the present study, static pressure along the centerline varies sinusoidally up to 9% and 12% above and below atmospheric pressure, respectively, for primary jet exit Mach number 1.0. The sinusoidal variation is less for primary jet exit Mach numbers 0.6 and 0.8 in static pressure decay.

Subsonic commercial aircraft operate with turbo-fan engines that operate with moderate bypass ratio (BR) co-flowing jets (CFJ). This study aims to analyse CFJ with constant BR 6.3 and varying primary nozzle lip thickness (LT) to find a critical LT in CFJ below which mixing enhances and beyond which mixing inhibits.

CFJ were characterized with a constant BR of 6.3 and varying lip thicknesses. A single free jet with a diameter equal to that of a primary nozzle of the co-flowing jet was also studied for comparison.

The results show that within a critical limit, the mixing enhanced with an increase in LT. This was signified by a reduction in potential core length (PCL). Beyond this limit, mixing inhibited leading to the elongation of PCL. This limit was controlled by parameters such as LT and magnitude of BR.

The BR value of CFJ in the present study was 6.3. This lies under the moderate BR value at which subsonic commercial turbofan operates. Hence, it becomes impervious to study its mixing behavior.

This is the first effort to find the critical value of LT for a constant BR for compressible co-flow jets. The CFJ with moderate BR and varying LT has not been studied in the past. The present study focuses on finding a critical LT below which mixing enhances and above which mixing inhibits.

The effect of increasing lip thickness (LT) and Mach number on subsonic co-flowing Jet (CFJ) decay at subsonic and correctly expanded sonic Mach numbers has been analysed experimentally and numerically in this study. This study aims to a critical LT below which mixing enhances and above which mixing inhibits.

LT is the distance, separating the primary nozzle and the secondary duct, present in the co-flowing nozzle. The CFJ with LT ranging from 2 mm to 150 mm at jet exit Mach numbers of 0.6, 0.8 and 1.0 were studied in detail. The CFJ with 2 mm LT is used for comparison. Centreline total pressure decay, centreline static pressure decay and near field flow behaviour were analysed.

The result shows that the mixing enhances until a critical limit and a further increase in the LT does not show any variation in the jet mixing. Beyond this critical limit, the secondary jet has a detrimental effect on the primary jet, which deteriorates the process of mixing. The CFJ within the critical limit experiences a significantly higher mixing. The effect of the increase in the Mach number has marginal variation in the total pressure and significant variation in static pressure along the jet axis.

In this study, the velocity ratio (VR) is maintained constant and the bypass ratio (BR) was varied from low value to very high values for subsonic and correctly expanded sonic. Presently, commercial aircraft engine operates under these Mach numbers and low to ultra-high BR. Hence, the present study becomes essential.

This is the first effort to find the critical value of LT for a constant VR for a Mach number range of 0.6 to 1.0, compressible CFJ. The CFJs with constant VR of unity and varying LT, in these Mach number range, have not been studied in the past.

Re-use of products in the supply chain has become a significant consideration in the last decade. It has resulted in the development of several product recovery alternatives. Remanufacturing in the supply chain is one such product recovery option that yields social, economic and environmental benefits. This study aims is to identify and evaluate the key performance indicators (KPIs) of the remanufacturing supply chain (RSC).

The KPIs of RSC are classified along with the five primary management processes (plan, source, make, deliver and return) of the supply chain operations reference (SCOR) model. A grey decision-making trial and evaluation laboratory (DEMATEL) technique is applied to investigate the complex interrelationships amongst the identified KPIs and categorize them into cause and effect group. The applicability of the proposed framework is demonstrated through a case organization involved in remanufacturing business.

The KPIs are identified based on literature analysis and subsequent discussion with decision panel experts. The present research work results reveal that “consumer awareness program”, “technological compatibility” and skilled workforce' are the most influential indicators.

This research work provides a framework to evaluate the causal relationship between the RSC KPIs. The framework proposed in this study is empirically applied to a case organization. Based on the study findings some important recommendations are presented to the decision-makers/policy planners to help them develop an action plan. This would help the case organization reduce resource consumption, increase market share and enable sustainable development.

The mobile human resource management application (mHRM app) has recently been seen as an innovative cloud-based solution to manage human resource management (HRM) within organisation. Despite its great potential, organisations have shown resistance towards the usage of the mHRM app. This study investigates the dark side of electronic HRM (eHRM) by examining factors affecting HR professionals' resistance to the mHRM app using status quo bias (SQB) theory. The study also examines the moderating effect of personal innovativeness.

Responses were collected from 239 HR professionals using an online survey. Structural equation modelling (SEM) and PROCESS macro were used to examine the hypotheses.

The results indicated that regret avoidance, inertia, switching costs and perceived threat significantly affect HR professionals' resistance towards mHRM app adoption. Results also indicated that high personal innovativeness negatively moderates the association between inhibitors and resistance to adopt the mHRM app.

The study's findings will help HR professionals reduce their resistance towards mHRM app adoption.

This study enriches eHRM, mobile applications and the SQB literature.

Reverse logistics has attracted many industries due to product recalls, enormous waste generation, competitive reasons, vast opportunity in the waste management market, and to get the maximum value out of waste recovery. Selection of the right implementation strategy is vital for reverse logistics to function efficiently. Therefore, this research aims to evaluate the criteria for selecting reverse logistics strategy and help to choose the preferred strategy for its implementation.

Three reverse logistics implementation strategies, namely, in-house, joint venture and outsourcing, are proposed. A novel hybrid fuzzy analytical hierarchy process (F-AHP) and fuzzy measurement of alternatives and ranking according to COmpromise Solution (F-MARCOS) based framework is developed to fulfil the research objective. A survey is performed on Indian manufacturing industry to demonstrate the applicability of the proposed framework.

The result shows that government policy and regulations, reverse logistics risks and reduced emission have prime importance for a manufacturing industry which needs to implement reverse logistics into its supply chain. Outsourcing is the preferred reverse logistics strategy followed by joint venture and in-house that a manufacturing firm in India can implement.

The research results are based on the responses of the survey received. This research considers various industry sectors to test the applicability of the framework. However, for actual implementation, this survey must first be limited to a particular industry as the results will apply to that industrial sector only.

This developed framework simplifies the procedure of selecting the strategy when the industry needs to implement reverse logistics. For industries working with a smaller set of criteria, this framework is a powerful and dynamic approach for reducing and choosing the most pertinent one that helps accomplish their objectives of reverse logistics implementation strategy selection.

Based on the literature and current applicability of reverse logistics, this research proposes three models to implement reverse logistics in Indian industries. A novel hybrid F-AHP and F-MARCOS based framework is developed to handle the selection of suitable reverse logistics strategy.

Lean Six Sigma (LSS) is receiving a tremendous attention as a modern process of streaming to improve the organizational ability and customer satisfaction. A successful LSS implementation is influenced by various factors and the execution of all the influencing factors simultaneously is a very difficult task for any organization. From the perspective of limitation of resources, this paper aims to present a basic issue in an LSS implementation of clustering complex and impacting factors into groups to achieve them in a stepwise manner. This paper aims to present a fundamental issue of clustering the complex and impacting factors of an LSS implementation into groups to achieve them stepwise.

A total of 40 relevant influencing factors toward an LSS implementation have been identified from the extensive literature review and duly validated with experts’ opinions. Integrated fuzzy set theory and decision-making trial and evaluation laboratory (DEMATEL) approach are demonstrated to explore the causal relationships among influencing factors of the LSS implementation. An empirical case analysis of an Indian manufacturing organization is carried out to illustrate the utilization of the proposed model.

The proposed framework effectively finds out the significance of each influencing factor of an LSS implementation and clustered into cause–effect groups. As per the results of the empirical case analysis, ten critical success factors (CSFs) of the LSS implementation are evaluated for the successful LSS implementation. Top management pays more attention to achieve them and implement them in a phase-wise approach under the limitations of accessible resources.

The presented framework provides an effective, precise and systematic decision support tool for recognizing CSFs of the LSS implementation. The organization, decision-makers, industrial practitioners and academic researchers may be able to comprehend the cause–effect relationship of the influencing factors of the LSS implementation. The exploratory nature and the single case study are two major limitations of this analysis. The developed model is heavily dependent on the experts’ opinions; hence, any bias in judgment will influence the final result.

This analysis is the first of its kind of effort, according to the best of the authors’ knowledge, to classify the influencing factors of LSS implementation into the cause–effect cluster. The outcomes of this analysis make the complexity of a problem easier in handling and assisting the decision-making.