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After analysing this case study, students will be able to understand the relationship between compensation, reward management and gig workers’ behaviour; apply the theory of organizational behaviour related to compensation management to address the motivational issues; analyse the challenges in managing the gig workers’ expectations related to compensation; and design innovative ways of retaining gig workers, especially delivery partners among the gig workers.

In April 2022, Riya, who worked as a business development manager at a newly established food delivery app company named “Our Kitchen” (located in Hyderabad, India), attended a meeting where the chief executive officer expressed concern about the difficulty in retaining their delivery partners. The company provided food delivery services to the customers by procuring ordered food from partner restaurants in select Indian cities. The delivery partners of the company worked part-time and received a commission for the hours they worked. With the rising fuel cost, minimal career growth and negligible social security benefits, it was hard for them to continue in their jobs. As a result, there were high attrition rates in the food delivery company. This case study is about the attrition issue being faced by the company and explores various strategies through which Riya could think of retaining the delivery partners so that there was a win-win situation for both parties. The dilemma given in the case study would help in understanding the motivational theories and factors that encouraged delivery partners to work for these jobs.

The case study is ideally suited for discussing human resources concepts, especially problems related to the retention of delivery partners without reducing the profit of the organization. It will help in understanding the motivational factors leading to job satisfaction and how that will help in the retention of delivery partners. The case study can also be used to teach the executives in a management development programme. This will help them to understand the gig workers’ motivational factors and the causes of their attrition.

Teaching notes are available for educators only.

CSS 6: Human resource management.

This case study exposes students to conflicts with distributors, escalated scenarios of a trade association and the possible repercussions of such a scenario. Upon completion of this case study, the students will be able to understand the critical success factors for a distribution setup and alignment of channels for driving growth; understand and manage the power dynamics with a stakeholder, like trade associations, distribution reach, fallacies in managing the distributors and identifying the gaps; critically evaluate negotiation opportunities when a trade association is not directly related to the principal organization.

This case study showcased a conflict between the distributor and Universal Heater Industries (UHI), a leading player in the water heater business in India. In 2015, the global leadership of UHI identified India as an emerging market and undertook a complete management overhaul to implement a new growth plan. Several measures were put in place that leveraged the global product portfolio and new people were appointed to push the agenda. Manish Singhal, the national sales head of UHI, selected Kerala as the pilot state to implement the new plan. However, the projects failed, as the distributor escalated the treatment meted out by UHI to the Electrical Trade Association (ETA). Trade associations have had a history of playing truant with players like UHI, and because of this, business came to a complete halt. The UHI and ETA teams met once; however, the suggested closure by ETA needed to be aligned with UHI’s interests. Singhal’s dilemma deepened, and they had to decide the next steps.

This case study is suitable for a postgraduate marketing course in a segment on managing channels, intermediaries, distribution management and channel conflicts. The uniqueness of this case is in the dimension of the trade association and managing the stakeholders.

Teaching notes are available for educators only.

CSS8: Marketing.

The purpose of this study was to examine the impact of strategic leadership (SL) on business operational resilience (OR) in the hotel industry in Egypt, namely, during and after the pandemic. This investigation also aimed to explore the mediating function of crisis response strategies (CRSs) and organisational e-readiness (Oe-R) in this relationship.

The researchers conducted a cross-sectional study using a questionnaire as the primary data collection method. Using partial least squares structural equation simulation (PLS-SEM), the study used a comprehensive sample that targets the general managers of all five-star hotels in Egypt.

Results indicated that SL has a positive impact on CRSs and Oe-R. Furthermore, the results reveal a positive influence of Oe-R on both CRSs and hotel OR. On the other hand, CRSs do not influence hotel OR. The findings showed that CRSs fully mediate the link between SL and OR. However, CRSs do not serve as a mediator between Oe-R and OR. Furthermore, the findings showed that Oe-R partially mediates the link between SL and both OR and CRSs.

The study yields unique and valuable theoretical and practical insights to guide hotel leaders and managers towards adaptive recovery and resilience in turbulent and crisis-ridden environments by demonstrating that the combined mediating function of CRS and Oe-R is more effective in strengthening the relationship between SL and OR.

This study represents a pioneering investigation that establishes a correlation between SL and OR, either through direct or indirect means. The research examines the involvement of CRSs and Oe-R as collaborative mediators in this relationship. Previous studies undertaken in the hotel industry and service sector have not investigated this specific element.

Quality awards are widely considered symbols of successful quality management. The purpose of this paper is to empirically test the effects of the China Quality Award (CQA) on firms' performance. The study further explores how the benefits due to CQA are affected by contextual factors.

Using the data of CQA winners from 2001 to 2016, the event study method is applied to analyze the abnormal performance of winners. Furthermore, multiple regression models are proposed to evaluate the effects of contextual factors on the relationship between the award and profitability.

The findings show that CQA has positive impacts on profitability and fixed asset efficiency but not on labor productivity. Besides, state-owned firms and firms with high innovation intensity obtain more profitability benefits than others.

This is the first study to explain the relationship between quality awards and firm performance from a theoretical perspective, providing new insights into the quality management and performance literature. Furthermore, this study deepens the understanding of the relationship between quality awards and performance and reveals new implications. Some of the contextual factors examined, such as innovation intensity, are considered for the first time in quality award research.

This study aims to examine the impact of corporate social responsibility (CSR) awards on firms’ market value considering these awards as a signal and proxy for the effectiveness of CSR practice.

There are 342 announcements of CSR awards in China from 2006 to 2017 screened and analyzed using the event study methodology.

The stock market reacts significantly negatively to CSR award announcements in the short term. Firms that are state-owned, belong to the manufacturing industry, outside east China, repeatedly win awards and are listed in the Chinese H-share market, experience a stronger stock market reaction. Interestingly, the long-term stock returns of award winners are significantly positive for multiyear holding periods.

The findings offer stakeholders clear guidelines on how to manage communications in the market to extract enhanced financial performance from CSR award announcements.

This study chooses CSR awards as a proxy for the effectiveness of excellent CSR practice. This study also contributes to the CSR literature by analyzing how investors use the award information to make investment decisions.

The increasing prevalence of a wide range of infectious diseases, as well as the underwhelming results of vaccination rates that may be traced back to problems with vaccine procurement and distribution, have brought to the fore the importance of vaccine supply chain (VSC) management in recent years. VSC is the cornerstone of effective vaccination; hence, it is crucial to enhance its performance, particularly in low- and middle-income countries where immunization rates are not satisfactory.

In this paper, the authors focus on VSC performance improvement of India by proposing supply contracts under demand uncertainty. The authors propose three contracts – wholesale price (WSP), cost sharing (CS) and incentive mechanism (IM) for the government-operated immunization program of India.

The authors' findings indicate that IM is capable of coordinating the supply chain, whereas the other two contracts are inefficient for the government. To validate the model, it is applied to a real-world scenario of coronavirus disease 2019 (COVID-19) in India, and the findings show that an IM contract improves the overall efficiency of the system by 23.72%.

Previous studies focused mainly on the influenza VSC industry within developed nations. Nonetheless, there exists a dearth of literature pertaining to the examination of supply contracts and their feasibility for immunization programs that are administered by the government and aimed at optimizing societal benefits. The authors' findings can be beneficial to the immunization program of India to optimize their VSC cost.

This paper aims to unravel the relationship between market-driven impacts of climate change and firms’ deployment of renewable energy (RE) innovation. The purpose is to understand how market-related forces, influenced by uncertainty, shape firms’ behaviour in response to climate change challenges.

Drawing on the behavioural theory of the firm (BTOF), the paper develops a conceptual model to decode the relationship between each category of market-driven impacts and the resulting RE innovation within firms. The model takes into account the role of uncertainty and differentiates between multinational enterprises (MNEs) and domestic firms.

The analysis reveals five key sources of market-driven impacts: investor sentiment, media coverage, competitors’ adoption of ISO 14001, customer satisfaction and shareholder activism. These forces influence the adoption of RE innovation differently across firms, depending on the level of uncertainty and the discrepancy between environmental performance and aspiration level.

This paper contributes to the literature in four ways. Firstly, it emphasises the importance of uncertainty associated with market-driven impacts, which stimulates different responses from firms. Secondly, it fills a research gap by focusing on the proactivity of firms in adopting RE innovation, rather than just operational strategies to curb emissions. Thirdly, the paper extends the BTOF by incorporating the concept of uncertainty in explaining firm behaviour. Finally, it provides insights into the green strategies of MNEs in the face of climate change, offering a comprehensive model that differentiates MNEs from domestic firms.

The purpose of this paper is to introduce a new scale designed to assess a firm's green orientation from the consumer's perspective. Its effects are tested on a managerially relevant outcome variable and an objectively measured product-performance indicator.

Four studies based on various data sources identify and operationalize a green-oriented firm. Leveraging signaling theory, a model tests the orientation’s impact on two outcome variables, behavioral intentions and revenue, demonstrating its relevance to both scholars and practitioners.

Previous research has explored consumers’ reactions to green products, announcements and initiatives in a piecemeal fashion. This study suggests that firms are perceived as green-oriented when they operate in an environmentally friendly manner, develop green products and publicize these accomplishments. Consequently, consumers’ identification of a firm as green-oriented affected their behavioral intentions, which positively influenced firms’ revenues.

Green-oriented firms must incorporate environmental standards into production efforts and confidently trumpet such behaviors if they wish to profit from consumer perceptions.

To accrue positive behavioral intentions from consumers and to increase the firm’s revenues, marketers should invest in developing green-oriented products, operating in an environmentally friendly manner and publicizing these efforts. Understanding consumer perceptions is critical, as they are a leading indicator of firm performance.

This novel operationalization of a green orientation captures consumers’ perceptions, demonstrating that firms can significantly benefit from this consumer-aligned strategy.

From a technological determinist perspective, machine learning (ML) may significantly contribute towards sustainable development. The purpose of this study is to synthesize prior literature on the role of ML in promoting sustainability and to encourage future inquiries.

This study conducts a systematic review of 110 papers that demonstrate the utilization of ML in the context of sustainable development.

ML techniques may play a vital role in enabling sustainable development by leveraging data to uncover patterns and facilitate the prediction of various variables, thereby aiding in decision-making processes. Through the synthesis of findings from prior research, it is evident that ML may help in achieving many of the United Nations’ sustainable development goals.

This study represents one of the initial investigations that conducted a comprehensive examination of the literature concerning ML’s contribution to sustainability. The analysis revealed that the research domain is still in its early stages, indicating a need for further exploration.

This study aims to examine the effects of character body size, subject body size and product type on female adolescents’ attitudes toward the character. Given prior research showing that adolescents identify more strongly with those whom they view as similar to themselves, it is possible that heavy and obese adolescents will react more favorably to plus-size ad characters.

Two studies were conducted, one with females aged 12–14 and a second with females aged 15–17. Based on their body mass index, subjects were classified as of small/average size or overweight/obese. Ads featured either a thin, average-size or plus-size character, and promoted either a healthful or an unhealthful snack item.

In general, small/average size female adolescents responded more favorably toward thin characters, whereas their overweight/obese counterparts responded more favorably toward plus-size characters. Moreover, subjects’ responses were not moderated by the nutritional value (healthful vs unhealthful) of the product being advertised.

To effectively promote healthy foods to overweight/obese adolescents, it may be advantageous to incorporate plus-size characters. Additional research is needed, however, to determine whether this approach can effectively influence brand attitudes and consumption behaviors.

As obesity rates continue to rise, it has become vitally important to encourage healthier food choices among youth. To develop effective communication strategies, marketers need to better understand how young consumers respond to various advertising cues.

To the best of the authors’ knowledge, this is the first study to examine the effect of character size and subject size on female adolescents’ attitudes toward the character.