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Case study

Sridhar Vaithianathan and Karthikeya P. Bolar

Business/technology strategy. The purpose of the case is to enable the students to understand the following: how technology implementation can change the face of business…

Abstract

Subject area

Business/technology strategy. The purpose of the case is to enable the students to understand the following: how technology implementation can change the face of business like cab service? How information technology deployment can influence competition? How investment in company's IT infrastructure affects the bottom line?

Study level/applicability

The case can be discussed at Master of Business Administration (MBA)/Post Graduate Diploma in Business Administration (PGDBA) level students as well as executive education program. It is aimed at graduate level and postgraduate level management courses such as management information systems, strategic information systems, and technology management.

Case overview

Meru Cabs, started in April 2007 at Mumbai, was one of the firsts to provide “radio taxi” service in India. Meru Cabs delivers a reliable taxi service by concentrating on three C's, namely customer, call centre and chauffeur. Much of its growth can be attributed to successful deployment of the technology. This case presents the growth of Meru Cabs and how it has differentiated itself by utilizing the technology to attain market leader position in the four cities – Mumbai, Delhi, Hyderabad and Bangalore, where it operates. Also the case discusses about the future of cab service in general and what it has in store for Meru Cabs. With the flurry of cabs service coming up in every city and the competition getting intense, the case put forth the opportunities and challenges existing for cab companies in general and Meru Cabs in particular.

Expected learning outcomes

To enable the students to understand that technology is a strategic tool: to enhance customer relationship, to manage business operations, to achieve sustained competitive advantage and that forms an integral part of company's growth and/or expansion strategy.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 3 no. 7
Type: Case Study
ISSN: 2045-0621

Keywords

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Case study

Nidhi Maheshwari

The case is written for MBA or senior undergraduate courses on communication global strategy, leadership or strategy implementation.

Abstract

Subject area

The case is written for MBA or senior undergraduate courses on communication global strategy, leadership or strategy implementation.

Study level/applicability

The case is written for MBA or senior undergraduate courses on communication global strategy, leadership or strategy implementation. The case can be taught towards the end of a communications course to learn about crisis communications and the importance of understanding the local institutional and socio-political contexts, including the media during a crisis. For a strategy implementation class, this case can be used in the segment focusing on action and leadership.

Case overview

An extremely difficult situation arose for Uber Cab, a US-based company operating in India, on December 8, 2014, when its taxi services were banned by the Delhi government due to growing anger over the suspected rape of a 27-year-old female executive by one of its drivers. Uber Cab claims that it offers the “safest rides on the road”, but this episode proved otherwise, as the accused was identified as a repeat offender. Initial interrogation by the police highlighted the negligence of the company regarding background checks and police verification while recruiting driver partners. The police further revealed that the driver did not have a Delhi Transport Authority-issued license. Furthermore, the company was not able to provide a call log to police, as such information was said to be gathered at the company’s headquarters in New York. To handle this situation, Uber Cab suspended its operations until the company could apply for a fresh registration and trade license. What was the significance of this incident to a brand like Uber Cab? Could its effect on the regulation of taxi services have been anticipated? How and when should the brand have reacted? Looking forward, what contingency planning would be appropriate? Should brand management, customer service management or the human resources department have been held accountable, or did the responsibility lie elsewhere in the organization?

Expected learning outcomes

The expected learning outcomes are as follows: to understand how institutional differences can create unintended consequences for an multinational enterprise working in an emerging market (early-stage institutions); to understand the critical role of a country manager in mobilizing the local organization and the headquarters to respond to a crisis; also, the role of the headquarters to provide flexibility and support to the local executive; and to understand the inevitable role of the local press in an organizational crisis, and the need for business leaders to deal with the press effectively.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 6: Human Resource Management.

Details

Emerald Emerging Markets Case Studies, vol. 7 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

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Case study

G Raghuram and Darshit Jasani

This case describes the events following an incident of a rape in a taxi associated with Uber, by its driver. Uber was an application based taxi operator. The events…

Abstract

This case describes the events following an incident of a rape in a taxi associated with Uber, by its driver. Uber was an application based taxi operator. The events raised several issues for government systems and processes, such as need for regulation of new formats of business like application based taxi services, integrated databases, checks against forgery and holistic approach towards women safety. The case also brings out how an e-commerce business raises regulatory concerns.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

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Case study

Rajeev Verma, Anuj Sharma and Jyoti Verma

The learning outcome is that it will help to sustain your startups in the ever-changing business environment especially in the context of emerging markets.

Abstract

Learning outcomes

The learning outcome is that it will help to sustain your startups in the ever-changing business environment especially in the context of emerging markets.

Case overview/synopsis

The present case is about Dilkhush Kumar from village Bangaon, India who developed a cab booking platform “AryaGo”, an innovative platform completely dedicated for rural road transport connectivity. AryaGo is the service line of Aryan Cabs and Rural Trans-solution Pvt. Ltd., a Startup founded in the year 2016 under Startup Bihar, a seed capital support scheme of State Government. The idea was to provide comfort, convenience, safety and affordability to all the commuters travelling from or within far-off villages. The biggest challenge during implementation in villages includes availability of updated geo-mapped images for app development and vehicle tracking. Company was foremost in providing the kiosk-based booking facility for its customers. It took the decision based on the profiling of customers and their preferred booking methods. When a customer booked a cab using IVR, they did not had access to app-based customer panel and hence they could not avail services such as, location tracking, SoS, real time tracking of vehicle. However, heavy invest in IT has put the company in financial stress and Kumar is wondering whether to expand fast or penetrate in the given target market. Should he re-design his business model so as it can really make a difference in terms of service delivery?

Complexity academic level

Post Graduate/ MBA.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing

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Article

Chander Velu and Mahima Khanna

The study aims to provide insights into the changing nature and dynamics of business model innovation in India over the last decade.

Abstract

Purpose

The study aims to provide insights into the changing nature and dynamics of business model innovation in India over the last decade.

Design/methodology/approach

This study uses a unique hand‐collected data set of 95 observations that mentioned business model innovation in India in the financial press between 2001 and 2008. The study analyses business model innovation trends across industries, firm types and newness of innovation.

Findings

First, with time the percentage share of business model innovations by new entrants has been increasing. Second, new entrants increasingly attempt efficiency improvements while targeting novel ways of meeting customer needs, whilst incumbents predominantly adopt efficiency‐based business models. Third, over the period of the authors' study, there was a clear shift in business model innovation away from IT‐related industries towards consumer goods, media and financial services. Fourth, new entrants introduced new‐to‐industry, whereas incumbents introduced new‐to‐firm innovations. Fifth, novelty‐centred business models of new entrants and incumbents were predominantly new‐to‐firm; but efficiency‐centred business models of new entrants and incumbents were new‐to‐firm and new‐to‐industry, respectively. Sixth, over time, novelty‐centred business model designs adopted by firms changed from being new‐to‐industry to new‐to‐firm type, whilst efficiency‐centred business model designs remained relatively unchanged.

Originality/value

Business model innovation is increasingly becoming a priority for firms globally in order to create competitive advantage, but little is known about the nature and dynamics of such type of innovation in India. The study analyses how business model innovation in India has evolved between 2001 and 2008. The study draws policy implications to stimulate and sustain business model innovation in India.

Details

Journal of Indian Business Research, vol. 5 no. 3
Type: Research Article
ISSN: 1755-4195

Keywords

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Article

Surabhi Gore, Nilesh Borde and Purva Hegde Desai

An essential requirement for tourism planning and policymaking is to review past strategies. The development of future roadmaps depends on a robust strategy validation…

Abstract

Purpose

An essential requirement for tourism planning and policymaking is to review past strategies. The development of future roadmaps depends on a robust strategy validation process. The research analyses the technology strategies in Goa from 1962–2017 and highlights the impact of technology on tourism in Goa.

Design/methodology/approach

The paper presents a unique methodology that integrates tourism area life cycle (TALC) and Mintzberg’s strategy analysis framework to evaluate strategies at a tourism destination.

Findings

The findings show that most technological advancements have taken place during the period 1989–2008. Both deliberate and emergent strategies were identified. Development of technology altered the type of tourism practiced in Goa. The use of internet facilitated the growth of tourism.

Research limitations/implications

This study clarifies the styles of public planning for tourism. It provides the foundation for strategic planning process.

Practical implications

Effective and efficient use of policy through technology road mapping can aid in co-creating a sustainable tourism destination for the future.

Social implications

The strategic evaluation framework can be used in any tourism destinations to identify past strategies and assess its impact on the future.

Originality/value

The paper presents a unique methodology that integrates TALC and Mintzberg’s strategy analysis framework to evaluate strategies at a tourism destination. The research proposes a strategic evaluation process that recognizes past strategies to validate the strategic analysis process.

Details

foresight, vol. 23 no. 2
Type: Research Article
ISSN: 1463-6689

Keywords

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Article

Jun Wu, Anshu Saxena Arora and Amit Arora

Ambient advertising is a unique, intimate and non-traditional form of communication between the product and the consumer; and uses all physical and environmental elements…

Abstract

Purpose

Ambient advertising is a unique, intimate and non-traditional form of communication between the product and the consumer; and uses all physical and environmental elements leading to stronger customer engagement. The purpose of this paper is to explore the innovations in ambient advertising including flash mob dancing, use of structures, posters, props, bus tickets, supermarket floors, shopping carts, bank receipts, animals, and other strange and unusual venues in developed economies (e.g. the USA) vs emerging economies (e.g. India).

Design/methodology/approach

The research proposes relationship strength (R)-inherent drama (I)-prodigious execution (P) or R-I-P conceptual framework to measure ambient advertising and delves into the R-I-P constructs of ambient advertising.

Findings

The results of Study 1 demonstrate that consumers’ global consumption orientation positively influences their attitudes toward ambient advertising. Results from Studies 2 and 3 exhibit interesting comparisons of innovations in ambient advertising between the USA and India; which improves understanding of globalization of ambient advertising in both developed and emerging economies. Relationship strength (R) between the product and the customer strengthens ad believability in both developed and emerging economies; while inherent dramatic surprise (I) displays contrasting results for developed and emerging economies. Prodigious execution (P) results in ad irritation for developed economies while it has no impact for emerging economies.

Research limitations/implications

Overall R-I-P constructs of ambient advertising strengthen brand and ad attitudes and purchase intentions. The research has strong implications for advertising innovations in the USA vis-à-vis India, and demonstrates stronger implications of advertising internationalization across developed and emerging economies.

Originality/value

The research is valuable in the context of emerging and developed economies of the world with respect to ambient advertising. The research explores the trends in ambient advertising and develops measures for testing perceptions of consumers in various world markets toward ambient advertising. The world economies exhibit varying levels of acceptance and appreciation to the global emerging advertising trends, and this presents a huge challenge to the companies worldwide.

Details

International Journal of Emerging Markets, vol. 11 no. 2
Type: Research Article
ISSN: 1746-8809

Keywords

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Article

Roopa Ravish and Shanta Rangaswamy

The purpose of this study is to provide real-time route guidance within city to help commuters.

Abstract

Purpose

The purpose of this study is to provide real-time route guidance within city to help commuters.

Design/methodology/approach

In urban areas to avoid road congestion and to reach the destination on time, intelligent transport system (ITS) utilizes recent advanced technology. To support this, existing route guidance system (RGS) suggests alternative route to commuters. However, ITS requires a system which suggests the alternative route along with the mode of transport such as public, private, taxi services etc. Integrated mode of transport (IMT) implemented in this paper guides the commuters of urban area with the best mode of transport. Inputs to our IMT predictive model are the commuter's choice of (1) minimum travel time (2) minimum cost (3) flexible route and (4) less traffic intensity along with source and destination locations. Based on these user inputs, IMT predictive model suggests optimal mode of transport. In this paper to implement the IMT model, we have considered the transport facility available in Bangalore, a city in India. The city has metro train, bus and taxi services available to the commuters. Implementation is divided into two parts. In the first part, the model checks for the end-to-end connectivity/availability of metro train facility. If metro train connectivity exists, the model concludes this as the best mode of travel. In the second part, for the routes which are not connected by metro train, the optimal mode of transport through road network will be suggested. In the first part, to check the existence of metro train along the routes between source and destination, location-IQ API is used. In the later part, to suggest transport along the road network, Q-learning algorithm of reinforcement learning technique is used.

Findings

The findings are the predictive model algorithm to find the best mode of transfer and reinforcement model used in real time route guidance system.

Originality/value

This is a new Idea, not proposed in any research work.

Details

International Journal of Intelligent Unmanned Systems, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2049-6427

Keywords

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Abstract

Subject area

Reverse positioning, market segmentation, customer-centric organization.

Study level/applicability

Postgraduate program; Master in strategic marketing and Master in business administration.

Case overview

Declining radio listenership is triggered by lack of attention of the radio managers to the desires of radio listeners. Delta FM radio, as part of Masima Media Group, is a radio that realized the need for revitalization. They changed their target audience and positioning to regain its former glory. Delta FM radio get back to the core benefit with the tagline: “100% Great Songs”. Shifting from highlighting the emotional benefits to functional benefits and to cut a variety of benefits is called “reverse positioning”.

Expected learning outcomes

The objective of this case study is to give deeper comprehension a new concept called reverse positioning or reverse branding. It is an example of the dynamic of hyper competition in media market in practice, in the emerging market such as Indonesia. It provides clear picture of the difference between listener oriented vs advertiser oriented company and the impact of the imbalance portion between them.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 3 no. 6
Type: Case Study
ISSN: 2045-0621

Keywords

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Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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