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The purpose of this study is to explore the factors influencing the happiness of customers of two global coffee food chains through qualitative research in the post pandemic era. Unlike existing studies, this study will compare and examine the differential points between two global coffee food chains so that others can improve their strategies to improve their competitiveness.

It is qualitative research employing sentiment analysis through “Sprinkler Software” to assess the sentiment of customers of Starbucks and Barista followed by focus interviews through the same customers who have visited both Starbucks and Barista.

The results showed that most important factors which motivate customers and make them happy to go for “Starbucks” or “Barista” are ambience, store location, quality of product offerings and service quality. Value for money, quality of products and service quality are the top three variables affecting the customers and have rated Starbucks better than Barista on these parameters. The happiness level of the same customers who have visited both the coffee chains is more with Starbucks compared to Barista.

This research contributes to better understanding the effects of different marketing strategies adopted by coffee chain stores and can provide direction to Barista and other coffee chains. The stimulus-organism-response (SOR) model in coffee chain store application is an additional contribution to existing knowledge.

• Most important factors which motivate customers and make them happy to go for “Starbucks” or “Barista” are ambience, store location, quality of product offerings and service quality.

• Value for money, quality of products and service quality are the top three variables affecting the customers and have rated Starbucks better than Barista on these parameters.

• The happiness level of the same customers who have visited both the coffee chains are more with Starbuck compared to that of Barista.

• This is significant and can give direction to Barista and other coffee chains through learning from this research.

• Using the extended SOR model, we explain the variation in response in the happiness level of customers of two coffee chains.

• In order to give an insight into the strategies adopted by Starbucks and Barista in emerging markets, a comparison of the happiness levels of clients of both coffee chains is presented.

• This original research can help coffee chains improve their return on investment.

• The SOR model in coffee chain store application is an additional contribution to existing knowledge.

Most important factors which motivate customers and make them happy to go for “Starbucks” or “Barista” are ambience, store location, quality of product offerings and service quality.

Value for money, quality of products and service quality are the top three variables affecting the customers and have rated Starbucks better than Barista on these parameters.

The happiness level of the same customers who have visited both the coffee chains are more with Starbuck compared to that of Barista.

This is significant and can give direction to Barista and other coffee chains through learning from this research.

Using the extended SOR model, we explain the variation in response in the happiness level of customers of two coffee chains.

In order to give an insight into the strategies adopted by Starbucks and Barista in emerging markets, a comparison of the happiness levels of clients of both coffee chains is presented.

This original research can help coffee chains improve their return on investment.

The SOR model in coffee chain store application is an additional contribution to existing knowledge.

The purpose of this paper is to study whether the controversy because of brand crisis based on quality had any impact on consumer brand equity, brand image, brand reliability, brand perception of quality, perceived value, brand sentiments and purchase behavior.

The research methodology consisted of two types of data: primary and secondary data. The secondary research consisted of social media brand sentiments and financial analysis. The primary research focused on perception study of brand quality, consumer brand equity, brand reliability, brand image, purchase and brand switch behavior.

Maggi used social media extensively to address the issue and re-build the brand reliability and confidence among its users. Communication strategy adopted by focusing on the past experience of consumers and using them as a spokesperson generated a positive sentiment towards the brand under crisis.

While Maggi suffered the backlash because of the controversy across the length and breadth of India and was banned in a number of states, the author could conduct the primary research only in one city of the state of Maharashtra, Mumbai. The effectiveness of the survey was impacted because of the geographic limitations the author faced while collecting the responses. The survey would have definitely been more effective, with responses collected from different states and with more number of respondents. Fishbein is very old, from the 1980s, even though this theory has met the test of time. Application of the effect of experiences on experiential perceptions and how this influences value through networking could have been used to explain the same.

An important implication of this paper’s findings for practice, therefore, is that brands should incessantly strive to maintain the consumers’ level of trust, as it is essential for the preservation of the brand equity after a crisis. Crisis-stricken brands should safeguard their reputations from the negative effects of crises. It is even more important for any brand to act appropriately when the cause of the crisis is attributed to its actions and processes. Managers have to address the quality of products in case of brand crisis for restoring trust, image and reliability in the brand. Right type of communication to right targeted consumers will help in the restoration of the image, trust on the brand and bring back loyal customers. Managers have to build brand equity on a regular basis, as a strong brand can recover faster as seen from this paper.

This paper helps to upgrade the knowledge and understanding of the impact of the controversy on brand equity and image and how the crisis management strategy can be adopted to regain the mind share and equity. This paper will help the brands in the future to know how a crisis can be managed efficiently by drawing a cue from the strategies implemented by Maggi.

The purpose of this paper is to analyze the merger and acquisition (M&A) strategy focusing on Indian company’s approaches and to understand steps of the process adopted by them. It focuses on the rationality of M&A and its impact on the profitability. This paper also discusses whether financial transaction in terms of value is right or done because of eagerness to expand by calculating the financial value of brand equity independently.

The operating performance, capital adequacy and solvency measures were compared to three-years pre- and post-merger from the financial statements of the organizations through financial valuation of brands. Inter-brand and RKS model are used to calculate the brand value. The perception study on M&A is also conducted by interviewing stakeholders. This paper provides a theoretical and practical basis to decide on whether M&A. The present paper has taken recent mega M&A of Ranbaxy Lab by Sun pharmaceuticals for the analysis.

The results of the paper showed that Return on investment did not indicate significant improvement, but on average, it can be concluded that overall performance of the acquirer improves as a result of M&A activity as per the study. The decisions on M&A are more emotional than rational. The present paper reveals that M&A of pharmaceutical company was riskier because of emotional decisions. Research has proposed “Merger, acquisition Theory (RERC MA theory) based on rational, emotion, risk taking ability culture” to understand the M&A.

This paper is more focused on emerging markets which is more active with better gross domestic product (GDP) growth. It is more on analysis of financial decisions and has not taken customer equity, employee morale and engagement. A further study is suggested in the same areas. Managerial Implications: This paper will enable the managers to withstand the emotional influence and will help them to be more professional approach which will benefit the organization and stakeholder better. Mangers should look for long-term impact than short-term impact the present paper will also help them to understand on how financial calculations will help them to take more rational decisions.

Although the topic is not very new, a lot of literature is available on M&A, but the pharmaceutical sector is comparatively new for such kind of studies. Specifically, the selection of respondents and brand valuation mechanism has got practical implications. Earlier papers on M&A paper are more focused on customers’ equity, but a financial analysis of M&A is done in the present paper will help to evaluate merger and acquisition process more analytically. Financial calculation for evaluating M&A is the highlight of this research paper. Study of M&A from emerging markets will help to increase the knowledge as such papers are few. Research uses two important financial tools to measure financial brand equity and tries to justify the need for more rational rather than emotional approach. Research has proposed “Merger, acquisition Theory (RERC MA theory) based on rational, emotion, risk taking ability culture” to understand the M&A.

The context of the case presents an account of how corporate social responsibility (CSR) initiated by Lawrence & Mayo (L&M), a company dealing in optical frames for 140 years, helped to build brand equity, image and identity, creating a strategic advantage against competition. The case had a deep-rooted theoretical association with a theory such as the triple bottom line theory (three Ps: profit, people and planet) on CSR. The case helps to understand and clarify the role of CSR in brand equity. It also gives an insight into the value and culture of L&M, and its impact on various stakeholders, namely, employees and customers.

This case is related to the CSR orientation of L&M and its impact on brand equity. As a brand, L&M is over 140 years old and has a dynamic and trending optics market in India. There is a dilemma in the company around the impact of CSR on brand equity, customer engagement and company goodwill. This case focuses on maintaining and improving brand equity, identity and image through CSR initiatives.

Undergraduate and postgraduate students, essential for students focusing on Marketing and CSR disciplines.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to find out whether a global advertisement will be effective and how it is perceived; is it affected by consumers' age, education, religion besides collectivism, and individualistic behavior?

Descriptive research involving 1,000 respondents. Global advertisements of fast moving consumer goods and consumer durable products are taken for study using questionnaire technique. The focus is to elucidate information on the perception of a global advertisement and how it will be affected by education, age, religion and collectivism, and individualistic behavior.

It is found that culture does affect the perception of global advertisement. Religion, age, and education do play a role in perception of global advertisement – they play an important role in buying intention.

The study is limited to the Indian scenario and can be applicable to SARC countries or South‐East Asian countries as they are the fastest growing emerging world markets.

This is an original research paper and its findings could be important in minimizing wastage. India, Thailand, Brazil, China, and Russia are important emerging markets. Understanding their culture, education, age, and religion could improve global advertisements' effectiveness.

This SWOT (strengths, weaknesses, opportunities and threats) analysis was conducted to have a portrait of the competitiveness of Council of Scientific and Industrial Research (CSIR) on the global map. Being a 75-year-old scientific organization, CSIR has raised each and every laboratory with a specific mandate and competency. It is definite that the organization would get some assistance from these points, which are briefly stated, as the institutional data reside with the laboratory only. To some extent, they can be considered on their discretion; however, the organization has raised its position to international standards, but still it can consider few areas/suggestions from this analysis. These points are suggestive and flexible in nature, which are identified and defined to elevate this organization on the globe. Scientific publications do make a difference, but on the ground, if the technologies are not viable and received by public, it makes no difference. Today, India is fortunate to have a Prime Minister like Mr Modi, who always re-evaluates the issues and solutions so that the country moves from developing to a fast-pace developed nation. It is a fact that if these research organizations reorganize themselves and prioritize the research problems, they are capable enough to become a pioneer among the world R&D industry. This paper aims to analyze the organization and suggest few points with significant findings which can assist in scaling toward excellence on a global scale.

On the basis of random sampling, laboratories were identified where their achievements and contribution toward industry and society were evaluated. On the basis of their setup, the organization and laboratories were evaluated to frame-out a SWOT analysis.

SWOT analysis is a deliberate technique carried out to analyze the current situation of the system and to analyze the internal and external environment, which provides and edge to the organization to sustain. The major factors assessed were manpower, machines, money and funding, and achievements and deliverables were studied.

The research, i.e. SWOT, is unique in nature, as it was not carried out earlier on such a scale. To some extent, the points suggested in SWOT and conclusion can be considered on their discretion; however, the organization has raised its position to international standards, but still it can consider few areas/suggestions from this analysis. These points are suggestive and flexible in nature, which are identified and defined to elevate this organization on the globe. Scientific publications do make a difference, but on the ground; if the technologies are not viable and received by public, it makes no difference. Today, India is fortunate to have a Prime Minister like Mr Modi, who always re-evaluates the issues and solutions so that the country moves from developing to a fast-pace developed nation. It is a fact that if these research organizations reorganize themselves and prioritize the research problems, they are capable enough to become a pioneer among the world R&D industry.

The authors intend to assess the village health sanitation and nutrition committees (VHSNC) on six parameters, including their formation, composition, meeting frequencies, activities, supervisory mechanisms and funds receipt and expenditures across nine districts of the three states of India.

The cross-sectional study, conducted in the states of Uttar Pradesh (five districts), Odisha (two districts) and Rajasthan (two districts), used a quantitative research design. The community health workers of 140 VHSNCs were interviewed using a semi-structured questionnaire. The details about the funds' receipt and expenditures were verified from the VHSNC records (cashbook). Additionally, the authors asked about the role of health workers in the VHSNC meetings, and the issues and challenges faced.

The average number of members in VHSNCs varied from 10 in Odisha to 15 in Rajasthan. Activities were regularly organized in Rajasthan and Odisha (one per month) compared to Uttar Pradesh (one every alternate month). Most commonly, health promotion activities, cleanliness drives, community monitoring and facilitation of service providers were done by VHSNCs. Funds were received regularly in Odisha compared to Rajasthan and Uttar Pradesh. Funds were received late and less compared to the demands or needs of VHSNCs.

This comprehensive analysis of VHSNCs' functioning in the selected study areas sheds light on the gaps in many components, including the untimely and inadequate receipt of funds, poor documentation of expenditures and involvement of VHSNC heads and inadequate supportive supervision.

VHSNCs assessment has been done for improving community health governance.

This study aims to explore the challenges faced by the tourism and hospitality industry following the COVID-19 pandemic and to propose effective strategies for recovery and resilience of this sector.

The study analysed the challenges encountered by the tourism and hospitality industry post-pandemic and identified key strategies for overcoming these challenges. The study utilised the modified Delphi method to finalise the challenges and employed the Best-Worst Method (BWM) to rank these challenges. Additionally, solution strategies are ranked using the Criteria Importance Through Intercriteria Correlation (CRITIC) method.

The study identified significant challenges faced by the tourism and hospitality industry, highlighting the lack of health and hygiene facilities as the foremost concern, followed by increased operational costs. Moreover, it revealed that attracting millennial travellers emerged as the top priority strategy to mitigate the impact of COVID-19 on this industry.

This research contributes to understanding the challenges faced by the tourism and hospitality industry in the wake of the COVID-19 pandemic. It offers valuable insights into practical strategies for recovery. The findings provide beneficial recommendations for policymakers aiming to revive and support these industries.

Forecasting product returns plays an important role in the operations of reverse logistics (RL). However, their contribution to sustainability performance is yet to be explored. The purpose of this paper is to explore the product returns in Indian electronics industry and examine the relationship of forecasting product returns with triple bottom line performance of RL.

In this study, based on past literature review, four hypotheses, relating to forecasting of product returns and its association with performance, were developed. A questionnaire was sent to 700 respondents from the Indian electronics industry. Overall, 208 received responses were found suitable for the research. The necessary statistical analysis was carried out to ensure the reliability and validity of the questionnaire. In order to test different hypotheses, partial least square path modelling (PLSPM) technique of structural equation modeling was utilized.

Measurement model had shown sufficient data fit for the modeling. PLSPM results reveal that the accuracy in forecasting product returns is positively associated with operational performance of RL. It also plays an important role in the sustainability efforts of an organization.

Managers can utilize results of study for exploring and emphasizing issues of product returns for improving RL performance. One of the limitations is that data are collected only from Indian electronics industry. Another limitation is that only product returns are considered for the operational and TBL performance of RL. In future, study may be carried out considering different factors in other sectors and countries.

The intent of forecasting product returns is considered to be operational efficiency. It can make significant contributions to the sustainability efforts of an organization. Review of the past literature indicates that research in the field of RL is in developing stage, and issues related to forecasting product returns are under-represented. The paper adds value to the few available articles on product returns.