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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.

The purpose of this paper is to narrow the research gap by examining the relationship between new ecological paradigm (NEP), consideration of future consequences (CFC), the intention to buy and the intention to pay a premium in the context of electric car (EC) purchase in India.

This study used a structured questionnaire to measure the variables of the research. The study successfully obtained useable data from a sample of 491 consumers residing in India. The analysis of the variables and their relationships was done using structural equation modelling using SMARTPLS4 software.

The relationship between the values of NEP and CFC was observed in the context of electric cars that has a significant impact on the intention to buy and pay a premium. It also highlights the role of CFC future and CFC immediate on the intention to buy and between NEP and the intention to pay a premium.

The study only covers electric cars, and therefore further testing of these relationships is required in the context of other forms of environmentally friendly transportation. The results are generalizable across the potential consumers of EC but are even more pertinent to higher-income millennial consumers.

Potential buyers of electric cars, having a positive orientation towards the environment and also consideration for future consequence, were observed to have a stronger intention to buy EC. The study finds a way in increasing the intention to buy an EC by catalyzing environmental concern of consumers through CFC future.

This is the first study that has examined the NEP-CFC relationship, and provides evidence that the intention to buy an electric car is not only NEP (environmental concern)-dependent but also considers CFC's future orientation. This study adds the CFC aspect as another important variable regarding the purchase of EC, and proves that environmental concern is not the only moderating factor to buy an EC.

This study aims to discuss the main points in the dimensions of the quality of the electronic services to be considered in the future to adapt to future transactions and how to benefit from them.

This study relies on the developments and to cope with them so that the banks and customers shift from dealing in the traditional way to the electronic method, which has become a cause of the gap in understanding customers for electronic banking use of the descriptive-analytical approach. A questionnaire was used as a source for collecting data and information about the study variables. It was distributed to three Jordanian banks, and the number of participants was 170. This study uses two primary sources for collecting data and information: secondary sources that relate to the theoretical aspect and preliminary sources related to the analytical aspect of the study subject.

The results showed that the impact of e-banking quality dimensions of the study (ease of use, time, confidentiality and security) was high, which required the bank to maintain its high levels and monitor them from time to time.

The value of this study comes from the following points: the relationship between the quality of electronic banking services and customer satisfaction; this study is one of the few field attempts in Jordan to assess the impact of the quality of electronic banking services on the satisfaction of customers in banks; this study provides new scientific results on the impact of the quality of electronic banking services on the satisfaction of customers in the Jordanian banks.

The tech giants Alibaba and Tencent compete on many fronts. This case focuses on three areas where they have competed very hard: new retailing, mobile payment, and ride-hailing. At the beginning of 2018, Alibaba and Tencent were gathering retail investments in bids to battle each other for shoppers' digital wallets. Key to the battle is China's mobile payment market, worth more than 200 trillion RMB, where Alibaba and Tencent are going head to head. The giants are not only directly competing in the payment platform area but also extensively fighting in other areas, such as ride-hailing, where they invested in and supported Didi and Kuaidi, respectively. To enhance understanding, this case also briefly goes through the history of the two giants. The purposes, methods, and consequences of their platform competition deserve an in-depth discussion

This chapter provides an overview of the current state of research policy and research management and administration (RMA) in Kenya. Although RMA is an emerging field globally, it is not yet fully recognised in Kenya. The main objective of this chapter is to provide an overview of the vibrant research environment in Kenya, its most important challenges in the field of management and administration of research, and how some Kenyan Universities are dealing with them.

The findings in this chapter are based first on a research policy documents analysis and on literature review. In a second phase, qualitative data were collected through desk-based research and informant questionnaires and interviews.

In the conclusions, concrete suggestions are formulated that could support the enrichment of the research environment, find solutions for RMA-related challenges, but also lead to the development and establishment of RMA as a profession in the country.

The description of “blockchain banking”, the determination of “the sub-processes” of “blockchain banking” as a “business process”, and the assessment of “maturity level” in Parsian Bank.

Theoretical sources on “blockchain banking” were initially investigated. Then the “sub-processes” of “blockchain banking” as a “business process” were extracted by Parsian Bank's experts through the “Delphi method”. Next, the “sequence” of the “sub-processes” was determined by means of the “AHP”. Eventually, Parsian Bank's maturity levels for all the sub-processes as well as the overall maturity level were specified on the basis of the “CMMI” V1.3 in order for Business Process Management (BPM).

Blockchain banking’ combines traditional banking with cryptocurrencies, which can be provided by merging “hybrid e-wallet” with “bank account” and “bank card” – all together as “crypto bank account”. Plus, “hybrid e-wallet” is a form of mobile e-wallet on blockchain that supports both cryptocurrencies and traditional currencies in the same platform by which the purchase and sale of cryptocurrencies are possible. Besides, “Blockchain banking service” can also be offered within the framework of “open banking” aligned with “open innovation” through a FinTech (or a beta bank) in collaboration with a licensed bank via “open API”, which is called “blockchain banking based on FinTech”. At last, the eight sub-processes of “blockchain banking” were determined and Parsian Bank's “maturity level” was specified.

This is the very first practical guide to “blockchain banking service”.

The study aims to develop a multilayer high-effective ensemble of ensembles predictive model (stacking ensemble) using several hyperparameter optimized ensemble machine learning (ML) methods (bagging and boosting ensembles) trained with high-volume data points retrieved from Internet of Things (IoT) emission sensors, time-corresponding meteorology and traffic data.

For a start, the study experimented big data hypothesis theory by developing sample ensemble predictive models on different data sample sizes and compared their results. Second, it developed a standalone model and several bagging and boosting ensemble models and compared their results. Finally, it used the best performing bagging and boosting predictive models as input estimators to develop a novel multilayer high-effective stacking ensemble predictive model.

Results proved data size to be one of the main determinants to ensemble ML predictive power. Second, it proved that, as compared to using a single algorithm, the cumulative result from ensemble ML algorithms is usually always better in terms of predicted accuracy. Finally, it proved stacking ensemble to be a better model for predicting PM_2.5 concentration level than bagging and boosting ensemble models.

A limitation of this study is the trade-off between performance of this novel model and the computational time required to train it. Whether this gap can be closed remains an open research question. As a result, future research should attempt to close this gap. Also, future studies can integrate this novel model to a personal air quality messaging system to inform public of pollution levels and improve public access to air quality forecast.

The outcome of this study will aid the public to proactively identify highly polluted areas thus potentially reducing pollution-associated/ triggered COVID-19 (and other lung diseases) deaths/ complications/ transmission by encouraging avoidance behavior and support informed decision to lock down by government bodies when integrated into an air pollution monitoring system

This study fills a gap in literature by providing a justification for selecting appropriate ensemble ML algorithms for PM_2.5 concentration level predictive modeling. Second, it contributes to the big data hypothesis theory, which suggests that data size is one of the most important factors of ML predictive capability. Third, it supports the premise that when using ensemble ML algorithms, the cumulative output is usually always better in terms of predicted accuracy than using a single algorithm. Finally developing a novel multilayer high-performant hyperparameter optimized ensemble of ensembles predictive model that can accurately predict PM_2.5 concentration levels with improved model interpretability and enhanced generalizability, as well as the provision of a novel databank of historic pollution data from IoT emission sensors that can be purchased for research, consultancy and policymaking.