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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.

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CSS 8: Marketing.

The purpose of this paper is to propose a new method that allows to compare the magnetic pressures of different pulse width modulation (PWM) strategies in a fast and efficient way.

The voltage harmonics are determined using the double Fourier integral. As for current harmonics and waveforms, a new generic model based on the Park transformation and a dq model of the machine was established taking saturation into consideration. The obtained analytical waveforms are then injected into a finite element software to compute magnetic pressures using nodal forces.

The overall proposed method allows to accelerate the calculations and the comparison of different PWM strategies and operating points as an analytical model is used to generate current waveforms.

While the analytical expressions of voltage harmonics are already provided in the literature for the space vector pulse width modulation, they had to be calculated for the discontinuous pulse width modulation. In this paper, the obtained expressions are provided. For current harmonics, different models based on a linear and a nonlinear model of the machine are presented in the referenced papers; however, these models are not generic and are limited to the second range of harmonics (two times the switching frequency). A new generic model is then established and used in this paper after being validated experimentally. And finally, the direct injection of analytical current waveforms in a finite element software to perform any magnetic computation is very efficient.

The purpose of this paper is to propose a model of relationships for conflict-ridden destinations that include variables concerning the dispute and their effect on key constructs that shape visitation decisions.

The theoretical model is examined for two conflict-ridden Eastern Mediterranean destinations, Israel and Turkey, which suffer from ongoing armed conflicts, using two samples of potential tourists residing in the USA (n = 1,581) and India (n = 1,383).

The relationships are stable for both destinations and cultural contexts. Animosity is a strong factor in tourists’ decisions, whereas perceived risk has a relatively insignificant impact. Knowledge of the conflict is also found to influence decisions about visiting conflict-ridden destinations.

The study investigates the role of variables related to the conflict as antecedents of animosity and perceived risk, thus contributing to the understanding concerning decisions to visit conflict-ridden destinations. The model is generalized for varied destinations and cultures.

该研究提出了一个针对有冲突目的地的关系模型, 其中包括与冲突有关的因素以及对旅游访问决策的关键概念的影响。

使用基于美国（n = 1,581 ）和印度（n = 1,383）的潜在游客样本, 本文的理论模型检验了两个东地中海目的地, 以色列和土耳其, 该目的地遭受了持续的武装冲突。

获得的关系在两个目的地和文化背景下都是稳定的。敌意是影响游客决策的重要因素, 然而风险感知的影响相对较小。研究还发现了对冲突的认知会影响有关访问目的地的决定。

该研究调查了与冲突相关的因素作为敌意和感知风险的前因变量, 从而有助于我们理解关于访问有冲突的目的地的决策, 该模型适用于不同的目的地和文化。

La investigación propone un modelo de relaciones para destinos en conflicto que incluye variables relacionadas con el conflicto y su efecto en conceptos clave para las decisiones de visita del turista.

Se examina el modelo teórico para dos destinos del Mediterráneo oriental, que sufren conflictos armados en curso, Israel y Turquía, utilizando dos muestras de turistas potenciales que residen en los Estados Unidos (n = 1.581) y la India (n = 1.383).

Las relaciones obtenidas son estables tanto para los destinos como para los distintos contextos culturales. La animosidad es un factor importante en las decisiones de los turistas, mientras que el riesgo percibido tiene un impacto relativamente insignificante. También se ha encontrado que el conocimiento del conflicto influye en las decisiones de visita al destino en conflicto.

El estudio investiga el papel de las variables relacionadas con el conflicto como antecedentes de la animosidad y el riesgo percibido, contribuyendo así a nuestra comprensión sobre las decisiones de visitar destinos en conflicto. El modelo es generalizable a distintos destinos y culturas.

Warranty-based big data analysis has attracted a great deal of attention because of its key capabilities and role in improving product quality while minimizing costs. Information and details about particular parts (components) repair and replacement during the warranty term, usually stored in the after-sales service database, can be used to solve problems in a variety of sectors. Due to the small number of studies related to the complete analysis of parts failure patterns in the automotive industry in the literature, this paper focuses on discovering and assessing the impact of lesser-studied factors on the failure of auto parts in the warranty period from the after-sales data of an automotive manufacturer.

The interconnected method used in this study for analyzing failure patterns is formed by combining association rules (AR) mining and Bayesian networks (BNs).

This research utilized AR analysis to extract valuable information from warranty data, exploring the relationship between component failure, time and location. Additionally, BNs were employed to investigate other potential factors influencing component failure, which could not be identified using Association Rules alone. This approach provided a more comprehensive evaluation of the data and valuable insights for decision-making in relevant industries.

This study's findings are believed to be practical in achieving a better dissection and providing a comprehensive package that can be utilized to increase component quality and overcome cross-sectional solutions. The integration of these methods allowed for a wider exploration of potential factors influencing component failure, enhancing the validity and depth of the research findings.

In recent years, efforts to reinforce the links between corporate social responsibility and human resource management have highlighted employees’ role as crucial organizational stakeholders. This study aims to investigate whether workers’ perception of socially responsible human resource management (SR-HRM) based on employee-focused practices is related to work engagement (WE). This research also explored whether perceived organizational support (POS) and affective commitment (AC) can contribute to explaining this relationship. Social exchange theory and job demands-resources model were used to theoretically frame the research.

Data were collected from a sample of 222 employees working in diverse organizations, using individual online surveys. Several analyses were conducted to assure data robustness to common method bias.

The results confirm that SR-HRM fosters WE and that this effect is subject to sequential mediation by POS and AC. Accordingly, SR-HRM practices contribute to higher level of POS, which then foster stronger affective bonds with employers and, in turn, higher levels of vigor, absorption and dedication among workers.

The findings contribute to the expansion of the SR-HRM literature by providing a deeper understanding of how this management strategy affects employees’ job-related attitudes, particularly WE a much-overlooked variable in this realm.

This paper aims to identify the relevant contributing constructs of readiness for the implementation of intelligent contracts (iContracts) in the construction industry. This study investigates the relationship between the personality dimensions of technology readiness index (TRI) and the system specific factors of technology acceptance model (TAM) within the context of iContracts.

Drawing insights from the extant literature and the author's previous qualitative investigations into iContract readiness constructs, a quantitative approach is used to operationalise the constructs by offering relevant statements to be measured and validated through a multiple-item scale against the users intent to accept the future iContract technology.

This study confirms and validates the relationship of the proposed iContract readiness index (iCRI) statements against the established TAM factors by offering 18 new constructs influencing technology readiness of the iContract technology. This study proves 9 of the 12 hypotheses highlighting key factors to be addressed for the successful development of the iContract technology.

This paper contributes to the body of knowledge by proposing a novel iCRI that informs an iContract technology readiness acceptance model (iCTRAM) for a trending technology. The iCTRAM can guide developers in producing an appropriate iContract solution and assess the readiness of users and organisations for the successful adoption of the iContract concept.

This study offers a unique theoretical framework, in an embryonic field, for predicting the success of iContract implementation within construction organisations. This study combines the established studies of TRI and TAM in producing a predictive iContract readiness assessment tool.

The current study aims to propose and empirically investigate a conceptual model of the most relevant antecedents and consequences of Corporate Social Responsibility (CSR) attribution, thus providing a practical and concise model as well as examining brand attachment as a mediator explaining the relationship between CSR attribution and its consequences.

A between-subjects experimental design was employed. The study included two experimental conditions; intrinsic and extrinsic CSR attribution and a control condition. An online self-administered survey was utilised for data collection. The sample was a convenience sample of 336 university students. Both one-way between-groups ANOVA and Partial Least Squares-Structural Equation Modelling (PLS-SEM) were utilised for hypotheses testing.

The most significant antecedents of CSR attribution in order of importance are the firm's approach to CSR communication, past corporate social performance, CSR type and the firm's call for customers' participation in its CSR. CSR attribution exerted a significant direct positive impact on brand attachment and trust. Three significant indirect consequences of CSR attribution were PWOM intention, purchase intention and brand loyalty intention. Whereas trust played a significant mediating role between CSR attribution and its three indirect consequences, brand attachment exerted significant mediation only between CSR attribution and brand loyalty intention. Brand attachment might mediate the relationship between CSR attribution and purchase intention. However, brand attachment failed to play a mediating role between CSR attribution and PWOM intention.

Several studies marginally investigated CSR attribution. Despite the vital role of CSR attribution in how consumers receive firms' CSR engagement, the availability of CSR attribution-centric studies is limited. By introducing a model of the most relevant antecedents and consequences of CSR attribution, this study aids in understanding the psychological mechanism underlying consumers' CSR attribution and provides valuable implications.

The purpose of this study is to investigate the impact of varying baffle height and spacing distance on heat transfer and cooling performance of electronic components in a baffled horizontal channel, using a Cu-H₂O nanofluid under mixed convection and laminar flow.

The mathematical model is two-dimensional and comprises a system of four governing equations, such as the conservation of continuity, momentum and energy. To obtain numerical solutions for these equations, the finite volume method was used for discretization. A validation process was performed by comparing this study’s results with those of previously published studies. The comparison revealed a close agreement. The numerical study was performed for a wide range of key parameters: The baffle height (0 ≤ h ≤ 0.7), the spacing distance between baffle and blocks (0.25 ≤ w ≤ 3), the Grashof and Reynolds numbers are kept equal to 10⁴ and 75, respectively, the channel aspect ratio is L/H = 10, and the volume fraction of Cu nanoparticles is fixed at φ = 5%.

The results of the study reveal a significant improvement in heat transfer in terms of total Nusselt number of the top and bottom hot components, which exhibited an improvement of 16.89% and 17.23% when the baffle height increases from h = 0 to h = 0.7. Additionally, the study found that reducing the distance between the baffle and the electronic components up to a certain limit can improve the heat transfer rate. Therefore, the optimal height of the baffle was found to be no lower than 0.6, and the recommended distance between the heaters and the baffle was 0.5.

This study provides valuable insights into the optimization of the design of baffled channels for improved heat transfer performance. The findings of study can be used to improve heat exchangers and cooling systems in various applications. The use of Cu-H₂O nanofluid under mixed convection and laminar flow conditions in channel with baffle and electronic components is also unique, making this study an original contribution to the field.

This paper aims to examine the specific role that partnerships play in the relationship between adaptation strategy, international experience, and export performance of handicraft firms in an emerging country setting. The authors' purpose is to identify the key factors that may contribute to the success of export activities of small handicraft companies in international markets.

Drawing on a non-probability sampling technique, the authors collected survey data from 410 handicraft companies located in Morocco. The authors' conceptual model, which draws on the network theory, was tested using covariance-based Structural Equation Modeling by means of AMOS 24 Software.

The results indicate that adaptation marketing strategy and partnerships impact positively the export performance of handicraft firms. Partnerships also play an intermediary role by partially (fully) mediating the relationship between adaptation strategy (international experience) and export performance.

This study may assist marketers and entrepreneurs in handicraft companies to better understand the causal relationship between adaptation strategy, marketing experience and export performance of entrepreneurs' firms. Managers in these companies should be aware of the importance that partnerships play in boosting the export performance through marketing practices and experience.

The authors' paper contributes to the scant literature on the adaptation marketing strategy and export performance and the intermediary role of partnerships in the specific context of handicraft businesses operating in North African emerging markets, namely Morocco.

This study aims to adapt and validate the Job Crafting Scale (JCS), a measure based on the conceptualization of job crafting of the job demands–resources theory, for a sample of Portuguese workers and to test its psychometric properties regarding validity (factor, convergent, discriminant, and criterion) and reliability.

Two subsamples (n1 = 315 and n2 = 329) of Portuguese workers aged 18 years old and over participated in this research. Exploratory factor analysis and confirmatory factor analysis were used to assess the factor structure.

The results indicated that the Portuguese version of the JCS, with 18 items, has a factor structure composed of four-correlated factors. Furthermore, the results demonstrated the existence of factor, discriminant, and criterion validity, as well as reliability.

This study provides a job crafting measure adapted to the Portuguese language that can serve as a diagnostic tool for workers and organizations.

Este estudio tuvo como objetivo adaptar y validar la Job Crafting Scale (JCS), una medida basada en la conceptualización de job crafting de la Teoría de Demandas-Recursos, para una muestra de trabajadores portugueses y probar sus propiedades psicométricas en cuanto a validez (factor, convergente, discriminante y de criterio) y confiabilidad.

En esta investigación participaron dos submuestras (n1 = 315 y n2 = 329) de trabajadores portugueses de 18 años o más. Se utilizó un análisis factorial exploratorio y un análisis factorial confirmatorio para evaluar la estructura factorial.

Los resultados indicaron que la versión portuguesa del JCS, con 18 ítems, tiene una estructura factorial compuesta por cuatro factores correlacionados. Además, los resultados demostraron la existencia de validez factorial, discriminante y de criterio, así como confiabilidad.

Este estudio proporciona una medida de job crafting adaptada a la lengua portuguesa que puede servir como herramienta de diagnóstico para trabajadores y organizaciones.

Este estudo teve como objetivo adaptar e validar a Job Crafting Scale (JCS), uma medida baseada na conceptualização de job crafting da Teoria das Exigências-Recursos, numa amostra de trabalhadores portugueses e testar as suas propriedades psicométricas quanto à validade (fatorial, convergente, discriminante e de critério) e fiabilidade.

Duas subamostras (n1 = 315 e n2 = 329) compostas por trabalhadores portugueses com 18 ou mais anos foram recolhidas. Foram utilizadas uma análise fatorial exploratória e uma análise fatorial confirmatória para analisar a estrutura fatorial.

Os resultados obtidos indicaram que a versão portuguesa da JCS, composta por 18 itens, possui uma estrutura fatorial composta por quatro fatores correlacionados. Além disso, os resultados demonstraram a existência de validade fatorial, discriminante e de critério, bem como de fiabilidade.

Este estudo fornece uma medida de job crafting adaptada para a língua portuguesa que pode servir como ferramenta de diagnóstico para trabalhadores e organizações.