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This paper identifies and models the effect of eight attributes that influence hotel room rents in India. These attributes are conceptually grouped into three factors: (1) site factors including the presence or absence of a “swimming pool,” “free breakfast,” and the “hotel capacity”; (2) situational factors including, “distance from the airport,” “weekend/weekday,” “city population,” “cost of living”; and (3) a reputation factor indicated by “star rating.” Our regression model uses secondary data collected from a hotel booking website for 570 hotels across 18 cities of India. The results indicate that six out of these eight variables namely, presence of swimming pool, free breakfast, hotel capacity, distance from the airport, city population, and hotel star rating have a significant impact on hotel room rents in India.

Tremendous measure of data lakes with the exponential mounting rate is produced by the present healthcare sector. The information from differing sources like electronic wellbeing record, clinical information, streaming information from sensors, biomedical image data, biomedical signal information, lab data, and so on brand it substantial as well as mind-boggling as far as changing information positions, which have stressed the abilities of prevailing regular database frameworks in terms of scalability, storage of unstructured data, concurrency, and cost. Big data solutions step in the picture by harnessing these colossal, assorted, and multipart data indexes to accomplish progressively important and learned patterns. The reconciliation of multimodal information seeking after removing the relationship among the unstructured information types is a hotly debated issue these days. Big data energizes in triumphing the bits of knowledge from these immense expanses of information. Big data is a term which is required to take care of the issues of volume, velocity, and variety generally seated in the medicinal services data. This work plans to exhibit a survey of the writing of big data arrangements in the medicinal services part, the potential changes, challenges, and accessible stages and philosophies to execute enormous information investigation in the healthcare sector. The work categories the big healthcare data (BHD) applications in five broad categories, followed by a prolific review of each sphere, and also offers some practical available real-life applications of BHD solutions.

The case will help learners to analyse how effective handling of an extended marketing mix of 7Ps (product, price, place, promotion, physical evidence, participants and processes) makes a startup profitable in its initial years of inception; understand the significance of the online marketing strategies like digital marketing and social media marketing implemented by firms to attain a competitive edge amongst established local and global competitors; examine the strategic challenges faced by a business enterprise while entering an emerging market; analyse the growth strategies of a startup relative to various market constraints; and propose long-term strategies for sustainable growth for a startup operating in the wearables market.

Founded in 2016, Boat Lifestyle is a Delhi-based Indian startup in fashionable consumer electronics. In the past five years, Boat earned remarkable profits and emerged as one of the most promising startups through its innovative products offerings and promotion. Aiming at its target customer segment, the millennials, it promoted its products through social media marketing such as influencer marketing and brand tie-ins with sports teams and music events. The case focuses on the dynamics of the Indian wearables market that is facing tough competition from global and local players. To ensure continued growth prospects, while maintaining a tight focus on product differentiation, quality, and customer satisfaction, there is a greater need for Boat to rethink its market development and growth strategies regarding new innovations and adopting long-term orientation like diversification and global expansion.

The case aims for teaching business management students at the Undergraduate, Postgraduate, and Executive education level. In addition, the case can be related to the Strategic Management course curriculum and Marketing course curriculum.

Teaching notes are available for educators only.

CSS 11: Strategy

The purpose of this paper is to explore relationships that seniors (aged 55 and above) experience with prescription pharmaceutical brands, thus attending to situations where consumers have limited control over brand choice.

A phenomenological study was conducted involving interviews with seniors in two Canadian cities. Phenomenology relies on a small number of interviews that are analyzed in depth and describes the lived consumer experience. Data analysis focused on types of relationships participants had experienced with brands and factors that influenced relationships.

Analysis reveals four types of relationships that seniors hold with prescription pharmaceutical brands. The interpersonal relationship metaphor of arranged marriages can be used to describe relationship forms that seniors develop with brands. The quality of relationship seniors have with prescribing physician, who acts as marriage broker, and brand attributes influence relationships with prescription pharmaceutical brands. Consumer's ethos and nature of illness also influence brand relationships.

The study provides insights into brand choice situations where consumers have low control and addresses impact of intermediaries on consumer experiences. It opens the way for further research on mediated brand relationships.

Marketing managers need to understand the role of intermediaries, where applicable, in influencing consumer relationships with brands.

The study closes a gap in academic research (which is sparse) on relationships with prescription pharmaceutical brands held by consumers – specifically older consumers. It also encourages a critical view of the arranged marriage metaphor as a means of understanding consumer‐brand interactions.

This paper aims to evaluate the working relationship between accounting and marketing, exploring the nature and antecedents of their integration and consequences on firm performance.

The methodological approach in this study is twofold. First, a review of literature is used to identify core antecedents in the body of literature. Subsequently, four exploratory case studies were used in examining the antecedents of accounting–marketing integration from a frontier market perspective.

This study identifies information sharing and involvement as core elements of accounting–marketing integration; cultural diversity and management mechanisms (policy, structural and procedural justice) as antecedents of accounting–marketing integration; and country of origin as a mediating factor on the extent of association of some variables on their integration. Finally, this study establishes that there is a positive association between accounting–marketing integration and organisational performance.

This study has two major limitations. First, it is qualitative and based on a review of literature and evidence from four case studies. Second, it explored only the less developed country context. Future research should, therefore, aim to address these gaps.

This study draws attention to the fact that accounting and marketing are culturally diverse, and strategic managerial mechanisms must be used to maintain a relevant and effective level of information sharing and involvement towards enhancing organisational performance.

Using exploratory case studies to support the development of a framework, the authors contend that organisations would optimise organisational performance if due attention is given to both information sharing and involvement dimensions of integration, as well as appropriate managerial mechanisms adopted in managing their relationship.

This study aims to offer a holistic halal cosmetic consumption framework by describing the current knowledge about halal cosmetics and presenting new directions for future research.

The theory, method and context–attributes, decision and outcome systematic review framework was used in this study. This study addresses the halal cosmetics literature published in the Scopus database: nonpredatory journals between 2010 and 2021.

This study found seven antecedent categories that affect four halal cosmetics consumption decisions. Those decisions led to three outcomes. In addition, behavioral theories were identified as the most frequent theory used to explain this phenomenon in personal and business settings.

To the best of the authors’ knowledge, this is the first systematic review of halal cosmetics consumption. This study explores the relevant theories, contexts, methods, antecedents and consumer decisions. Therefore, this study offers important insights into this phenomenon.

The purpose of this study is to conduct a comparative analysis of the short- and long-term financial strategies to augment SMEs’ performance in emerging markets. Using a resource-based theoretic perspective; the analysis has investigated the mediating role of distinctive management competencies (DMCs) between efficient financial strategies and SMEs’ business growth.

The empirical data were drawn from a cross-industrial panel of 273 SMEs from Spain and 224 SMEs from Pakistan across all manufacturing sectors over the period of 2006-2013. Multivariate tests are conducted to estimate the impact of efficient financial strategies on SMEs’ performance. The advanced mediation version of Kenny and Judd (2013) is used to test mediation confirmation of DMCs; while Sobel test is applied to examine robustness of mediation results.

The robustness check of 497 privately held SMEs confirmed that practicing efficient financial strategies has significant influence on SMEs’ performance. Stimulatingly, mediating effect of DMCs, that are used for executives’ prudent financial decisions have been traced in both respondent countries. Based on the findings, it is argued that efficient financial strategies realistically translate into DMCs, which taken together are likely to lead more effective and significant to improve SMEs’ performance.

The results suggest that power of distinctive managerial decisions is a crucial factor in the employment process besides efficient financial strategies identified in previous studies. The results of this study are of great importance to managers and major stakeholders, such as investors, creditors, financial analysts and policymakers, to inflate their efforts to reduce the incidence of business failure and for survival and growth of SMEs.

The paper raises a new theoretic explanation by determining the intervening role of DMCs in translating EFS into improved SMEs’ performance, thereby supplementing the extant theories.

The purpose of this paper is to focus on life cycle cost analysis (LCCA) of 1 MW roof-top Solar Photovoltaic (PV) panels installed in warm and humid climatic region in Southern India. The effect of actual power generated from solar PV panels on financial indicators is evaluated.

LCCA is done using the actual power generated from solar PV panels for one year. The net present value (NPV), internal rate of return (IRR), simple payback period (SPP) and discounted payback period (DPP) are determined for a base case scenario. The effect of service life and the differences between the ideal power expected and the actual power generated is evaluated.

A base case scenario is evaluated using the actual power generation data, 25-year service life and 6 percent discount rate. The NPV, IRR, SPP and DPP are found to be INR 13m, 8 percent, 10.9 years and 18.8 years respectively. It is found that the actual power generated is about one-third less than the ideal power estimated by consultants prior to project bidding. The payback period increases by 70–120 percent when the actual power generated from solar PV panels is considered.

The return on investment calculated based on ideal power generation data without considering the operation and maintenance related aspects may lead to incorrect financial assessment. Hence, strategies toward solar power generation should also focus on the actual system performance during operation.