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In early 2017, after launching its successful “Greenhouse-in-a-Box” pilot project in India with fifteen smallholder farmers, Kheyti, a non-profit agricultural technology (AgTech) social enterprise, was struggling with several decisions in developing and growing its business. Kheyti was launched in 2015 to help smallholder farmers battle poverty and income variability by providing affordable technologies bundled with services. Over eighteen months, the team had developed a low-cost and modular greenhouse product to which it added financing, inputs, training, and market linkages to create a comprehensive “full-stack” solution for small farmers. The pilot project was a success in many ways, but Saumya, Kheyti's co-founder and head of product, was concerned that it revealed shortcomings that could severely affect the viability and scalability of Kheyti's solution.

Saumya had some important decisions to make. Should Kheyti redesign the product from scratch, or find other ways to reduce the cost for early adopters? Should it rely on upfront revenues from sales of the greenhouse, or consider developing an innovative financing or contract farming model? Kheyti's dwindling cash reserves meant that these decisions were urgent and critical. The path chosen now would determine whether the startup would move beyond the pilot stage and achieve its vision of serving 1 million farmers by 2025.

The paper reports the feedback collected from students of the Master of Social Work (MSW) Programme of the School of Social Work (SOSW), Indira Gandhi National Open University (IGNOU), through open and distance learning (ODL), in India. The paper discusses findings related to learner profile, student support services, assignments, academic counselling, fieldwork, audio/video/teleconferencing facilities, Internet access and challenges faced by the learners. The findings will be useful for researchers and practitioners, will help in improving the overall quality of the programme, in designing the delivery mechanism as per the needs of MSW learners and in preparing them to be trained professionals to work in social development sector in India.

For data collection, a questionnaire was prepared and sent to all the students of the MSW programme along with assignment, across India. Responses from 290 students were voluntarily received.

The research findings are that MSW (ODL) students are older, mostly married with the average male learners age being 35 years and that of female learners being 30 years, there are more female learners than male learners, majority of the learners are Hindu from general category, tend to be employed, mostly full-time and some part-time, with work experience. They are from urban, semi-urban, rural and tribal areas with Internet access. Most of the students preferred to read printed self-learning materials than digitally available on eGyanKosh or IGNOUmobile app especially in rural areas though with increasing access to Internet, students are gradually opting for online materials while filling up the admission form. Majority of students found the quality and standard of study materials to be very good. Though maximum respondents gave positive feedback about the student support services and their learning experiences, some of the learners faced challenges like unco-operative staff members, administrative delays, non-allotment of academic counsellor/fieldwork supervisor, irregularity, late reception of study materials, lack of staff members at study centre, far distance of regional centre/study centre from residence, etc.

The findings will help in designing and delivering the MSW programme in a more effective way. Based on the feedback received, the next revision of the programme will take into consideration the concerns of the learner. The limitation of the study is that not all learners responded to all the questions. Not all potential MSW learners filled the questionnaire and submitted it at the school. And those who responded had left some questions unanswered. Those who did not submit response may differ in their responses from what is received.

It is an original work and will be valuable in understanding the distance learner of MSW programme in India, programme delivery and challenges.

The COVID-19 pandemic has engendered changes in previously unimaginable timeframes, leading to new ways of working, which can quickly become the “ordinary” way of working. Many traditional workplace and educational practices and environments, however, are disadvantageous to people with disability and consequently are under-represented in the workforce and higher education.

Contributing factors include exclusionary societal and employer attitudes and inaccessible built environments including lack of attention to paths of travel, amenities, acoustics, lighting and temperature. Social exclusion resulting from lack of access to meaningful work is also problematic. COVID-19 has accelerated the incidence of working and studying from home, but the home environment of many people with disability may not be suitable in terms of space, privacy, technology access and connection to the wider community.

However, remote and flexible working arrangements may hold opportunities for enhancing work participation of people with disabilities. Instigating systemic conditions that will empower people with disability to take full advantage of ordinary working trajectories is key. As the current global experiment in modified work and study practices has shown, structural, organisational and design norms need to change. The future of work and study is almost certainly more work and study from home. An expanded understanding of people with disabilities lived experience of the built environment encompassing opportunities for work, study and socialisation from home and the neighbourhood would more closely align with the UNCRPD's emphasis on full citizenship.

This paper examines what is currently missing in the development of a distributed work and study place continuum that includes traditional workplaces and campuses, local neighbourhood hubs and homes.

YouTube has emerged as the most innovative social networking sites (SNS) with exclusive features at that time which allowed users to post, view, comment and link to videos on the site. The purpose of this paper is to investigate the way emotional appeals are being used in YouTube advertisements to promote their products by considering various big brands of different industries in emerging market like India. The advertisement that induces consumer’s emotions can cause subconscious reactions which supersede consumer’s logical and pragmatic responses to create the unbreakable bond with a brand.

The study has taken online video advertisements which were uploaded on YouTube by different companies. The advertisements considered for the study were selected on three criteria: having more than 1,00,000 subscribers; videos having Indian advertisements; and have released at least one popular advertisement of minimum 1,00,000 views monthly in the period January 1-December 31, 2016. Random sampling method was used. Content analysis of 150 video advertisements was done to assess the influence of positive and negative emotions on consumer engagement. Multiple regression method is used taking the stepwise method.

The present study focused on emotional aspects of the advertisement that induce consumer engagement through SNS. The marketing strategies mainly focus on rational aspects as well as emotional aspects. The study suggests that in emerging economy like India, people heavily rely on emotions rather than logical information regarding any goods or services; hence, we considered both positive and negative emotional aspects in the study so as to measure the influence of emotional appeals on consumer engagement. Positive emotional appeals like contentment, happiness and love have the positive influence on the consumer engagement. On the other hand, negative emotional appeals are negatively related to the consumer engagement.

The present study aims at measuring ripple effect of the emotional appeals on ads and also tries to compare the impact between positive and negative emotional appeals so that it becomes easy for the marketers to determine the context in which it can be applied. For this purpose, YouTube video ads from India have been taken as the object of study from different industries.

The contribution of women toward entrepreneurial activities has gained significant attention in recent years because of economic and social concerns, government support and initiatives and increased education and awareness. Women’s entrepreneurial activity has increased and women-owned businesses can today be found in every sector of the economy, irrespective of region. In India, government bodies such as the Ministry of Micro, Small and Medium Enterprises (MSMEs) and several other organizations (private and NGOs) have adopted considerable measures to promote women entrepreneurship (WE). To improve WE, the critical factors of WE adoption need to be identified and evaluated. The purpose of this paper is to identify, prioritize and evaluate the critical success factors of WE adoption in Indian MSMEs.

This paper proposes a methodology based on fuzzy analytical hierarchal process to prioritize the critical success factors of WE adoption. A numerical analysis of Indian MSMEs is presented to demonstrate the use of the proposed method. This proposed method considered fuzzy framework, which can handle impreciseness and uncertainty. Sensitivity analysis is also performed to test the robustness of the proposed model.

Potential critical success factors are identified from relevant literature and validated by industry experts. This research finalize the critical success factors of WE adoption in Indian MSMEs under seven dimensions, so prioritization of identified critical success factors can be developed and insights relationship of factors would be explored. The results of the study found that individual, management and government dimensions take paramount importance while women aim to become entrepreneurs in Indian MSMEs.

This study is limited to identifying evaluation factors; other factors have not been identified and categorized. Evaluation is one by experts in this area so it is natural that views of decision-makers may be subjective and vary with regard to industry-type, priorities, resources, etc.

This study will help industry to identify, evaluate and prioritize factors for successful implementation of women entrepreneurship. MSMEs could device these factors by applying the outcome of the study in their decisions with higher priority to implement women entrepreneurship culture.

Potential factors are identified from relevant literature and validated by industry experts. Indian MSMEs could device these factors by applying the outcome of the study in their decisions with higher priority to adopt women entrepreneurship.

Marketing/Consumer behaviour.

The case can be used for the postgraduate students and executives in a first-year Marketing Management class for an introductory session on understanding consumer decision in a business-to-consumer context. The case can be also used in a second-year elective course on Consumer Behaviour for the topic on consumer decision-making journey and managing customer experience through service excellence. This case would be most befitting to be used for the first introductory session of 75 minutes to give an overview on consumer behaviour.

The dismal failure of Natasha’s desktop while preparing an important presentation due for submission compels Natasha (the protagonist) to make up her mind to buy a laptop. After consulting her friends and relatives, followed with intense search from different retail stores, Natasha finally decides to buy a Sony laptop from a multi-brand retail outlet with a price discount and freebies. Finally, when Natasha settled down to work on her new laptop on her pending presentation, she confronts some problem. Unable to identify the problem, she contacted the store sales representative to resolve the problem. However, the representative’s ineffectiveness in addressing the problem and promptly delivering the service leaves Natasha in a state of uncertainty and confusion. She seemed to be in a fix and undecided, wondering whether she should immediately rush to the repair centre with her desktop to fix the problem for the time being or she should leave the laptop and wait till the problem gets resolved.

The case aims to provide interesting inputs on various phases of consumer decision-making journey and appropriate marketing strategy for each phase. The objective is to make students appreciate how poor after-sales service results in post-purchase dissonance and conflict in the consumer's mind. The case provides an opportunity for students to come up with possible solutions to resolve the post-purchase dissonance and conflict and share their views or ideas of how a seller can create a lasting impression in the mind of the buyer.

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

CSS 8: Marketing

This paper aims to study the impediments and difficulties that prevent Indian women from becoming entrepreneurs.

Data were obtained through a survey involving 15 experts. Based on the feedback provided by the experts, ten relevant barriers in the context of Indian micro small and medium enterprises (MSMEs) were chosen. A structured questionnaire was used to gather data. These ten barriers create obstruction for Indian women as entrepreneurs. These barriers were ranked, and causal relationships among them established using interpretive structural modeling and Matrice d’Impacts croises-multiplication appliqúean classment (cross-impact matrix multiplication applied to classification) (ISM–MICMAC) approach.

This study identifies, on the basis of extant literature and experts’ opinion, ten barriers to female entrepreneurship. These barriers were ranked, and causal relationships among them established using the ISM–MICMAC approach. On the basis of ranking, women can move forward in MSMEs after removing these obstacles and it will have good results.

In this research, with literature reviews and experts opinion, ten barriers have been identified for women’s entrepreneurship and have been used to build the model.

To bring Indian women forward in the field of entrepreneurship, both the society and the government should work together, and efforts should be made to overcome the obstacles coming in the way of entrepreneurs.

Female entrepreneurship in India faces many problems including negative attitude of authorities and society toward women. The society and authorities have no format or model for Indian women to move forward in the entrepreneurship sector.

This study seeks to identify, on the basis of a thorough review of literature and expert opinion, major barriers to female entrepreneurship in the context of Indian MSMEs.

In response to scholarly calls, this study aims to explore the persuasive predictors including (job security, autonomy, work-life balance, culture and climate, career growth, leadership style and support, training and development and reward, recognition and pay) of talent retention in Indian PSUs by emphasising the commonalities and differences between different category of employees from different cohorts based on their contribution in the prime function of the business.

A self-administered questionnaire was used to collect data from 472 employees from selected organisations through Multistage sampling technique and Simple random sampling technique. Data were analysed using tests such as logistic regression, MANOVA, post hoc Tukey in SPSS 20.

Job security, autonomy, career growth and culture and climate are the persuasive predictors of talent retention in Indian PSUs. However, there is a significant interaction effect of age and job standard on job security. Job security and perceived employability do not relate to age for core category employees rather possess identical perception than other employee category. Findings indicate that identifying the position to be retained is more viable than a common retention strategy.

This study contributes to the existing knowledge of talent retention by exploring novel insights in comprehending the commonalities and differences of different employee category at all level from different cohorts, sharing different responsibilities in the prime function of the business that has largely been ignored. The study can succour in improving performance and cost-effective retention strategy.

The purpose of this study is to investigate the impact of disputed tax litigation risk on firm performance and stock return behavior using a sample of Indian listed firms.

The authors use disputed tax liability, reported as a contingent liability by the listed firms, as a proxy for the disputed tax litigation risk. To examine the impact of disputed tax litigation risk on firm performance (measured by accounting and market-based measures), the empirical approach used in this study focusses on the panel estimation technique. A portfolio-based approach using alternative asset pricing models examines the cross-sectional return variation because of the influence of disputed tax litigation risk.

The results of this study show a negative relationship between firm performance measures and disputed tax litigation risk. Cross-sectional test results reveal that higher disputed tax litigation risk is associated with higher expected returns.

This study focusses on disputed tax reported under the heading of contingent liability as a proxy for litigation risk. The study will help investors and portfolio managers to consider disputed tax litigation risk as an important parameter in the evaluation of firm performance. This study will also help regulators to get feedback on tax related policies and improve the dispute resolution process.

This study adds to the existing literature on the relationship between litigation risk and firm performance. In the context of emerging market, this study is the first-of-its-kind study, which focusses on disputed tax as a litigation risk proxy and examines its possible impact on firm performance and stock return behavior.

The purpose of this study is to propose a theoretical model of how content-related factors, social factors and perceptual factors influence consumer engagement in brand social networking sites (SNSs) pages and further how consumer engagement behavior influences the customer–organization relationship.

This study used an online and offline questionnaire to conduct empirical research and collected and analyzed data of 430 samples by using the structural equation modeling approach.

The result showed that all three factors, i.e. content-related factors, social factors and perceptual factors, had positive influence on consumer engagement. Further, the result also showed a positive influence of consumer engagement on the customer–organization relationship. Another important thing the study found was that social media users mostly engage in consuming the content and contributing.

This study has considered one popular SNS: Facebook. As the usage purpose and features of different SNSs vary, the future research should be directed by taking other popular SNSs, such as Twitter and LinkedIn, to gain a broader insight of consumer engagement on other brand SNS pages. Further, the present study has stressed on the exploring the quality of customer–organization relationship as the major outcome of consumer engagement on brand SNS pages. Therefore, the future study should be directed toward measuring the relationship between consumer engagement and other important outcomes, such as brand advocacy behaviors, positive word-of-mouth behaviors and brand loyalty.

This paper suggests strategies for consumer engagement through SNSs, especially Facebook advertisements. First, the study has identified content-related factors, social factors and perceptual factors which will help the managers to set strategies for engaging new and prospective consumers on brand SNS pages. Second, it also describes how the online activities of consumers on brand SNS pages strengthen the relationship between customer and organizations. This conception will definitely help marketing managers to develop quality relationship with their existing and new customers.

The novelty of this study is that it attempts to explore the combined effect of content-related factors, social factors and perceptual factors on consumer engagement and also explores the nature and specific types of engagement behavior on brand SNS pages.