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This paper aims to explore the moderating impact of four moderators, namely, retailer brand strength, customer’s perceived purchase regularity, gender and purchase channel (online and offline) on the relationship between relationship marketing investments (RMIs) and customer gratitude, and customer gratitude and customer loyalty. The context of research is the purchase of a high-involvement product by Indian customers.

This study adapts Huang RMIs-Gratitude-Loyalty model and empirically validates the associated hypotheses using structural equation modeling. Data is collected through the survey method.

The study (N = 385) results suggest a significant impact of preferential treatment and interpersonal communication investments on customer’s feeling of gratitude toward the retailer and, consequently, on loyalty. Purchase channel, gender and, to a lesser extent, customer perceived regularity each moderates the relationships between marketing investment and gratitude, and that between gratitude and loyalty; surprisingly, retailer brand is not a significant moderator.

Future research can factor in the impact of loyalty program on the proposed relationships.

This research offers helpful guidelines for retailers, especially for those who currently have a multichannel presence and invest or plan to invest in relationship marketing to obtain benefits from customer loyalty.

This investigation explores not only the relevance of RMIs–gratitude–loyalty model in the Indian retail context but also the influence of moderating variables on the retailers’ efforts of gaining consumer loyalty.

Data science industry is a multidisciplinary field that deals with a large amount of data and derives useful information for taking routine and strategic business decisions. The purpose of this article is to examine the relationship between pricing models, engagement models, and firm performance (FP). This study also aims at uncovering the most effective pricing model and engagement model for improving FP.

Indian data scientists were the respondents of the study. A total of 213 responses were carefully chosen. The data were analyzed using structural equations on Statistical Package for Social Sciences-Analysis of Moment Structures (SPSS-AMOS) version 25 software.

The findings of the study suggested the positive and significant impact of pricing models and engagement models on FP. Value-based pricing strategies have the maximum impact on FP. On the other hand, managed services have a higher influence on FP.

By developing a multi-faceted framework, this study is a novel contribution to the field of business strategy, especially for the data science industry.

This study aims to explore the micro-foundations of knowledge-based dynamic capabilities (KBDCs) in social purpose organizations (SPOs). The KBDCs facilitate SPOs to successfully manage the acquisition, creation and combination of knowledge to sustain their pursuit of socioeconomic value creation by effectively recognizing and addressing opportunities.

This study adopts a multiple-case study research design based on the semi-structured interviews of the founders and top managers of case SPOs. The semi-structured interviews were then compared with the theoretical framework of KBDCs following an abductive research approach.

This study identifies that certain capabilities are required to recognize and leverage the opportunities by SPOs. The authors found ten micro-foundations of KBDCs that sustain successful operationalization and overall development in SPOs. By using an abductive reasoning approach, the authors noted that certain KBDCs are essentially required for the operationalization and overall development of SPOs.

The authors conducted “semi-structured interviews” of founders and top managers that are retrospective in nature. From the implication viewpoint, this study provides insights for practitioners and researchers as it deepens the comprehension and contribution of knowledge and knowledge-related activities and procedures in SPOs.

KBDCs and their specific micro-foundations can help social entrepreneurs to delineate their idea, strategic processes and actions to achieve effective operationalization and overall sustainable development.

This study improves the understanding of Teece et al. (1997) theoretical construct of dynamic capabilities (DCs) and extends the framework of Zheng et al. (2011) simultaneously by exploring KBDCs that develop in the context of SPOs. The authors used an abductive reasoning approach that is vital for exploring dynamic capabilities; consequently, this study contributes to the approach of DCs and proffers a methodological advancement that can facilitate future research in this direction.

The paper aims to incorporate the relationship of reverse logistics into the economic, environmental, and social sustainability, known as triple bottom line and developed a framework for reverse logistics performance evaluation.

The performance measures, based on triple bottom line approach, were selected, and fuzzy analytical hierarchy process and extent analysis approach was applied for estimating the weights, global weights of performance measures and hence, the reverse logistics performance index. Reverse logistics performance of three electronic companies were evaluated and compared for the demonstration of the methodology.

The results show that economic performance has highest performance index followed by environmental performance and social performance. “Recapturing value” and “return on investment” from economic, “minimum energy consumption” and “optimum use of raw material” from environmental and “community complaints” and “customer health and safety” from social perspective have higher performance indexes. Over all, “reduced packaging”, “use of recycled material” and “employee benefits” show very poor performance indexes.

The study will provide useful guidance to the academicians and practitioners for evaluating, improving and benchmarking the reverse logistics performance.

The analysis adds to the very few studies on triple bottom line aspects of reverse logistics and its performance evaluation. Also, fuzzy analytical hierarchy process and extent analysis is used first time being an efficient tool to tackle the fuzziness of the data involved in performance evaluation.

Today, business model innovations leverage digital technologies to gain a competitive advantage and transform business processes. Blockchain is still gaining attention in specific fields and bringing value to business models. There is a dearth of research on how blockchain decentralized autonomous organizations impact organization business model innovations. This study attempts to contribute the body of knowledge based on a review of decentralized autonomous organizations and the business model innovation literature using the integrative and generative approach.

The paper offers an analysis of decentralized autonomous organizations based on digital business models built on the well-established work by Osterwalder and Pigneur (2010). The practical multilayered decentralized autonomous organizations architectural implementation model design is achieved using practical archetypes depicted in the proposed decentralized autonomous organizations business model. The paper evaluates a marketplace comprising 13 decentralized autonomous organizations led platforms with core functionalities.

The paper delivers decentralized autonomous organizations led digital business model canvas elements to explain decentralized autonomous organization business model innovations. It presents the underlying multilayered decentralized autonomous organizations architectural implementation model required to conceptualize a practical business model with an enterprise-ready target operating model.

The paper contributes directly to the practical decentralized autonomous organizations business model canvas, exemplifying the nine elements of decentralized autonomous organizations’ characteristics for any organizational transformation. The tools and accelerators (business model, layered architecture, target operating model and product mapping) developed in the paper address the managerial challenges of redesigning the decentralized business models.

The proposed decentralized autonomous organizations smart contract powered business model provide a digital platform to adhere to rules, follow policies, preserve principles and develop consensus without human interventions. The paper shapes the first of its kind decentralized autonomous organizations marketplace evaluation while mapping it to decentralized autonomous organizations layered architecture product requirement considering business model dimension to adopt actionable target operating model.

The circular economy concepts are useful for resource conservation, eliminating waste and enhancing the efficiency of production to improve the sustainability of the system. The application of CE in Indian manufacturing industry is in nascent stage. India’s manufacturing sector significantly contributes to the economic development of the nation; therefore, this study aims to identify and analyze the sustainability related challenges faced during the implementation of the circularity concept.

Comprehensive survey of literature and the use of Pareto analysis yield ten significant challenges which are further analyzed using fuzzy-Decision-Making Trial and Evaluation Laboratory approach.

Findings revealed that noncompliance of environmental laws, revenue generation, design issues owing to technological limitations and less preference to refurbished and reused product are some of the major challenges to the CE practices in the manufacturing industry.

The results will help the researchers and practitioners in strategic decision-making for the improved application of circularity in the production process.

This paper contributes to the identification and prioritization of sustainability-related challenges faced during the implementation of a novel concept by a developing economy.

The case presents an ideal platform for discussing the branding strategy, brand elements and the factors that contributed to success of an entrepreneurial venture in the quick-service restaurant (QSR) segment. Further, it enables students to discuss changes that are necessitated as the firm looks for new growth avenues. After working through the case and assignment questions, students will be able to analyze the entrepreneurial journey of a startup in red ocean markets by assessing the factors that contributed to its success; comprehend the importance of branding strategy for small business – choosing/designing of brand elements and selecting the positioning strategy; and assess changes needed in the branding strategy over time and devise strategies for the continued success of the firm.

Kolkata-based QSR chain Wow! Momo was bootstrapped with a meager INR 30,000 in 2008 by two school friends Sagar Daryani and Binod Kumar. It went on to become India’s Wow! Momo very first QSR specializing in momos. By the year 2019, Wow! Momo was dishing out India’s favourite street food, “momos” from 300 outlets across 15 cities. It also claimed to have captured 90% market share in the organized momo business. The startup grew at a CAGR of over 50% between 2015 and 2019 and reported INR 1.19bn revenue in financial year 2019 with an EBITDA of 9.3%. Wow Momo Foods Pvt. Ltd (WMF), the parent company of Wow! Momo, had tasted stupendous success within a short period and set an ambitious goal of achieving revenue of INR 10bn by 2023–2024. Wow! Momo had achieved top of mind recall among the target customers and was also vying for the same share of wallet as formidable international giants such as McDonald’s, Domino’s, Burger King and KFC. However, compared to these large players, Wow! Momo offered a limited menu and a smaller average ticket size. At the same time, Wow! Momo’s market share was also threatened by a host of branded momo players that offered a similar menu and pricing. Both these factors did not argue well for WMF’s mammoth growth objective. Achieving revenue of INR 1.19bn in a matter of just 10 years was no small feat, but reaching targeted INR 10bn in half that time needed a different game plan altogether. The founders clearly needed to rethink their strategies for the next phase of growth. What would be the next growth driver for the company? Should it look for greener pastures outside India? Was it time to diversify the menu and think beyond momos? If so, then should new items be added to existing menu or a new brand be launched altogether? The case maps the journey of two entrepreneurs as they went on to set up a successful QSR chain. It examines their trials and tribulations as well as successful implementation of marketing strategy. It also looks at the dilemmas faced by a startup as it searches for new avenues for growth.

Graduate and postgraduate courses in Management.

Teaching Notes are available for educators only.

CSS 8: Marketing.

The proposed article is aimed at exploring the opportunities, challenges and possible outcomes of incorporating big data analytics (BDA) into health-care sector. The purpose of this study is to find the research gaps in the literature and to investigate the scope of incorporating new strategies in the health-care sector for increasing the efficiency of the system.

Fora state-of-the-art literature review, a systematic literature review has been carried out to find out research gaps in the field of healthcare using big data (BD) applications. A detailed research methodology including material collection, descriptive analysis and categorization is utilized to carry out the literature review.

BD analysis is rapidly being adopted in health-care sector for utilizing precious information available in terms of BD. However, it puts forth certain challenges that need to be focused upon. The article identifies and explains the challenges thoroughly.

The proposed study will provide useful guidance to the health-care sector professionals for managing health-care system. It will help academicians and physicians for evaluating, improving and benchmarking the health-care strategies through BDA in the health-care sector. One of the limitations of the study is that it is based on literature review and more in-depth studies may be carried out for the generalization of results.

There are certain effective tools available in the market today that are currently being used by both small and large businesses and corporations. One of them is BD, which may be very useful for health-care sector. A comprehensive literature review is carried out for research papers published between 1974 and 2021.