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This paper aims to examine new housekeeping procedures introduced in response to COVID-19. The pandemic has required hotels to reassess their standard operating procedures, especially in housekeeping to retain the confidence of guests in the hotel/brand via high standards of sanitization, hygiene and the maintenance of social distancing.

The article draws on publications and announcements made by major brands and associations about their updated standards of cleaning, hygiene and sanitisation, social distancing and workplace protocols arising from the pandemic. Further, a survey was used to determine the impact of new processes on housekeeping teams and their perceptions of its effect on service quality, guests and employee safety.

Some key new processes are: keeping the hotel room vacant for several hours after departure, the sanitisation of every room, cleaning and sanitisation of high touch points, linen and waste management and low frequency or complete avoidance of the cleaning of occupied rooms. The survey questionnaire establishes that housekeepers value their new standard operating procedures (SOPs) and agree that “clinically clean” is the new normal and essential to avoid cross-contamination and keep guests and employees safe.

As the pandemic is a current phenomenon, the guidelines and protocols are rapidly evolving. Hotels are innovating and looking for new processes to manage infection control. This study has mainly focused on cleanliness and hygiene protocols and procedures prevalent in the industry. Currently, future work could be useful to evaluate the long-term impact of COVID-19 on the new processes and procedures that have been deployed.

In order to recover from the pandemic, the Indian hotel industry faces a colossal task. Even when the virus peaks have passed and hotels can safely reopen, the fear of infection will continue and so guest trust and confidence is essential. Given this, the paper should be of interest to hoteliers and policymakers seeking to implement the best possible post COVID-19 housekeeping practices.

This paper identifies and analyses best practice in hotel housekeeping in response to COVID-19. The new standards that are being adopted aim to assure hotel guests and employees about the hygiene and safety measures and standards that have been adopted.

In the face of complex and challenging economic and business environments, developing and implementing approaches to predict bankruptcy has become important for firms. Bankruptcy prediction can be regarded as a grey system problem because while factors such as the liquidity, solvency and profitability of a firm influence whether it goes bankrupt, the precise manner in which these factors influence the discrimination between failed and non-failed firms is uncertain. In view of the applicability of multivariate grey prediction models (MGPMs), this paper aimed to develop a grey bankruptcy prediction model (GBPM) based on the GM (1, N) (BP-GM (1, N)).

As the traditional GM (1, N) is designed for time series forecasting, it is better to find an appropriate permutation of firms in the financial data as if the resulting sequences are time series. To solve this challenging problem, this paper proposes GBPMs by integrating genetic algorithms (GAs) into the GM (1, N).

Experimental results obtained for the financial data of Taiwanese firms in the information technology industries demonstrated that the proposed BP-GM (1, N) performs well.

Among artificial intelligence (AI)-based techniques, GBPMs are capable of explaining which of the financial ratios has a stronger impact on bankruptcy prediction by driving coefficients.

Applying MGPMs to a problem without relation to time series is challenging. This paper focused on bankruptcy prediction, a crucial issue in financial decision-making for businesses, and proposed several GBPMs.

The purpose of this paper is to introduce a computational time dependent modeling to investigate propagation of elastic-viscoplastic zones in the shock wave loaded circular plates.

Constitutive equations are implemented incrementally by the Von-Kármán finite deflection system which is coupled with a mixed strain hardening rule and physical-base viscoplastic models. Time integrations of the equations are done by the return mapping technique through the cutting-plane algorithm. An integrated solution is established by pseudo-spectral collocation methodology. The Chebyshev basis functions are utilized to evaluate the coefficients of displacement fields. Temporal terms are discretized by the Houbolt marching method. Spatial linearizations are accomplished by the quadratic extrapolation technique.

Results of the center point deflections, effective plastic strain and stress (dynamic flow stress) and temperature rise are compared for three features of the Von-Kármán system. Identifying time history of resultant stresses, propagations of the viscoplastic plastic zones are illustrated for two circumstances; with considering strain rate and hardening effects, and without them. Some of modeling and computation aspects are discussed, carefully. When the results are compared with experimental data of shock wave loadings and finite element simulations, good agreements between them are observed.

This computational approach makes coupling the structural equations with the physical descriptions of the high rate deformation through step-by-step spectral solution of the constitutive equations.

The case focuses on the importance of the brand-building process, which takes place in B2B companies. Commodity companies focus a lot on the sales and distribution aspect of their marketing strategies but do not emphasize the importance of developing their brands. At the end of the discussion, the participants would be able: to examine the steps involved in conceptualizing the brand identity for an existing product in a highly competitive B2B market, as per Kapferer’s Brand Identity Matrix. To understand the steps involved in the journey of internal and external brand-building processes in B2B. To analyze the various challenges and issues faced by large organizations dealing in the metals and commodity business.

The case discusses a marketing challenge faced by Jindal Steel and Power Limited (JSPL) in launching a new brand of thermomechanical treatment (TMT) products in the market. Traditionally, the company had focused on the sales and distribution aspect of their marketing strategies but did not emphasize the importance of developing their brands. This case is based upon the challenges faced in the creation of a new brand identity for JSPL’s TMT products by the protagonist, Mr Paras Sharma (who is the brand custodian and manager in this case).

Postgraduate/Masters in Business Administration (MBA), Masters in Management Studies, Executive MBA.

Teaching Notes are available for educators only.

CSS 8: Marketing.

Amidst the exponential spread of the COVID-19 pandemic, this study aims to explore the evolving dynamics underlying consumers' narratives about luxury-brands over social media. While visualizing these Online Luxury-Brand Self-Narratives (OLBSNs) as a decision-making situation, the authors question the “rational-being” assumption of the Net Valence Model (NVM) during a pandemic situation. Specifically, the authors draw upon Terror Management Theory (TMT) to explicate the role of pandemic-induced mortality salience in rendering the idealistic assumptions of NVM unattainable. The authors uncover evidence of risk-taking behavior among luxury consumers while using OLBSNs as a potential meaning-providing structure during the pandemic.

This study employed a cross-sectional survey method. The authors conducted a structured Qualtrics survey to collect data from 588 respondents. The authors examined the hypothesized relationships using structural equation modeling.

In contrast to the conventional wisdom of NVM, the results suggest a positive influence of not only perceived benefits but also perceived risks on intention to engage in OLBSN and brand advocacy during the ongoing pandemic.

This study explains the emerging dynamics of pandemic-induced mortality salience in OLBSN decision-making and has implications for luxury-brand marketers in designing brand communication strategies over social media.

This study makes an original endeavor to extend NVM beyond rational decision-making context by integrating the theoretical tenets of TMT within NVM while also delineating the decision-making mechanism of OLBSNs during the pandemic.

The study aims to study the extent of research done in luxury marketing in an emerging economy like India by conducting a bibliometric analysis. A period of 21 years has been considered to present a comprehensive picture for results and analysis. Key findings indicate the gaps and scope of further research for academics in India and abroad. The findings indicate a dearth of research by scholars and academicians in luxury, counterfeit and masstige, especially when there is a surge of the upper middle class in India. More specifically, Indian-grown luxury brands also present a massive scope for future research.

The purpose of the present study is to establish the emerging trend of studies on knowledge management (KM) strategy from 2007 to 2021 and identify the most studied constructs, methodologies used and gaps, thereby suggesting future directions.

Guided by items on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework, the study analyzed 46 articles published within the 15 years under review.

An upward trend in KM strategy studies published from 2007 to 2021 emerged, indicating researchers' growing interest in the topic. Further, the studies reaffirmed the essence of having a KM strategy alongside other functional strategies for an organization's outstanding performance. Key KM strategy antecedents were identified: resource availability, communication, business environment, stakeholder participation, organizational culture and incentives. The need to align the KM strategy and other functional strategies with the overall business strategy was also established as critical. Finally, gaps in study methodologies and extant literature were identified, leading to suggestions for future directions.

The study provides valuable insights regarding the emerging trend of studies on KM strategy over the 15 years, identification of methodologies used in the studies and the most studied constructs. To this effect, the study's uniqueness lies in the identified gaps and recommendations made for future research directions as it strives to bridge the identified gaps.

This study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude towards affordable luxury brands in an emerging market context of India.

The data were collected via a cross-sectional questionnaire survey from 491 customers of different fashion accessory luxury products in India. The data were analyzed through structural equation modelling (SEM) using AMOS 23.0 SEM software.

The findings of this study reveal that conspicuousness, status consumption, brand name consciousness, need for uniqueness and hedonism positively affect consumer attitude towards affordable luxury, which consequently affects consumers' purchase intention. The findings further reveal that age acts as a moderator in driving consumers' neo-luxury consumption.

By uniting various socio-psychological factors with consumer attitude and purchase intention in a conceptual model, along with studying the moderating role of age, this study responds to the calls for further research regarding affordable luxury and offers a more granular understanding of specific consumer motivations that guide Indian consumers' affordable luxury consumption.

This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India.

The research design followed a two-step approach to test the measurement and structural models for partial least squares structural equation modeling with SmartPLS (v.3.0) as recommended by Anderson and Gerbing (1988).

The results illustrated that both the instrumental and terminal values influence brand consciousness and, consequently, brand consciousness had an impact on behavioral intentions for fashion apparel consumption. Instrumental values had a greater influence on brand consciousness and behavioral intentions than terminal values. Brand consciousness mediated the relationship between instrumental/terminal values and behavioral intentions.

This study defined two value orientations (i.e. instrumental versus terminal) using cross-sectional data from an emerging market. Future studies may examine the research findings’ generalizability using diverse data sets (longitudinal and cross-sectional) and evaluate the value orientation and customers’ favorable behavioral intentions for luxury fashion consumption.

This study provides insights into luxury marketers and practitioners to understand the contribution of instrumental and terminal values on brand consciousness and behavioral intentions for luxury fashion apparel. The findings would assist in developing marketing strategies for an emerging market, i.e. India.

With the rapid proliferation of materialism, the Indian market has witnessed the dawn of a new era of luxury fashion acceptance. The research offers evidence that in emerging markets such as India, consumers exhibit value orientation toward luxury brands while holding a sense of fashion involvement in their consumption behavior.

This study is a pioneering attempt to understand the relationships between the value orientation, namely, instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions toward fashion apparel. Rokeach’s (1973) two-dimensional value dichotomy was adapted to understand luxury apparel consumption in an emerging market context, specifically India.