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Marketing Management, Marketing Strategy and Marketing Communication.

The case is targeted at students of post-graduation and under-graduation programs in Business Administration, specializing in Marketing Management or Marketing Strategy.

Mukesh Ambani’s announcement about the launching of Reliance Jio at the 41st Annual General Meeting (AGM) of Reliance Industries Limited (RIL) in June 2015 sent shock waves in the telecom industry. Everyone, including the customers, competitors and the entire telecom industry, was excited to know whether Reliance Jio would be able to make a dent or fizzle out like a weak firecracker. Was it time for the top players to be worried and pull their socks up or will it be an inconsequential ripple in the ocean? Mukesh Ambani saw the telecom sector from a new viewpoint and proposed a complete set of solution in the form of Reliance Jio SIM card that addressed the different needs of customers through various applications. This has spread rumors of a merger between Idea and Vodafone in India, which can have a huge impact on Reliance Jio and the telecom sector in general. The profitability indicator that was earlier determined as the average revenue per user (ARPU) will continue to dominate. The companies will be scrambling to find different ways to increase the ARPU to maximize the returns. This would also lead to a downsize in the cost in such a way that their operations do not suffer and profitability is also not negatively affected.

To better understand the entry strategy of firms in highly volatile business situations. To know about the competitors and their contribution to the operational and strategic changes of a new entrant. To understand the proceedings associated with marketing communication for establishing a product in a highly competitive market. To know about the impact of joining hands with the competitors on a new entrant.

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.

The current natural language processing algorithms are still lacking in judgment criteria, and these approaches often require deep knowledge of political or social contexts. Seeing the damage done by the spreading of fake news in various sectors have attracted the attention of several low-level regional communities. However, such methods are widely developed for English language and low-resource languages remain unfocused. This study aims to provide analysis of Hindi fake news and develop a referral system with advanced techniques to identify fake news in Hindi.

The technique deployed in this model uses bidirectional long short-term memory (B-LSTM) as compared with other models like naïve bayes, logistic regression, random forest, support vector machine, decision tree classifier, kth nearest neighbor, gated recurrent unit and long short-term models.

The deep learning model such as B-LSTM yields an accuracy of 95.01%.

This study anticipates that this model will be a beneficial resource for building technologies to prevent the spreading of fake news and contribute to research with low resource languages.

The purpose of this paper is to investigate the effect of corrugation, wave number, initial stress and the heterogeneity of the media on the phase velocity of the Love-type wave. Moreover, the paper aims to have a comparative study of the presence and absence of anisotropy, heterogeneity, corrugation and initial stress in the half-space, which serve as a focal theme of the study.

The present paper modelled the propagation of the Love-type wave in a corrugated heterogeneous monoclinic layer lying over an initially stressed heterogeneous transversely isotropic half-space. The method of separation of variables is used to procure the dispersion relation.

The closed form of dispersion relation is obtained and found to be in well agreement to the classical Love wave equation. Neglecting the corrugation at either of the boundary surfaces, expressions of the phase velocity of the Love-type wave are deduced in closed form as special cases of the problem. It is established through the numerical computation of the obtained relation that the concerned affecting parameters have significant impact on the phase velocity of the Love-type wave. Also, a comparative study shows that the anisotropic case favours more to the phase velocity as comparison to the isotropic case.

Although many attempts have been made to study the effect of corrugated boundaries on reflection and refraction of seismic waves, but the effect of corrugated boundaries on the dispersion of surface wave (which are dispersive in nature) propagating through mediums pertaining various incredible features still needs to be investigated.

This study aims to evaluate the short-term impact of brokerage analysts’ recommendations on abnormal returns using a sample selected from the S&P BSE 100 in the Indian context. The efficient market hypothesis, specifically, its semi-strong form, is tested for “Buy” stock recommendations published in the electronic version of Business Standard. The crucial issue is, are there any abnormal returns that can be earned following a recommendation? If so, how quickly do prices incorporate the information value of these recommendations? It tests the impact of analyst recommendations on average abnormal returns (AARs) and standardized abnormal returns (SRs) to determine their statistical significance.

Using a sample of stock recommendations published in the e-version of Business Standard, the event study methodology is used to determine whether AARs and SRs are significantly different from zero for the duration of the event window by using several significance tests.

The findings indicate a marginal opportunity for profit in the short term, restricted to the event day. However, the effect does not persist, i.e. the market is efficient in its semi-strong form implying that investors cannot consistently earn abnormal returns by following analysts’ recommendations. Post the event date, the market reaction to analyst recommendations becomes positive, however, insignificant until the ninth day after the recommendation providing support to the underreaction hypothesis given by Shliefer (2000) and post-recommendation price drift documented by Womack (1996). The study contributes by using different statistical tests to determine the significance of returns.

There are important implications for traders, investors and portfolio managers. The speed with which market prices incorporate publicly available information is useful in formulating trading strategies. However, stock characteristics such as market capitalization, volatility and level of analyst coverage need to be incorporated while making investment decisions.

The study contributes by using different statistical tests to determine the significance of returns.

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

This study aims to investigate the optimum proportion of coconut fibre and cement suitable for rammed earth wall construction. Coconut fibres and cement can be easily incorporated into the soil mixture which adds strength and durability to the wall. This paper highlights the salient observations from a systematic investigation on the effect of coconut fibre on the performance of stabilized rammed earth blocks.

Stabilization of soil was done by adding Ordinary Portland Cement (2.5, 5.0, 7.5 and 10.0 per cent by weight of soil), whereas coconut fibre in length about 15 mm was added (0.2, 0.4, 0.6, 0.8 and 1.0 per cent by weight of soil) as reinforcement. Thirty types of mixes were created by adding different proportions of cement and fibre to locally available soil and compacting the mix at constant compaction energy in three layers with Proctor rammer.

Samples were tested for compressive strength and tensile strength, and failure patterns were analysed. The use of cement and fibre increases ultimate strengths significantly up to an optimum limit of 0.8 per cent fibre content, provides a secondary benefit of keeping material bound together after failure and increases residual strength. Benefits of fibre reinforcement includes both improved ductility in comparison with raw blocks and inhibition of crack propagation after its initial formation.

After analysing the results, it is recommended to use 0.8 per cent fibre and 5-10 per cent cement by weight of soil to achieve considerable strength. This research may add a value in the areas of green and sustainable housing, waste utilization, etc.

The purpose of this paper is to identify the factors influencing the citizens of India to prevent cybercrimes in the proposed Smart Cities of India.

A conceptual model has been developed for identifying factors preventing cybercrimes. The conceptual model was validated empirically with a sample size of 315 participants from India. Data were analyzed using structural equation modeling with SPSS and AMOS softwares.

The study reveals that the “awareness of cybercrimes” significantly influences the actual usage of technology to prevent cybercrimes in Smart Cities of India. The study reveals that government initiative (GI) and legal awareness are less influential in spreading of the awareness of cybercrimes (AOC) to the citizens of the proposed smart cities.

The conceptual model utilizes two constructs from the technology adoption model, namely, perceived usefulness and ease of use. The study employs other factors such as social media, word of mouth, GIs, legal awareness and organizations constituting entities spreading awareness from different related literature works. Thereby, a comprehensive theoretical conceptual model has been proposed which helps to identify the factors that may help in preventing cybercrimes.

This study provides an insight to the policy maker to understand several factors influencing the AOC of the citizens of the proposed Smart Cities of India for the prevention of cybercrimes.

There are few existing studies analyzing the effect of AOC to mitigate cybercrimes. Thus, this study offers a novel contribution.

This case study will allow students to critically analyse and develop entry strategies into untapped foreign markets. The case study was designed to introduce students to identifying and analysing information related to target markets for expansions in international business.

The main objectives of this case are to evaluate and make the “Go Global” decision for the company; to take a position on entry timing for a company for entering an overseas market; to select a country for entry based on cultural, administrative, geographic and economic analysis and other relevant factors; and to evaluate a firm’s readiness for exports.

This case study on Satya Pharmaceuticals presents a typical dilemma faced by small and medium enterprises (SMEs) in emerging markets such as India while exploring the untapped overseas markets to expand their business. Satya Pharmaceuticals produced over-the-counter Ayurvedic medicines. With the onset of the COVID-19 pandemic, the consumer preference for Ayurvedic products had increased globally. Home country governments’ emphasis on exports and conducive consumer preferences created an opportune time for such SMEs to explore uncharted markets with a propensity for herbal medicines. Amidst strict regulations regarding safety, efficacy, labelling and packaging norms, along with a subjective understanding of the consumers’ sentiments regarding alternate medicines, SMEs had to select their target market carefully for their products to be successful overseas. This case study presents the basic information that entrepreneurs needed to explore the foreign markets. It revolved around checking firms’ preparedness to explore foreign markets, identifying target markets, timing the entry and entering those markets.

This case is appropriate for graduate-level courses in management that offer subjects such as international business.

Teaching notes are available for educators only.

CSS 5: International business.

This study scrutinizes the impact of economic globalization on ecological footprint while endogenizing economic growth and energy consumption during 1990–2018 in India.

For time series analysis, the standard unit root test has been employed to unveil the integration order. Then, the cointegration was confirmed using autoregressive distributed lag (ARDL) analysis. Further, the study executed the dynamic ARDL simulation model to estimate long-run and short-run results along with simulation and robotic prediction.

The cointegration analysis confirms the existence of a long-run association among variables. Further, economic globalization reduces the ecological footprint in the long-run. Similarly, energy consumption decreases the ecological footprint. In contrast, economic growth spurs the ecological footprint in India.

The present study makes valuable and original contributions to the literature by applying a multivariate ecological footprint function, assessing the impact of economic globalization on ecological footprint while considering economic growth and energy consumption in India.