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The learning outcomes of this case study are as follows: to understand the concept of social commerce and how it is different from e-commerce business, to discuss the unique features of Meesho’s social commerce model, to understand concepts of entrepreneurship (e.g. addressing the gap through business, pivoting), to understand the dynamics of online grocery market and e-commerce market and to apply business strategy concepts to make recommendations.

This case study presents Meesho, an organization in social commerce in India. Meesho was founded by Indian Institute of Technology graduates Vidit Aatrey and Sanjeev Barnwal in the year 2015 to help the small business owners with online selling. It was initially launched as an app that connected local retailers to the customers. Owing to low customer interest and low profit margins, they pivoted the business to a reseller app that facilitated the individuals and small retailers to resell the wholesalers’ products (unbranded and long-tail products) to the customers on social media channels. However, the tough competition from other start-ups in social commerce and retail giants such as Amazon and Flipkart who targeted the same customers impacted their growth. After receiving a funding of US$300m, the founders were considering if they should enter the e-commerce market and directly compete with giants such as Amazon and Flipkart or extend the product line to the online groceries market and compete with dominant players such as BigBasket and Blinkit. Through this case study, the students could be provided an opportunity to evaluate a situation, apply the strategic management concepts and make a recommendation on the strategic plan.

The case study can be taught in the business and strategy courses at the graduate and postgraduate levels in business schools. It is also suitable for the entrepreneurship course with focus on e-commerce start-up and sustainability, which is also taught at the MBA level. This case study can also be used in executive development programs for abovementioned courses.

Teaching notes are available for educators only.

CSS 11: Strategy.

Organizational unlearning is easier said than done. Organizations are usually not cognizant of the ripe time to start questioning and discarding their existing paradigms and past success formulas. This paper aims to recommend the use of a financial metric, i.e. value-added statement, as a trigger to unlearning in organizations.

This paper uses a review of existing literature on organizational unlearning to highlight that although prescriptive studies on unlearning are abundant, “how” and “when” organizations should contemplate and discard the obsolete knowledge and routines is still inconspicuous.

Value-added statement is an adequate reporting measure that incorporates the contribution of organization toward not only its shareholders but also other stakeholders such as employees, providers of long-term finance, government, and public. It supplements income statement and provides an insight of how organizations are serving its interest groups. A decline in value addition by an organization in a reporting period can serve as a trigger to question the existing practices and break organization’s over-dependence on “one size fits all” approach.

Unlearning is considered as a means to attain financial performance in an organization. This paper attempts to recommend a financial metric which incorporates the economic, social, and environmental aspects of business, i.e. value-added statement. The rationale for not recommending other financial metrics as a trigger for unlearning is based on grounds of possible manipulation. Moreover, these financial statements are affected by legal, political, and economic context of a nation.

As contemporary organizations’ focus shifts from knowledge orientation to learning orientation, this paper aims to articulate the need for models that describe the learning process in organizations. Simply assuming that organizations learn without any support of tangible framework or models highlights this need. The paper presents limitations of two prevalent themes of organizational learning, i.e. learning by adapting to environmental disturbances and learning from organizational members.

Based on the literature review on organizational learning, studies that depict the mechanism of organizational learning were selected. These were grouped into two categories: one that focuses on how organizations learn from its environment and other on how organization learn from its members.

This paper suggests the need for developing models and frameworks that eloquently describe the learning process in organizations. The literature focuses on organizational learning from individuals and adapting to the environment. Organizations tend to attribute the cause of failure to environmental shocks. Then, instead of the environment being a source of learning, it becomes a cause of failure. If individuals are agents of organization through which the latter learns, how this tacit knowledge becomes institutionalized in organizational memory is unknown.

This paper is a retrospective view on organizational learning. It attempts to question the black box of organizational learning, i.e. how the learning of individuals is transferred to organizational memory, or simply put, how the organizational learning mechanism works. There is a dearth of studies that address this question, and it has been simply assumed that somehow organizations do learn, but how?

Upon completion of the case study, the students will be able to conceptualize the importance of brand differentiation; suggest the implications of brand differentiation in the context of the traditional Chikan art form; examine the aspect of a brand’s product portfolio management; and critically analyse the competitive advantages of the brand using the VRIO framework.

The Chikankari art form gained worldwide recognition. In fact, it also received a geographical indication (GI) tag which is important for international branding. The case is centred around an entrepreneur, Mr. Vinod Punjabi, who redefined the essence of the existing Chikan art form by value addition in terms of intricate designs, patterns and exclusivity. He founded the brand Ada in 2015 aimed at preserving the traditional art form while curating elegance and exclusivity in its product portfolio. The case outlined Punjabi’s journey. The protagonist carefully analysed the open and unorganized Chikankari market and adopted the strategy of brand differentiation to stand apart from the competitors. Punjabi’s daughter, the chief operations officer of Ada, described the aspects. The journey was arduous, but over the years, Ada emerged as a successful name in the Chikankari market. The brand’s intent of becoming synonymous with Chikankari was successful owing to its authentic and exclusive hand-crafted products in the competitive environment of machine-made replicas. Furthermore, the brand also consistently worked on the aesthetic appearance of its store to attract a wide range of customers. Punjabi ensured that the brand was an amalgamation of all the essential elements for its survival in the long run.

The case is aimed for students pursuing bachelor’s and master’s degrees in business administration/diploma in management, marketing and entrepreneurship. Furthermore, it will assist the management trainees in gaining valuable insights.

Teaching notes are available for educators only.

CSS 8: Marketing.

Using the institutional and natural resource-based view theories, the purpose of this study is to examine the influence of religious, cultural and mimetic orientations on proactive environmental strategy, corporate environmental responsibility and traditional environmental strategy. Relying on data collected from managers of small and medium-sized enterprises (SMEs), the study further examines how proactive environmental strategy, corporate environmental responsibility and traditional environmental strategy drive relational capital and firm performance of SMEs operating in Ghana.

The study employed a survey research design, a quantitative approach and a partial least square structural equation modelling technique in making data analysis and interpretations due to its appropriateness for predictive research models.

The results suggest that mimetic orientation robustly and significantly influence the dimensions of environmental orientation. While religious orientation only had a robust and significant influence on proactive environmental strategy, cultural orientation robustly and significantly influences both proactive and traditional environmental strategies. Despite the positive and significant interactions that exist between proactive environmental strategy, corporate environmental responsibility, traditional environmental strategy, relational capital and firm performance, the findings particularly revealed that proactive and environmental strategies insignificantly correlated with relational capital contrary to past study findings.

The study is among the few to examine how religious, cultural and mimetic orientations interrelate with proactive and traditional environmental orientations, relational capital and firm performance in an emerging economy. Based on the findings, implications and directions for future research are discussed while also providing guidance for policymakers, regulatory bodies, scholars and practitioners.

Capital structure theory.

The case is meant for teaching and class discussion, and uses only secondary data based on published sources. The interpretation and perspectives presented are based solely on the secondary data.

This paper aims to help current and future managers understand capital structure theory and the various equity and debt finance options available for raising capital. It also examines the financial analysis and strategic management of black swan events. After the class discussion, students will understand how to financially and strategically manage a company during black swan events and also have a deep dive into capital structure analysis of a large company.

MBA/postgraduate/undergraduate courses on corporate finance or advanced corporate finance. Executive/management development programs and short duration Massive Open Online Courses on investment decision-making and advanced corporate finance. MBA/postgraduate/undergraduate courses on corporate strategy and economic environment and planning.

This study aims to examine the altering paradigms for two specific characteristics of the international diamond industry: community-based business model and competitive advantage and their impact and interaction effect.

This study uses global value chain (GVC) analysis to understand the industry characteristics, social impacts and disruption in the international diamond industry. Further, normalized revealed comparative advantage is used to measure the competitiveness of different countries over time. Finally, stochastic frontier analysis is used to test the impact of the community-based business model and competitiveness on exports and estimate the technical efficiency.

The international diamond industry is witnessing changes in the business model, competitiveness, processes, policies and consumer behavior. While competitive advantage and community have a positive impact on exports, the relationship between competitive advantage and exports gets negatively moderated by the community. Further, insights from the GVC analysis indicate that though the industry is facing several disruptions and challenges, it has shown the unique quality of community reconfiguration and relocation.

This paper provides insights into the diamond industry facing multiple disruptions at various stages of GVC and contributes to the literature on international trade, community-based business models and GVC.

One of the most contested and anticipated research issues is the acceptability of using recycled aggregates instead of fresh aggregates. This study aims to look at the possibility of replacing fresh aggregates with 15%, 30%, 60% and 100% recycled aggregates.

The research is divided into two stages. The compressive, split tensile, flexural and bond strength of the various mixes were examined in the first phase using untreated recycled concrete aggregates (RCA). The second phase entails chemically treating RCA with a 10% 0.1 M sodium metasilicate solution to evaluate differences in strength, indicating the success of the treatment performed. Microstructural experiments such as scanning electron microscopy and X-ray diffraction were also conducted to evaluate the formation of interfacial transition zone (ITZ) in treated and untreated RCA specimens.

The observed findings reveal a decrease in concrete strength with increasing RCA concentration; however, when treated RCA was used, the strengths increased significantly when compared to untreated samples. The findings also include curves indicating the correlation between compressive strength and other mechanical strength parameters for an optimum mix of concrete prepared with 30% RCA replacement.

The study through its novel approach, demonstrates the effect of pretreatment of RCA in the absence of any standardized chemical treatment methodology and presents significant potential in minimizing reliance on fresh aggregates used in concrete, lowering building costs and promoting the use of waste materials in construction.

The purpose of the current study is to examine the implications of the implementation of Goods and Service Tax (GST) on the revenue efficiency of the sub-national governments in India. Furthermore, the study aims to compare the revenue efficiency of the Indian states for the pre-GST and post-GST periods in India.

The study has used the annual revenue of value-added tax (VAT)/GST of the Indian states for the period ranging from 2012–2013 to 2020–2021 for the pre- and post-GST periods. The empirical results are based on the panel regression model for examining the implications of GST adoption on the Indian states.

The analysis shows that the implementation of GST in India has negatively impacted the revenue efficiency of the Indian states. Moreover, the results affirm that the contribution of the service sector to the state's Net State Domestic Product (NSDP), credit-deposit ratio (CDR) and outstanding net bank credit (ONBC) ratio of schedule commercial banks (SCBs) positively and states' dependency on central transfers (DCT) negatively impact the tax revenue efforts of the state governments. Furthermore, the GST adoption has a greater impact on the revenue efficiency of the minor states in comparison to major states which may widen the inter-state disparity gap as GST revenue constitutes a major share in the Own Tax Revenue (OTR) of the Indian states in aggregate.

The current study will act as a guide for government, policymakers and for the sitting of the fifteenth finance commission in India for future policy formulation on GST and compensation to the Indian states. Similarly, this study can be used as a base for conducting future studies on the implications of GST at the national, sub-national, and international levels.

Previous studies on the implications of GST are theoretical and conceptual. There is hardly any study at the national or sub-national level that has focused on the implications of GST on the revenue efficiency of the Indian states.

The readers will gain practical insights on the key attributes of a women entrepreneur, the role of innovative product design and usage, the core challenges and opportunities and the strategies to overcome entrepreneurial hurdles in the Moonj handicraft business.

The case is about “Rekhaakriti”, a handicraft artisan-oriented firm, which deals in the business of selling handicrafts items like traditional wooden toys, Moonj baskets, rice bowls and vermilion boxes, in both business-to-business (B2B) and business-to-consumer (B2C) markets. Incorporated as a non-governmental organization (NGO) in the year 2014, “Rekhaakriti” was founded with the purpose of preserving, promoting and advancing the Moonj handicraft. Throughout its formative years, the organization experienced several organizational and operational challenges and got almost on the edge of collapse. The dilemma that surrounded Rekha Sinha, a key founding member of “Rekhaakriti”, was whether to carry or dissolve the organization. But, after much contemplation, she decided to convert the organization to a sole proprietorship firm in the year 2017. However, the restructuring decision was also proving to become less effective in attaining the objectives for which the firm got established. This led the owner, Rekha Sinha, to further dug deep to identify obstacles (both internal and external) that impede her firm’s expansion and growth. This case narrates Rekha Sinha's intricate entrepreneurial path in building an innovative handicraft organization and explains how she overcame the overall organizational and operational obstacles. The case provides the context for students to assume the role of protagonist and explore creative strategies for overcoming market obstacles through upskilling, design intervention and product innovation.

The case study is intended for the students pursuing their graduation and post-graduation courses in business, management studies, marketing and entrepreneurship. The case also provides suitable insights to management trainees and executives.

Teaching notes are available for educators only.

CSS 8: Marketing.