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The purpose of this paper is to understand a new restaurant venture's target segment and create a consumer profile for the new restaurant; to design a positioning statement for the new restaurant; to appraise the marketing strategy and suggest improvements in the marketing mix of a new restaurant venture in the new normal; to discuss the augmentation of services by a new restaurant to compete effectively in the market; and to identify and discuss the vital marketing steps for opening a restaurant in the new normal.

Kelvin, an ambitious and budding restaurateur, had high aspirations with great plans. V café was his first running venture. The income from V café was not enough to improve his social position. He wanted to open a new restaurant (Haikou) and earn more. Kelvin was well aware of COVID-19's current condition and its severe implications for the restaurant business. He did not have any experience in marketing a restaurant. So he was puzzled about understanding the target segment, positioning and marketing mix of the proposed restaurant in the new normal.

The case will cater to business management students pursuing a postgraduate management program. The case can be applied in Marketing Management, Entrepreneurship, Hospitality Management and Services Marketing courses. The prerequisite for this case is a basic understanding of marketing concepts.

Supplementary materials teaching notes are available for educators only.

CSS 8: Marketing

We study the performances of various predictive models including decision trees, random forests, neural networks, and linear discriminant analysis on an imbalanced data set of home loan applications. During the process, we propose our undersampling algorithm to cope with the issues created by the imbalance of the data. Our technique is shown to work competitively against popular resampling techniques such as random oversampling, undersampling, synthetic minority oversampling technique (SMOTE), and random oversampling examples (ROSE). We also investigate the relation between the true positive rate, true negative rate, and the imbalance of the data.

Oxidative rancidity is a major problem in chicken meat because of its higher content of polyunsaturated fatty acids. Besides this, microbial contamination is also one of the major problems of chicken meat which leads to deterioration in quality during storage. Therefore, the purpose of this paper is to investigate anti-microbial and anti-oxidant effects of various blends of essential oils (EOs) on the quality of emulsion-based (ready-to-eat) chicken sausages.

Sausages were incorporated with optimum level of four different blends of EOs containing six different EOs (Clove oil, Holybasil oil, Thyme oil, Cassia oil, Ajowan oil and Beetel oil), namely, Blend-1 (0.25 per cent), Blend-2 (0.25 per cent), Blend-3 (0.25 per cent) and Blend-4 (0.125 per cent); vacuum packaged and stored at −18±1°C for 60 days. Duplicate samples were taken for each parameter, and three trials were conducted for each experiment, total being six observations (n=6) for consistency of the results.

Significant decrease (p<0.05) in pH of control products was observed at each interval of storage period; however, in case of treatment products, significant decrease (p<0.05) was noticed from day 30 onwards. Blend-2 was observed with significantly lower (p<0.05) thio-barbituric acid reacting substances followed by Blend-1. Significantly lower (p<0.05) total phenolics content was observed in Blend-4 products as compared to other treatments. Regarding DPPH activity, control products showed significant decrease (p<0.05); however, in case of treatment products, DPPH activity showed significant (p<0.05) decrease after day 15 of storage. Microbial count increased with progressive storage period; however, the counts were well below the permissible limit of frozen meat products. All the blend incorporated products received very good sensory scores in consistent manner.

The work under this study would be very useful for the meat processing industries dealing with the perishable meat products. Use of natural anti-oxidants will also restore faith towards the consumers who are becoming more health conscious day by day.

The research work is original.

Purpose: In recent times, ‘artificial intelligence (AI)’ has been pervasive even in organisations or at home. AI is defined as programming computers or other technological devices to act, react, respond, or assist the same way humans do. AI has undeniably made people’s lives easier. In organisations, the impact of AI is even more visible. The main aim of this chapter is to examine the significant role of future work skill’s (FWS) each component in the field of on-growing automation. The focus will be especially on emotional and social intelligence (ESI) (a key component of FWS) while adopting AI.

Need of the Study: In terms of human resource management (HRM), AI is useful for people management, payroll services, staff monitoring and improving the recruiting network, among other things. Even managers put their organisation’s job openings on the web and get applicant resumes electronically. People and employees in the organisation have become more advanced and innovative due to AI. A device obtains employee attendance, and human resource (HR) can track their employees and their organisation’s workforce data. HR has now been awarded more authority to manage and fix their employee’s problems because of AI. In a rapidly changing world, AI is affecting all aspects. AI is yearning to automate all of the jobs.

Methodology: Now a question arises how we can stay relevant in AI economic development? As humans, we learned that every issue is a problem of optimisation because we simply require human skills to develop, create and innovate new things. Therefore, researchers recognised that adopting sustainable growth skills encourages people to continue learning throughout their lives. Moreover, AI has enabled machines the ability to learn over time. Still, they will never be able to develop new ideas like human intelligence. A machine can use only one fixed data algorithm. Now humans have made significant progress in various fields with the help of FWS; without integrated computer sciences, brain science would not make such an outstanding achievement. On the other hand, human minds are masters of their intelligence, such as creativity, complex problem-solving, cognitive thinking, ESI and communication. Breakthrough human mind are masters of algorithms represented people have to understand new trends of technology around us, and the best way to move forward is to be aware, adapt and update skills.

Practical Implications: However, AI is required because, regardless of technological advancements, AI is leading Industry 4.0. The industry’s transformation is in 4.0, and hopefully, 5.0 will jump on board soon. Undoubtedly, AI should streamline the process and eliminate redundancy or administrative tasks.

Finding: AI can be more effective in organisations if they incorporate other FWS, particularly the soft human ESI skills, whereas AI is present everywhere, we can still not neglect FWS, especially ESI. So, this chapter highlights the important role of soft skills, that is, ESI and FWS, while adapting AI for an effective HRM.

The advancement of technology is fast, disruptive, and currently known as the new civilization of the Industrial Revolution 5.0. It causes changes in the human lifelines in their economy, politics, culture, and social aspects. Particularly, third world nations and developing countries need to prepare the alertness for this adjustment, especially for the young generation. International political events will come, and the developed countries will crush the other countries those are unable or not having the skill to manage technology and innovate learning process. It is following the proverb of who controls the technology will master the resources. Global advancements and its dynamics in the era of Industry 4.0 and Society 5.0 have impacted the education system in South Asian and South East Nations specifically due to changing characteristics of learning. The objective of this study is to investigate the characteristics of learning in the era of Industry 4.0 and Society 5.0, specifically in the master’s program of advertising and public relation of a private university in Indonesia. This study adopted a qualitative approach, through the technique of focus group discussion (FGD) to obtain the result on the basis of thematic analysis. There were 12 participants of the FGD representing various groups of stakeholders consisting of students, teachers, and leaders. The results of this FGD indicate that learning characteristics in the era of Industry 4.0 and Society 5.0 are swiftly transforming and there is a vital need of accommodation and acceptance by learner and instructor during dissemination of knowledge. Overloading of technology has become a blockage too during the facilitation of an educational activity in lack of appropriate awareness and training.

The purpose of this paper is to propose a paradigmatic model for shared value innovation management in the supply chain. This research seeks to identify the causal conditions, strategies, contextual factors, intervening factors and the consequences of shared value innovation in the supply chain.

The approach of this research is qualitative and has been carried out in the framework of the grounded theory. Required data for the research was collected through semi-structured interviews. Coding was done in two steps and the reliability of the results of the research was confirmed by calculating the similarity index of codes by two methods.

The proposed framework is presented in the form of a paradigmatic model and demonstrates how to achieve shared value innovation through increasing adoption with customer considerations, improving communication between supply chain members, improving collaboration among supply chain members, enhancing trust among supply chain members, enhancing the commitment of the supply chain members, enhancing supply chain members’ interdependence while maintaining their independence and simultaneously reducing costs. The results of the analysis showed that the shared value innovation leads to positive consequences such as increasing competitive abilities, human development, synergy, inclusive growth and development and also the sustainability of the business situation.

Although some studies have shown the importance of value innovation in different parts of the organization and to some extent the introduction of shared value innovation, no research has been done to provide a framework or model for managing shared value innovation.

The purpose of this paper is to report on research that evaluates the perceived willingness of potential bidders to adopt public e-procurement for the supply of goods and services to the government of Nepal. The authors have identified anti-corruption attributes through an extensive literature review and developed a theoretical model representing the impact of four latent variables, monopoly of power, information asymmetry, trust and transparency and accountability on the dependent variable, the intent-to-adopt e-procurement (ITA).

Data for this research were obtained by the use of a questionnaire survey of bidders who were officially registered with the Government of Nepal. As part of the fieldwork for this research, the first author collected the perceptions of 220 bidders regarding the potential of public e-procurement to reduce corruption in public procurement processes.

The findings suggest that a high level of the ITA has a positive and significant relationship with the independent variables that might inform the developed and emerging countries to make a decision to adoption of e-procurement to combat corruption in public procurement.

This study has some limitations that should be taken into consideration. The evaluation of anti-corruption factors, as they affect the willingness of users to adopt e-procurement on the bidder’s perception research model is relatively new to e-procurement research. A limitation of the research was that it gathered and analyzed data from a single country with a limited number of respondents. More research is needed to identify the anti-corruption factors of e-procurement in reducing corruption, and also need strong empirical test to valid the factors that influence the adoption of e-procurement.

This study aimed to contribute to the academic scholar, government agencies and public procurement practitioner in enhancing their understanding of the perceived anti-corruption factors of public e-procurement to reduce corruption.

The purpose of this paper is to investigate the implementation of initiative e-procurement in decentralized system on Indonesia’s local government system.

The authors combine quantitative and qualitative methods. The central finding of this research is that human resources are the pivotal factors that determine the performance of local e-procurement in three cities. This research focusses on three local governments in Indonesia – Yogyakarta City, Tangerang City, and Kutaikartanegara Regency.

The central finding of this research is that human resources are the pivotal factors that determine the performance of local e-procurement in three cities. However, Tangerang City is going institutionalization phase in e-procurement initiative to ensure its sound local regulation.

There are several limitations to this study including the recent nature of decentralized procurement in Indonesia, limited standardized and disaggregated data on local government procurement expenditures and performance.

The study recommends that human resources management in procurement needs to be addressed by both local and central government.

e-Procurement is an important instrument for preventing corruption in goods and services procurement. Indonesia has been implementing an e-procurement policy since 2008 based on a Presidential Decree. The president has issued annual orders (presidential instructions), and all central ministries and local governments have been required to comply with them to obtain their budget through the e-procurement system. However, as of 2012 fiscal year, only around 10.26 percent of the central government institution procurement budget and 10 percent of the local government procurement budget in Indonesia went through the e-procurement system, with wide variations among cities.

Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from their facial expressions and neuro-signals. This study explores the potential for face recognition and neuro-marketing in modern-day marketing.

The study conducts an in-depth examination of the extant literature on neuro-marketing and facial recognition marketing. The articles for review are downloaded from the Scopus database, and PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) is then used to screen and choose the relevant papers. The systematic literature review method is applied to conduct the study.

An extensive review of the literature reveals that the domains of neuro-marketing and face recognition marketing remain understudied. The authors’ review of selected papers delivers five neuro-marketing and facial recognition marketing themes that are essential to modern marketing concepts.

Neuro-marketing and facial recognition marketing are artificial intelligence (AI)-enabled marketing techniques that assist in gaining cognitive insights into human behavior. The findings would be of use to managers in designing marketing strategies to enhance their marketing approach and boost conversion rates.

The uniqueness of this study lies in that it provides an updated review on neuro-marketing and face recognition marketing.