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Business/technology strategy. The purpose of the case is to enable the students to understand the following: how technology implementation can change the face of business like cab service? How information technology deployment can influence competition? How investment in company's IT infrastructure affects the bottom line?

The case can be discussed at Master of Business Administration (MBA)/Post Graduate Diploma in Business Administration (PGDBA) level students as well as executive education program. It is aimed at graduate level and postgraduate level management courses such as management information systems, strategic information systems, and technology management.

Meru Cabs, started in April 2007 at Mumbai, was one of the firsts to provide “radio taxi” service in India. Meru Cabs delivers a reliable taxi service by concentrating on three C's, namely customer, call centre and chauffeur. Much of its growth can be attributed to successful deployment of the technology. This case presents the growth of Meru Cabs and how it has differentiated itself by utilizing the technology to attain market leader position in the four cities – Mumbai, Delhi, Hyderabad and Bangalore, where it operates. Also the case discusses about the future of cab service in general and what it has in store for Meru Cabs. With the flurry of cabs service coming up in every city and the competition getting intense, the case put forth the opportunities and challenges existing for cab companies in general and Meru Cabs in particular.

To enable the students to understand that technology is a strategic tool: to enhance customer relationship, to manage business operations, to achieve sustained competitive advantage and that forms an integral part of company's growth and/or expansion strategy.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

This paper aims to study the adoption of a public policy (cashless transaction system by implementing demonetization) from the institutional and technology adoption theories.

A mixed-method approach was followed and data was collected from 900 samples randomly selected from different cities in India. The content analysis method was applied to analyze responses collected from personal interviews, and descriptive statistics and cluster analysis methods were used to process the data.

The determinants of the cashless transaction policy adoption were institutional issues and technology-related issues. The non-adopters were falling into either technology antagonist or technology ignorant, whereas the adopters perceived user-friendliness, necessity and usefulness. Institutional bottlenecks and perceived security issues were serious concerns.

This study examined the factors influencing the adoption and non-adoption of mobile payments for two reasons. First, the nature of adoption here is more of a forced adoption rather than organic/natural adoption. Second the context – emerging market, India – also demands that it would be more useful to carry out exploratory study and understand the factors from the stakeholders – merchants and customers – themselves than examining existing technology adoption theories.

The purpose of this paper is to examine the influence of customer personality and customer relationship proneness (CRP) on customer’s relationship satisfaction (CS) with the firm in emerging economies context. In the study, the authors state that the relationship proneness of the customer (CRP) would be influenced by personality trait of the customer. To examine the argument on personality trait, the authors have adopted Big Five personality trait theory in this study. The authors also argue that CRP would influence CS. Furthermore the authors put forth that customer’s perception of marketer’s relationship orientation (RMO) would mediate the relationship between CRP and CS.

Data for the study were collected through structured questionnaire. A sample of 428 respondents was obtained through questionnaire survey (response rate 41.19 percent) and the hypotheses depicting the aforementioned relationships were empirically tested in the context of banking services in India. Structural equation modeling (SEM) technique was used for data analysis.

The results confirm that personality traits influences CRP. Further, customer’s perception of RMO is found to have a mediating effect.

The study utilizes cross-sectional data, so the results of the study might vary depending upon the context (country/sector).

The outcomes of the study can be utilized by the marketers, particularly in the emerging economies like India for formulating targeted strategies in accordance with the personality type of the customers.

The relationship between CRP, personality traits and CS of the customer using Big Five personality theory has been empirically analysed in the context of an emerging economy.