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Article
Publication date: 25 September 2018

Ebha Garg, Sanjeev Swami and Sunita Kumari Malhotra

Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most of the…

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Abstract

Purpose

Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most of the branding effectiveness measures are either based on brand image approach or on brand identity approach. The purpose of this paper is, therefore, to propose an integrated branding effectiveness measurement metrics for non-profit organizations (NPOs).

Design/methodology/approach

Judgmental and simple random sampling techniques are used for data collection. The final sample comprises 150 respondents including donors, volunteers, beneficiaries and media who were administered interview schedules. Based on the ratings given by the respondents regarding branding effectiveness parameters of the five NPOs of a major city in Northern India, branding effectiveness score of each NPO is computed. The branding measures adopted by NPOs rated high are selected in the proposed brand effectiveness metrics.

Findings

The proposed metrics encapsulates brand identity parameters such as management profile, vision, culture, as well as brand image parameters such as brand awareness, brand understanding, brand association of the stakeholders, etc. The metrics also link the two through brand performance parameters.

Research limitations/implications

Multiple hierarchical structures of government infested with bureaucracy and lack of specialized staff with focused approach have reduced the effectiveness of their socio-development programs in emerging economies. This has led to an increase in number, diversity and impact of NPOs that compete for resource generation. Branding is a powerful tool for NPOs not only for resource generation but also for driving the social goals. The branding effectiveness metrics would help NPO managers reinforce the internal identity by increasing the cohesion and the capacity of the organization as well as create a strong brand image by garnering the support of multiple stakeholders through mutual trust thereby creating a greater social impact.

Originality/value

The uniqueness of the study stems from the fact that the proposed branding effectiveness measurement metrics in non-profit environment encapsulates brand image, brand identity and brand performance parameters.

Details

Journal of Advances in Management Research, vol. 16 no. 1
Type: Research Article
ISSN: 0972-7981

Keywords

Article
Publication date: 19 January 2024

Pragati Agarwal, Sunita Kumari Malhotra and Sanjeev Swami

The COVID-19 pandemic has brought unprecedented disruptions to global supply chains, compelling organizations to reevaluate their strategies for resilience and adaptability. In…

Abstract

Purpose

The COVID-19 pandemic has brought unprecedented disruptions to global supply chains, compelling organizations to reevaluate their strategies for resilience and adaptability. In response, smart technologies (ST) have emerged as integral tools in post-pandemic supply chain management (SCM). This study aims to conduct an exploratory systematic literature review to comprehensively examine the evolving landscape of smart technology adoption in the context of SCM post-pandemic.

Design/methodology/approach

A systematic literature review has been conducted to examine the potential research contribution or directions in the field of ST and SCM. In total, 240 articles were shortlisted from the SCOPUS database in the chosen field of research. Bibliometric analysis was conducted by using VOSviewer to investigate the research trends in the area of SCM.

Findings

The review identifies key themes and trends, including supply chain resilience, digital transformation, enhanced visibility, predictive analytics and sustainability considerations. It explores the role of ST in fostering agility, transparency and risk mitigation within supply chains. Furthermore, eight clusters were identified to generate several thematic topics of ST in SCM. The results have evidenced a strong gap related to Industry 5.0 approaches for the supply chain field. A total of 240 publications, including journal articles, have been found in the literature. A total of 37 words, which were grouped in 8 clusters, have been identified in the data analysis.

Research limitations/implications

By synthesizing the current state of literature, this study provides valuable insights for practitioners, policymakers and researchers seeking to navigate the complexities of post-pandemic SCM in an increasingly digitized and interconnected world. The findings highlight the transformative potential of ST and offer a roadmap for further exploration in this critical domain.

Originality/value

In this paper, the development path of the field of ST in SCM during the pandemic and the research constructs are presented and potential research directions are based on the bibliometric method.

Details

Journal of Science and Technology Policy Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2053-4620

Keywords

Article
Publication date: 16 February 2022

Pragati Agarwal, Sanjeev Swami and Sunita Kumari Malhotra

The purpose of this paper is to give an overview of artificial intelligence (AI) and other AI-enabled technologies and to describe how COVID-19 affects various industries such as…

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Abstract

Purpose

The purpose of this paper is to give an overview of artificial intelligence (AI) and other AI-enabled technologies and to describe how COVID-19 affects various industries such as health care, manufacturing, retail, food services, education, media and entertainment, banking and insurance, travel and tourism. Furthermore, the authors discuss the tactics in which information technology is used to implement business strategies to transform businesses and to incentivise the implementation of these technologies in current or future emergency situations.

Design/methodology/approach

The review provides the rapidly growing literature on the use of smart technology during the current COVID-19 pandemic.

Findings

The 127 empirical articles the authors have identified suggest that 39 forms of smart technologies have been used, ranging from artificial intelligence to computer vision technology. Eight different industries have been identified that are using these technologies, primarily food services and manufacturing. Further, the authors list 40 generalised types of activities that are involved including providing health services, data analysis and communication. To prevent the spread of illness, robots with artificial intelligence are being used to examine patients and give drugs to them. The online execution of teaching practices and simulators have replaced the classroom mode of teaching due to the epidemic. The AI-based Blue-dot algorithm aids in the detection of early warning indications. The AI model detects a patient in respiratory distress based on face detection, face recognition, facial action unit detection, expression recognition, posture, extremity movement analysis, visitation frequency detection, sound pressure detection and light level detection. The above and various other applications are listed throughout the paper.

Research limitations/implications

Research is largely delimited to the area of COVID-19-related studies. Also, bias of selective assessment may be present. In Indian context, advanced technology is yet to be harnessed to its full extent. Also, educational system is yet to be upgraded to add these technologies potential benefits on wider basis.

Practical implications

First, leveraging of insights across various industry sectors to battle the global threat, and smart technology is one of the key takeaways in this field. Second, an integrated framework is recommended for policy making in this area. Lastly, the authors recommend that an internet-based repository should be developed, keeping all the ideas, databases, best practices, dashboard and real-time statistical data.

Originality/value

As the COVID-19 is a relatively recent phenomenon, such a comprehensive review does not exist in the extant literature to the best of the authors’ knowledge. The review is rapidly emerging literature on smart technology use during the current COVID-19 pandemic.

Details

Journal of Science and Technology Policy Management, vol. 15 no. 3
Type: Research Article
ISSN: 2053-4620

Keywords

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