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On completion of this case study, students will be able to understand collaboration and synergy between farmers and organisations through value creation, like fundraising, based on the comprehension of the resource-based theory; understand the overview and concept of the value chain and supply chain management in the agribusiness to reduce costs of inventories; understand the concept of segmentation and positioning to increase revenue for organisations by leveraging existing resources – human and financial; and understand the branding strategy to create a sustainable competitive advantage for Suguna Foods.

Suguna was started by two brothers, B. Soundararajan and G.B. Sundararajan, to help other farmers. Suguna, with just 200 broilers in 1984, grew to be the number 1 poultry company across India. Soundararajan was a pioneer and innovator who started “contract farming” in India in 1991. This model helped both the farmers and the company to became successful. The farmers always struggled to pay the cost of feed and other materials, as credit was not readily and easily available from financial institutions. Suguna helped farmers by providing feed, medicines, etc., free of cost in return for the good rearing of chickens. Because of the success of this venture, they decided to continue with it. Today, Suguna is a successful company that sells chicken, eggs and processed meat. They modernised the retail chain to supply consumers with fresh, healthy and hygienic meat. Suguna’s vision was to “Energize rural India” by helping farmers succeed. They helped over 40,000 farmers from 15,000+ villages in 18+ Indian states. Although the growth helped both farmers and Suguna, the increased cost of raw materials for Suguna and increased input costs/power costs for farmers had to be tackled on a war footing so that both could have good income despite the increased inflation. Moreover, the retail price of live chicken was more or less stagnant in the past five years, especially after the start of the COVID-19 pandemic.

This case can be used as the basis for a 90-min class discussion. This case study is suitable for use in an master of business administration course module or in an executive education program on developing an understanding of value creation in the business model in a rural market and also how the supply chain works. This case study can also be used to teach pricing, segmentation in marketing and supply chain perspectives and decision-making skills.

Teaching notes are available for educators only.

CSS8: Marketing.

The purpose of this paper is to establish a two-dimensional model of Green–Lindsay theory for micropolar magneto-thermoelastic medium to study the photothermal effect. The model is used to study the coupling between elastic waves and plasma waves generated due to thermal changes in a micropolar elastic medium.

Normal mode analysis is used to obtain the analytical solutions of the governing equations.

Effects of magnetic field, micropolarity, photothermal and time are highlighted on various physical fields such as stresses, temperature, displacement and carrier density. The above physical fields also conform to the boundary conditions. It is further observed that all the physical quantities become zero outside some bounded region of space, thus confirming the notion of generalized theory of thermoelasticity.

The values of physical fields are computed numerically using MATLAB software considering material constants for silicon. Furthermore, the effects are depicted graphically and analyzed accordingly. The study is valuable for the analysis of thermoelastic problems involving magnetic field, micropolarity and elastic deformations.

The study aims to facilitate the medical tourists visiting emerging countries for various kinds of ailments by ranking the possible destinations to avail medical treatments.

A Fuzzy Analytical Hierarchical Process (FAHP) with a mixed-method approach is applied to analyze data collected from patients and substantiate it with medical tour operators in India to gain managerial insights on the choice-making patterns of the patients.

India is a preferred emerging market location due to the low cost and high medical staff quality. India offers value for money, whereas Singapore and Thailand are preferred destinations for quality and technology.

The study will facilitate the emerging markets' governments, hospitals and medical tourists to understand the importance of various determinants responsible for availing medical treatment outside their country.

The study recommends that cost and quality care are the patients' prime focus; government policies must provide clear guidelines on what the hospitals and country environment can offer and accordingly align the marketing strategies.

This study is the first attempt to rank various factors affecting medical tourism using the FAHP approach.

The successive waves of the Covid-19 SARS-II pandemic and the attendant lockdown imposed by the governments worldwide drove the economic activities to a halt. Offices and factories closed, production of goods and services declined and supply chains got severely disrupted. Many companies were embattled with the grim reality of shrinkage of aggregate demand, first due to supply shock and later due to loss of jobs and wages. Amidst all this, the handling and shipping of commodities became extremely complex. As the pandemic shifted consumer preference in favour of digital platforms, more and more fast-moving consumer goods (FMCG) companies were confronted with multiple strategies and choices of an appropriate distribution channel to ensure smooth delivery of raw materials and products. The present study aims to study this shift and its implications in the Indian context.

A mix-method approach, integrating quantitative and qualitative analysis, is employed to investigate the factors influencing the selection of distribution channels amongst general trade, modern trade, e-commerce and hyperlocal for FMCG companies in India. The first phase of the study uses exploratory factor analysis (EFA), followed by the application of analytical hierarchy process (AHP) approach in a fuzzy environment to realise the priority weights and ranking of the identified factors. Finally, sensitivity analysis is performed to confirm the robustness of the fuzzy analytical hierarchy process (FAHP) outcomes.

The study revealed that modern trade has emerged as the most favoured channel in the post-pandemic Indian economy. It has the potential to disrupt general trade. The study also revealed that the hyperlocal delivery model is not economically viable, and the partnership of FMCG companies with these applications is at best a short-term solution. However, it must be submitted that due to its sheer capability to ensure quick deliveries within a confined geographic area, hyperlocal delivery will gain momentum with the advancement of technology.

This study can be seen as the first attempt to investigate the issues related to the selection of the distribution channels in the FMCG sector of India using multi-criteria decision-making technique (MCDM).

This study aims to analyse the behaviour of plane waves within a nonlocal transversely isotropic visco-thermoelastic medium having variable thermal conductivity.

The concept of enunciation is used in the generalized theory of thermoelasticity in accordance with the Green–Lindsay and Eringen’s nonlocal elasticity models. The linear viscoelasticity model developed by Kelvin–Voigt is used to characterize the viscoelastic properties of transversely isotropic materials.

It has been noticed that three plane waves, which are coupled together, travel through the medium at three different speeds. The derivation of reflection coefficients and energy ratios for reflected waves is carried out by incorporating suitable boundary conditions. Numerical computations are performed for the amplitude ratios, phase speeds and energy partition and displayed in graphical form.

The outcomes of the numerical simulation demonstrate that the amplitude ratios are significantly influenced by variable thermal conductivity, nonlocal parameters and viscosity. It is further observed from the plots that the phase speeds in a transversely isotropic medium depend on the angle of incidence. In addition, it has been established that the energy is preserved during the reflection phenomenon.

The present situation of COVID-19 pandemic has put the health-care systems under tremendous stress and stringent tests for their ability to offer expected quality of health-care services, as it decides the sustainability and growth of health-care service providers. This study aims to deliver a quantitative framework for service quality assessment in the health-care industry by classifying the health-care service quality parameters into four balanced scorecard (BSC) perspectives.

To determine the service quality for the Indian health-care system, decision-making trial and evaluation laboratory and analytical network process are integrated in a fuzzy environment to contemplate the interaction among BSC perspectives and respective performance measures.

The results indicate “internal processes” perspective assumes the key role within BSC perspectives, while performance measures “nursing staff turnover” and “staff training” play the key roles. The results also signify that “patient satisfaction” is the most vital issue and can be strongly influenced by measures belonging to the “learning and growth” perspective. In “learning and growth” perspective, “staff training” is the most decisive criteria, very highly influencing “patient satisfaction”, highly influencing “profitability,” “change of cost per patient (both in and out patients)” and “outpatient waiting time” while moderately influencing “staff satisfaction,” “bed occupancy” and “nursing staff turnover”. Moreover, “staff training” criteria have a positive influence on “nursing staff turnover.”

The contributions of this study are in two folds in the domain of quantification of service quality for the health-care system. First, it delivers an assessment framework for Indian health-care service quality. Second, it demonstrates an application of the framework for a case situation and validates the proposed framework.

The case on Moodcafe captures the journey of the start-up and its entrepreneurs from the beginning till the fund-raising stage. The case brings forth critical decisions that each entrepreneur or the team of co-founders have to address during their start-up journey. This short case gives opportunity to delve into two aspects mainly a) As a founder, which investor should one choose for seeking funds and what should be the terms and conditions of investment? and b) How can one review and assess the business model of a start-up?

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.

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.

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.

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.

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.

Given the recent emergence of China as a dominant economy and internal changes that have led to the encouragement of entrepreneurship and entrepreneurial initiatives, this paper explores whether family dynamics and relationships still play an important role in women's decision to become entrepreneurs. It aims to understand whether there has been a shift in family dynamics and decision-making that supports female entrepreneurship.

Given that the purpose of the study is to understand the role of relationships and family dynamics in their career choice, this study has taken a qualitative approach and carried out interviews with fifteen Chinese female entrepreneurs to understand the role of relationships and family dynamics in their career choice.

The results note that though there are changes in family dynamics that encourage female entrepreneurship, women still find it difficult to choose entrepreneurship as a career and there are unfair expectations that are placed on them. The expectations create undue stress which directly affects their ability to carry out their professional duties. The research suggests that to foster the development of female entrepreneurship, government agencies and local government bodies should provide further access to family support services that can facilitate women's empowerment and foster entrepreneurial thinking without feeling guilty about family commitments or unfair expectations.

Recent studies on women's entrepreneurship have focused on various facets. The role of family dynamics and relationships has long been studied in the context of female entrepreneurship. In emerging economies like China, family dynamics and relationships determine whether women can choose entrepreneurship as a career choice or not. However, there is very limited research on the topic, in the geographical context of China. Hence, this paper is among pioneer research addressing family dynamics in the female entrepreneurship debate in China.