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After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations

Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle.

The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to investigate the behavior of a non-Newtonian nanofluid caused by peristaltic waves along an asymmetric channel. Additionally considered is the production of thermal radiation and activation energy.

The equations of momentum, mass and temperature of Sutterby nanofluids are obtained for long wavelength. By taking into account the velocity, temperature and concentration, the formulation is further finished.

Analyses of the physical variables influencing flow features are represented graphically. The present investigation shows that an enhancement in the temperature ratio parameter results in an increase in both the temperature and concentration. The investigation also shows that the dimensionless reaction rate significantly raises the kinetic energy of the reactant, which permits more particle collisions and as a result, raises the temperature field.

Due to their importance in the treatment of cancer, activation energy and thermal radiation as a route of heat transfer are crucial and exciting phenomena for researchers. So, the cancer cells are killed, and tumors are reduced in size with heat and making hyperthermia therapy a cutting-edge cancer treatment.

The purpose of this paper is to compare entrepreneurial attributes of MBA students, the next generation business people, from two important Asian countries, India from South Asia and Japan from East Asia (India, being an emerging country and Japan, a developed country).

Survey responses from MBA students in India and Japan were measured on an entrepreneurial personality index. Bateman and Crant’s scale consisting of 17 traits is used to identify if entrepreneurial traits are a learned cultural behaviour or intrinsic personality factors.

Although the findings indicate that India has benefitted from entrepreneurship in the information technology and information technology-enabled service ventures during the past two decades, the country still has a long way to go when compared to developed countries like Japan, where entrepreneurship is widespread.

The results are based on a single survey, using cross-sectional data.

The level of entrepreneurship differs considerably across countries and periods. The authors put forward a theoretical framework to denote the linkage between entrepreneurial attitude, pro-active personality and culture, besides highlighting the three pillars of entrepreneurship.

The purpose of this paper is to identify the various barriers in the implementation of waste management techniques in manufacturing organizations.

In this study, 121 SMEs of the manufacturing sector have been extensively surveyed, to assess the relative impact of barriers in the waste management technique in a manufacturing organization. Further, analytical hierarchy process (AHP) has been used to identify the most significant barriers.

Major barriers in the implementation of a waste management technique in a manufacturing organization have been identified and their weightage has been calculated through the AHP model.

This study will assist the floor managers in manufacturing organizations to identify the major barriers and to plan accordingly for the adequate implementation of waste management technique.

Authorization and access control have been a topic of research for several decades. However, existing definitions are inconsistent and even contradicting each other. Furthermore, there are numerous access control models and even more have recently evolved to conform with the challenging requirements of resource protection. That makes it hard to classify the models and decide for an appropriate one satisfying security needs. Therefore, this study aims to guide through the plenty of access control models in the current state of the art besides this opaque accumulation of terms meaning and how they are related.

This study follows the systematic literature review approach to investigate current research regarding access control models and illustrate the findings of the conducted review. To provide a detailed understanding of the topic, this study identified the need for an additional study on the terms related to the domain of authorization and access control.

The authors’ research results in this paper are the distinction between authorization and access control with respect to definition, strategies, and models in addition to the classification schema. This study provides a comprehensive overview of existing models and an analysis according to the proposed five classes of access control models.

Based on the authors’ definitions of authorization and access control along with their related terms, i.e. authorization strategy, model and policy as well as access control model and mechanism, this study gives an overview of authorization strategies and propose a classification of access control models providing examples for each category. In contrast to other comparative studies, this study discusses more access control models, including the conventional state-of-the-art models and novel ones. This study also summarizes each of the literature works after selecting the relevant ones focusing on the database system domain or providing a survey, a classification or evaluation criteria of access control models. Additionally, the introduced categories of models are analyzed with respect to various criteria that are partly selected from the standard access control system evaluation metrics by the National Institute of Standards and Technology.

The present study predicts attitude towards entrepreneurship among the students of Thailand through the entrepreneurial attitude orientation (EAO) model.

A quantitative approach is used, based on cross-sectional data from public sector universities of Thailand. The respondents are bachelor's and master's students who are acquiring entrepreneurship education. A random sampling technique was used to approach students to participate in the survey. A total of 392 useable questionnaires were returned, providing data for analysis.

Using structural equation modeling, the results show a positive and significant impact of achievement, personal control and innovation on attitudes towards entrepreneurship. Self-esteem, however, has a non-significant impact on attitudes towards entrepreneurship.

This study may be helpful for university policymakers wishing to know more about students' entrepreneurial attitudes, as there is a strong need to divert more students towards entrepreneurship. This study may contribute to the entrepreneurship literature and the EAO scale, particularly in developing and Asian contexts.

This study offers evidence of the development of entrepreneurial attitudes among the students of Thailand, which ensures the further validation of the EAO scale in a developing country.

The main purpose of the study was to assess the entrepreneurial orientation based on personality and attitude of female aspirant human resources in India.

For collecting primary data, the scale on entrepreneurial attitude orientation developed by Robinson et al. (1991) was used. Statistical tools such as correlations, analysis of variance, means, grand means, standard deviations and percentages were used for the analysis of the primary data gathered from 500 female respondents.

The results showed the highest score of the female respondents on the achievement motivation as compared to other three personality descriptors and lowest but positive score on the self-esteem dimension. Among attitude components, the cognition had emerged as highest. MBAs showed comparatively less entrepreneurial orientation than other categories of female aspirants. Results indicated that lower age, lower educational qualifications and high socioeconomic status supported the entrepreneurship.

The study was limited to only four personality traits and three attitude components. Another limitation of the study was that the data were collected from North India that could have been collected from the wider area.

The study will be helpful to the female aspirant participants to decide whether to choose managerial or entrepreneurial careers. By taking cues from this study, educators can build curriculum and develop programs to encourage and empower future female entrepreneurs.

Inclusion of Indian female aspirants of different backgrounds will definitely add value to the existing knowledge, management theory and practice.

The purpose of this paper is to examine the influence of entrepreneurial orientation (EO) within the framework of the job demands-resources (JD-R) model.

The sample of N=597 white-collars in the German media and IT industry is drawn via the professional network XING. Cross-sectional mediator models are used to test the hypothesis.

The processes proposed by the JD-R model find empirical support. Job demands primarily cause exhaustion while job resources increase job satisfaction. Besides, job demands reduce job satisfaction and job resources lead to less exhaustion. An exception is found for cognitive workload which rather acts like a job resource. EO mediates these effects in a favorable way. High job resources foster EO, which in turn reduces exhaustion and enhances job satisfaction. For job demands, EO shows a negative mediation reducing the health-impairment process and increasing job satisfaction.

Future research should broach the issue of adverse effects related to extreme employee entrepreneurship and potential negative effects.

Supporting and supervising an EO may help employees to cope with modern job profiles in agile organizations.

The findings provide support for a favorable mediating role of an entrepreneurial personal resource within the JD-R model. This knowledge may be used to consider individual work orientations and to organize work in a “healthy” way.

The purpose of this paper is to examine and evaluate various Lean, Six Sigma and Lean Six Sigma (LSS) models proposed by various researchers, which have been implemented in manufacturing organizations.

The present study has followed three major steps in methodology. In the first step, pooling of various research articles has been done, followed by development of the primary results. At the final step, analysis and development of the LSS model have been performed.

This paper evaluated and examined various models of Lean Manufacturing, Six Sigma and LSS and developed an advanced LSS model that can be deployed in any manufacturing organization with the purpose of scrap reduction.

The findings of this study will assist shop floor managers to implement an LSS model in their organizations, which can effectively reduce the waste and enhance the overall productivity and quality of the manufactured products.

E-waste management can reduce relevant impact of the business activity without affecting reliability, quality or performance. Statistical process monitoring is an effective way for managing reliability and quality to devices in manufacturing processes. This paper proposes an approach for monitoring the proportion of e-waste devices based on Beta regression model and particle swarm optimization. A statistical process monitoring scheme integrating residual useful life techniques for efficient monitoring of e-waste components or equipment was developed.

An approach integrating regression method and particle swarm optimization algorithm was developed for increasing the accuracy of regression model estimates. The control chart tools were used for monitoring the proportion of e-waste devices from fault detection of electronic devices in manufacturing process.

The results showed that the proposed statistical process monitoring was an excellent reliability and quality scheme for monitoring the proportion of e-waste devices in toner manufacturing process. The optimized regression model estimates showed a significant influence of the process variables for both individually injection rate and toner treads and the interactions between injection rate, toner treads, viscosity and density.

This research is different from others by providing an approach for modeling and monitoring the proportion of e-waste devices. Statistical process monitoring can be used to monitor waste product in manufacturing. Besides, the key contribution in this study is to develop different models for fault detection and identify any change point in the manufacturing process. The optimized model used can be replicated to other Electronic Industry and allows support of a satisfactory e-waste management.