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This paper aims to understand how organizations can apply the Blue Ocean Shift process to achieve profitable growth and make competition irrelevant.

This paper uses a case study approach. Based on interaction with the senior management of an organization and secondary sources, this paper presents an application of the Blue Ocean Shift process on a strategic move by an organization to achieve value innovation.

This paper presents a case of how Tata Motors Ltd. applied Blue Ocean Shift process to come up with the product Tata Ace, which achieved value innovation while making competition irrelevant. From assessing the current state of play to forming a motivated team, working with suppliers and fulfilling the needs of the non-customers and unhappy existing users, they were able to create a strong position for themselves.

Blue Ocean Strategy, through a process defined as Blue Ocean Shift, can be applied by organizations to achieve value innovation, change market boundaries and achieve profitable growth through their strategic offerings. It can help them get out of “red oceans” which may be a way to view the existing hypercompetitive world.

This paper contributes to the application of the Blue Ocean Shift process in the Indian context while studying a strategic move of an Indian firm. It showcases an example of how large Indian organizations can successfully apply the process to achieve value innovation.

The purpose of this paper is to explore the multi-faceted role of metaroutines in dealing with nested ambidexterity challenges experienced during new product introductions (NPIs) at Tata Motors, an Indian automotive giant.

This study utilizes an in-depth multi-level case study highlighting the ambidexterity dynamics across strategic, business unit and functional levels.

The authors visualize the NPI system found in the firm, including the interactions between structure, process and governance, as a metaroutine. Based on this visualization, the authors argue that certain ostensive (like voice of customer, commonality) and performative (role of leadership and creative recombination) aspects of the metaroutine aid exploratory and exploitative learning across levels at Tata Motors. Further, the authors argue that the role of embedded NPI metaroutine aspects in promoting multi-level ambidexterity offers a distinct form when compared with other academically established forms of structural, contextual and temporal ambidexterity.

This study focuses on the aspects of the NPI metaroutine that enable ambidexterity within the studied firm. The authors argue that apart from the structural, temporal and contextual mechanisms, managers also need to focus on the nuances of NPI metaroutines and their potential to promote ambidexterity across levels.

The authors visualize the interactions between the process, structure and governance mechanisms, related to NPI, as a metaroutine. The authors argue that metaroutine enabled approaches to ambidexterity offer a distinct form when compared with other academically established forms of structural, contextual and temporal ambidexterity. Also, metaroutine enabled ambidexterity explains a possible way through which multi-level ambidexterity can be promoted and managed within organizations.

The purpose of the present study is to assess India's potential as a lead market for cost‐effective frugal innovations. This is of special interest since lead markets have traditionally existed in economically highly developed countries, whereas developing countries have faced negative country‐of‐origin effects. In the case of India a reversal of this trend may be observed, for some time. The paper aims to identify factors which are impacting India's emerging role as a fountainhead of frugal innovations. The research will have implications for locational decisions in setting up global innovation/ research and development (R&D) activities.

The study crystallizes the inherent characteristics of frugal innovations, their development process and market success in the domestic and overseas markets by undertaking in‐depth analysis of four successful product innovations from India from multiple industries. The obtained results can be treated as critical success factors for frugal innovations. These factors are then incorporated in the “Lead market” model so that propositions about India's potential as a lead market can be formulated.

Whereas frugal innovations were so far driven primarily by affordability for the consumer and economies of scale for the manufacturer, a shift towards value proposition was discovered. Intensifying competition and growing customer aspirations are changing the character of frugal innovations and the customer is looking for factors such as attractive designs. Better‐designed products, in turn, have positive impact on the lead market potential, creating a virtuous cycle. The study also discovered that frugal innovations are increasingly taking place in “open global innovation” networks and are no more a purely national or “Jugaad” affair.

Lead markets are a critical consideration while setting up R&D/innovation labs. Our research gives multinational corporations (MNCs) a useful instrument to assess India's lead market potential for their respective field of business. Both domestic and foreign firms can employ the model also to identify interesting adopter markets for their respective products.

The research confirms that frugal innovations can benefit end‐consumers and firms, simultaneously. It may encourage more firms to tap markets at the bottom of the economic pyramid. Intensifying competition would potentially bring even better products for the consumers.

Lead markets have been traditionally regarded to exist ‐ almost by default ‐ only in highly developed economies. Innovations emanating from developing countries, especially from their domestic firms, have been considered to be of inferior quality. This mindset caused country‐of‐origin barriers for non‐commodity, technology‐intensive exports from developing economies. This research demonstrates that lead markets can exist even in developing economies, frugal innovations can have high technological quality, and frugal innovations are increasingly created in “open global networks”.

This report provides a framework to better understand how constraints faced by companies and their customers in emerging markets can be converted into competitive advantage and thereby into factors for growth.

Based on a literature review, a framework is developed to understand how companies can generate competitive advantage from constraints that affect companies, their customers or both. The framework is explained with case studies of Indian companies and multinational organizations (MNCs) operating in India.

A multitude of constraints affect companies operating in emerging markets such as India. India is an emerging market where MNCs would like to have a presence but are deterred by constraints. Some of these constraints affect companies, while others affect customers. Although many multinational organizations are struggling to meet their business goals in India, many local companies and some MNCs have successfully navigated the constraints and managed to grow by building these constraints into their business models. They gained competitive advantage by either differentiating their products and services or modifying their processes.

We provide a framework that will guide executives on how companies can generate competitive advantage through products and processes by working around constraints. We also provide guidelines on how to sustain these competitive advantages generated from constraint‐driven strategies. Failure to include these constraints into business models will adversely affect the growth plans of companies operating in India and other emerging markets.

The paper makes a unique contribution in articulating how competitive advantage can be generated from the very constraints that threaten the growth of business. This study also makes a distinction between constraints that can affect companies and those that affect customers of goods and services. This understanding will guide executives on where to focus their efforts while navigating constraints. Further, this paper shows how executives can consider a parallel stream of innovation for growth while operating in emerging markets.

Students identify promotion, price, place, segment, targeting, and positioning for marketing “the world’s cheapest car.” This case is effective for MBA, undergraduate, and executive learners studying market segmentation, pricing, cannibalization risk, pricing, and break-even sales in the face of different price and cost scenarios. Has Tata chosen the right marketing strategy? Does the Nano represent an evolution or a revolution in automobile marketing?

This chapter aims to provide a descriptive analysis and a theoretical interpretation of the challenges for international expansion of four large multinationals of each of the BRIC countries (JBS from Brazil, VimpelCom from Russia, Tata Motors from India, and Lenovo from China).

This study employs a qualitative approach, following a multiple-case study methodology, by analyzing four prominent cases of the internationalization of BRIC multinationals.

The internationalization process of the studied BRIC multinationals was influenced by the type of inputs and resources that each company had in their home country and the search for needed resources in other firms abroad that may have helped them to complement their business assets. The international expansion of these firms have been characterized by overcoming of several obstacles through the possession of firm-specific advantages, mainly composed of managerial capabilities, expertise, and knowledge about the markets and their companies.

The purpose of this paper is to provide a traffic route selection strategy based on minimum carbon dioxide (CO₂) emission by vehicles over different route choices.

The study used queuing theory for Markovian M/M/1 model over the road junctions to assess total time spent over each of the junctions for a route with junctions in tandem. With parameters of distance, mean service rate at the junction, the number of junctions and fuel consumption rate, which is a function of variable average speed, the CO₂ emission is estimated over each of the junction in tandem and collectively over each of the routes.

The outcome of the study is a mathematical formulation, using queuing theory to estimate CO₂ emissions over different route choices. Research finding estimated total time spent and subsequent CO₂ emission for mean arrival rates of vehicles at junctions in tandem. The model is validated with a pilot study, and the result shows the best vehicular route choice with minimum CO₂ emissions.

Proposed study is limited to M/M/1 model at each of the junction, with no defection of vehicles. The study is also limited to a constant mean arrival rate at each of the junction.

The work can be used to define strategies to route vehicles on different route choices to reduce minimum vehicular CO₂ emissions.

Proposed work gives a solution for minimising carbon emission over routes with unsignalised junctions in the tandem network.

The paper aims to address two key gaps in the literature of frugal innovation. First, it disambiguates frugal innovations into its types, and into the various levels at which it happens. Second, it builds upon the theoretical foundations of resource-based view, new institutional economics, economics of location, and institutional theory to offer testable propositions on determinants of frugal innovations.

This is a conceptual paper. The authors first systematically reviewed the extant literature on frugal innovation and related domains and categorized the existing understanding on the domain into various typologies of frugal innovation. The authors then justified why certain key theoretical lenses are tenable to understand the determinants of frugal innovation and then examined the conditions that enable such innovations.

The paper has three key findings. First, frugal innovation comprises of a frugal mindset, a frugal process and a frugal outcome, which may be practiced distinctly. Second, frugal innovators are of three types: grassroots-level, domestic-enterprise level, and MNC-subsidiary level. Each has their distinctive incentives and styles of frugal innovation. Third, a frugal mindset is encouraged by a resource-scarce environments, weaker institutional intermediaries, and a higher tolerance for uncertainty. Frugal processes are espoused by poor property rights regime and a critical size of lead market; and frugal outcomes are influenced by the network-position of innovators, and the presence of critical lead-markets.

The propositions are though testable, but proxies need to be developed to measure the variables, such as a frugal mindset, and a frugal process. Further, the current view on various types and levels of frugal innovation is that of mutual exclusivity, whereas this may not always be the case. Hence, it might be useful to identify contingencies in which these distinctions fade away.

The paper is valuable in two key aspects. First, it offers a much-needed theoretical underpinning to the phenomenon of frugal innovation, such that the phenomenon could be better understood and influenced. Second, it nuances the phenomenon by identifying distinct types of frugal innovators in terms of their motivation, institutional influences, and styles of innovation.

The purpose of this paper is to explore the multi-level ambidexterity challenges through the metaroutine lens. Further, while confronting the ambidexterity challenges, it is found that what is paradox at one level can be understood as tradeoffs at another level. This study uses an in-depth multi-level case study of Tata Motors, an Indian automotive giant highlighting the ambidexterity dynamics across strategic, business unit and functional levels to demonstrate that paradoxes at the strategic level are converted to manageable tradeoffs at the business unit/ operational level. Also, metaroutine-enabled ambidexterity explains a possible way through which multi-level ambidexterity can be promoted and managed within organizations.

This study uses a case-based methodology (Eisenhardt, 1989) similar to the approach of Adler et al. (1999). The field research consisted of in-depth interviews, which focus on gathering information from the key involved members in the field, thus enabling us to understand how multi-level ambidexterity is promoted within Tata Motors. A semi-structured interview guide was used to collect data for this study.

The metaroutine lens offers an alternative route to explain the multi-level ambidexterity dynamics at Tata Motors. The ambidexterity questions at different levels in Tata Motors seem to be a mixture of paradoxes and tradeoffs. However, a key trend emerges. At the strategic and business unit level, the firm wanted to exploit their existing products and explore new customer segments. At the product level, the strategic and NPI core team wanted to best combine the customer centric explorations with exploitations resulting in cost savings. The ambidexterity questions at these two levels seem to be paradoxes. However, as the authors analyze the functional domains, it appears that each individual domain was working under increased constraints. Hence, the ambidexterity questions at the domain level seem to be a tradeoff based on the constraints faced by individual functional domains.

This study presents an in-depth multi-level case study of an Indian automotive giant, Tata Motors. The authors present the role of metaroutines in shaping the ambidexterity issues during the development of passenger vehicles. This study builds on the seminal work of Adler et al., 1999, and extends the discussion to the framing of the ambidexterity question as a paradox and/or a tradeoff. The core argument of this paper is that balancing opposite polarities in business models is basically a paradoxical issue in the exploitation/ exploration relationship.

The case focuses on positioning a new brand, the Tata Nano. The car has been widely publicized as the world's cheapest car at Rs.1 lakh. Students must consider the gap between the ultimate target, the huge emerging middle class of Indian consumers, and the limited capacity and distribution available in choosing a target. They also must select between alternative competitive frames and the various points of difference they highlight. The case unfolds in two stages. The first decision point is in 2009, at the launch of the time of the product launch. The second decision point is 18 months later, after production capacity has increased and some product safety issues have arisen.

The primary goal of the case is to illustrate the choices made in developing a strong brand positioning and the interrelationship between these choices. Students select a target and an appropriate competitive frame of reference and point of difference for that target and summarize these elements in a positioning statement. The case also highlights importance of making promotion and distribution decisions that are consistent with the positioning.