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Strategy/entrepreneurship/international marketing.

This case is recommended for use in courses on strategy, entrepreneurship, international marketing and joint venture for PGDM and Executive programmes.

International Football Academy (IFA), a leading football development firm, is gearing up to expand its operations to a new geographic market, India. The purpose is to further its international growth plans by establishing a lasting presence in developing markets. Their previous stints in China and Indonesia met with huge success. However, there was a stark difference between those geographies and the Indian market, in terms of political system, economic infrastructure, social framework, cultural practices, technological advancements, legal regulations, etc. In a country where 47 per cent of the 1.2 billion population considered themselves football fans (Nielson survey, 2010), it was ironical that the Indian football market remained one of the most untapped and fragmented of its kind. The question for IFA was: “Would India be another feather in our hat?”

The case highlights the key factors facing firms, when expanding into emerging markets. The students are expected to think through the various dimensions to decision-making, which includes Why (expand), Where (which market), When (right time), What (thrust of strategy) and Who (partners). It also compels the students to appreciate the various challenges involved in exporting a product, which is as unique as “football training”.

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CSS 11: Strategy

Social enterprise, Social entrepreneurship.

PGDM, PGDM Executive.

The case is about the evolution of a unique social organization, BloodConnect, over its journey of four years. Initiated by two Indian Institute of Technology (IIT) Delhi students in 2010, the organization went on to be recognized for making leeway into the hitherto underserved need of blood security in India. The case describes BloodConnect's evolution with respect to different dimensions of blood shortages and the organization's acquisition of knowledge over the years. BloodConnect acted as a facilitator to bring multiple stakeholders, including potential donor segments, beneficiaries, hospitals, government and NGOs, on the same platform to collectively identify solutions, thereby increasing the ownership of each segment toward an issue of importance to the society. While the organization started gaining visibility and was on its way to making its operation structured, it desired to move beyond the confines of Delhi-NCR to raise the movement to the national level, but it was faced with challenges peppered with lack of resources, lack of funds, absence of a permanent leadership and complex dynamics between the multiple stakeholders. Donor dependency for funds and amateur management were the other major impediments for its sustenance. The case brings forth the major challenges threatening the very existence of the organization as it grappled to identify solutions that could provide revenue sustainability without dampening its mission of creating social value. The case is of relevance to social enterprises in the context of a developing nation as most of the low and middle income countries face similar challenges pertaining to blood security. It also brings forth the issues of survival, scalability and the concept of social value measurement. In what are the myriad hurdles faced by start-ups, the traditional metrics might not be enough while measuring the impact created by a social enterprise.

To develop an insight into the unique challenges faced by start-up social ventures and options available to them for growth and subsequent consolidation. To enhance the understanding of interrelationship between mission focus, scale of operations, revenue sustainability and social impact. To introduce students to the concept of social value measurement. The students would be able to appreciate the uniqueness of the metrics specific to a social venture.

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

Strategic management, IT strategy, Business & IT Consulting, International Business.

PGDM and Executive programmes.

Cognizant Technology Solutions, one of the giants in the Indian information technology (IT) industry, has been continually evolving new strategies and business models to cater to the global IT demand. Starting as an in-house technology unit of Duns & Bradstreet, the case highlights the various pioneering and transformative decisions taken by Cognizant to become one among the Fortune 500 companies of the world. However, despite its supremacy in the global market, they are facing tremendous competition from the other IT giants – TCS, Infosys and Wipro, to name a few. Also, the expansion of global IT players like Accenture and International Business Machines (IBM) in India is making matters worse. This intense competition, when juxtaposed with commoditization and price sensitivity on behalf of the IT demand, makes sustainability a big question mark. The million-dollar question remains “How should Cognizant strategize to ensure inorganic growth in the price-sensitive industry?”

The case highlights the market dynamics of the Indian IT industry – from its humble beginning as an attraction for low-cost labour to being one of the strategic outsourcing geographies of the IT sector – and thereby categorically points out the significance of continuous evolution on behalf of the IT firms to stay alive in this client-driven industry. The students are expected to analyze the IT industry of India, keeping in mind its vulnerabilities – price sensitivity, dependence on developed economies and intense competition – and relate the same to different strategies incorporated by Cognizant to remain one of the powerhouses of the Indian IT industry.

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

In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE’s conceptualization, operationalization and its nomological networks as informed by different theoretical perspectives. However, in spite of important advances, the knowledge structure of the overall corpus of CE research remains tenuous. Therefore, the purpose of this paper is to explore the intellectual structure of CE research.

Based on this gap, this study deploys bibliometric and network analysis to map CE’s literature-based landscape. Using bibliometric analysis, important CE-publishing journals, authors and influential CE articles (2005–2020) are uncovered. Using network analysis, prominent CE themes are also unearthed.

The results document key CE-publishing journals and authors and their respective contributions to the literature. Five CE themes are also identified, including CE measurement/methods, online CE, CE’s value co-creating capacity, CE conceptualization and customer/consumer brand engagement. Further, an agenda for future CE research is provided based on the presented network analysis results.

The reported findings generate important implications for brand managers. For example, the identified critical role of online (vs offline) CE offers a range of strategic opportunities, as outlined.

This paper offers a pioneering bibliometric and network analysis of the CE literature, thus mapping the field. From the identified CE themes, important avenues for further CE research are also identified.

Strategic Marketing, Marketing Management, Services Marketing.

MBA and Executive MBA.

The case talks about the inception and growth of OYO Rooms, a company that originally started as ORAVEL Stays Ltd. in 2012, as a platform for booking budget and premium accommodations, but graduated to become OYO Rooms, an online aggregator of hotels, with a unique business model of “managing the partial inventory of rooms” in hotels and offering a proposition of affordable, consistent, quality experience to business, leisure and pilgrim travellers. The company received rounds of funding from Greenoaks Capital, Lightspeed Ventures, Sequoia Capital and DSG Consumer Partners. Moreover, unlike its competitors, OYO adapted itself to the fast-changing consumer preference and grew at an enviable pace and by 2016, was present across 190 cities through a network of 6,500 hotels. However, OYO Rooms had to face a multitude of challenges both from the consumer and hotel owners’ ends, primarily service quality concerns from the customers and majorly concerns out of payment irregularities or non-abidance to written contracts from the hoteliers’ end. The dissatisfaction levels increased to an extent that experts started raising questions on the viability of the business. OYO was growing at an aggressive rate but breakeven point was yet to be achieved. Moreover, growing dissatisfaction and switching amongst its customers as well as hoteliers threatened the very existence of the model. The case allows the students to critically analyse the strategies of OYO for deliberation on whether the business model was sustainable in the long run. It also encourages the students to deliberate on the possible growth strategies for OYO as also on the service recovery strategies for OYO.

The case has been positioned around the following modules: industry analysis; value of a two-sided business model to both parties; sustainability of a unique business model, against the challenges that it faces; applying the VRIO framework (resource-based view); complaint handling and service recovery strategies; applying the Ansoff’s grid for possible growth options.

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

CSS 11: Strategy.

Increasing trends of climatic risk pose challenges to the food security and livelihoods of smallholders in vulnerable regions, where farmers often face loss of the entire crop, pushing farmers (mostly men) out of agriculture in destitution, creating a situation of agricultural making agriculture highly feminization and compelling male farmers to out-migrate. Climate-smart agricultural practices (CSAPs) are promoted to cope with climatic risks. This study aims to assess how knowledge related to CSAPs, male out-migration, education and income contribute to the determinants of male out-migration and CSAPs adoption and how they respond to household food security.

Sex-disaggregated primary data were collected from adopter and non-adopter farm families. STATA 13.1 was used to perform principle component analysis to construct knowledge, yield and income indices.

Yield and income index of adopters was higher for men than women. The probability of out-migration reduced by 21% with adoption of CSAPs. An increase in female literacy by 1 unit reduces log of odds to migrate by 0.37. With every unit increase in knowledge index, increase in log-odds of CSAPs adoption was 1.57. Male:female knowledge gap was less among adopters. Non-adopters tended to reduce food consumption when faced with climatic risks significantly, and the probability of migration increased by 50% with a one-unit fall in the nutrition level, thus compelling women to work more in agriculture. Gender-equitable enhancement of CSAP knowledge is, therefore, key to safeguarding sustainable farming systems and improving livelihoods.

The enhancement of gender equitable knowledge on CSAPs is key to safeguard sustainable farming systems and improved livelihoods.

This study is based on the robust data sets of 100 each of male and female from 100 households (n = 200) using well-designed and validated survey instrument. From 10 randomly selected climate-smart villages in Samastipur and Vaishali districts of Bihar, India, together with focus group discussions, the primary data were collected by interviewing both men and women from the same household.

The purpose of this paper is to explore the dimensions of Indian manufacturing firms’ competencies and to study the impact of these competencies on firm performance.

The authors have adopted a literature survey to identify variables and gaps in the research. Based on the construct and its item identified through the literature review the authors have developed a structured questionnaire which was pre-tested before being used for the final survey. The authors have collected data from 100 firms out of 275 targeted firms in two phases which represents a 36.36 per cent response rate. The data have been subjected to exploratory factor analysis (EFA) using varimax rotation, which reduced the data into seven parsimonious and orthogonal factors. The authors then carried out regression analysis using EFA output to test the relationship between six independent variables, representing competencies of the firm and performance.

Findings show that EFA has reduced the data into seven factors, out of which six represent firm competencies and one represents firm performance. The competencies which have been identified are supply-demand coordination and product pricing, logistics, marketing, procurement, manufacturing simplicity and product quality and preventive maintenance. The EFA output was further tested using multiple linear regression analysis which shows that out of six competencies, four are positively supporting, except procurement which is negatively supporting and logistics which is found to be statistically insignificant.

The conclusive model suggests that there is considerable impact from other deterministic variables which are not assumed in the present study, and some of the variance has been accounted for by stochastic variables and response error. However, utmost care has been taken to minimise response error by personal follow-up with each of these firms. The outcome of the quantitative analysis provides an insight into firm competencies and their impact on firm performance. It is very important for the managers who are interested in deriving superior performance from their firm and focusing on supply-demand coordination and product pricing, manufacturing simplicity, marketing and product quality and preventive maintenance practices.

This original study has been carried out by researchers in India on Indian manufacturing firms and adopted an EFA technique to identify dimensions which are unique in their contribution.

The purpose of this paper is to understand possible linkage between variables that constitute a lean manufacturing enterprise. In the study the authors have tried to decode the complex relationship among variables which is missing in extant literature.

In the study the authors have used systematic literature review (SLR) approach to identify the variables from extant literature and used interpretive structural modelling (ISM) and Fuzzy MICMAC analysis to understand complex equation among variables from Indian manufacturing firm perspective.

The findings using ISM modeling indicate top management support is the bottom level and business performance is the top level. In order to further resolve conflicts the authors have further analyzed variables using Fuzzy MICMAC analysis which has further divided variables into four clusters. The Fuzzy MICMAC output suggests that top management support, real time production information, training and team work are the driving variables and business performance, total quality management and lean behavior are the dependence variables.

Like any study, the study have its own limitations. In the study the authors have developed the model based on expert opinion. The number may be not enough to validate this model statistically. However, it can be regarded as a platform for further investigation using structural equation modeling.

The present study using ISM model has proposed a model based upon experts, identified from Indian major manufacturing firms. This model can further provide empirical platform for further investigation which can resolve lean manufacturing issues.