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Case study
Publication date: 4 August 2022

Sadaf Taimoor, Fizah Wasti, Qurat Ul Ain Adil, Sikander Raees and Umair Arshad

In the light of the case and the accompanying case questions, the students should understand:1. The theoretical underpinnings of the brand positioning and brand…

Abstract

Learning outcomes

In the light of the case and the accompanying case questions, the students should understand:1. The theoretical underpinnings of the brand positioning and brand repositioning.2. Critical evaluation of marketing communication material in the light of theoretical underpinnings.3. The nuances of operating in emerging markets in technology-driven sectors.4. The intricate link between the business goals and communication goals5. The application of the attention-interest-desire-action model and the brand media wheel when translating business strategies into communication strategies.

Case overview/synopsis

It was in June 2016, when Asad Haroon, the young head of brands at Ufone, a Pakistani originated telecom operating company, was posed with a challenge of dwindling subscriber identity module card sales, deteriorating average revenue per user and an exponential increase in customer churn. The telecom industry itself was in a flux due to various factors such as changes in the regulatory frameworks and technological shifts.Asad felt that the reason for the brand’s decline might be the lack of synergy between the business strategy and the brand’s communication strategy.Asad knew that he would have to make some unpopular choices and review his brand’s communication strategy which had not yet proved to create a harmony between communication goals and business goals. However, he was unsure about how and if at all he should go about changing a marketing legacy and the brand’s positioning which had reigned the minds of his peers and his customers for so long.

Complexity academic level

This case is aimed toward undergraduate students enrolled in courses of principles of marketing, marketing communications and corporate media strategy.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing

Details

Emerald Emerging Markets Case Studies, vol. 12 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 23 April 2018

Munawar Abbas, Farhan Saeed, Muhammad Umair Arshad, Muhammad Tahir Nadeem, Huma Bader-Ul-Ain, Zohaib Hassan and Hafiz Ansar Rasul Suleria

This paper aims to evaluate the therapeutic potential of apple extracts against thrombocytopenia, i.e. decrease in platelet count.

Abstract

Purpose

This paper aims to evaluate the therapeutic potential of apple extracts against thrombocytopenia, i.e. decrease in platelet count.

Design/methodology/approach

Male Sprague Dawley rats were used to evaluate therapeutic potential of apple extracts. Diets enriched with apple fruit and seed’s ethanolic extract were provided to normal and KBrO3-induced thrombocytopenic rats for 60 days. KBrO3 was administered at level of 85 mg/Kg of body weight of rats to intentionally decrease the platelet count. Platelet count and other hematological parameters were monitored at monthly intervals to evaluate therapeutic effect of apple extracts against thrombocytopenia.

Findings

The results of current research portrayed that both apple seed and fruit extracts enriched diets increased the platelet count significantly (p < 0.05) in thrombocytopenic rats. It was observed that apple fruit extract-enriched diet (AFE) raised the platelet count to 14.72 and 33.07 per cent in normal and thrombocytopenic rats, respectively. Apple seed extract-enriched diet (ASE) raised the platelet count to 11.08 and 32.90 per cent in normal and thrombocytopenic rats, respectively. Other hematological parameters including white blood cells, red blood cells and hemoglobin were also significantly increased.

Originality/value

Thrombocytopenia is uprising problem in developing world including India and Pakistan accompanied by different diseases especially dengue and related complications. Because of questioning on therapies against thrombocytopenia, research on diet-based therapies, as a substitute to synthetic one, is increasing. Diet rich in antioxidant compounds including apple fruit and seeds are the limelight of manuscript.

Details

Nutrition & Food Science, vol. 48 no. 3
Type: Research Article
ISSN: 0034-6659

Keywords

Article
Publication date: 24 November 2021

Abdul Gaffar Khan, Yan Li, Zubair Akram and Umair Akram

Despite the recent extending research on knowledge hiding, there is still scant research on social stressor phenomena-related contextual antecedent factors and new…

Abstract

Purpose

Despite the recent extending research on knowledge hiding, there is still scant research on social stressor phenomena-related contextual antecedent factors and new cognitive mechanisms of knowledge hiding behaviors. To shed new light on this unexplored gap, this research explores the multi-level moderated mediation model that examines how and when negative gossip experienced by targets in the workplace induces their knowledge hiding from coworkers drawing from the lens of social learning and cognitive theories. More specifically, this study aims to evaluate the relationship between negative workplace gossip and knowledge hiding via moral disengagement, and this mediation effect is also moderated by team relational conflict as a novel boundary condition.

Design/methodology/approach

This study collected multi-wave 338 employees’ data from 68 teams of cross-sectional industries in China, which were nested within teams. The collected nested nature data were analyzed by employing multi-level analysis based on hierarchical linear modeling.

Findings

The results suggested that negative workplace gossip first triggers moral disengagement and thereby, leads to knowledge hiding. Furthermore, the direct positive association between negative workplace gossip and moral disengagement was strengthened by increasing intra-team relational conflict. In addition, the mediation effect of moral disengagement between negative workplace gossip and knowledge hiding was also strengthened through increasing intra-team relational conflict.

Originality/value

This study first empirically examines the multi-level model using a new underlying mechanism (moral disengagement) and team-level boundary condition (relational conflict) and enriches the current literature on knowledge management and workplace gossip. Theoretical and practical implications of these findings and future research lines are also discussed, which will facilitate practitioners and academicians to curb counterproductive knowledge behavior.

Article
Publication date: 15 July 2022

Sobia Bano, Muhammad Zeeshan Mirza, Marva Sohail and Muhammad Umair Javaid

The coronavirus disease 2019 (COVID-19) epidemic has given an upsurge to online retailing in Pakistan. This shift has escalated the issues about privacy concerns among…

Abstract

Purpose

The coronavirus disease 2019 (COVID-19) epidemic has given an upsurge to online retailing in Pakistan. This shift has escalated the issues about privacy concerns among consumers. Keeping in view the growing concerns, the objective of this study is to investigate customer patronage in online shopping and the role of privacy concerns in this relationship.

Design/methodology/approach

To generalize the relationship between antecedents and outcomes of privacy concerns, a cross-disciplinary macro model was used. Data were collected through a survey method from the consumers who used credit and debit cards during online shopping.

Findings

Results show that government regulations have a significant positive relationship with privacy concerns and customer patronage. Privacy concerns are found to have a significant negative relationship with organizational ethical care while customer patronage was found to have a significant positive relationship with organizational ethical care. Customer patronage was also found to have a significant negative relationship with privacy concerns. Privacy concerns mediated the relationship between government regulations and customer patronage, whereas privacy concerns does not mediate the relationship between organizational ethical care and customer patronage.

Originality/value

The research adds to the existing literature and highlights the customer behavior toward online shopping/e-commerce in developing economies. The research gives a direction to stakeholders to counter privacy concerns and ensure safer e-commerce practices.

Details

EuroMed Journal of Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 1 June 2022

Muhammad Khalique Ahmad, Abu Bakar Abdulhamid, Sazali Abd Wahab and Muhammad Umair Nazir

In times of crisis and volatility, especially in the Covid-19 scenario, project organisations are facing multifaceted threats. Project organisations are inclining towards…

Abstract

Purpose

In times of crisis and volatility, especially in the Covid-19 scenario, project organisations are facing multifaceted threats. Project organisations are inclining towards flatter organisational structures. Employees are demanding more decision-making authority due to the changing working scenario. Despite the advancement in project management, a hard skill side, project organisations are still struggling to achieve successful projects. The project manager's leadership, employee self-leadership and soft skills are presented as the solution to these aggravated problems. This article attempts to determine whether a transformational leadership style can influence project success, directly and indirectly through employee self-leadership.

Design/methodology/approach

The author raises the hypothesis, supported by social cognitive theory, that transformational leadership impacts project success directly and indirectly through self-leadership. Data were collected from 289 project team members in the IT sector, and the proposed relationships were assessed through Partial least squares structural equation modelling PLS-SEM.

Findings

Results show that a project manager's transformational leadership behaviour and employee self-leadership positively impact project success. Additionally, self-leadership mediates the relationship between transformational leadership and project success. Lastly, empowerment demonstrated significant moderation for self-leadership and project success, and for transformational leadership and project success.

Research limitations/implications

In this study, one obvious methodological limitation is a cross-sectional design. Future research can be performed while adopting a longitudinal research design. Another conceptual limitation of the model is that the authors did not include all transformational leadership dimensions, which can be considered for future studies while replicating this research model. Another future front can be by examining other leadership styles. Another research limitation may be the single source data collection, a future study may be conducted by several sources for data collection to adequately test both of the leadership styles at different hierarchies and for project success.

Originality/value

The paper contributes to the literature by finding that, in crises, a project manager's transformational leadership style enhances project success. In practice, project managers are needed to adopt transformational behaviour and encourage employee self-leadership and empowerment.

Details

International Journal of Managing Projects in Business, vol. 15 no. 5
Type: Research Article
ISSN: 1753-8378

Keywords

Article
Publication date: 9 August 2021

Md Imtiaz Mostafiz, Mathew Hughes and Murali Sambasivan

The purpose of this study is to test the thesis that the family firm’s success hinges on effective strategic knowledge management (SKM) capability coupled with an…

Abstract

Purpose

The purpose of this study is to test the thesis that the family firm’s success hinges on effective strategic knowledge management (SKM) capability coupled with an entrepreneurial orientation (EO). Contingency theory holds that entrepreneurial success is contingent on strategic capabilities and resource orchestration theory explains how well family firms nurture capabilities to structure, bundle and leverage resources that define competitive advantage (CA). This study combines these two theoretical viewpoints to propose the effects of EO and SKM capability on CA to achieve successful performance in family firms.

Design/methodology/approach

This study uses a hybrid approach applying structural equation modelling (SEM) and deep-learning artificial intelligence (DL-AI) analysis to survey data on 268 Malaysian family firms.

Findings

SEM results confirm that CA mediates the relationship between innovativeness, proactiveness and risk-taking dimensions of EO and firm performance. Autonomy and competitive aggressiveness have no bearing, however. The relationships among innovativeness, proactiveness and risk-taking with CA and performance are positively moderated by SKM capability, becoming more potent at higher levels. Moreover, four additional DL-AI models reveal the necessity of specific EO dimensions and the interacting effects of EO–SKM capability to influence CA and to attain performance success subsequently.

Originality/value

This study theorizes and presents two new boundary conditions to a knowledge-based theory of the family firm and its firm performance. First, CA mediates the relationship between EO and performance; and second, SKM capability moderates the relationships between EO and CA and between EO and family firm performance. Methodologically, this study uses DL-AI to embrace non-linearity and prioritize predictor variables based on normalized importance to produce greater accuracy over regression analysis. Hence, DL-AI adds methodological novelty to the knowledge management and family firm literature.

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