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The case presents an ideal platform for discussing the branding strategy, brand elements and the factors that contributed to success of an entrepreneurial venture in the quick-service restaurant (QSR) segment. Further, it enables students to discuss changes that are necessitated as the firm looks for new growth avenues. After working through the case and assignment questions, students will be able to analyze the entrepreneurial journey of a startup in red ocean markets by assessing the factors that contributed to its success; comprehend the importance of branding strategy for small business – choosing/designing of brand elements and selecting the positioning strategy; and assess changes needed in the branding strategy over time and devise strategies for the continued success of the firm.

Kolkata-based QSR chain Wow! Momo was bootstrapped with a meager INR 30,000 in 2008 by two school friends Sagar Daryani and Binod Kumar. It went on to become India’s Wow! Momo very first QSR specializing in momos. By the year 2019, Wow! Momo was dishing out India’s favourite street food, “momos” from 300 outlets across 15 cities. It also claimed to have captured 90% market share in the organized momo business. The startup grew at a CAGR of over 50% between 2015 and 2019 and reported INR 1.19bn revenue in financial year 2019 with an EBITDA of 9.3%. Wow Momo Foods Pvt. Ltd (WMF), the parent company of Wow! Momo, had tasted stupendous success within a short period and set an ambitious goal of achieving revenue of INR 10bn by 2023–2024. Wow! Momo had achieved top of mind recall among the target customers and was also vying for the same share of wallet as formidable international giants such as McDonald’s, Domino’s, Burger King and KFC. However, compared to these large players, Wow! Momo offered a limited menu and a smaller average ticket size. At the same time, Wow! Momo’s market share was also threatened by a host of branded momo players that offered a similar menu and pricing. Both these factors did not argue well for WMF’s mammoth growth objective. Achieving revenue of INR 1.19bn in a matter of just 10 years was no small feat, but reaching targeted INR 10bn in half that time needed a different game plan altogether. The founders clearly needed to rethink their strategies for the next phase of growth. What would be the next growth driver for the company? Should it look for greener pastures outside India? Was it time to diversify the menu and think beyond momos? If so, then should new items be added to existing menu or a new brand be launched altogether? The case maps the journey of two entrepreneurs as they went on to set up a successful QSR chain. It examines their trials and tribulations as well as successful implementation of marketing strategy. It also looks at the dilemmas faced by a startup as it searches for new avenues for growth.

Graduate and postgraduate courses in Management.

Teaching Notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to describe the Arches heritage inventory and management system for the benefit of practitioners working with heritage inventories. Arches is a modern software platform purpose-built for the creation and management of inventories to support effective heritage place management. The system was developed as open source software jointly by the Getty Conservation Institute (GCI) and World Monuments Fund (WMF).

The paper discusses the needs and challenges addressed by the GCI and WMF in developing Arches, explains the system’s design and functionality, reports on software releases and ongoing enhancements, describes current software implementations, and concludes by discussing the role and growth of the open source community and the Arches project’s aspirations.

The needs and challenges in the heritage field that the GCI and WMF originally identified have been confirmed through interactions between the Arches project and a range of practitioners. The suitability of Arches to address these needs is demonstrated through steady growth of the open source community and an increasing number of implementations of the Arches platform.

Arches provides a purpose-built system that is freely available and ready for use. It offers a system that requires a marginal investment by organizations compared to building digital inventories from scratch. The Arches project has created an international community of information technology and heritage practitioners to share experience, knowledge, and skills to address their common challenges in dealing with digital inventories.

The paper offers heritage practitioners details on a new tool for overcoming their challenges in building and managing digital heritage inventories.

The purpose of this paper is to construct the linkage between libraries and up-to-date news. This study developed a system to recommend libraries’ resources to those daily news readers who are interested in the topics of the target news. The analysis of experiments results served as the reference for the development and improvement of linking libraries’ resources with other web resources.

Up-to-date news were gathered through the news feeds to make the integration with the libraries’ records. In task 1, the libraries’ records were linked and recommended to the target libraries’ records which are of the same topics. In task 2, the system aimed to find the relevant libraries’ records for target news. Three recommendation methods were compared in both tasks to find the most effective approach to the system.

Experiment results showed that: at first, in task 1, the system can assign the libraries’ records of the related topics effectively; second, in task 2, the recommending system can obtain a satisfied recall hit rate through human evaluation. Therefore, regarding the popularity of the daily news online, the linkage and recommendation with the libraries’ resources can increase the visibility of the libraries’ resources and eventually promote the information consuming in libraries.

The authors have confirmed, using three matrix factorization methods, that weighted matrix factorization used in the libraries’ records recommendation system, could achieve better performance than the other two. Based on the research, the libraries could incorporate the online news and libraries’ resources in practice.

To increase the visibility and promote information consuming of libraries, this study proposed a novel method to construct the linkage between library and up-to-date news. The results of data analysis indicate that recommendation of libraries resources through the daily news can achieve effective performance. Thus, it can be inferred that the research results of this study are representative and have practical values in real world practice.

Software vulnerabilities have been the greatest threat to the software industry for a long time. Many detection techniques have been developed to address this kind of issue, such as Fuzzing, but mere Fuzz Testing is not good enough, because the Fuzzing only alters the input of program randomly, and does not consider the basic semantics of the target software. The purpose of this paper is to introduce a new vulnerability exploring system, called “SEVE” to explore the target software more deeply and to generate more test cases with more accuracy.

Symbolic execution is the core technique of SEVE. The user can just input a standard input, and the SEVE system will record the execution path, alter the critical branches of it, and generate a totally different test case which will make the software under test execute a different path. In this way, some potential bugs or defects, even the exploitable vulnerabilities will be discovered. To alleviate path explosion, the authors propose heuristic method and function abstraction, which in turn improve the performance of SEVE even further.

We evaluate SEVE system to record critical data about its efficiency and performance. We have tested some real‐world vulnerabilities, from which the underlying file‐input programs suffer. After that, the results show that SEVE is not only re‐creating the discovery of these vulnerabilities, but also at a higher performance level than traditional techniques.

The paper proposes a new vulnerability exploring system, called “SEVE” to explore the target software and generate test cases automatically and also heuristic method and function abstraction to handle path explosion.

The purpose of this paper is to explore the potential of enriching the library subject headings with folksonomy for enhancing the visibility and usability of the library subject headings.

The WorldCat-million data set and SocialBM0311 are preprocessing and over 210,000 library catalog records and 124,482 non-repeating tags were adopted to construct the matrix to observe the semantic relation between library subject headings and folksonomy. The proposed system is compared with the state-of-the-art methods and the parameters are fixed to obtain effective performance.

The results demonstrate that by integrating different semantic relations from library subject headings and folksonomy, the system’s performance can be improved compared to the benchmark methods. The evaluation results also show that the folksonomy can enrich library subject headings through the semantic relationship.

The proposed method simultaneous weighted matrix factorization can integrate the semantic relation from the library subject headings and folksonomy into one semantic space. The observation of the semantic relation between library subject headings and social tags from folksonomy can help enriching the library subject headings and improving the visibility of the library subject headings.

This paper analyzes the evolution of gender segregation in the workplace in Mexico between 1994 and 2004, using a matching comparisons technique to explore the role of individual and family characteristics in determining gender segregation and wage gaps. The results suggest that the complete elimination of vertical segregation would reduce the observed gender wage gaps by 5 percentage points, while the elimination of occupational segregation would have increased gender wage gaps by approximately 6 percentage points. The results also indicate that the role of occupational segregation in wage gaps has been increasing in magnitude during the period of analysis, while the role of vertical segregation on the determination of wage gaps has been decreasing.

Studies concerning Soviet taxation demonstrate a diversity of opinions on the nature of turnover taxes. Four major views on the subject have emerged: (1) turnover taxes are simply a sales (excise) tax on articles' of consumption sold to the Soviet consumer; (2) not all turnover taxes are a sales tax, some of them are a substitute for rent on production of certain industrial materials; (3) in addition to being a sales (excise) tax on consumer goods and rent on some industrial materials, there exists a third type of turnover tax which is levied on agricultural production of the peasantry; (4) turnover taxes are a portion of the surplus product produced in industry and agriculture.

The purpose of this paper evaluates the capacity of the Cornwall Foundation Trust (CFT) of the National Health Service (NHS) to implement the UK Government’s children and young people’s mental health strategy through its school-based integrated health centre (SBIHC) delivery model.

This evaluation uses six case studies of SBIHCs to indicate the general effectiveness of this delivery model and its capacity to implement the three core proposals of the Government’s strategy. The core proposals are: to encourage all schools and colleges to identify and train a designated senior lead (DSL) for mental health; to fund new mental health support teams (MHSTs); and to develop strategies to meet the proposed four-week waiting time for access to specialist NHS mental health services.

This evaluation found that the Duchy Health Charity and CFT piloted a new delivery model in three SBIHCs from 2009 that successfully integrated health and educational services to children and adolescents, including general health and well-being and sexual and mental health and, more recently, integrated welfare services.

The main research implication is that longitudinal case studies of organisational innovations can reveal the subtleties of educational management in context and potentially inform advances elsewhere consistent with national policy developments.

The main practical implication is that the SBIHCs at Penair Community School, Budehaven Community School, Hayle Community School, Looe Community Academy, Treviglas Community Academy and Wadebridge Community School should each be recognised as a “trailblazer site” in the implementation of the Government’s children and young people’s mental health strategy.

Mandatory secondary education is the last opportunity that the UK society has to embed knowledge, skills and attitudes needed for the life-long self-management of health. The CFT’s SBIHC model trialled since 2009 has successfully integrated health and educational services to children and adolescents, including general health and well-being and sexual and mental health and, more recently, integrated welfare services.

This evaluation research is unique. It reports that the CFT’s SBIHC model is the first and only organisational innovation at a system level in the UK that has successfully integrated health and education services to children and adolescents.

Exoskeletons are mechanical structures that humans can wear to increase their strength and endurance. The purpose of this paper is to explain how exoskeletons can be used to improve performance across five phases of manufacturing.

Multivocal literature review, encompassing scientific literature and the grey literature of online reports, etc., to inform comprehensive, comparative and critical analyses of the potential of exoskeletons to improve manufacturing performance.

There are at least eight different types of exoskeletons that can be used to improve human strength and endurance in manual work during different phases of production. However, exoskeletons can have the unintended negative consequence of reducing human flexibility leading to new sources of musculoskeletal disorders (MSD) and accidents.

Findings are relevant to function allocation research concerned with manual production work. In particular, exoskeletons could exacerbate the traditional trade-off between human flexibility and robot consistency by making human workers less flexible.

The introduction of exoskeletons requires careful health and safety planning if exoskeletons are to improve human strength and endurance without introducing new sources of MSD and accidents.

The originality of this paper is that it provides detailed information about a new manufacturing technology: exoskeletons. The value of this paper is that it provides information that is comprehensive, comparative and critical about exoskeletons as a potential alternative to robotics across five phases of manufacturing.

The study presents various barriers to adopt big data analytics (BDA) for sustainable manufacturing operations (SMOs) post-coronavirus disease (COVID-19) pandemics. In this study, 17 barriers are identified through extensive literature review and experts’ opinions for investing in BDA implementation. A questionnaire-based survey is conducted to collect responses from experts. The identified barriers are grouped into three categories with the help of factor analysis. These are organizational barriers, data management barriers and human barriers. For the quantification of barriers, the graph theory matrix approach (GTMA) is applied.

The study presents various barriers to adopt BDA for the SMOs post-COVID-19 pandemic. In this study, 17 barriers are identified through extensive literature review and experts’ opinions for investing in BDA implementation. A questionnaire-based survey is conducted to collect responses from experts. The identified barriers are grouped into three categories with the help of factor analysis. These are organizational barriers, data management barriers and human barriers. For the quantification of barriers, the GTMA is applied.

The study identifies barriers to investment in BDA implementation. It categorizes the barriers based on factor analysis and computes the intensity for each category of a barrier for BDA investment for SMOs. It is observed that the organizational barriers have the highest intensity whereas the human barriers have the smallest intensity.

This study may help organizations to take strategic decisions for investing in BDA applications for achieving one of the sustainable development goals. Organizations should prioritize their efforts first to counter the barriers under the category of organizational barriers followed by barriers in data management and human barriers.

The novelty of this paper is that barriers to BDA investment for SMOs in the context of Indian manufacturing organizations have been analyzed. The findings of the study will assist the professionals and practitioners in formulating policies based on the actual nature and intensity of the barriers.