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The aim of this study is to make students understand the significance of strategy formulation and the impact of internal and external factors on the strategy adopted by the firm. Upon the completion of this case study, the students will be able to achieve the following: • map out relevant macro-environment strategical factors of an organization; • assessing organizations industry and competitive environment; • outline strategic group maps to assess positions of key competitors; • develop issues priority matrices; • testing competitive power of resources; and • identifying an organizations internal strengths and external threats.

Across the globe, the COVID-19 pandemic left few organizations untouched and many entrepreneurs fighting to stay afloat. Here we look at the survival dilemma faced by the founder of Little Birds Kindergarten, in Doha, Qatar. Founded by a local Qatari businesswoman, the kindergarten offered a British-style curriculum and an Early Years Foundation Stage structure; with her profound passion for technology, the founder (here called Fatma) has always believed that integrating technology into a child’s early learning opens the door to limitless opportunities and potential. Therefore, she ensured that the kindergarten consistently invested in advanced educational technology and the accompanying software. Yet, while the reputation of Little Birds Kindergarten stayed high, the COVID-19 pandemic stunted the growth in enrolments. Fatma stopped paying herself a salary and even drew on her own savings to keep the kindergarten going but it still did not earn enough to compensate for her initial investment. So, despite her passionate concern for the kindergarten, she worried about being unable to keep it afloat for much longer. The purpose of this case study is to shed light on the strategic posture, performance and market position of one kindergarten. From there, it surveys the opportunities in the education industry that are unique to student enrolment and highlights what a kindergarten can do to develop a survival strategy.

The case is suitable for teaching basic and advanced courses at the undergraduate and post-graduate levels.

Teaching notes are available for educators only.

CSS 11: Strategy.

This study aims to examine the role of corporate social responsibility (CSR) in forming a brand image and word of mouth (WOM) in the hotel industry in India. This study proposed a framework for examining the influence of CSR activities on self-congruence and the brand attitudes and indirect effects on consumer brand image and WOM in the hospitality industry in India.

A self-administered questionnaire is used to collect the data from the hotel guests staying in four five-star hotels in the Delhi NCR. The structural equation modelling was used for the empirical data analysis using AMOS 23.0.

The findings suggest that CSR, directly and indirectly, influences the brand image and WOM. The present study confirms CSR’s indirect effects on brand image and WOM.

The findings from this study will help companies design customer-driven, socially responsible activities. In the context of hotels, a mechanism based on social exchange suggests that CSR activities signal to consumers that the hotel supports society’s well-being; thus, the customers feel obliged to reciprocate the action by having a positive WOM and brand image. Therefore, hotel firms benefit from their socially responsible activities by having a positive attitude, self-congruence and WOM.

This study aims to analyse a proposed model depicting the direct and indirect relationship between consumer perceptions of corporate social responsibility (CSR) and customer citizenship behaviour (CCB) in the banking industry.

In this study, data was collected from banking consumers in India. The final sample included 505 responses. The hypotheses were tested using structural equation modelling.

The findings suggest that consumer perceptions of CSR are positively related to consumer identification with the company and CCB. Also, the relationship between consumer perception of CSR and CCB is mediated through consumer–company identification. This suggests that CSR activities are positively related with the consumer identification with their company, which encourages CCB.

This study contributes empirically and theoretically to expand the limited knowledge about the cognitive link between CSR and consumer behaviour. This study provides new insights about the proposed relationships related to the effects of consumer perception of CSR on CCB.

The purpose of this paper is to investigate the dynamic relationship between 19 pandemic and government actions, such as governmental response index and economic support packages.

The authors use a panel dataset of 10 American and Latin countries for the period spanning from January 2020 to April 2021 to analyze the effect of government actions on stock market returns. The authors provide robust test results that improve the understanding of the impact of the pandemic on stock market indices through the break-up structure method and the new measure of Covid-19 extracted from Narayan et al. (2021) study.

Empirical results show the harmful effect of the corona virus on stock prices, hence the risk adverse behavior of investors. On the other hand, the quantitative approach reveals that the positive impact of government actions is degraded during Covid-19.

This article highlight that government actions may be effective in reducing new infections but could generate perverse economic impact through increasing uncertainty. The authors conclude that the adjustment of macroeconomic factors and the integration of financial news improve the forecasting performance of the model based on health news.

The purpose of this paper is to examine the influence of perceived CSR and its influence on customer satisfaction and loyalty in the hotel industry.

Personal surveys of hotel guests were carried out in three metropolitan cities of India. The survey resulted in 327 valid responses which were further analyzed. To test the proposed model, structural equation modeling was applied.

The findings show that consumer perception of CSR activities positively influences consumer identification with the company, and identification positively results in customer satisfaction and loyalty.

Findings of the study have important implications for hospitality companies as they suggest that hotel managers should invest more in socially responsible initiatives since consumers tend to support those firms that are perceived as socially responsible by developing a sense of loyalty towards them.

This study provides a comprehensive framework that integrates social identity and social exchange perspectives towards building customer satisfaction and loyalty.

The purpose of this paper is to examine how banks’ level of corporate social responsibility (CSR) engagement influences consumers’ electronic word-of-mouth (eWOM) on Facebook. Furthermore, this study examines the mediating role of consumer identification with a company (C-C identification) in the relationship between CSR engagement and eWOM in online communications.

Indian banks have been taken as a study context. The data were collected online from July to August 2018, resulting in 239 valid surveys. Data were analysed using structural equation modelling via AMOS 22.0.

The findings in the present study suggest that CSR communication on social networking sites engages consumers and also helps them to identify with the companies and increase their eWOM intentions. Based on this finding, the authors suggest that managers should communicate about CSR engagement on social media to favourably influence identification and eWOM.

The result highlights the opportunities brought by new technology such as online social media to the service industry.

The present study contributes to the literature by enriching the understanding of how CSR engagement influences eWOM on social media. Of theoretical concern, this study connects the social identity perspective to CSR in the online context, something not previously explored.

Previous research in sociology, psychology and fashion studies has investigated the concept of diversity in the fashion context, but the topic remains largely understudied within the realm of consumer research. This study aims to examine the reactions of underrepresented women to the fashion industry’s lack of diversity.

A total of 38 semi-structured in-depth interviews were conducted among a sample of female consumers who were diverse with respect to racial and ethnic background, socioeconomic class, religion, sexual orientation, age, body type and physical appearance.

Using Bourdieu’s forms of capital – social, cultural, economic and symbolic – the findings shed light on the process of virtual community formation on social media in response to the lack of diversity in fashion; reveal fashion consumers’ power to enact institution-level change, compelling the industry to become more diverse and inclusive; demonstrate the outcomes of capital accumulation and illustrate how all forms of capital are produced by and reproduce each other.

This study proposes a new outcome of capital accumulation on virtual communities, termed “transformative value,” in addition to the social and information values identified in earlier scholarship.

The rheological properties of coating suspensions containing a blend of clay and CaCO3 as a pigment have been evaluated at 22°C, using a rheometer with shear rates from 0.5 to 100rpm. The state of dispersion of the pigment, the structure viscosity of the suspension as a result of pigment‐pigment or pigment‐binder interactions, and its behaviour by changing the solid content and ionic strength, were limited from the examination of the flow curves. The flow parameters for each suspension were calculated. The results showed that changes in solid content and ionic strength by the addition of divalent simple electrolyte (CaCl2) and pH level have a more profound effect on the flow parameters than that obtained by the addition of monovalent simple electrolyte (NaCl) or polyelectrolyte soluble polymers (CMC) with different degrees of substitution. The type of acid used to adjust the pH of the suspension also has a great influence on the flow parameters.

This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services.

PCSR is a second-order construct reflecting three dimensions – economic, environment and ethics. A total of 423 useable responses were collected through an online survey. To test the hypotheses, structural equation modelling was used via AMOS 22.0.

Findings reveal that PCSR has a significant influence on consumer brand trust and brand identification. However, no direct relationship is observed between PCSR and brand commitment. The effect of PCSR and brand commitment is significantly mediated by brand trust and brand identification.

The investment of resources in corporate social responsibility (CSR) activities has many advantages because it increases trust and identification towards the brand. Ridesharing business firms are growing in size, so they should harness CSR activities by investing money into them that benefits society.

Sharing economy services have the potential to assist the global and local economy towards environmental friendliness. Yet, there is a lack of research on how the sharing economy model works the social responsibility aspects of the model and its impact on consumer response. This study assesses the dimensions of PCSR and its influence on brand commitment via a brand trust and brand identification towards ridesharing services.

In most developing countries, the delivery of construction project is still characterised by inefficiencies resulting from the use of outdated methods and techniques, which retards project performance. Hence, the call for the implementation of innovative technologies such as humanoids in the execution of construction projects as it has been proven to be very effective in other sectors while improving productivity and quality of work. Consequently, this study looks at how humanoids can be used in the construction industry and what benefits they can bring.

The study employed a quantitative approach underpinned in post-positivist philosophical view using questionnaire as the instrument for data collection. The target respondents were construction professionals, and purposive sampling was used, while a response rate of 62.5% was gotten. The methods of data analysis were mean item score, standard deviation and one-sample t-test.

The findings revealed that humanoids can be used in progress tracking, auto-documentation and inspection and surveillance of tasks in construction activities. Also, the most important benefits of using humanoids in construction work were found to be shorter delivery times, fewer injuries and more accurate work.

The outcome of the study gives professionals and relevant stakeholders in construction and other interested parties' information about the areas where humanoids can be used and their benefits in construction.

The novelty of this study is that it is a pioneering study in South Africa on humanoids' usage in the construction industry. Also, it expands the existing borderline of the conservation of construction digitalisation for enhanced project execution.