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Services Marketing: People Technology Strategy (Eighth Edition) By Pearson, Authored by Wirtz Jochen, Lovelock Christopher, Chatterjee Jayanta, 2017; Service-Marketing: Text and Cases (Second Edition) By Pearson, Authored by Harsh Verma, 2011.

Students will gain an understanding of business models, which has a positive impact on the environment.

This case study intends to help learners understand the concept of segmentation, targeting and positioning (STP) in the case of services. The idea of services is different from that of a product as in services; intangible elements dominate the value creation. By exploring the practical scenarios faced by the protagonist, in this case, readers would enhance their problem-solving abilities in similar situations.

Prerna is the founder of Ecoplore, an aggregator cum booking platform for eco-hotels. It onboards hotels only if they are made up of vernacular architecture and maintains at least 33% of greenery on its premises. Listed properties also harvested rainwater, used renewable source of energy, used sustainable options instead of single use plastic, composted organic waste. Most of these properties grow vegetables, fruits and herbs, and the visitors enjoy homemade organic meals. Ecoplore is the only aggregator platform to visit and verify these eco-hotels directly. Ecoplore is an early-stage startup; all customer queries were handled by Prerna, on-call or through a chat box. It included interacting with prospective clients, understanding their requirements, suggesting the most suited options and booking the eco-hotels. Prerna had to spend most of the time interacting with clients. Over time, she comprehended that only a few prospective clients became Ecoplore’s customers, and the conversion rate was low of owing to various reasons like ticket size, clients' age and psychology.

For students: This case is aptly designed for marketing students pursuing Bachelor’s in Business Administration and Master of Business Administration courses to understand and apply STP theory and service marketing concepts.

CCS 3: Entrepreneurship.

The learning outcomes of this case study are as follows: Students will be able to comprehend and visualize the initial hiccups and operational hurdles faced by digital start-ups in an emerging market. Students will be able to evaluate the importance of digital marketing for promoting start-ups dealing with sustainable products in the service industry, thereby helping them to develop digital marketing strategies to organically promote a service. Students will be able to perform strategic positioning of a start-up based on perceptual mapping methodology. Students will be able to identify the various aspects for identifying and creating a viable business model. Students will be able to use Osterwalder’s business model canvas for identifying the important operational aspects of the start-up. Students will be able to visualize the entrepreneurial challenges in an emerging market.

This case study highlights the dilemma the protagonist, Prerna Prasad, faced in her travel start-up venture, Ecoplore. Ecoplore is an aggregator platform that onboards only eco-hotels. To the best of the authors’ knowledge, Ecoplore is India’s only platform that promotes and onboards only those hotels made up of mud, wood, bamboo, stone or any local architecture and that maintain at least 30% green space on their premises. Ecoplore has been recognized by the United Nations Environment Program for fulfilling Sustainable Development Goal 12 and has also been bestowed with the Gold Award by Indian Responsible Tourism Awards 2019. Prasad had already identified her target market. Prasad took conscious steps towards reaching her target audience, and her first step towards that was designing Ecoplore’s website. Being aware of the importance of content marketing, Ecoplore’s content was curated with fresh and quality write-ups, pictures, blog posts, etc. Ecoplore’s website was also optimized for mobile and desktop versions to deliver a great user experience. Features like easy navigation and the website's speed were also taken care of. Being active on social media platforms, Prasad made sure that the pages of Ecoplore across various social media platforms were well connected with her website. Despite doing so much, it was found that the number of visitors was few after a span of two years. Conversion on the website was low, which ultimately affected the return on investment. Prasad was befuddled as to why the conversions were low despite having a great website that was considered a window to the organization. She faced the challenge of reaching her target audience despite being present online. Upon detailed analysis, Prasad found that Ecoplore was showing up in the search engine research pages (SERP) in only a few keywords, meaning the keyword density was low. Also, the website lacked backlinks, which would eventually help them to rank high on search engine optimization (SEO). This means that Ecoplore will need to revisit its SEO strategy if Prasad wants to promote her organization organically. Now, to increase visibility and ranking on SERP, Prasad had two options before her; first, she could do it organically via SEO or through search engine marketing. She was keen to build the traffic organically, knowing its long-term benefits. As a marketer, what should be Prasad’s strategy? This case study can be used for class discussion purposes for the students pursuing the courses on digital marketing, SEO and digital marketing optimization.

This case study is suitable for students learning the fundamentals of digital marketing (basic and advanced) course, marketing management students and digital marketing workshops. The level of difficulty is medium. The knowledge pre-requirement is marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

A leader who inspires, facilitates and leads people to outperform themselves and bring phenomenal changes on an individual and social canvas is recognized as a transformational leader (TL). TL focuses on innovative methods and processes to improve the efficiency of subordinates. Experts believe that transformational leadership management is more effective than pragmatic leadership. This study focuses on the traits of a TL. Mr. Dhirendra Kumar, Managing Director of Jharcraft, who set out on a mission to lead people to revive the lost art and craft in the state of Jharkhand, India. The case highlights how Kumar's leadership style aligns with the four components of transformational leadership suggested by Bass (1985), i.e. idealized influence, intellectual stimulation, inspirational motivation and individual considerations.

The study employs a qualitative approach to comprehend the theory of transformational leadership. First of all, an in-depth analysis of transformational leadership theory was conducted using secondary data. The findings of several researchers on the basis of their contribution to the development of transformational leadership theory were analyzed. Based on this, the Bass transformational theory framework was selected. Primary data were collected by conducting interviews with Mr. Dhirendra Kumar, Managing Director of Jharcraft.

Transformational leadership is a leadership style that can inspire positive changes in those who follow. TLs are generally energetic, enthusiastic and passionate. As per Bass's transformational leadership components, Kumar challenged the status quo and imbibed creativity and skill into local artisans. Artisans were imparted training by experts from the National Institute of Fashion and Technology and provided intellectual stimulation. Kumar offered support and encouragement to individual followers. In order to foster supportive relationships, Kumar articulated a clear vision to the followers. Kumar served as a role model for followers. Because followers trust and respect the leader, they emulate this individual and internalize the individual's ideals.

This study only considered the traits portrayed by Dhirendra Kumar during Kumar's tenure as the Managing Director of Warcraft, and the data were collected at one single point in time. Future research may consider Kumar's entire service journey and study factors that influenced his role as a TL.

Students will be able to learn and understand how a TL can bring positive change at the grassroots level.

This case focuses on how a TL's efforts led to the societal upliftment of poor people and made them capable.

Given the importance of transformational leadership in today's organizational context, this study builds a knowledge base to understand factors for transformational leadership and traits exhibited by TLs.

The purpose of this paper is to conceptualize a suitable measure for the employee wellbeing construct and validate this tool in Indian workplace settings, especially with reference to IT/ITes and BFSI sectors.

This study is descriptive and cross-sectional in nature. The literature was first reviewed to identify the underlying probable dimensions of employee wellbeing and its corresponding items. These items were then subjected to elaborate discussions with experts from industry as well as academia. The index, thus, developed was administered to collect primary data from employees working in IT/ITeS and BFSI sectors based in Delhi-NCR. PLS SEM 3 was applied as employee wellbeing was construed as a first-order reflective second-order formative construct. Thereafter, it was subjected to suitable assessments of reliability and convergent validity.

The findings reveal that employee wellbeing can be conceptualized as a construct having four dimensions namely, purpose in life (PIL), work–life balance (WLB), job wellness (JW) and physical wellness (PW). It was also revealed that all the dimensions identified in the study capture different facets of the employee wellbeing and collectively define the construct; omission of any items may lead to change in the nature of the construct. This investigation is unique as it frames the index of employee wellbeing with specifications of a formative measurement model. To the best of the authors’ knowledge, no published study so far has measured EWB as a formative construct.

Many earlier studies have incorporated a unidimensional approach to individual wellbeing and lacked a crucial outlook of having multi-dimensional understanding of the employee wellbeing construct in the social and work context. Furthermore, this paper contributes not only to the existing body of knowledge in employee wellbeing, but also brings forth an important aspect of measurement model specification, i.e. formative measurement model by bringing the specific reasons for taking employee wellbeing as a formative concept.

The purpose of this paper is to examine the rationale and synergies of a Japanese firm's acquisition of India's leading pharmaceutical firm, Ranbaxy, and to answer the following pertinent questions: could Ranbaxy have been able to survive and succeed, had the firm not gone for this strategic sale to a foreign firm? What is the rationale for this strategic sale immediately after undertaking many major acquisitions during the previous two‐year period? For what strategic reasons did a Japanese firm pay a premium price for this international acquisition?

An exploratory method was used in this study to analyze the rationale and synergies of the acquisition. The method of case writing has been followed as a design (case situation first, then goes back to the past, then comes back to the current situation).

The findings confirm that Ranbaxy got a premium price for agreeing to be acquired for their share (much higher price than the market price). Japanese firm Dai‐Ichi got greater market access and control of Ranbaxy, which were driving factors for them to pay a higher share price for Ranbaxy.

This original study gives insight into the points to be taken into consideration while thinking about international acquisitions.

The purpose of this paper is to review the dimensions of service quality used in different countries across the world, especially in the higher education sector.

Content analysis is used to get a comprehensive insight of the studies accumulated from some of the selected databases such as Emerald Insight, Ebsco ABI/inform, etc. All these studies are related to the measuring of service quality in higher education.

The result of this paper reveals that SERVQUAL is the most widely accepted scale which has its dominance in the higher education setting. The paper focuses on revealing the dimensions which are used in the past studies. The paper notices a huge variation in the items as well as constructs while exploring the dimensions. Further, it is observed that many of the studies considered in this paper picked dimensions from other studies, expert opinions and factor analysis. In addition to this, it is found that different scales are proposed and checked for their reliability and validity through the confirmatory factor analysis. Few studies confirm the validity using average variance extracted (AVE), model fit values and correlations.

The study will help other researchers to get a summarised form of different dimensions used in the higher education setting. It also points out the essential and common dimensions of similar studies. Further, with different samples and geographical location, it can help us to identify how the dimension varies as we move from one part to another around the globe with different samples. Further, it formulates directions to pick correct combination of scale, administration and methods that are useful in collecting the data and getting the inference out of it under correct settings.

The summarisation of different studies will help the researchers to have a holistic view of the important studies that took place in the higher education setting.

The learning outcomes of this paper will help students in understanding the dynamics of the formation of industry clusters and the benefits associated with industry clusters. The case will give stimulus towards the cluster competition.

The case describes the dilemma of a potential investor of a tyre company that wants to diversify its product line and is searching for a new strategic location. The investor is thoughtful about the Pithampur auto industry cluster for its upcoming investment. The case demonstrates how Pithampur has transformed into an “industry cluster” and the benefits it provides to firms in it. However, Pithampur is not the only auto industry cluster in India, clusters like Chakan-Pune is in competition with Pithampur for attracting investments. This is a cause of worry for the cluster’s stakeholders. The case projects amalgamation of concerns of the stakeholders of the clusters and those of potential investors in evaluating and benchmarking it with other clusters for a competitive future.

Suitable for both undergraduate and post-graduate students (MBA students).

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.

The study aims to ratify skills necessary to bridge the gap between the existing models and emerging needs of a technology-enabled workspace; especially in the Indian context.

This paper extends the ongoing debate on a relevant employability framework suitable both for higher education institutes and corporates. To remain resilient to future catastrophes similar to the ongoing pandemic, the relevancy of established employability skills to suit the changing scenario needs to be established.

The partial least squares (PLS) technique has been used to present a framework confirming the importance of digital competencies, business fundamentals and behavioral skills. In-depth discussions with specialists ratified the proposed framework and recommended potential changes in curriculum and pedagogy.

This study validates an explicit and comprehensive employability skill framework and useful recommendations in teaching strategies, which may provide a broad skill base for graduates to prepare for the volatile business environment in the long run.

The study has been able to put forth significant employability skills as deemed significant by the three stakeholders. This will provide guidance to higher educational institutions (HEIs) to come up with a broad skill-base for the fresh graduates and prepare them for the volatile business environment and encourage life-long learning to remain productive in the long run.

The study is unique as it incorporates the perceived importance of the competencies assumed by each stakeholder, namely, employers, faculty and management graduates, which was unfortunately lacking in earlier researches.

Climate change affects the natural resource base and poses enormous difficulty for the natural resource‐dependent indigenous population of the cold desert region in the high altitude Himalayas. The interplay of climatic and eco‐hydrological processes on these fragile ecosystem coupled with increasing anthropogenic pressure, are leading to increasing stress on indigenous agro‐pastoral communities and their livelihoods. The purpose of this paper is to summarize the outcomes of a study carried out in the Trans and Western Indian Himalayas to quantify the level of environmental threat and adaptive capacity.

Field studies were carried out across the cold desert belt in Indian Himalaya. A stratified, nested sampling across four Altitude Bands and three hydrological levels in two bio‐geographic regions. A participatory approach blended with scientific field observations and secondary data collection was adopted. Criterion variables were used to identify the “Vulnerability Hotspots” while component indices helped in depiction of key characteristic features of study units.

Data generated through participatory resource appraisal and scientific field observations were used to determine vulnerable “hotspot's”, identifying the driving factors (both anthropogenic and natural processes), and determining focus areas for interventions.

A pilot project on Water Access and Wasteland Development has been initiated in the Western Himalayas that integrates community based natural resource management with infusion of appropriate technology to address water stress and ecosystem vulnerability.

The research results identify target areas and methodologies for intervention, while the pilot initiative strives to ensure that disadvantaged cold desert mountain communities have access to resources and skills for effective management of these resources.

This paper aims to explore the relationship between the various variables present in the packaging plastic waste management system in the cosmetics industry.

In this paper, the authors deal with plastic packaging waste in the cosmetic industry with the help of system dynamics. The model broadly divides the system into six sections – Cosmetic Packaging, Waste Generation, Waste Collected, Waste Sorted, Waste Treated and Waste Dumped. Businesses have been investing in each section depending on their progress and targets. The authors are looking at case studies of two leading cosmetic brands, L'Oréal and L'Occitane en Provence, to validate the industry practices against our model.

From a business perspective, using the case study methodology for L'Oréal and L'Occitane, the authors inferred that out of the various investment vehicles available, companies are targeting technological advancement and third-party collaborations as they have the potential to offer the greatest visible change. However, most of these investments are going toward the treatment subsection. Still, there is a scope for improvement in the collection and sorting subsystems, increasing the efficiency of the whole chain.

There has been a lot of research on packaging plastic waste management in the past, but only a few of them focused on the cosmetic industry. This study aims to connect all the possible variables involved in the cosmetic industry’s packaging plastic waste management system and provide a clear output variable for various businesses looking to manage their packaging waste because of their products efficiently.