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The purpose of this case is to expose readers to the dilemma of expanding domestically or internationally and simultaneously taking key decisions while expanding the business to the international markets. It could be a foundational case for understanding international expansion and growth strategies.

After the case analysis, students would be able to:

• understand the potential of the domestic market and the factors affecting the international expansion;

• evaluate the various methods to enter an international market;

• identify the challenges of expanding a business into emerging markets such as India;

• analyze the various growth and expansion strategies in an emerging market such as India; and

• assess the online promotion strategies in an emerging market.

NIVA, The Satin Collection, is a manufacturer and distributor of a luxury collection of silk and satin products. Founded in 2020, NIVA is based in Dubai with more than 1,000 customers. The products include silk bedding, silk sleepwear, fashion accessories and reusable satin masks, and they are made-to-order, custom-made and tailored locally in Dubai. Currently, all the operations are run and managed by the company’s founder, Purva. The only operation which is outsourced is the stitching process. The company is completely operating online and is currently promoting products only through social media platforms such as Instagram and Facebook.

Purva is planning to expand her business. The two options are extending her existing operations in the UAE and expanding to other emerging markets, starting with India. Purva needs to decide on a suitable internationalization strategy to decide whether it is the right decision to enter the Indian market, including an entry and promotion strategy in her target market. In addition, she needs to decide whether to continue with NIVA’s current business model in India. There might also be additional possible challenges for NIVA in entering the Indian market.

Postgraduate MBA students, other graduate-level management programs and undergraduate-level students.

Teaching notes are available for educators only.

CSS 5: International Business.

A sustainable freight transportation system involves freight processes that are economically efficient, socially inclusive and environment friendly. For enhancing sustainability in the freight operations, mode selection is a crucial strategic decision. Therefore, the purpose of this paper is selecting the best mode, or a combination of modes based on various criteria to carry shipments from origin to destination.

This study has used an integrated grey relational analysis based intuitionistic fuzzy multi-criteria decision-making process (GRA–IFP) and fuzzy multi-objective linear programming model. Three scenarios have been developed for analyzing sensitivity of decision variables with the variations in parameters under relevant conditions. A real case of Indian third-party logistics service provider has been used to demonstrate the effectiveness of the model.

The most relevant criterion emerged out in this study for multi-mode selection problem is costs. It can be concluded from the study that multi-modal freight transportation has the potential to improve the sustainability of freight transportation by reducing the costs, damages, emissions, traffic congestion and by increasing the speed of delivering the shipment. The sensitivity analysis further shows that road is the economical mode, whereas sea and rail together are the greenest as well as socially responsible modes of transportation.

This study provides an integrated tool, which can be used by freight transporters to decide upon the sustainable modes of transportation for their various shipments.

The purpose of this paper is to identify and analyze various critical success factors (CSFs) that can facilitate smartphone manufacturing in India. This paper further aims to understand the mutual interactions among these CSFs through identification of the hierarchical relationships among them.

A framework for a smartphone manufacturing system has been developed, wherein the hierarchical inter-relationships between identified CSFs have been presented and interpreted using total interpretive structural modeling (TISM). Cross-impact matrix multiplication applied to classification analysis has been further employed to identify the driving power as well as dependence power of these CSFs.

In the present research, 15 CSFs have been identified through literature review and expert opinions. The hierarchical framework developed using TISM has revealed the inter-dependencies among these CSFs. This research further categorizes CSFs into three clusters. The first cluster comprises of CSFs having high dependence power, the second cluster identifies CSFs having high driving power and the third cluster identifies CSFs which act as linkages between the driver CSFs and dependent CSFs.

This study has implications for both practitioners and academia. It provides a comprehensive list of CSFs that are relevant to develop a smartphone ecosystem in India. In addition, this study will help decision makers to strategically focus on the main drivers of the ecosystem that requires the immediate attention of decision makers. The methodology employed in this study provides a mechanism to conduct an exploratory study by identifying the factors and analyzing their interactions through the development of a hierarchical framework.

The proposed framework developed through qualitative modeling is an effort to understand relevant factors that can promote the smartphone manufacturing ecosystem. This study makes a significant contribution in the literature of smartphone manufacturing, which captures the perspective of different stakeholders.