Search results

This study investigates organizations' non-adoption intention towards the enterprise metaverse. The innovation resistance theory (IRT) is used as an underpinning theory to examine the impact of various risks on non-adoption intention towards the enterprise metaverse.

A total of 294 responses were collected to examine the proposed hypotheses. A structural equation modelling technique was used to investigate the hypotheses using SPSS AMOS and PROCESS MACRO.

The results of this study reveal that performance, security and psychological risks are significantly associated with non-adoption intention towards enterprise metaverse. Further, distrust significantly meditates the association between performance risk, social risk, technological dependence risk, security risk and psychological risk and non-adoption intention towards enterprise metaverse. Moreover, the results of moderated-mediation hypotheses indicate that the mediating effect of distrust on the association among performance risk, social risk, psychological risk and non-adoption intention towards enterprise metaverse is higher for individuals having high technostress compared to individuals having low technostress.

The study's findings will enrich the metaverse literature. Further, it provides a deeper understanding of enterprise metaverse adoption from a B2B perspective using the underpinnings of IRT. The study helps organizations understand the risks associated with the adoption of the enterprise metaverse.

Strategic marketing is linked to marketing management. The process is presented by a model, the framework of which can be used for understanding the interrelationships between strategic and practice/implementation considerations within marketing. An attempt is made to synthesise existing knowledge on strategic and practice/implementation linkages with a view to identifying fruitful areas for additional research.

The case will familiarize students to TEARS model and No TEARS approach for brand endorser selection. It will enable the students to understand the extent of influencer impact on the brand. It will make students to realistically assess the pros and cons of ambassador marketing using celebrities. It will also enable the student to devise brand strategies to mitigate the risk associated with ambassador-based marketing.

The case explains the strategic challenge the brand faces in ambassador marketing due to the uncontrollable personal crisis of the celebrity. Brand ambassador is an integral element of the brand persona and is appointed to boost the brand’s unique proposition and sales. The selection of the brand ambassador is a strategic decision with direct implication on the brand equity. A strong celebrity–brand congruence is ideal to establish credibility, but it can backfire if anything negative occurs on either side. This case evaluates the crisis faced by Fortune oil which has been positioned as “the heart healthy oil” when its celebrity ambassador suffers heart attack. In the backdrop of the case, the students can analyse brand strategies with respect to ambassador marketing, TEARS model with No TEARS approach for endorser selection and endorser-related credibility risk management.

MBA BBA PG/Graduation in Marketing/Advertising.

Teaching Notes are available for educators only.

CSS 8: Marketing.

The estimation of market value of intangible benefits of afforestation has always been a challenging task, and the contingent valuation method is a popular method used in environmental assessment. The NTPC set up a coal-based power plant in Korba, India and planted 1.6 million trees on 19% of the project area.

The individual's mean and median willingness to pay (WTP) for four intangible benefits, namely, pollution control (PC), improvement in underground water level (IUGWL), soil conservation and remediation (SCR) in addition to total WTP from the afforestation program of NTPC were estimated using a customized procedure for logit model based upon respondent's age, education, occupation, income and bid amount asked to pay. Stratified multistage random sampling has been used to select the respondents.

The procedure increases the number of respondents who are willing to pay as compared to conventional CVM. The finding of the study shows that the highest WTP was observed for PC (Rs. 462.84 per month per household) followed by SCR and IUGWL, whereas for total WTP it was Rs. 972.60.

The proposed customized procedure and the results thereof would be useful in improving the WTP estimates for other similar studies in order to conserve the environment.

The purpose of this study is to understand the different types of risks affecting the demand for the automotive sector in India. The study is further trying to illustrate an approach for analyzing the relative intensities of these risks in the present uncertain business environment.

Risk on the overall demand is assessed by a combined Bayesian – multi-criteria decision-making approach. Data related to the different factors, affecting their product demand is collected from major automobile firms. Then, weights for these factors are evaluated by applying the analytic hierarchy process approach. Further, these weights are used in the Bayesian analysis network to evaluate the risk intensity for different subgroups, namely, political, economic, social, technological and environmental.

From the literature and experts’ opinion, total 16 risk factors have been finalized and these are further grouped into 5 categories i.e. political, economic, social, technological and environmental. It is observed that the demand for organizations functioning in the automotive sector is more vulnerable to economic risk as compared to other risks considered in the study.

Managers and decision makers of associated organizations can use the proposed framework to assess the demand risks so as to pre-evaluate their demand corresponding to future changes. Factors can be added or removed and importance could be assigned to different risk factors according to the prevailing business environment for an organization or sector. This will also help the organizations to conduct a more effective risk management in an uncertain business environment.

The study will help in better understanding of the various demand risks prevalent in the Indian auto sector. The methodology used, provides a novel approach for assessing the macroeconomic demand risks and can be used by the firms working in the automotive sector. The proposed methodology could be used for assessing supply chain risk or any other business initiative risk. The suggested approach will help managers in devising flexible management techniques so as to mitigate the risk.

The increase in automobile usage across the world has fortified the opportunities of maintenance service garages. However, there are significant numbers of challenges in front of maintenance service providers at all stages of the business. This paper identifies, analyzes and prioritizes various challenges associated with the establishment and survival of garages specific to Indian context.

In this paper, challenges for automotive service garage are identified through expert opinion, garage survey and literature. A structural hierarchical framework of the identified challenges is established through structural models, including interpretive structural modeling and analytic hierarchy process.

This paper has identified nine challenges, namely proliferation of new models and variants; technological advancements in automobile systems; demand of better service quality; space and ambience requirements; labor requirements; requirement of modern support equipments, tools and spares; safety requirements and prevention of occupational hazards; environmental norms and concerns; proper documentation requirements. The drivers and dependent variables have been identified. A hierarchical framework of challenges has been established.

This paper provides a comprehensive list of challenges and their priority in establishing an automobile maintenance garage business in Indian context. This will help the budding entrepreneurs and existing maintenance organizations to focus on the challenges that necessitate immediate attention and corrective actions.

This paper provides a significant contribution in the literature of garage maintenance services, which is established on the viewpoint of different collaborators associated with this business. This study will be a foundation to investigate further in this domain.

The study aims to evaluate and compare the mergers and acquisitions (M&As) performance utilising a sample of deals originating from Brazil, Russia, India, China and South Africa (BRICS). In addition to nation-wise performance analysis, a further sub-sample analysis is conducted based on the target location (domestic and cross-border), development status (developed and emerging) and the acquired ownership stakes (majority and minority).

The final sample of the study includes 7,105 deals announced between 2000 and 2019. M&A performance is proxied by the abnormal returns earned over the select event windows. Multiple parametric and non-parametric tests are employed for testing the robustness.

The results indicate significant performance differences across BRICS markets, with the highest and lowest abnormal returns reported for Chinese and Russian acquirers, respectively. The disaggregated analysis also affirms the performance differences for the select sub-samples.

The study highlights the need for acknowledging and expounding the differences in M&As across emerging markets. Further, the results of the study provide a possible explanation of the disagreement over the M&A performance results reported in the previous literature.

Acknowledging and understanding the potential performance differences based on location, ownership strategies and development status can aid executives in sharpening decision-making and also help general investors.

The study contributes by examining a comprehensive sample of deals across five major emerging economies, as against the majority of previous studies which have their results based on either single nation samples or have utilised only a sub-sample of domestic or foreign acquisitions.

The helical spring lock washer (HSLW) is a part of nut bolt joint assembly used in different industries like automobile, aerospace, mechanical, chemical, electrical, electronics, etc. It works as a part of temporary joint and plays important role in loosening behavior of assembly under dynamic (vibrations) conditions. Thus, the purpose of this paper is to investigate the performance of HSLW under different controlled operating conditions in order to satisfy its functional requirement.

In the present investigation, a novel test rig is designed and developed to determine the load-deflection characteristics of HSLWs. The test rig facilitates the controlled linear displacement of the HSLW with predetermined angular rotation of the handle gives the corresponding reaction load on the display. Additionally, the repeatability and reproducibility of the test rig was carried out.

The newly designed and developed test rig is capable enough to differentiate the load-deflection characteristics during compressive loading and unloading of HSLWs. Additionally, the loss of strain energy can be determined from the load-deflection characteristics of HSLW.

The present test rig is designed and developed to investigate the load-deflection characteristics under compressive loading and unloading of HSLW. The test rig has least count of 0.4905 N for load measurement and 0.01389 mm for linear displacement.

This paper aims to understand how organizations can apply the Blue Ocean Shift process to achieve profitable growth and make competition irrelevant.

This paper uses a case study approach. Based on interaction with the senior management of an organization and secondary sources, this paper presents an application of the Blue Ocean Shift process on a strategic move by an organization to achieve value innovation.

This paper presents a case of how Tata Motors Ltd. applied Blue Ocean Shift process to come up with the product Tata Ace, which achieved value innovation while making competition irrelevant. From assessing the current state of play to forming a motivated team, working with suppliers and fulfilling the needs of the non-customers and unhappy existing users, they were able to create a strong position for themselves.

Blue Ocean Strategy, through a process defined as Blue Ocean Shift, can be applied by organizations to achieve value innovation, change market boundaries and achieve profitable growth through their strategic offerings. It can help them get out of “red oceans” which may be a way to view the existing hypercompetitive world.

This paper contributes to the application of the Blue Ocean Shift process in the Indian context while studying a strategic move of an Indian firm. It showcases an example of how large Indian organizations can successfully apply the process to achieve value innovation.