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Integrated advertising, promotion and marketing communications.

The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for.

The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage.

The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand.

Teaching notes are available. Please consult your librarian for access.

This study aims to identify the key indicators for quality enhancement in an educational institute which affect student’s outcome in terms of employability and entrepreneurship. These indicators can be used for improving the quality of engineering institutions imparting technical education.

Review of conceptual and empirical literature has been done to establish a linkage between institutional factors and quality output. The paper further identifies existing quality gaps in engineering education that make their students misfit to the requirements of market.

The relevant literature reviewed suggests that quality of technical institutions can be viewed form two perspectives: first, students’ achievement in the form of placements, entrepreneurial output, enrollment in higher studies and university ranks. Second, faculty research output in the form of publication in refereed journals, consultancy projects and patents. The study concludes by stating that when these two important stakeholders are provided with the infrastructural support and environment to showcase their skill, the quality of technical institutions improves automatically.

The study is conducted on technical institutions engaged in providing engineering education. This research can be extended to other disciplines.

The framework proposed in the study will help technical institutions in evaluating their service quality levels which will further help them in improving the same.

This study develops an integrated approach combining data envelopment analysis (DEA) and structural equation modeling (SEM) for estimating the working capital management (WCM) efficiency and evaluating the effects of diverse exogenous variables on the WCM efficiency and firms' performance.

DEA is applied for deriving WCM efficiency for 212 Indian manufacturing firms over a period from 2008 to 2019. Also, the effect of human capital (HC), structural capital (SC), cost of external financing (CEF), interest coverage (IC), leverage (LEV), net fixed asset ratio (NFA), asset turnover ratio (ATR) and productivity (PRD) on the WCM efficiency and firms' performance is examined using SEM.

The average mean efficiency scores ranging from 0.623 to 0.654 highlight the firms operating at around 60% of WCM efficiency only, which is a major concern for Indian manufacturing firms. Further, IC, LEV, NFA, ATR revealed direct effect on the WCM efficiency as well as indirect effect on firms' performance, whereas CEF had only a direct effect on WCM efficiency. HC, SC and PRD had no effects on WCM efficiency and firms' performance.

The findings offer vital insights in guiding policy decisions for Indian manufacturing firms.

This study is the first to identify the endogenous nature of the relationship of HC, SC, CEF, IC altogether with firms' performance, compounded by the WCM efficiency, by applying a comprehensive methodology of DEA and SEM and provides an efficiency performance model for better decision-making.

The purpose of this paper is to empirically investigate the relationship between working capital management (WCM) efficiency and exogenous variables of the Indian manufacturing sector along with its sub-industries that are involved in export activities.

Panel regression (fixed effects) was used on a sample of 563 Indian manufacturing firms involved in export activities, covering a time period from 2008 to 2018.

Industry-wise results showed a significant relation of leverage, net fixed asset ratio, profitability, asset turnover ratio, total asset growth rate and productivity with cash conversion cycle (CCC).

Firstly, having taken a sample from a developing economy, the results of our study may be generalizable only among developing contexts. Secondly, the time period taken in this study (2008–2018) has witnessed several economic fluctuations such as recession and demonetization which might differ for the firms or countries in normal conditions.

An improved working capital model could advance the firms' performance by reducing the CCC of the firm, thereby creating efficiency in WCM. In addition, the results of this study could be helpful for many stakeholders such as working capital managers, debt holders, investors, financial consultants and others for monitoring the firms.

This study contributes to the existing literature in the relation between WCM efficiency and exogenous variables of the Indian manufacturing firms engaged in the export activities. Moreover, this study is one of the few research studies to investigate this relationship among Indian export firms in different industries, thus filling the gap in similar work done in other countries.

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.

The research aims to measure the effectiveness of collaborative learning exchanges transpired through digital tools and technologies (DT&Ts) employed by the mentor universities during the COVID-19 pandemic by conducting an empirical study on undergraduate students in Indian higher educational institutions (HEIs) under the mentorship program based on the corporate social responsibility (CSR) initiative. The pandemic scenario, its impact on the mentor university's social responsibility and the way DT&Ts can assist are investigated in this article.

The interactions with experts and students were conducted to explore the DT&Ts for learning exchanges. Next, structural equation modeling (SEM) was performed to validate the model and perform regression analysis. The quantitative data collection was made through questionnaires during the second deadly wave of COVID-19 that hit India.

The independent variables (IVs) such as the IT infrastructure support (IT_IS), virtual collaborative tools (VCTs) and future-oriented technologies (FOTs) have a significant impact on the CSR learning outcomes (CSR_LOs) of undergraduate students under the mentorship program. However, IV research instruments for innovation could not make a significant effect.

The IVs IT_IS, VCTs and FOTs influence the CSR_LOs, while RII does not have an influential impact.

As the online learning environment is expected to stay at least in a blended form, adequate CSR funding in infrastructure is necessitated to harness the full potential of this important resource, technology. The results of this empirical investigation affirm that IT_IS, VOTs and FOTs significantly impact CSR_LOs during the crisis. The study findings would encourage the mendtor universities and their stakeholders, including the mentee universities, to evolve and create an ecosystem for effective management of these resources to attain positive outcomes. The study findings can guide the mentor universities in managing uncertainties like pandemics and effectively using the earlier-mentioned critical resources for social responsibility. This research also allows the development of future applications adnd models in mentor-mentee universities for social responsibility, post-pandemic transformation and resilience.

The DT&Ts came to the immediate rescue during the pandemic and positively affected collaborative CSR_LOs by the mentor universities, but they have not evolved to a level where offline learning can be replaced entirely. Hence, it can be inferred that a hybrid model is preferable. The study also improves the understanding of how DT&Ts are being harnessed to aid collaborative learning in fulfilling the mentors' CSR in fatal emergencies. The purpose is to equip the education system through mentorship so that universities can sustain, innovate and grow even in trying times. Also, it discusses the dynamics of various DT&Ts for creating a sustainable learning environment and utilizing them to make the teaching prolific and influential.

There is a scarcity of literature regarding the learning outcomes realized through CSR initiatives and collaboration between mentor-mentee institutions. There is a need to understand how these knowledge exchanges continued despite the physical restrictions during the pandemic. In this direction, this study helps to understand how the DT&Ts played a critical role in continuing learning and keeping abreast in a knowledge society from the perspective of resource-based view (RBV) in these precarious situations.

Luxury has received attention from tourism researchers as an important element of the gastronomic tourism experience. With recent research suggesting food and wine tourism being connected to luxury, it is important to explore how gastronomic tourism experiences are marketed to create such perceptions and feelings of luxury. This chapter aims to understand marketing strategies that support luxury gastronomic tourism experiences. In contrast to the definition of luxury as a performance or a value, this research conceptualises luxury as an affect which is sensed and felt in gastronomic tourism experiences. How this conceptualisation translates into marketing practice is explored for a particular gastronomic region. An in-depth analysis of the website of a destination marketing organisation in the Hunter Valley gastronomic region of Australia shows that the gastronomic tourism experience is marketed as bucolic luxury using marketing strategies of connection, congregation and repetition, all of which channel and maintain the affect of bucolic luxury. The chapter contributes to the literature on luxury marketing in the tourism context by identifying marketing strategies that can augment the affect of luxury for the gastronomy tourist.

The purpose of this paper is to study the nonlinear forced vibration response of delaminated composite shells in hygrothermal environments.

Finite element method using an eight‐noded C⁰ continuity, isoparametric quadrilateral element is employed. The theoretical formulations are based on the first‐order shear deformation theory and von Kármán type nonlinear kinematics. For modeling the delamination, multipoint constraint algorithm is incorporated in the finite element code.

The paper finds that the effect of presence of delaminations on the nonlinear transient response of composite shells is dependent not only on the size, but also on the location of the delaminations and the hygrothermal environments.

The present study is limited to cylindrical and spherical shells having rectangular planform containing single delamination. Studies on different shell forms having non‐rectangular planforms containing multiple delaminations can be taken up for future research.

The value in this paper lies in that nonlinear transient response of delaminated shells in hygrothermal environments is studied for the first time. It will assist researchers of nonlinear dynamic behavior of elastic systems.

The purpose of this paper is to study the nonlinear forced vibration responses of delaminated composite shells in hygrothermal environments.

Finite element method using an eight-noded C0 continuity, isoparametric quadrilateral element is employed. The theoretical formulations are based on the first order shear deformation theory and von Kármán type nonlinear kinematics. For modeling the delamination, multipoint constraint algorithm is incorporated in the finite element code.

The effect of delaminations on the nonlinear transient response of delaminated composite shells is dependent not only on the size but also on the location of the delaminations and hygrothermal environments.

The present study is limited to cylindrical and spherical shells having rectangular planform containing single delamination. Studies on different shell forms having non rectangular planforms containing multiple delaminations can be taken up for future research.

Nonlinear transient response of delaminated shells in hygrothermal environments is studied for the first time. It will assist researchers of nonlinear dynamic behavior of elastic systems.

This paper aims to provide insight into the evolving relationship between humans and machines, understanding its multifaceted impact on our lifestyle and landscape in the past as well as in the present, with implications for the near future. It uses bibliometric analysis combined with a systematic literature review to identify themes, trace historical developments and offer a direction for future human–machine interactions (HMIs).

To provide thorough coverage of publications from the previous four decades, the first section presents a text-based cluster bibliometric analysis based on 305 articles from 2,293 initial papers in the Scopus and Web of Science databases produced between 1984 and 2022. The authors used VOS viewer software to identify the most prominent themes through cluster identification. This paper presents a systematic literature review of 63 qualified papers using the PRISMA framework.

Next, the systematic literature review and bibliometric analysis revealed four major historical themes and future directions. The results highlight four major research themes for the future: from Taylorism to advanced technologies; machine learning and innovation; Industry 4.0, Society 5.0 and cyber–physical system; and psychology and emotions.

There is growing anxiety among humankind that in the future, machines will overtake humans to replace them in various roles. The current study investigates the evolution of HMIs from their historical roots to Society 5.0, which is understood to be a human-centred society. It balances economic advancement with the resolution of social problems through a system that radically integrates cyberspace and physical space. This paper contributes to research and current limited knowledge by identifying relevant themes and offering scope for future research directions. A close look at the analysis posits that humans and machines complement each other in various roles. Machines reduce the mechanical work of human beings, bringing the elements of humanism and compassion to mechanical tasks. However, in the future, smart innovations may yield machines with unmatched dexterity and capability unthinkable today.

This paper attempts to explore the ambiguous and dynamic relationships between humans and machines. The present study combines systematic review and bibliometric analysis to identify prominent trends and themes. This provides a more robust and systematic encapsulation of this evolution and interaction, from Taylorism to Society 5.0. The principles of Taylorism are extended and redefined in the context of HMIs, especially advanced technologies.