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There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption.

To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling.

The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments.

The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features.

This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.

The purpose of this paper is to document similarities and differences between management practices of different types of organizations in India’s IT sector through an empirical survey. The authors expected these differences to be significant enough for us to be able to group a priori this set of companies meaningfully through cluster analysis on the basis of the similarity of their management practices alone.

Using a mixed-methods approach, 73 senior-level executives of companies working in India’s IT sector were approached with a pretested questionnaire to find out differences on eighteen management practices in the areas of operations management, monitoring management, targets management and talent management. The different types of organizations surveyed were small and amp; medium global multinationals, large global multinationals, small and medium Indian multinationals, large Indian multinationals and small and medium local Indian companies. The differences and similarities found through statistical testing were further validated a priori through cluster analysis and qualitative interviews with senior-level executives.

The management practices of multinationals in India are moving toward Western management practices, indicating that management practices converge as the organizations grow in size. Though the practices of large Indian multinationals were not significantly different from those of global multinationals, the surprising finding was that large Indian multinationals scored better than global multinationals on a few practices. The practices of small and medium Indian companies differed significantly from those of other types of organizations and hence they formed a cluster.

The finding that large Indian IT multinationals have an edge over global multinationals in certain people management practices is a confirmation of the role of human resource practices in their current success and their continuing competitive advantage.

This is perhaps the first study of its kind to document state of specific management practices across different types of organizations in India’s IT sector and then use measures on these practices to group a priori these organizations for validation.

The purpose of this paper is to identify the entrepreneurial intention (EI) among nascent entrepreneurs in the Indian context by using Shapero’s theory of entrepreneurial event as the research framework.

A 34-item questionnaire was responded to 250 nascent entrepreneurs who are engaged in executing the new business idea or creating new ventures and enroled in the universities in India. The questions measured perceived desirability, perceived feasibility, entrepreneurial educational background, entrepreneurial self-efficacy, perceived social pressure and previous work experience in entrepreneurial activities towards entrepreneurship intention. The data were collected by employing a systematic random sampling method. The sample represents 174 male and 76 female nascent entrepreneurs belonging to various disciplines. Structural equation modelling has been used for data analysis.

The results show that the proposed model in the present study explains 51 per cent of the variance, explaining the entrepreneurship intention. Entrepreneurial self-efficacy was found to be the strongest predictor of EI (β=0.397 at p<0.001) followed by previous experience in entrepreneurial activities (β=0.285 at p<0.001).

More than limitation this research study adds to the existing literature of the EI by using a different set of the sample. Mostly EI studies used student sample to measure intentions. Kolvereid and Isaksen used a sample of entrepreneurs to measure EI and achieved very different results. Therefore, this research study extends the work of Kolvereid and Isaksen by using a sample of nascent social entrepreneurs.

The finding of this research study will facilitate policy makers and educators to promote entrepreneurial activities at the university level. Based on the results and findings of the study, the educators may improve upon the support system to help and motivate students to opt for social entrepreneurship as their career choice.

Ajzen (1988) emphasised that the relative significance of the antecedents of intention will vary depending on which stage of intention is under scrutiny. This is one of its kinds of research study that used a sample of nascent entrepreneurs in the Indian context. Findings of this research will be helpful in predicting how the intention process of nascent entrepreneurs works especially in developing countries.

The purpose of this paper is to identify the role of cognitive styles (CgStys) and self-efficacy (SEff) in the formation of social entrepreneurial intentions (SEIs) among the students of a premier multi-campus technical university in India using the theory of planned behaviour as the research framework.

A 54-item questionnaire was responded by 550 students. The data were collected by employing a systematic random sampling method. In the total sample of the respondents, 67 per cent (n=368) were male and 33 per cent (n=182) were female and the average age of the respondents was 20 years. Structural equation modelling has been used for data analysis.

The results of the study support that the relationship between antecedents (CgStys and SEff) and SEIs was mediated by the attitude towards becoming a social entrepreneur, subjective norms and perceived behavioural control. Findings of this research study also suggest that students with high level of SEff are more inclined towards social entrepreneurial activities.

The study was confined to the students from a technical university, and it may not give the generalized findings for students from the non-technical stream.

The finding of this research study will facilitate policy makers and educators for promoting social entrepreneurial activities at the university level. Based on the results and findings of the study, the educators may improve upon the support system to help and motivate students to opt social entrepreneurship as their career choice.

This is one of its kinds of research conducted in the Indian context. Findings of this research will be helpful in predicting how the intention process of Indian students is affected by their CgStys and SEff.

The purpose of this paper is to understand the role of materialism and brand consciousness in determining the luxury consumption among the young Indian consumers.

In order to measure materialism, brand consciousness, attitude toward luxury brands and purchase intention, pre-established scale items were used to design the self-administered questionnaire. A valid sample of 342 respondents was collected through mall intercepts, in-store intercepts, luxury brands exhibitions and festivals and international airports. The relationship was tested using regression analysis.

The findings support that the materialism and brand consciousness are positively related to the luxury consumption in India and play an important role in predicting the behavior of the young luxury buyers. The Indian youth is buying expensive luxury brands as symbols of status success and wealth in order to fulfill their materialistic goals. The desire to own and possess the well-known and expensive brand names demonstrates the importance the consumers attach to the social and symbolic value of the luxury brands.

The study reveals that the young Indian luxury buyers choose to buy brands that are most advertised. Creative advertisements enhancing luxury brands’ symbolic and social value can be effective. The study has implications for the international luxury brands, as they are expensive, well known and famous among the global consumers.

The key contribution of the study is the establishment of materialism and brand consciousness as important antecedents in the development of attitude toward luxury brands among the young Indian consumers.

The purpose of this paper is to present an approach to effective supply chain management by understanding the dynamics between various enablers of agile supply chain. Today’s business environment is characterized as a highly competitive, dynamic and volatile market. Agile supply chain is seen as the winning strategy to be adopted by manufacturers bracing themselves for dramatic performance enhancements to become national and international leaders.

Using interpretive structural modeling the research presents a hierarchy-based model and the mutual relationships among the enablers of agile supply chain.

The research shows that there exists a group of enablers having a high driving power and low dependence requiring maximum attention and of strategic importance, whereas another group consists of those variables which have high dependence and are the resultant actions.

This classification provides a useful tool to supply chain managers to differentiate between independent and dependent variables and their mutual relationships which would help them to focus on those key variables that are most important for building cost-effective and agile supply chains.

Presentation of enablers in a hierarchy and the classification into driver and dependent categories is unique effort in the area of agile supply chain management.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Efficient use of various marketing strategies has catapulted the Indian online commerce company Flipkart to its success. They have successfully overcome most of the hurdles put in their way. However, much needs to be discussed to find out ways to meet the challenges thrown by its competitors to maintain its supremacy over other online e-retailers and continue its exponential growth to meet US $1 billion sales by 2015.

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Globalization and outsourcing have rendered Indian automotive companies more vulnerable to supply chain (SC) risks. Consequently, companies adopt different supply chain risk management (SCRM) strategies to mitigate SC risks. The purpose of this paper is to explore SCRM strategies in Indian automobile industry and to classify automobile firms based on SCRM dimensions.

A survey instrument on SCRM dimensions was designed and data were collected from 79 automobile firms. Principle component analysis (PCA) was performed on the collected data to derive the factors underlying SCRM dimensions. Further, cluster analysis using extracted factors as a clustering variate was performed to identify strategic groups from the given set of firms.

PCA derived seven factors, namely: avoidance, supplier development, flexibility, risk pooling, redundancy, integration and control strategies. The surveyed firms were classified into two clusters as low and high SCRM level.

A limitation of this study is that data were collected from a single industry and in a single country.

Understanding of SCRM dimensions shall increase the use of these dimensions and firms can mitigate negative effects of SC risks. The detailed operationalization of SCRM strategies highlights the importance of three strategies: avoidance, integration and supplier development. Managers’ understanding of SCRM strategies will improve the firm's performance and business excellence.

This research empirically validates SCRM strategies and investigates how these create differences among firms.

The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums and virtual communities drive the diversity in nomenclature of online marketing variables. Different researchers have used different marketing variables to indicate the same source of online brand equity. The definitions of the marketing variables change with the change in context, due to the complex e-commerce environment. The marketing variables used in different studies have lead to a conceptual overlap and repetitiveness.

This confusion is sought to be classified by the proposed classificatory scheme that used content analysis of 42 previous studies. The definitions of the antecedents of sources of the online brand equity used by the authors are analyzed with the help of content analysis to summarize the marketing variables in a meaningful way.

The paper identifies 15 major marketing variables by authors in their studies related to various sources of online brand equity. The final list contains 13 frequently used variables which also comprises variables which are evolving due to the dynamic e-commerce environment like the feeling of “virtual-real”.

The variables identified can be used by the businesses as a check list to their marketing activities.

This is the first paper which identifies and clarifies the ambiguity present in the application of the various online marketing variables.