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Customer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines the viability of a social cognitive theory positing that customers' value co-creation behavior is shaped by their co-creation experience, self-efficacy, and engagement.

Using healthcare as a case, a stratified random sample comprising 600 patients from 40 hospitals across eight metropolitan cities in an emerging economy was acquired and analyzed using co-variance-based structural equation modeling (CB-SEM).

Customers' co-creation experience has a positive impact on their co-creation self-efficacy, co-creation engagement, and value co-creation behavior. While co-creation self-efficacy and engagement have no direct influence on value co-creation behavior, they do serve as mediators between co-creation experience and value co-creation behavior, suggesting that when customers are provided with a co-creation experience, it enhances their co-creation self-efficacy and engagement, ultimately fostering value co-creation behavior.

A theory of customer value co-creation behavior is established.

Extant literature shows that gamification is an effective tool for enhancing customer brand engagement. However, there is a need for a structured review of the literature on how and to what extent gamification fosters customer brand engagement. This hybrid literature review synthesizes extant research on gamification and its impact on customer brand engagement.

The study is based on 45 articles drawn from 33 journals from the Scopus database. This article conducts a systematic review of theory, context, characteristics and methods employed in extant research, identifies contemporary themes and presents future research avenues. It also conducts a bibliometric analysis to identify the most prominent journals, authors, articles and themes.

This review identifies various patterns and trends of psychological capital research, and it unfolds four major themes – gamification and customer engagement, gamification and e-marketing, gamification and sustainable marketing and gamification and customer experience.

This review offers key insights into managerial implications.

It is one of the first endeavors to conduct a structured review of research related to gamification and customer engagement. It presents a conceptual framework that shows the relationships between gamification and customer engagement. This systematic review offers several future research agendas to spur scholarly research and presents key insights into the process of gamification in marketing to enhance customer brand engagement.

The paper aims to provide a career perspective on self-employment (SE) by focusing on how engaging in SE shapes the career experiences of MBA graduates in a distinct cultural and institutional context.

We thematically analyse interviews with 29 Indian MBA graduates (including 10 women) who have engaged in both SE and salaried employment, using the conservation of resources (COR) theory as the theoretical framework.

Participants took up SE in a challenging institutional and cultural environment. Resources such as financial stability, social networks and family support enabled participants to pursue SE. Participants noted that the SE experience boosted their psychological resources, providing them with greater confidence, perseverance and self-awareness. Participants observed that SE had a negative impact on subjective career success (SCS) dimensions of financial success and positive work relationships but positively impacted other SCS dimensions such as entrepreneurship, learning and development, positive (social) impact and work–life balance (particularly for women).

Participants were highly educated with strong social networks from past work experience in a developing economy, so the transferability of the findings to other contexts may be limited.

Individuals could benefit from considering a broader career canvas that includes SE as a career option. Policymakers should work towards removing institutional barriers and changing cultural perceptions towards SE.

Our study is distinct in that it comprises participants who had engaged in both SE and salaried employment during their careers. Few studies have looked at the impact of one employment episode on another. We show that SE episodes can contribute to career sustainability by developing psychological resources.

Today, the transition of retailers from multi-channel and cross-channel to omni-channel has become a necessity. Customers’ perceived shopping value is also one of the most important factors for retailers’ success. Therefore, the purpose of this paper is to develop and validate the omni-channel shopping value scale.

Based on 40 interviews (X = 18, Y = 22) and a literature review, items were generated for shopping value dimensions (utilitarian, hedonic and social) at four touchpoints. Then exploratory factor analysis was performed for scale purification (n = 562). Confirmatory factor analysis (CFA) was performed (n = 528) for initial scale validation. A second CFA was conducted to validate the final scale (n = 302). To check the nomological validity of the scale, the effect of omni-channel shopping value on customer engagement (n = 455) was investigated in both generations.

According to the results of the qualitative study, 73 items were identified. Based on the results of exploratory and CFA, nine components (50 items) were extracted and confirmed: utilitarian, hedonic and social shopping values for offline touchpoint and utilitarian and hedonic shopping values for online, application and social networks touchpoints. The results of nomological validity of the scale confirmed the effect of omni-channel shopping value on customer engagement in both generations.

To the best of the authors’ knowledge, this study is the first attempt to develop and validate an omni-channel shopping value scale based on customers’ shopping experiences with omni-channel brands. Therefore, this study provides a useful tool for researchers and marketing managers to measure omni-channel shopping value.

The learning outcomes are as follows: understanding strategic decision-making in EdTech: students will analyse the dynamics of strategic decision-making in the EdTech sector, exploring the rationale behind Unacademy’s shift from online to offline learning; assessing business model transformation: learners will evaluate the challenges and opportunities associated with Unacademy’s transformation from an online-centric model to venturing into physical coaching centres, and this includes considerations of market trends, competition and financial implications; managing competitive dynamics: students will examine the competitive landscape in the Indian EdTech sector, comparing Unacademy’s offline move with industry players, and this objective aims to enhance students’ ability to assess competitive strategies and positioning; strategic response to funding challenges: participants will explore how Unacademy strategically responds to the funding winter, addressing questions of financial stability, organic growth and sustainability in a dynamic market; leadership in uncertain environments: the case aims to develop insights into effective leadership during periods of uncertainty, and students will assess Gaurav Munjal’s leadership decisions and the management team’s role in steering Unacademy through challenges.

These objectives align closely with the case’s focus on strategic management, innovation and business transformation within the context of EdTech, providing students with practical insights and decision-making skills applicable to real-world scenarios.

The case study revolves around Unacademy, a prominent EdTech player in India, undergoing a strategic shift since May 2022. Facing a decline in demand for online education, the company ventured into the offline learning space by establishing physical coaching centres, directly competing with established offline and hybrid players. The case spans the period from the strategic pivot in 2022 to the challenges faced during the funding winter. The protagonist is Gaurav Munjal, the CEO of Unacademy, leading the management team amidst uncertainties.

The case is designed to teach strategic management in the EdTech sector, focusing on the challenges associated with entering the offline education space, particularly without prior experience and amid stiff competition. It explores questions of achieving organic growth, ensuring profitability and making strategic decisions during a funding winter. The industry context is EdTech in India, and the sub-fields of academia include strategic decision-making, business model transformation and competition dynamics within the education sector.

Level and field of study: The case is designed for MBA students with a focus on strategic management, innovation and the EdTech sector. It can also be suitable for executives participating in short courses on business strategy and organizational transformation.

This case is structured for Undergraduate, Postgraduate, MBA and Management Development Programs, aiming to enhance learning in the strategy field through real-world insights and challenges encountered in a dynamic business environment.

Teaching notes are available for educators only.

CSS11: Strategy.

The main fast moving consumer goods (FMCG) retail formats that customers engage with in India are Kirana stores, neighborhood convenience stores (NCS), supermarkets and online retailers. However, there has been less research done on the variables or antecedents that could favorably affect consumers' engagement with these FMCG retail formats. To improve retail practices, this study looks at how female consumers perceive the performance of FMCG retail formats on different antecedents of consumer engagement. The status of consumer engagement with FMCG retail formats was also analyzed.

The present study used exploratory as well as descriptive research design. Previous studies were analyzed to identify the antecedents of consumer engagement. A structured questionnaire was used to collect the primary data from 400 female respondents of two major urban cities in north-western India. The descriptive analysis and one-way ANOVA test were performed to analyze the data.

Kirana stores’ performance on most of the antecedents was not satisfactory. Supermarkets and online retailers performed better on all antecedents. Customer marketing orientation and experiential marketing were the antecedents that required more attention from Kirana stores, NCS and supermarkets. Consumer engagement with online retailers was highest, whereas consumer engagement with Kirana stores was least.

This study offers a comprehensive examination of the antecedents of consumer engagement and consumer engagement with FMCG retail, which no prior research has studied in the context of FMCG retail businesses.

The purpose of this study is to provide a holistic understanding of the factors that either promote or hinder the adoption of artificial intelligence (AI) in supply chain management (SCM) and operations management (OM). By segmenting the AI lifecycle and examining the interactions between critical success factors and critical failure factors, this study aims to offer predictive insights that can help in proactively managing these factors, ultimately reducing the risk of failure, and facilitating a smoother transition into AI-enabled SCM and OM.

This study develops a knowledge graph model of the AI lifecycle, divided into pre-development, deployment and post-development stages. The methodology combines a comprehensive literature review for ontology extraction and expert surveys to establish relationships among ontologies. Using exploratory factor analysis, composite reliability and average variance extracted ensures the validity of constructed dimensions. Pearson correlation analysis is applied to quantify the strength and significance of relationships between entities, providing metrics for labeling the edges in the resource description framework.

This study identifies 11 dimensions critical for AI integration in SCM and OM: (1) setting clear goals and standards; (2) ensuring accountable AI with leadership-driven strategies; (3) activating leadership to bridge expertise gaps; (4) gaining a competitive edge through expert partnerships and advanced IT infrastructure; (5) improving data quality through customer demand; (6) overcoming AI resistance via awareness of benefits; (7) linking domain knowledge to infrastructure robustness; (8) enhancing stakeholder engagement through effective communication; (9) strengthening AI robustness and change management via training and governance; (10) using key performance indicators-driven reviews for AI performance management; (11) ensuring AI accountability and copyright integrity through governance.

This study enhances decision-making by developing a knowledge graph model that segments the AI lifecycle into pre-development, deployment and post-development stages, introducing a novel approach in SCM and OM research. By incorporating a predictive element that uses knowledge graphs to anticipate outcomes from interactions between ontologies. These insights assist practitioners in making informed decisions about AI use, improving the overall quality of decisions in managing AI integration and ensuring a smoother transition into AI-enabled SCM and OM.