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This case highlights the challenges faced by a young and inexperienced Area Sales Manager (ASM), early in her career. This is an often-encountered situation by fresh graduates. Through the analysis of the case, the students will be able to: ■ understand challenges a young manager faces in taking over a new, unfamiliar and underperforming territory; ■ analyze and learn to manage data and identify performance gaps in the territory, by selecting the right metrics; ■ learn the factors for evaluating the performance of current intermediaries (distributors); and ■ appreciate the importance of managing all stakeholders – internal team and building a strong relationship with the intermediaries – both distributors and retailers.

Kavita Kaur, the new Area Sales Manager at Broadway India Pvt. Ltd. (BIPL), had just taken over the Chhattisgarh sales territory in January 2020. Fresh out of a B-school, it was her first job, and her allotted territory was severely lagging growth at only 1%, compared to an all-India country growth at 13% in 2019, over the previous year. The territory was operated by established intermediaries (distributors) with long associations with BIPL. Based on her data analyses of distributors’ performance, Kaur started her retail visit with the highest selling distributor’s area (Sharda Agencies) to confirm her understanding of what the data had shown her. Following her retail visit and a meeting with Sharda Agencies, the situation turned for the worse. An email bordering to a threat from him took her aback. Kaur now had to make a choice to ensure growth in her new territory. Her options were between placating the current distributor or appointing a new one – should she retain or replace? Both had their own risks.

This case is intended for use at the postgraduate level in courses such as sales management, channel management and strategic marketing courses, as well as in executive management programs. The case is relevant from the context of channel management in India, where channel intermediaries can be very demanding. The case will give students a practical hands-on decision-making situation, where there are complexities of quantitative and qualitative nature. It will also help young graduates prepare for real life situations where the assigned territory is struggling in performance and a lot is expected from the new recruits.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this study is to critically evaluate the canonical contribution of the classical theories of multinational enterprises (MNE) and complement them with congruous multi-theoretical lenses to a propose a meta-theoretical view for competitive advantage. The proposed framework is applied to fundamental questions of MNE, and exploratory insights are revealed.

This study sought to review the literature on various paradigms such as resource-based view, knowledge-based view, attention-based view, relational view, dynamic capability view and institution-based view to propose a meta-theoretical approach explicating the phenomenon of competitiveness.

This study proffers that the key to global competitiveness lies in building micro-foundational, multidimensional and multilevel multinational orchestration capabilities. The requisite orchestration capabilities are capabilities par excellence that explain: how organizational capabilities originate through the cognition of individual employees at the micro level; how individual-level abilities are amplified when they are harnessed through relational capabilities to form knowledge capabilities at the meso-level; and how the confluence of knowledge capabilities and higher order dynamic capabilities gives rise to heterogeneous firm-level knowledge-based dynamic capabilities that can be combined with institution capabilities to aggrandize the prediction of competitive advantage for MNEs.

The successful development of MNE competitiveness as a field of academic inquiry, brought about by an increasing amount of theoretical specialization, has come at the price of significant fragmentation of the overall scientific quest. The abovementioned paradigms and their underlying constructs have primarily been conceptualized in silos. The classical theories of MNE have been used a starting point to which complementary multidisciplinary views have been scaffolded to gain a more nuanced understanding of global competitiveness.

The present research attempts to delve into the climate-agriculture-migration nexus to ascertain whether the variation in agriculture output due to climatic factors has a significant influence on the emigration flows from the Asian and African continents.

The present study draws upon a rich panel of data from 27 countries (14 African and 13 Asian) between 1995 and 2020. The first stage least square, OLS and 2SLS techniques have been employed to examine the relationships between climatic factors and international migration, climatic factors and agriculture output, and agriculture output and international migration, respectively.

The results exhibit a positive relationship between temperature and international migration. The influence of temperature on agriculture output is negative but insignificant while precipitation promotes agriculture output. In addition, agriculture output negatively influences international migration, and these findings establish a climate-agriculture-migration relationship.

To counteract the climate-agriculture-migration nexus, it is incumbent upon governments to conduct extensive field trials and data collection exercises to assess the influence of climate in separate agro-ecological zones and devise policies accordingly.

The literature concerning the interrelationship between climatic factors, agriculture and migration is scarce and what is available pertains to different contexts. Moreover, no studies are based on Asia and Africa; the continents have a high dependence on agriculture and outmigration rates, and the present research covers this important gap in the literature.

The present study identifies the factors that impact behavioral intentions to adopt solar water heaters (SWHs) and examines their relationship with behavioral intentions using an extended “Unified Theory of Acceptance and Use of Technology” (UTAUT) model.

The study used a primary survey to collect data from 423 respondents across seven Indian states selected through purposive sampling. The collected data was analyzed using IBM SPSS software and “Structural Equation Modeling” (SEM) was performed using SmartPLS 3.5.5.

The results suggest that social influence is the most significant factor affecting SWH adoption, followed by effort, performance expectancy and facilitating conditions. The perceived cost negatively affects behavioral intentions and social influence on behavioral intentions is partially mediated by facilitating conditions. People prefer SWHs if they are easy to install and compatible with other home appliances. Positive perception of friends and family, easy access and government incentives contribute to SWH adoption.

SWH adoption can be promoted by designing sector-specific programs and improving ease of installation, operation, maintenance and after-sale services.

This study explores the behavioral intentions of individuals in India to adopt SWHs. India is a developing tropical country with a high potential for SWH adoption but has not received much attention. Further, the research integrates the perceived cost construct in the UTAUT model and examines the partial mediation impact of facilitating conditions to improve the model’s comprehensibility.

The study aims to investigate the factors influencing customers’ behavioral intentions to adopt solar net metering systems (NMS) through environmental consciousness, perceived consumer effectiveness and government initiatives constructs along with “the theory of planned behavior” (TPB) constructs, namely, attitude, perceived behavioral control, behavioral intentions and subjective norms.

The data of 472 respondents were collected from 22 states of India using purposive sampling from January to May 2022. The study used international business machines corporation Statistical Package for Social Sciences software for descriptive analysis, and SmartPLS 3.5.5 software was used for structural equation modeling. The data were also checked for multicollinearity, common method bias, skewness and kurtosis using different tests.

The analysis revealed that environmental consciousness, perceived consumer effectiveness and government initiatives significantly influenced the attitude toward solar NMS. Furthermore, behavioral intentions were significantly impacted by three constructs of TPB, which signifies that environmentally conscious customers have a favorable attitude toward solar NMS adoption. Additionally, the role of government initiatives is essential in promoting solar NMS.

This study offers valuable insights for the government, solar product manufacturing companies and other stakeholders to increase the adoption of solar NMS.

This research explores the factors influencing the consumers’ adoption behavior regarding solar NMS; no dedicated study has tried to do so in the Indian context in the past. This study adds novel underpinnings to TPB, enabling better comprehension of solar NMS adoption.

This paper aims to provide a conceptual framework containing SERVQUAL original dimensions and add two additional dimensions: patient satisfaction and loyalty in the hospital SQ model that demonstrates the relationship between hospital service quality, patient satisfaction and loyalty from patients’ perspective.

This research conducted a thorough literature review using specific keywords and electronic databases, adhering to Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. Through analysis, the key dimensions of service quality in Indian hospitals were identified, with the addition of patient satisfaction and loyalty as variables. Of 1,000 initially downloaded papers, 497 were included.

While many researchers rely on the SERVQUAL model, some introduce new or modified dimensions, often renaming existing ones. This study identifies the RATER factors as the main dimensions patients use to evaluate hospital services. This study finds a positive relationship between service quality, patient satisfaction and loyalty.

An understanding of how health-care service quality dimensions, directly and indirectly, affect patient satisfaction and loyalty is important for hospital marketing managers. This study helps them take action to improve patient satisfaction, which encourages patients to be loyal.

This research provides a comprehensive framework for measuring health-care service quality, combining SERVQUAL dimensions and new variables. This study offers useful insights for academics and health-care professionals, promoting more accurate measurement and enhancement of service quality. The use of PRISMA in this context is also innovative, as it is less common in administrative health-care research.

Introduction: Skill development is crucial in developing economies by enhancing productivity and creating employment opportunities. At the macro level, it also leads to industrial development and economic growth.

Purpose: The research is to identify the types of skills required for increasing the probability of employability of labour. It also aims to define the challenges and opportunities in skill development to drive change.

Need of the Study: Studying opportunities and challenges for skill development in developing economies is essential for achieving sustainable economic growth, reducing poverty, increasing employment opportunities, and promoting global competitiveness.

Research Methodology: Some skills are recognised through research that has been published to determine the skill set needed to increase labour productivity. To draw lessons, some skill development initiatives by various companies are also identified and presented in case studies. Additionally, several government programs are available to assess the possibilities and prospects for skill development in the Indian market.

Practical Implications: The research will be valuable in micro and macro decision making. At the micro level, research is advantageous for a business person to initiate the skill development of its employees by using government schemes. Nations other than India can understand the policy framework for skill development.

Findings: The term ‘skilling’ has become fashionable. Due to the need for skill-based earnings data, only some studies examine the return on skill (ROS) of the labour market. Skill development plays a significant role in bringing change at the micro and macro levels. Hence it is necessary to exploit all opportunities for skill development.

The success and survival of any form of online community relies on the presence and active participation of its users. Hence, ensuring active user participation and retaining existing users is a key concern of the moderators of online communities. To address these challenges, the purpose of this paper is to investigate the epistemic, emotional, and social values that influence users’ intention to continue using an online social media brand community. Moreover, the study also investigates the differences in the influence of the investigated constructs and users’ various activity levels.

This study utilized the consumption value theory framework for testing the relationship between different measures. An empirical analysis of the consumption values of 577 users in an online social media brand community was accomplished using structural equation modeling.

The study findings revealed that emotional and social values exert partial influence in predicting users’ intention to continue using online social media brand communities. In particular, social enhancement and playfulness predict users’ continuation intentions. Moreover, the results show that the influence of the investigated constructs (except playfulness) is consistent across users with various activity levels in online social media brand communities.

These findings pave the way for further theoretical and practical considerations of the role of consumption values in resolving challenges of user participation and retention. However, there are still some open gaps concerning the generalizability of the findings as well as other factors that could potentially influence the user intentions. Future studies should validate the findings by recruiting diverse users in terms of their age and cultural background.

The study findings are of special relevance for the service operators interested in practicing user-centric innovation. Moreover, the findings can help online social media brand community managers to kick start user-centric innovation activities in their community.

The study provides a novel perspective on the challenges of assessing users’ consumption behavior. The perceived values have been conceptualized using the constructs of social influence, problem solving, playfulness, social enhancement, and social interaction.

This study aims to explore the influence of customer contact employees (CCEs) competencies (social, emotional and professional) on their service recovery performance (SRP) with mediation effect of internal marketing and moderation effect of industry/sector.

This study used survey-based dyads of 210 CCEs and their managers/supervisors in three service sectors (hotel and hospitality, automobile service centers and organized retail stores). Repeated-measures analysis of variance, confirmatory factor analysis and PROCESS macro of Hayes (2013) was used to assess reliability, validity and to test mediation, moderation and moderated-mediation.

CCEs competencies influenced SRP. The relationship between CCEs competencies and SRP was mediated by internal marketing. The industry/sector was found to be a significant moderator between the internal marketing and SRP. Additionally, a significant moderated-mediation effect was found between CCEs competencies and SRP.

Longitudinal studies could be particularly helpful to evaluate the impact of internal marketing on SRP. The future researcher may benefit from replicating and extending the model in different industries or can study other factors as mediators or moderators for further contribution to the SRP literature.

Firms striving for consumer retention and aiming to extend their consumer life cycle can greatly benefit from the results of this study to provide effective SRP. The study also suggests that policymakers and management should adopt properly designed and well-articulated human resource management practices for excellence in SRP in their organizations.

To the best of the authors' knowledge, there is no study in the past which has addressed employee and organizational factors with the dyadic sample. In addition, it has used a moderated-mediation model in the context of SRP and also contributes to the extant literature by researching in a non-Western setting like India.

This paper aims to conceptualize and define a construct of brand pride and develop a measurement instrument for the construct.

A scale development procedure comprising a qualitative prestudy and four quantitative studies for item generation and content validity, scale refinement using exploratory factor analyses, scale confirmation using confirmatory factor analysis and scale validity using PLS-SEM is followed to develop the measure of brand pride.

The scale development procedure yields a two-dimensional measurement instrument for brand pride with affective and utilitarian dimensions. The proposed scale is reliable and has convergent, discriminant and nomological validity.

This study highlights the need to study brand pride by reviewing literature from both psychology and marketing. The definition and conceptualization of brand pride help uniquely identify and describe the phenomenon. By developing a scale to measure the construct of brand pride, this study will enable research into the phenomenon, its causes and effects and its significance for consumer–brand relationships.