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Post-graduation.

Strategic Management and Entrepreneurship.

By July 2021, the curve of COVID-19 second wave started flattening. Hetika Shah, the founder of Sanctuary Innovative Safety Equipment, was unsure whether her business would survive in the long run. The company manufactured 4S Shield N99 masks. The business was doing well when the COVID curve was at its peak; however, the sales wobbled with the flattening of the curve. As the company had manufactured the product, especially for doctors who need protection from COVID, the demand showed a sudden fall after the second wave. She was certain that the business would not survive only on 4S shield mask. Diversification of this business seemed to be a suitable idea, where she could manufacture other safety equipment for the manufacturing industry. At that time, she had neither done market research nor had any prototype for such equipment. This variety of products required a huge investment of funds and time. But, as per the market demand of the existing product, it was crucial to make quick decisions for business survival. She had options in front of her, but the uncertainty of the market deterred the decision-making. She was at a junction with three possible choices: One option was to stay in the business of masks and expand it in medical devices market under health-care industry. The masks could be used by doctors engaged in the treatment of other diseases. She planned to distribute masks to doctors treating tuberculosis and cancer. Another option was to shift her attention to diversification of the business and enter the market of safety equipment under manufacturing industry that demanded more investment and a lot of market research. The main idea was to come up with innovative safety equipment. Though, this opportunity came with its array of risks. The last option was to shift towards her underdeveloped chiller prototype for industrial use. By that time, the prototype was 75% complete. Still, it required a lot more time and attention to be brought at the commercializing stage.

The case study can be used in the Entrepreneurship and Strategic Management course. It would be suitable for students at the post-graduation level. Discussion would be on the appropriate teaching method. Though there is no prerequisite, it would be better if students had a basic understanding of entrepreneurship and strategic management. It discusses the entrepreneurial dilemma of starting a business. Furthermore, the case explains the decision dilemma of the entrepreneur about the continuance of existing business, expansion and diversification. Students will be able to understand the following concepts: business plan, business development, strategic decision-making in business, entrepreneurial opportunities, sustainability of an enterprise and challenges faced by entrepreneurs. After this case study, students will be able to understand the following models and theories: uncertainty-bearing theory of entrepreneurship, porter’s generic strategy, porter’s five competitive forces, strengths, weaknesses, opportunities, and threats (SWOT) analysis, scenario planning, Ansoff’s growth model and social role theory.

Teaching Notes are available for educators only.

Women entrepreneurship.

CSS 3: Entrepreneurship.

After completion of the case study, the students will be able to discuss topics such as new venture creation and opportunity sensing, knowledge sharing and employee bonding and the use of social networks in business growth.

This case study focuses on the entrepreneurial journey of Mr Nikhil Methiya, the owner of Dronelab Technology Private Limited, which provides surveying, inspection, agriculture, surveillance and research and development services using drone technologies. This case highlights how Methiya used his minimal resources to grew his business, diversified his activities and developed a sound company profile and work culture to provide the best services to clients. This case also discusses the role of social networks in business growth and expansion, the use of effectuation theory in forming new businesses and the importance of conducting a SWOT analysis to understand a firm’s internal and external environments. Furthermore, this case touches upon the challenges and opportunities of the drone industry in India. It leaves readers in a dilemma should Methiya plan to expand his business to Europe and Africa in the upcoming years. This case study is suitable for postgraduate management students specializing in entrepreneurship and can serve as a valuable resource for the Venture Creation Program’s start-up strategy and execution. The case study’s pedagogy involves discussion-based learning.

This case study can be used in management for an entrepreneurship specialty course. It is ideal for postgraduate students and has a moderate level of difficulty.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This study is aimed to measure and understand the relationship between individual entrepreneurial orientation (IEO) and entrepreneurial intention (EI) among students of higher learning institutions (HLI’s) in India. This study is focused on understanding IEO dimension of proactiveness, innovativeness and risk-taking attitude and EI across gender, academic background, and regions. Many recent and past studies confirm that there is an apparent gap in the literature to understand this phenomenon among students of higher learning institutions.

The study is based on a sample of 393 students studying in 35 different universities and institutions in the North, South and Western regions of India. The data were analyzed using hierarchical regression and ANOVA.

The empirical result shows a relationship and a positive impact of individual entrepreneurial orientation dimensions upon entrepreneurial intentions. Controlling for gender, males depict higher perseverance toward individual entrepreneurial orientation and entrepreneurial intentions. The same result was found for management and entrepreneurship students who also depict a higher (mean) t-value than science, engineering students. The findings of this study reveal a significant contribution to the academic literature by highlighting the influencing role of gender, academic background, and region upon entrepreneurial intentions.

The study reveals that institutional culture, lack of academic rigor, regional difference, economic gaps, gender perception, and overall culture may be considered as bothering forces for entrepreneurship to grow via institutions. These forces, if eliminated, can help build an institutional environment helpful for entrepreneurial progression in the country.

There are limited studies available in the context of individual entrepreneurial orientation and entrepreneurial Intention relationship. This study provides the analysis for Indian regions and uses data collected from different universities and institutions of India.

This case study is designed to enable learners to narrow and identify the right customer subset in relation to a handicraft organization. After completion of the case study, the students will be able to integrate advanced frameworks for outlining the importance of product features in context to Indian handicrafts, to link the implications of product attributes as a differentiation strategy, to articulate the appropriate strategies for customer retention and to critically simulate the adoption of niche marketing imperative when making a decision to scale the business.

Design Clinic India was a globally renowned, multi-disciplinary design studio specializing in exquisite furniture and decorative lights, deeply rooted in the rich tapestry of the emerging economy of India. It was founded in 2016 by the visionary Mr Parth Parikh, a master of product design hailing from New Delhi, India. The brand firmly believed that the vibrant essence of each creation portrayed the cultural diversity of the nation. During the formative years, the brand witnessed exceptional momentum in the sales figures. However, over the time, sales started depriving and Parikh feared the survival of his business. In the first place, he was confounded with the dilemma of how to retain customers in the long run, and how to keep his business in pace. Furthermore, he also faced a tough competition from the market in terms of differentiating his authentic products from the cheap replicas of his brand’s designs to streak ahead in the market space. It became challenging for companies to align their creative vision with market realities and customer expectations while also creating a balance between innovation and commercial viability. As a passionate entrepreneur, Parikh had to think a way out for the finest strategy for his label!

This case study comprises of conceptual schemes in context to product features, aesthetics and marketing of handicrafts. It can be used in advanced business courses, particularly in the fields of entrepreneurship, marketing, strategic management, decision-making and business planning. This case study can also address the separate components of niche marketing, customer retention and export of Indian handicrafts. For the aspect of niche marketing, the context from the textbook titled “Marketing Management” by Kotler et al. would be required (pp. 201–203). For product features, the latest edition of the textbook titled “Marketing” by Etzel et al., can be used (particularly, the material from pp. 277–281). Furthermore, the case can also be used in various capstone courses falling under the chapters of small businesses and differentiation strategy.

Teaching notes are available for educators only.

CSS 11: Strategy.

Metaverse is one of the decade’s most exciting and transformative technological innovations. While the metaverse holds immense promise, it has potential risks and dark sides. This research aims to investigate and identify the crucial dark dimensions associated with the metaverse platforms.

Employing a qualitative phenomenological methodology, the authors interviewed 45 metaverse users to unravel dark dimensions related to the metaverse. Analyzing the themes extracted from the participants' insights revealed an alignment with the underpinnings of the Technology Threat Avoidance (TTA) theory.

The findings of this study revealed seven major dark dimensions: addiction and dependency, isolation and loneliness, mental health issues, privacy and security, cyberbullying and harassment, digital identity theft and financial exploitation.

The study helps organizations and metaverse platforms understand the crucial dark dimensions of the metaverse. This study concludes by synthesizing prevalent themes and proposing propositions, offering insights for practical application and policy considerations.

This study provides a deeper understanding of the dark side of the metaverse environment from a user perspective using the underpinnings of TTA theory.

This research focuses on developing and testing a conceptual model that explores customer behavioural responses (engagement, experience and recommendation) towards generative artificial intelligence (AI)-enabled chatbots. It highlights the significant influence of anthropomorphic characteristics in enhancing perceptions of competence and warmth, further enhancing perceived authenticity. In addition, this study aims to investigate how the need for social interactions moderates these relationships.

This study used a self-administered questionnaire distributed on Prolific Academic to gather data from 282 eligible participants worldwide. This study uses a structural equation modelling approach to answer the research questions.

The findings reveal that anthropomorphic characteristics of generative AI-enabled chatbots are positively associated with perceived competence. Moreover, the findings show that the perceived competence and warmth of generative AI-enabled chatbots are significantly associated with perceived authenticity. Furthermore, the results highlight that the perceived authenticity of generative AI-enabled chatbots is positively associated with customer engagement, experience and recommendation. Finally, the results illustrate that the impact of anthropomorphic characteristics on perceived warmth is significantly moderated by the need for social interaction.

This study enriches the generative AI literature and guides organizations in understanding consumer interactions for leveraging generative AI-enabled chatbots. Furthermore, this study contributes to the social response theory literature as this study investigates how user behavioural intentions towards generative AI-enabled chatbots are influenced by their perceived level of anthropomorphic characteristics.

This study aims to evaluate the influence of oleic acid (OA)-capped Al₂O₃ nanoparticles on the tribological performance of conventional lube oil. The goal is to determine the optimal nanoparticle concentration that enhances lubricant efficiency by reducing friction and wear.

The research involved preparing nanolubricants with four different concentrations of Al₂O₃ nanoparticles: 0.05, 0.1, 0.25 and 0.5 wt.%. Tribological performance was assessed using a four-ball tribotester, which measured the coefficient of friction (COF) and wear scar diameter (WSD) under standardized testing conditions.

The experimental results revealed that the nanolubricant containing 0.1 wt.% OA-Al₂O₃ nanoparticles exhibited the most significant improvement in tribological performance. This formulation achieved a 38.84% reduction in COF and a 23.87% reduction in WSD compared to the base lubricant. These findings demonstrate the effectiveness of incorporating OA-capped Al₂O₃ nanoparticles in reducing friction and wear, thereby enhancing the overall performance of conventional lubricants.

This study demonstrates the benefits of OA-capped Al₂O₃ nanoparticles in lubricants, including a 38.84% reduction in COF and a 23.87% reduction in WSD. By systematically analyzing different nanoparticle concentrations, it identified that 0.1% by weight of nanoparticles is the most effective formulation for reducing friction and wear.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-06-2024-0236/

The purpose of this research is to identify the most important attributes of metaverse influencers and examine their impact on customer engagement and social glue.

Three studies (one qualitative and two quantitative) were conducted to understand the phenomenon better. The qualitative study (Study 1) was conducted to identify the antecedents of the theoretical model, which was tested in Study 2 using the covariance-based structural equation modelling (CB-SEM) technique. Study 3 then divided the respondents based on the metaverse influencer attribute preferences.

Results of Study 1 revealed the six most influential attributes of metaverse influencers: physical attractiveness, social attractiveness, perceived credibility, metaverse-influencer fit, intimacy and attitude homophily. Further, Study 2 validated that attractiveness and perceived credibility enhance engagement. Also, the results revealed that intimacy, perceived credibility and homophily enhance social glue. Moreover, parasocial relationships mediate the association between intimacy, attitude homophily, perceived credibility and (engagement and social glue). The conditional indirect effect of physical attractiveness, social attractiveness and metaverse–influencer fit on (engagement and social glue) via parasocial relationships at different high and low levels of self-discrepancy was significant. Finally, Study 3 used latent class analysis to reveal different clusters of metaverse users.

This research enriches our understanding of metaverse influencers, contributing to the influencer marketing literature. It offers actionable insights for marketers by elucidating key influencer attributes, aiding in enhancing engagement and social glue.

The purpose of this study is to explore the factors that enable citizens to adopt e-government services in India.

The study uses a qualitative approach by conducting semi-structured interviews.

The study reveals novel e-government adoption factors, namely, auxiliary facilities, corruption avoidance, transparency and fairness in process, customer support, connectedness and forced adoption, previously unexplored in e-government adoption literature. In addition, the results highlight 17 e-government adoption factors that strengthen the findings from previous literature.

This study was qualitative in nature, and rather than generalization, the focus was explicitly on obtaining an in-depth understanding. The sample used was sufficient for the purpose of this study and allowed reasonable conclusions to be drawn; however, it cannot be considered representative of a vast country like India. Academicians and information systems researchers can use these findings for further research.

The findings of this study provide useful insights into the decision-making process of e-government services users in India and similar emerging economies. These findings can be important for government officials tasked with providing e-government services.

Previous studies in the context of e-government adoption, so far, have tried to integrate adoption factors from previous technology adoption models. Hence, these studies have not been able to capture the complete essence of e-government characteristics. In addition, there are limited studies in e-government adoption in the Indian context.

This study examines the effect of crucial factors (benefits and sacrifices) influencing employees' perceived values (hedonic and utilitarian) towards metaverse meeting platforms. Further, the study investigates the impact of employees' perceived values (hedonic and utilitarian values) on behavioral intention to use metaverse meeting platforms. The study also examines how behavioral intention to use metaverse meeting platforms influences organizational SDG achievement. Finally, the authors analyzed the moderating impact of employee creativity.

Data were collected from 228 participants through structured questionnaires, and the hypotheses were examined using the structural equation modeling approach.

Social presence and technostress are significantly associated with perceived hedonic value. Further, social presence, exhaustion and technostress are significantly associated with perceived utilitarian value. Similarly, perceived hedonic and utilitarian value is significantly associated with behavioral intention to use metaverse meeting platforms. Further, behavioral intention to use metaverse meeting platforms is also significantly associated with SDG achievement.

The study enriches the existing literature pertaining to the metaverse, strategic human resources, sustainability, employee creativity and technology adoption. The research also enriches the value-based adoption (VAM) and stimulus-organism-response (SOR) theories.