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This study aims to identity the component of corporate social responsibility (CSR) and examine its role in industrial brand equity creation. This study examines the path via value proposition derived by industrial buyers through social performance of suppliers.

Drawing from the means-end chain paradigm, this study develops a conceptual model illustrating consequences of CSR perception. The model is empirically tested with 404 purchasing managers of manufacturing firms in India.

This study finds an empirical link between the CSR perception among industry buyers with consumption value and subsequent impact on industrial brand equity of suppliers. This study addresses the conundrum related to the role of social performance of supplier in purchase decision.

The brand preference decision among industrial buyers has majorly focused on price quality conundrum. The supplier groups emphasis on providing the value to customer group across the price quality continuum. However, with growing importance of social accountability, the social performance of suppliers has become integral to decision-making for decision-makers. The supplier groups are expected to create offering with amalgamation of social responsiveness.

To the best of the author’s knowledge, this study is the first to demonstrate the impact of CSR perception on value proposition for industrial buyers. Multiple theories have advanced the importance of value in brand equity; the empirical study is probably first in the context.

This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage intentions for online consumers in different mindsets.

The authors first conducted a content analysis study and then tested the model with two online experiments [both 2 × 2 factorial designs – gamification (hedonic/utilitarian) and mindset (implemental/deliberative), with different utilitarian and hedonic products].

Gamification with hedonic benefits influences website patronage intentions by evoking promotion emotions, while gamification with utilitarian benefits does so by evoking prevention emotions. Gamification with hedonic benefits has a stronger impact on consumers shopping with deliberative mindsets, while gamification with utilitarian benefits works better for those with implemental mindsets.

Future research may extend the present work by considering other types of gamification.

Managerially, e-tailers may use gamification with hedonic aspects for consumers in deliberative mindsets and utilitarian aspects for those in implemental mindsets.

To the best of the authors’ knowledge, this research is the first to draw a link between mindsets and gamification. This research is also the first to operationalize gamification as hedonic and utilitarian based on their design characteristics and to establish emotional consequences as an important link between gamification and user behaviors.

The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing.

The top-ranked journals in the domain of marketing have been chosen for the purpose of this study, and the papers related to CSR concept published in those journals between 1930 and 2018 have been reviewed. A lucid framework has been used to structure the reviewing process.

The study finds that the CSR concept in marketing context has become more complex, its dimensions have evolved and increased in number, affecting diverse stakeholders leading to different outcomes.

A simple model is proposed to understand the amalgamation of CSR concept in marketing literature. The study also highlights extant gaps in the literature and suggests the directions for future research.

The notion of CSR goes beyond the economic and regulatory obligation of the firm. Hence, for it to be duly implemented, practitioners must have a holistic understanding of this multi-faceted construct. This paper examines the changing role of CSR in the context of marketing over a period of almost a century. It thereby helps marketers to understand and visualize their changing responsibility toward the society at large and thereby co-create a sustainable relationship with all the stakeholders. The study provides both tactical and strategic pointers to practitioners.

The study draws upon extant literature and documents the positive impact of CSR on marketing variables and thereby gives a compelling reason to the marketers to be socially responsible. Compilation of persuasive evidence would encourage the adoption of CSR concepts by the marketers. This would elicit a more socially responsible action which will have a positive impact on the society that the marketer serves.

This is an in-depth study depicting the journey of CSR construct in marketing literature and provides a holistic understanding of the construct in the context of marketing.

The construction industry worldwide is looking for overall efficiency in the entire project life cycle. Lean construction and Building Information Modeling (BIM) are together, key constituents in this quest. This study looks to reinforce the contribution of BIM to deliver applied lean principles to enhance productivity and performance.

The study adopts mixed methodologies of Ethnographic Action Research (EAR) and crisp set Qualitative Comparative Analysis (csQCA). The mosaic of case studies provides a descriptive and instrumental approach. While a descriptive approach investigates the interventions and phenomenon relating BIM to Lean, an instrumental approach constitutes exemplars of the interrelated phenomenon of BIM and Lean.

The themes of Elimination of Waste, Kaizen, Respecting the Human Elements, Poke-a-Yoke and Jidoka are contributed to the maximum by BIM. All the case studies discussed evidence of the contribution to Lean, as they enhance end-customer value.

The contribution of BIM towards Lean could encourage collaborations amongst stakeholders for mutual benefits. BIM could enhance decision making, predictive simulation, risk analysis, etc. with many other exciting possibilities of delivering productivity and performance. The study is limited by the insights offered by the individual cases.

The study provides insights into potential developments and research. It is expected to encourage reflective professional practice triggered by innovative thinking for the gainful utilization of BIM to deliver Lean.

The purpose of this paper is to measure technical efficiencies, slacks and input/output targets for 50 large Indian pharmaceutical firms.

The data are collected from Prowess of Centre for Monitoring of Indian Economy for the financial year 2010-2011. This study uses data envelopment analysis approach, taking raw material, salaries and wages, advertisement and marketing and capital usage cost as input variables and net sales revenue as output variable.

The paper finds that out of 50 firms, nine firms were overall technical efficient while 19 firms pure technical efficient and thus defined the efficient frontier. The BCC model identified that the inefficiency is either due to inefficient managerial performance or scale utilization. Further, firms are classified as high, low and middle robust firms on the basis of peer count. The study also analysed the slacks which were found to be significant in regard of some inputs, especially advertisement and marketing. The targets setting results have shown that all the inputs have significant scope for reduction.

The empirical results are useful in assessing the relative efficiency of the large Indian drug and pharmaceutical industry (ID&P) firms. The managers and owners can take corrective actions to reduce the cost of operations by optimizing advertising and marketing cost, capital usage cost and salary and wages so as to improve their efficiency.

Unlike the previous studies on the efficiency of the ID&P industry, the paper have shown the significance of improvement in managerial performance and scale utilization. In addition to this, excess inputs used in the production process and also possible target values of inputs and outputs are shown in the study. The robustness and stability of efficiency scores is also checked.

In the wake of COVID-19, most of the countries at present, are in a dilemma whether to extend lockdown at the cost of economy or to improve the hard-hit economy by lifting the lockdown. It is indicated by the reputed organizations and medical fraternity that corona will stay here for a longer period contrary to the earlier assumptions. Hence the purpose of this study is to suggest a strategy which balances both preventive measures and economic losses to control the pandemic.

There is a need for the identification of the critical success factors (CSFs) for developing COVID-19 preventive strategies to control the pandemic with an economy-centric approach.

The six CSFs identified are “Effective communication”, “Social distancing”, “Adopting new technology”, “Modify the rules and regulation at workplace”, “Sealing the borders of the territory” and “Strong leadership and government control”.

The study has a vital contribution to literature as no previous study has identified CSFs for developing COVID-19 preventive strategies while focusing on the economy.

Further, these identified CSFs are helpful in medium and longer-term planning which is required to rebalance and re-energize the economy following this epidemic crisis.

The study has given a model that depicts the cause and influence relationship between the key factors in the system under question. The importance of study increases many fold, as resources are limited and the outcome of the study could be used to channelize the resources effectively.

A raíz del surgimiento de COVID-19, en la actulidad la mayoría de los países se encuentran en un dilema entre extender el confinamiento a costa de la economía o mejorar la afectada economía levantando las cuarentenas. Diversas organizaciones incluyendo la comunidad médica indican que el coronavirus permanecerá por un período más largo, contrario a las suposiciones anteriores. En este contexto, es muy necesaria una estrategia que equilibre tanto las medidas preventivas como las pérdidas económicas.

Existe la necesidad de identificar los factores críticos de éxito (CSF) para desarrollar estrategias preventivas de COVID-19 para controlar la pandemia con un enfoque centrado en la economía.

Los seis CSF identificados son “Comunicación efectiva”, “Distanciamiento social”, “Adopción de nuevas tecnologías”, “Modificar las reglas y regulaciones en el lugar de trabajo”, “Sellar las fronteras del territorio” y “Liderazgo fuerte y control gubernamental”.

Este estudio tiene una contribución relevante para la literatura, ya que ningún estudio anterior ha identificado CSF para desarrollar estrategias preventivas de COVID-19 mientras se enfoca en la economía.

Además, los CSF identificados son útiles en la planificación a mediano y largo plazo que se requiere para reequilibrar y reactivar la economía después de esta crisis epidémica.

El estudio ha proporcionado un modelo que describe la relación de causa-efecto entre los factores clave del sistema analizado. La importancia del estudio se hace más evidente ya que ante recursos limitados, los resultados podría utilizarse para canalizar los recursos de manera eficaz.

Como resultado do surgimento do COVID-19, a maioria dos países está atualmente em um dilema entre estender o confinamento às custas da economia ou melhorar a economia afetada suspendendo as quarentenas. Várias organizações, incluindo a comunidade médica, indicam que o coronavírus permanecerá por um período mais longo, ao contrário das suposições anteriores. Nesse contexto, uma estratégia que equilibre medidas preventivas e perdas econômicas é muito necessária.

É necessário identificar os Fatores Críticos de Sucesso (CSF) para desenvolver estratégias preventivas ao COVID-19 para controlar a pandemia com uma abordagem centrada na economia.

Os seis CSF identificados são “Comunicação eficaz”, “Distanciamento social”, “Adoção de novas tecnologias”, “Modificar regras e regulamentos no local de trabalho”, “Selar as fronteiras do território” e “Liderança forte e controle governamental”.

Este estudo tem uma contribuição relevante para a literatura, uma vez que nenhum estudo anterior identificou a CSF para desenvolver estratégias preventivas ao COVID-19 com foco na economia.

Além disso, os CSF identificados são úteis no planejamento de médio e longo prazo necessário para reequilibrar e reativar a economia após esta crise epidêmica.

O estudo forneceu um modelo que descreve a relação causa-efeito entre os fatores-chave do sistema analisado. A importância do estudo fica mais evidente uma vez que, diante de uma situação de recursos limitados, os resultados poderiam ser usados para canalizar recursos de forma eficaz.

Although milk is considered a vital source of nutrition for the livelihood, as the beginning of civilization, its antioxidant potential is required to be improved. This paper aims to increase antioxidant activities in milk and soy milk (Glycine max L.) has been found as a good compatible source. Hence, the present work was planned to investigate the impact of blending of different proportions of soy milk with standardized milk (i.e. 50 per cent soy milk with 50 per cent standardized milk, 60 per cent soy milk with 40 per cent standardized milk, 70 per cent soy milk with 30 per cent standardized milk and 100 per cent standardized milk as control sample) on antioxidant properties and sensory attributes of the blends.

Antioxidant properties of the blends were determined in terms of 2,2-diphenyl-1-picrylhydrazyl, ferric reducing antioxidant power and total phenol content. Sensory evaluation was carried out using a nine-point hedonic scale based on four selected quality attributes (i.e. smell, taste, color and appearance and mouthfeel) and ranked for their quality traits by fuzzy modeling.

A blend containing 70 per cent soy milk with 30 per cent standardized milk showed the highest antioxidant activities as compared to control milk sample (p <0.05). Blend of 50 per cent soy milk with 50 per cent standardized milk was found most acceptable on the basis of sensory analysis and its antioxidant activities were also appreciable as compared to control milk sample (p <0.05). Smell, taste, color and appearance and mouthfeel influenced the acceptability of formulated milk samples in decreasing order of significance (p <0.05).

The present attempt has been made to formulate liquid milk by mixing standardized milk and soy milk, in which enhancement in the antioxidant activities of standardized milk and masking of off-flavor of soy milk is done. It is not done before and it may improve the nutritional and commercial value of the milk. Further, fuzzy modeling used for choosing appropriate blend in terms of sensory scores is also found as a novel approach.

Growing concern about sustainability, which focuses on the triple bottom line, namely people, planet and profits, must integrate with local culture to ensure inclusive growth. Localized advertising themes adapted to suit a country’s culture borrow from that country’s culture. Global advertising themes, on the other side, influence and modify the existing culture of a nation. The present study looks at the potential of using traditional Indian sustainable themes to promote sustainability as a way of life, which can be used to craft advertising messages that contribute to the achievement of sustainable development goals (SDGs).

A content analysis of 395 advertisements displayed on Indian television during primetime has been done. Data have been analyzed using descriptive statistics.

The findings reveal that 4 SDGs (achieve gender equality, ensure affordable and clean energy, ensure good health and well-being and promote industry, innovation and infrastructure) out of a total of 17 SDGs find a place in 395 advertisements. They mostly appear for beauty and personal care products and automotive. Depictions of a frugal lifestyle, natural/green surroundings and women empowerment in advertisements “together” exemplify opportunities to use culture creatively in crafting advertising messages.

As the multinational companies embrace the trends towards globalization in advertising, they can also extend the traditional cultural values and lifestyle from a country like India, which tremendously and conspicuously contribute to sustainability to appeal “differently” to buyers. It would offer an opportunity to synergize the growth outcomes in a thoughtful manner.

This is an original piece of research, as no such study has already been conducted in India (to the best of researchers' knowledge).

The AirAsia India 2017 (AAI) case presents the situation faced by Tony Fernandes, the CEO of the AirAsia group of companies, in 2017, when he had to respond to the changes in aviation policy made by the Ministry of Civil Aviation (MCA). As per the changes, an airline operating in India could start its international operations without having five years of domestic flying experience provided it deployed 20 of its aircraft or 20% of the total capacity, whichever was higher, for domestic operations. The objective of this case is to help discuss issues relating to sustaining late entry and exploring new growth opportunities in the context of regulatory changes.

Globally, corporate social responsibility (CSR) has been a voluntary practice, but faced serious limitations in its institutionalization. Resultantly, India, through the Companies Act, 2013, mandates corporates to change voluntary and ad hoc CSR practices into strategic and systematic projects. This paper aims to explore the changes brought in CSR practices by corporates under the influence of CSR law. The goal is to fill the literature gap on qualitative changes brought in CSR practices by the mandate.

This qualitative study used purposive sampling and conducted in-depth interviews of corporate officials, nongovernmental organization (NGO) officials and academicians. The findings are discussed with the theoretical framework of institutional isomorphism.

This paper presents changes in CSR practices in six themes: ad hoc to project-mode program designing and planning, stricter due diligence of NGOs, multi-stakeholder implementation of impact-driven projects, strict monitoring mechanisms, higher funding and rigorous reporting. These changes contribute to an understanding of the shift from voluntary to mandatory CSR in India, institutionalized through a mix of normative, coercive and mimetic pressures.

Indian corporates can adopt the systematic practices in their CSR programmatic cycle, as presented in this study. NGOs would gain insights into newer requirements of corporates to design effective collaborations. Future studies can be conducted to describe the extent of institutionalization of CSR practices in India.

This paper creates knowledge for multiple stakeholders of CSR in India and other developing countries by presenting changes brought in CSR practices by a legal mandate in comparison to voluntary CSR.