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In present context of globalization, maintenance of production systems is very important. Many of the organizations are facing a lot of problems in maintenance management. Therefore the purpose of this paper is to identify the main barriers in maintenance management and to rank them for effective maintenance strategies.

To rank the main barriers in maintenance management, technique for order preference by similarity to ideal solution is used. For giving score to different factors a team of three experts was made. All experts were having more than ten years of experience in area of maintenance management.

Lack of top management support, lack of measurement of overall equipment effectiveness (OEE) and lack of strategic planning and implementation have emerged as top three barriers in implementation of maintenance systems in industries.

Findings imply that for successful maintenance, top management should be very supportive for taking different initiatives, training programmes, etc. Organizations should try to improve overall performance of machines known as OEE rather than only machines productivity.

These findings will be highly useful for professionals from manufacturing sector in implementing effective maintenance management system.

After completion of the case study, the students will be able to assess Paytm’s share buyback in the context of conventional practices, especially for loss-making firms, analyze the influence of initial public offering (IPO) performance on market sentiments and the role of subsequent events in shaping investor confidence, explore the regulatory framework for share buybacks in India and its impact on Paytm’s decision, scrutinize Paytm’s post-IPO financials and evaluate the board’s rationale for the share buyback and examine the factors influencing Paytm shareholders’ decisions amid the buyback, considering market conditions and the company’s outlook.

This case study discusses the unorthodox choice made by Paytm, a leading Indian digital payments and financial services provider, to begin a share repurchase program just one year after its substantial IPO. Paytm encountered difficulties as its stock price experienced a sharp decline of 74% following the IPO, which raised concerns among shareholders and elicited mistrust from analysts. This case study explores the reasoning for the buyback, the legislative framework of share buybacks in India and the diverse viewpoints of analysts regarding the company’s financial strategy. This case study provides not only ample opportunity to discuss ethical issues around managers’ corporate actions but also brings investors a dilemma.

This case study is suited to Master of Business Administration/Master of Science/Bachelor of Business Administration/Bachelor of Science.

Teaching notes are available for educators only.

CSS 1: Accounting and Finance.

The study attempts to investigate the role of social media in spreading awareness regarding ayurvedic immunity boosters (AIB) and changes in diet. Further, the study examines the factors affecting the willingness to pay for ayurvedic immunity boosters (WPIB) during the pandemic and new normal situation with the moderating effect of the “fear of COVID-19 infection.”

The data were collected from millennials in two phases, i.e. the first phase (1 July–August 2021) with 300 respondents and a second phase with (June–August 2022) 257 respondents. An online questionnaire was shared with millennials using the snowball sampling technique. Descriptive statistics with SPSS and SmartPLS 4.0 software were applied to analyze the data.

The results found a variation in AIB content sharing on social media during 2021 and 2022. Results found that respondents reported significant changes in their lifestyle and diet, like consuming honey, khada, tulsi tea, etc. In 2021, health consciousness and trust significantly affected WPIB, whereas in 2022, only health consciousness was substantially affected. Fear of COVID-19 infection moderates the relationship between health consciousness, perceived fear and willingness to pay for ayurvedic products, whereas the effect on consumer preference and trust remains insignificant.

Results could help ayurvedic product manufacturing companies understand the consumers' mindset and the factors that stimulate consumers to buy these immunity boosters. Ayurvedic advertisers should design unambiguous messages that focus on health consciousness and have trustable components to encourage consumers to adopt a healthy lifestyle.

This is one of its kinds of studies that presents the contrasts of how the COVID-19 crisis has significantly changed individuals' dietary intake and affected lifestyle patterns.

The main purpose of this paper is to analyze the current state of a bonnet-manufacturing industry and to optimize the process by designing a future state map using simulation approach.

The case study approach has been proposed to highlight the applicability of value stream mapping (VSM) in an Indian bonnet manufacturing organization. The methodology used relies on formulation of VSM being the main tool used to identify the opportunities for classifying and eliminating bottlenecks with the help of various lean techniques. A contrast of present and past scenarios is highlighted to underscore the importance of using VSM with ARENA simulation.

Application of the proposed simulation approach has helped the organization reduce the cycle time significantly by 30 per cent over the entire production time. The average number of work-in-progress pieces has also decreased by about ten. In addition, enhancements have been seen with respect to ecological parameters, e.g. carbon footprint has been reduced to 83.7 percent across the process.

The proposed approach of using a simulation-based VSM helps in reducing the time involved in traditional VSM method. This approach is also easy to implement at any organizational level.

It is believed that this paper will aid not just industrialists but also academic professionals to appreciate the role of simulation using ARENA in helping them understand how to attack the various problems faced by industries. The results of the study indicate that by applying this methodology, there will be a reduction not only in cost but also in environmental impacts.

The paper incorporates a real case study, which shows application of VSM for implementing lean principles in a bonnet-manufacturing industry. Break-even analysis presented fills the gap which previous literatures have been missing.

This research investigates the barriers for Complementary and Alternative Medicine (CAM) adoption among the patients in India. Despite the established role of CAM in the Indian healthcare system for several years, the WHO (WHO) reports limited adoption of these therapies among Indian patients. This study investigates the key barriers toward wider CAM use within the Indian context.

This study used a combined interpretive structural modeling (ISM)-MICMAC approach to identify barriers to CAM usage. In the first phase, a comprehensive literature review was conducted to understand the barriers. Subsequently, experts in the Indian healthcare system were identified and interviewed to capture the contextual intricacies of these barriers within the Indian context.

The study identified ten key barriers to CAM adoption through ISM. A hierarchical model was developed to understand the relationships and interactions among these barriers, revealing their linkages. A MICMAC chart was created to determine the driving and dependent power of the barriers, categorizing them as dependent barriers, linkage barriers or independent barriers. The House of CAM framework was then derived from the ISM-MICMAC analysis, providing a structured, sequential approach for CAM adoption.

The awareness of the potential benefits and usage of CAM is significantly low among Indian patients. There is a pressing need to investigate and systematically conceptualize the barriers to CAM adoption. This research provides valuable insights for policymakers, insurers, practitioners of alternative and complementary medicine, multi-specialty hospitals offering CAM services and regulatory bodies. Understanding these barriers will enable these stakeholders to develop and implement strategies that effectively address these issues.

This research makes substantial contributions to the understanding of barriers to the adoption of CAM. Through a comprehensive investigation, the study introduces the House of CAM framework developed using ISM-MICMAC analysis, providing a strategic approach for targeted intervention against identified barriers.

This case study will allow students to critically analyse and develop entry strategies into untapped foreign markets. The case study was designed to introduce students to identifying and analysing information related to target markets for expansions in international business.

The main objectives of this case are to evaluate and make the “Go Global” decision for the company; to take a position on entry timing for a company for entering an overseas market; to select a country for entry based on cultural, administrative, geographic and economic analysis and other relevant factors; and to evaluate a firm’s readiness for exports.

This case study on Satya Pharmaceuticals presents a typical dilemma faced by small and medium enterprises (SMEs) in emerging markets such as India while exploring the untapped overseas markets to expand their business. Satya Pharmaceuticals produced over-the-counter Ayurvedic medicines. With the onset of the COVID-19 pandemic, the consumer preference for Ayurvedic products had increased globally. Home country governments’ emphasis on exports and conducive consumer preferences created an opportune time for such SMEs to explore uncharted markets with a propensity for herbal medicines. Amidst strict regulations regarding safety, efficacy, labelling and packaging norms, along with a subjective understanding of the consumers’ sentiments regarding alternate medicines, SMEs had to select their target market carefully for their products to be successful overseas. This case study presents the basic information that entrepreneurs needed to explore the foreign markets. It revolved around checking firms’ preparedness to explore foreign markets, identifying target markets, timing the entry and entering those markets.

This case is appropriate for graduate-level courses in management that offer subjects such as international business.

Teaching notes are available for educators only.

CSS 5: International business.

This study acclaims the social entrepreneurship based on cow rearing experiential tourism in Himachal Pradesh. This study aims to illustrate the role of indigenous cows in the Indian society, especially in the Northern Mountain regions by taking Kangra district of Himachal Pradesh as an exemplar. This study highlights the relevance of experiential tourism that elucidates on the basis of cow tourism pertaining to health, mental and spiritual rejuvenation. Lastly, the paper is an attempt to integrate social entrepreneurship and cow tourism highlighting the relevance of experiential economy in empowering the local community.

The case study elucidates on the whence of Swadeshi Kamdhenu Gaushala (SKG), an initiative of Mr Rishi Dogra and Mr Rajesh Dogra, their immaculate micro-management and its benefits to the local community. It highlights how SKG is uplifting the socio-economic standards of the local villagers and providing a distinctive learning experience of indigenous knowledge to visitors. This study is qualitative in nature that uses narrative analysis of secondary data to recognise the importance of indigenous Indian cows, and case study analysis of interviews of SKG proprietors to understand the micro-management, production of organic products and community engagement in their social entrepreneurship.

The SKG is not only helping the local community in their livelihood but also creating value and positioning to the place on the tourist map. This study sheds some light on the importance of cow products in sectors such as agriculture, green energy and for human health and nutrition. The study also crystallizes the challenges faced by the cow rearers, at last the paper sorted out the benefits of cow tourism and how it can result in community empowerment and development.

The case study on SKG helps us in understanding the importance of social entrepreneurs in community empowerment and also the intervention of tourism in the sector that can bring new and different vertical to the tourism industry with experiential learning of the tourist, which results in knowledge sharing about the benefits of Indian cows and helps in creating and placing such destinations on tourist maps. This study attempts towards contributing to the existing knowledge, highlighting the benefits of social entrepreneurship and cow tourism for the society in general and local community in particular.

The purpose of this study is to investigate the influence of tourists’ emotional experiences on predicting behavioral intentions via cognitive, affective and overall image in yoga tourism.

This study was conducted using data collected from 398 tourists visiting a yoga tourism destination in India. Confirmatory factor analysis and structural equation modeling were used in analyzing the collected data.

The study confirmed that specific tourists’ emotions act as a predictor of cognitive, affective and overall image. This in turn influenced the behavioral intentions of tourists. The effect of specific emotions on affective image was stronger than on cognitive image in yoga tourism.

The marketing campaign of yoga tourism should highlight the special benefits of yoga to activate, stimulate and influence tourists toward yoga tourism, thereby improving the flow of future tourists. It would also help in better positioning and promoting yoga tourism as a unique and distinct niche tourism market.

This study contributed to the literature by understanding the predictive power of specific emotions on behavioral intentions via, cognitive, affective and overall image in yoga tourism. As far as the authors’ knowledge is concerned, this study is first known attempt to investigate such relationships in tourism literature.

Agriculture innovation systems (AIS) examine the complex socio-technical and institutional aspects affecting sustainable agriculture. However, it is predominantly constrained to the formal sector activities in the high-income countries (HICs). The informal sector actors play a major role in the agricultural sector of low- and middle-income countries (LMICs), such as India, by innovating and disseminating grassroots innovations (GI). This study aims to explore the role of different GI, both by the informal and formal sectors, within an emerging AIS focused on seabuckthorn in Ladakh, India.

This study used a qualitative methodology, using semi-structured interviews and focused group discussions to gather data from the stakeholders involved in seabuckthorn value chain. The data was analysed using the AIS framework’sa priori themes and was validated through data triangulation with secondary sources.

This study reveals the existence of GI, by both the formal and informal sector actors, and their complex interaction within the seabuckthorn value chain. It highlights the importance of co-existence of these GI to make it a sustainable seabuckthorn AIS.

This study offers noteworthy perspectives for governments, policymakers and agricultural practitioners with respect to the assimilation of GI into AIS. These insights could help improve agricultural sustainability and viability, particularly in LMICs where the informal sector plays a significant role.

To the best of the authors’ knowledge, this study is one of the first to explore the role of GI within AIS and opens up research avenues for further inquiry in both LMICs and HICs.

The primary objective of this paper is to identify and analyze factors that influence choice and quality of healthcare of the elderly population in two northern and two southern states in India. The purpose of this paper is to look beyond the obvious factors that influence choice and therefore the quality of healthcare and seek to find whether there are some additional indirect factors that also influence choice and quality of healthcare.

This paper utilizes data from the Longitudinal Aging Study in India pilot project, which was a cross-sectional survey of men and women aged 45 and over focusing on two northern states (Punjab and Rajasthan) and two southern states (Kerala and Karnataka). In this paper the authors carry out a Probit analysis to estimate the factors that influence the elderly’s choice of healthcare.

The authors find that social activity via different types of social interactions outside the home and access to a phone (which is one of the cheapest and most commonly used methods of communication used by people in India) are statistically significant in influencing better quality of healthcare for the elderly. Moreover, gender-segregated results suggest that social activity is particularly important for elderly females. Relative price of healthcare is also an important determinant of the quality of healthcare sought. The authors also find some consistent regional influences on healthcare choices by the elderly.

The main limitation is the data itself which is cross-sectional in nature. However, as further rounds of survey are conducted the authors hope to be able to build on the results of this paper using a longitudinal approach. A second limitation is the lack of variables available for carrying out an instrumental variables analysis. The results imply that elderly males and females are influenced by different things when it comes to healthcare choices. Thus for policy to be effective, the government needs to pursue avenues that would be most likely to succeed.

One of the most important practical implications of this research is the understanding that informal channels of knowledge transmission are important especially for the elderly in India. Traditional methods of knowledge transmission such as education, media, and income are less likely to be effective in a country where majority of the people are illiterate and poor. Social interactions appear to be most effective in influencing healthcare choices of elderly females.

The most obvious social implications of this paper are the importance of social interactions via social activities outside the home and ability for social communication via access to a phone for the elderly population in India to make better healthcare choices and therefore receive better healthcare.

The literature on elderly healthcare is limited when it comes to developing countries. What makes matters worse for India is that up until recently there have been no comprehensive efforts to collect reliable data on the elderly population in India. As a result there is extremely limited availability of policy-relevant research dedicated to issues relating to the older population. Most of the existing literature looks at self-reported health and healthcare status or utilization. This paper would be among the first to address factors influencing quality of healthcare received by the elderly population in India.