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Offshoring involves transferring or sharing management control and/or decision making of a business function to a supplier in a different country, which entails a degree of two‐way information exchange, coordination and trust between the overseas supplier and its client. The purpose of this paper is to understand the current trend of offshoring and identify the risks involved in offshoring. This paper also proposes a risk mitigation strategy to combat offshoring risks.

The research is primarily based on professional literature reviews to identify risks associated with offshoring, which are mainly classified, in structural and operational risks categories. Additional risks are identified in the following areas: transaction, financial, value, socio‐economic, country risks and so forth. This research provides mitigation strategies to minimize or eliminate these risks. A survey of business individuals is used to determine the general perceptions of offshoring and the associated risks. Finally, the mitigation strategy is applied in a real‐life instance to validate its usefulness.

The research indicates that a majority of business professionals have little or no knowledge of methods to mitigate offshoring risk, though the marketplace trend is towards more offshoring in the future. Companies continue to increase the amount of offshoring activities without properly considering the associated risks.

The effects of improper implementation of offshoring activities have led to much publicized product recalls that have harmed firm profits. Managers need to use the developed mitigation strategy or develop their own model to address the risks of offshoring. Continued failure to do so will become evident as product recalls increase and customer satisfaction levels decrease.

This study serves as a framework for the thought process that should occur for successful offshoring activities. Companies that use this framework should tailor it to their individual situations to maximize its efficacy.

Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer perceives the brand as an individual and relates his personality, as well as the personality of the celebrity with that of the brand. It becomes pertinent for marketers to understand how brand-celebrity personality congruence and brand-consumer personality congruence affect the brand reputation, uniqueness and purchase intentions. Thus, the purpose of this study is to understand the relationship between the two personality congruence aspects – brand & celebrity personalities and brand & consumer personalities, and their impact on the reputation of the brand and its uniqueness. Further, the paper aims to examine the impact of the brand reputation and brand uniqueness on purchase intentions.

The present study uses Aaker’s five-factor personality scale to study the personality congruence effects on brand reputation, brand uniqueness and purchase intentions. The literature review was carried out to categorize factors related to celebrity personality, brand personality and consumer personality. The data for this study was collected through questionnaires from 1,235 respondents. In the first step, congruencies between celebrity, brand and consumer personality were determined. This was followed by a two-stage structural equation modelling for assessing the model fit and testing the hypotheses.

From the study results, it is observed that brand-celebrity congruency influences brand reputation and brand uniqueness. However, brand-consumer congruency had an effect only on brand reputation and not on brand uniqueness. Both brand reputation and uniqueness have favourable impact on consumers purchase intentions.

This study contributes to the existing literature on celebrity endorsement by extending the discussion with personality-based congruence. The research deciphered two aspects of identification, i.e. consumer-brand personality congruence and brand-celebrity congruence. The paper hypothesized the favourable association between brand personality and consumer personality congruence and brand uniqueness. However, it was observed that brand personality-consumer personality identification had an insignificant influence on brand uniqueness. This is contrary to the findings of some studies in the literature. Further investigation of this relationship in the future may add a new dimension to the identification context.

Probiotics are known to extend health benefits and therefore may be included during yoghurt manufacture to enhance its prophylactic properties. Different probiotic strains may exhibit diverse biotechnological behaviour in association with yoghurt cultures, therefore interactive behaviour amongst probiotic and yoghurt cultures must be evaluated prior to their commercial application. This paper aims to assess the effect of inclusion of different probiotic cultures on various biotechnological (technological, dietetic and prophylactic) characteristics of yoghurt cultures.

Yoghurt was assessed for technological characteristics based on acidification and flavour production, dietetic characteristics based on proteolytic activity, vitamin synthesis and L (+) lactic acid production and prophylactic characteristics based on β‐galactosidase activity, antibacterial spectrum, viability in product as well as during gastro‐intestinal transit, intestinal colonization, immunomodulation, anti‐carcinogenicity and hypocholesterolemic effect.

Different probiotic cultures exhibited diverse technological, dietetic and prophylactic behaviour in association with yoghurt cultures. Functional properties of traditional yoghurt could be enhanced with the combined introduction of probiotic cultures such as Bifidobacterium bifidum, Bifidobacterium infantis and Lactobacillus acidophilus and the resultant product may be recommended for consumption as a dietary adjunct.

The paper shows that combined introduction of probiotic cultures such as B. bifidum, B. infantis and L. acidophilus, as microbial additives during the manufacture of yoghurt would result in a product with enhanced functional properties.

The purpose of this paper is to enlighten the prophylactic aspect of cultured milk products, which render it suitable for lactose‐intolerant subjects.

The paper outlines the significance of lactase enzyme and the mechanism of lactase digestion. This is followed by a discussion of lactase activities in starter cultures and cultured milk products for lactose‐intolerant participants. Factors affecting lactase activity are described.

Starter cultures possess the enzyme β‐galactosidase, required for lactose hydrolysis and their application led to the development of a number of cultured milk products, which are more easily digestible than milk by lactose‐intolerant individuals. Reasons attributable for better digestion of cultured milk products than milk are reduction in lactose content, increase in microbial lactase enzyme, stimulation of host's mucosal lactase activity and slower transit of cultured milk products as compared to milk.

Consumption of cultured milk products by lactose‐intolerant recipients is suggested.

The purpose of this research is to examine the relationship between employer and employees in a public power sector undertaking through the validation of CODE (compensation, organizational justice, dispute resolution and employee empowerment) and PLE (workforce productivity, employee loyalty and employee engagement) model.

A hypothesized research model was developed and validated by using structural equation modeling (AMOS 20). In total, 303 responses were accumulated by administering a structured questionnaire among the employees of a state-owned power sector.

The results revealed that a harmonious climate of employee relations is prevailing in the public power utility. Additionally, the findings suggest that the CODE and PLE model of employee relations are found to be positive and significant by investigating the impact of compensation, organizational justice, dispute resolution and employee empowerment as the predictors; and workforce productivity, employee loyalty and employee engagement as the critical outcomes of employee relations.

The study recommends some plausible insights for practitioners, decision-makers and policy formulators to develop strategies and policies for nurturing congenial employee relations and also to cultivate a facilitative work environment for generating contented and competent manpower.

Validation of CODE and PLE model of employee relations in the new perspective of power sector undertaking is an epoch-making and novel contribution that offers significant empirical evidence to the extant literature. Moreover, the exploration of employer–employee relations in this context is a unique and innovative effort toward existing research.

Online grocery service (OGS) has significantly grown in recent years, particularly during the Covid-19 pandemic. This surge has attracted significant scholarly attention and resulted in many scientific articles in the last five years. Adopting a bibliometric review approach, this study attempts to comprehensively and systematically analyse the academic literature on OGS.

A Scopus search using pertinent keywords followed by PRISMA screening identified 384 relevant articles. Articles were analysed using VOSviewer and Biblioshiny, which employed citation and thematic analysis.

The study identifies the significantly impactful authors, articles, and journals. While the analysis reveals the evolution across four time-frames, it also highlights the clusters representing the literature strands. Six major themes are identified in the literature, and potential future research enquiries are suggested.

As the first study to include over 350 articles, it comprehensively represents the current state of the OGS literature, utilising performance and thematic analysis techniques. The article contributes significantly to the academic discourse surrounding OGS by synthesising and presenting diverse themes. Further, the future research questions provide a foundation for advancing the literature and guiding future scholarly work in the OGS domain.

This study aims to explore and validate the antecedents of employer branding (EB) and assess their impact on EB measures taken by Indian information technology firms while promoting themselves as an employer of choice.

Through the method of content analysis of the EB literature published between 2010 and 2020, a total of 77 research articles that were published in various eminent sources, including papers 11 papers from Elsevier, 28 from Emerald, 12 from Taylor and Francis, 8 each from Wiley and Sage and finally 10 from Springer, were chosen for the final analysis. The results were confirmed through confirmatory factor analysis using structural equation modelling.

The analysis revealed the significant themes of the content: the primary antecedents of the EB, i.e. compensation and benefits, career opportunities, work–life balance, work environment and corporate social responsibility. The findings proposed that the employees working in the IT firms are more concerned about the compensation package, work–life balance and work environment. The study also suggested that employees love to work for organizations that benefit society and the environment.

The study emphasized the identification of the antecedents which are vital in impacting the organization’s EB strategy. The study suggested that corporate social responsibility, compensation and benefits and work–life balance are a few of the important antecedents that play a crucial role in engaging and retaining the existing talented employees in IT firms. Through the EB strategy, the firms can differentiate themselves from their competitors.

Increased evidence for the health benefits of probiotics for health restoration coupled with the consumer's inclination towards a safe, natural and cost-effective substitute for drugs have led application of probiotics as a pharmaceutical agent and are rapidly moving in clinical usage. In this context, this article attempts to highlight the potential of probiotics as a pharmaceutical agent.

Endeavor has been made to explore the significance of probiotics for the modulation of gut ecology and their action. Potentiality of probiotics for their exploitation as a pharmaceutical agent has also been justified. Limitations of probiotic therapy and the various considerations for probiotic therapy have also been delineated.

Probiotic organisms influence the physiological and pathological process of the host by modifying the intestinal microbiota, thereby affecting human health. Beneficial effects of probiotics as a pharmaceutical agent seem to be strain and dose dependent and more efficacious with their early introduction. Combination of various probiotics proved to be more efficacious than single strain for exhibiting prophylactic activities.

Reviewed literature indicated that it is difficult to generalize for the beneficial effect of all probiotics for all types of diseases as efficacy of probiotics is strain-dependent and dose-dependent and its clinical application needs long-term investigations.

Clinical trials have displayed that probiotics may alleviate certain disorders or diseases in humans especially those related to gastro-intestinal tract.

Ingestion of fermented dairy products containing probiotic cultures may provide health benefits in certain clinical conditions such as antibiotic-associated diarrhoea, rotavirus-associated diarrhoea, inflammatory bowel disease, inflammatory bowel syndrome, allergenic diseases, cancer, Helicobacter pylori infection and lactose-intolerance. Application of probiotics as a pharmaceutical agent is recommended.