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The purpose of this paper is to empirically examine the impact of supply chain risks (SCRs) and demand management strategies (DMSs) on the company performance in order to study the use of DMSs in delivering improved results even in the presence of SCRs. The SCRs considered under the study are as follows: demand variability, constrained capacity and quality of services delivery, and competitive performance, customer satisfaction and financial performance are the measures considered for company performance.

This study is based on a survey of 439 businesses in India representing 10 groups of services industries (information technology/IT enabled services, business process outsourcing, IT infrastructure, logistics/transportation, healthcare, hospitality, personal services, consulting, education and training, consumer products and retail), using structural equation modeling (SEM) methods.

The findings reveal that presence of demand variability risk has significant influence upon the use of demand planning and forecasting, controlling customer arrival during peaks and shifting demand to future. Mismatch of capacity against demand (unused capacity) leads to the use of techniques to influence business during lean periods, thereby resulting in enhanced supply chain (SC) and financial performance. Controlling customer arrival during peaks to shift the demand to lean periods leads to enhanced financial performance. Presence of delivery quality risk does not significantly influence the use of DMS. Also, short-term use of customer and business handling techniques does not exert significant influence on company performance.

The study has limitations as follows: (1) respondents are primarily from India while representing global organizations, (2) process/service redesign to relieve capacity as a DMS is not considered and (3) discussion on capacity management strategies (CMSs) is also excluded.

SC managers can be resourceful in shifting the peak demand to future with the application of techniques to control customer arrival during peaks. The managers can also help enhance business by influencing business through offers, incentives and promotions during lean periods to use available capacity and improve company performance.

This study is one of the first empirical works to explore how presence of SCRs influences the use of DMS and impacts the three types of company performance. The study expands current research on demand management options (DMOs) by linking three dimensions of company performance based on the data collected from ten different groups of service industry.

Students will learn technology strategies specific to airports. Students will understand the reason for the success of Bengaluru International Airport. Students will learn to apply management models in airport settings. Students will improve their understanding of airport business, airport-related technologies, specifically in the Indian settings.

DigiYatra is a revolutionary initiative by the Government of India to digitalize all the airports in India, making your face your boarding pass. Bengaluru International Airport Limited (BIAL) is at the forefront of this initiative. As one of the early public–private partnership airports, BIAL has seen many challenges over time but could succeed in all its endeavour. The case discusses the journey of DigiYatra, which BIAL has taken through the eyes of the Chairman, Hari Marar. The case goes through several layers like initial planning, creating the team, implementation challenges, technology strategy adopted and how they tackled Covid lockdown challenges to complete the project's initial phase.

Post graduate students.

Teaching notes are available for educators only.

CSS 11: Strategy.

Subject areas are strategic management and marketing management.

This case can be used in strategic management and marketing management courses for MBA students.

This case discusses the future of petroleum business at Reliance Industries Limited (RIL) – whether to stay or exit. This scenario took place between 2001 and 2008. The volatility in the external environment was beyond their control. Or was it so? This case encapsulates the characteristics of innovative strategy formulation, leading to successful differentiation in a regulated and commoditized industry. This case portrays two significant aspects of business strategy by RIL. First is to comprehend the pioneering strategies formulation and implementation by RIL in the petroleum retailing business. Second is the severe impact of external forces on the company’s current and future prospects and what contingency plans could have been made.

This study enables to understand how innovative and differentiation strategies can be successfully applied in a commoditized business; to comprehend the effective application of forward integration and brand extension in a complex, scale-driven industry; and to understand the implication of external threats severely disrupting a growing business.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 11: Strategy

This case study aims to provide a focused and specific understanding of the growth challenges faced by Bangalore International Airport Limited (BIAL) in its revenue streams, the strategies used to overcome them by adopting environmental, social and governance (ESG) framework and set global standards with universal norms and make BIAL a world-class airport by applying value, rarity, imitability and organization (VRIO) framework.

BIAL developed and has been operating the Kempegowda International Airport near Bengaluru in India since 2008. This city is the capital of Karnataka in India and a startup of new businesses and information technology hub. The COVID-19 pandemic had profoundly impacted aviation industry including BIAL, resulting in a significant decline in both passenger traffic and cargo handling resulting in weak profitability.

Mr Anant Sharma as chief strategist officer of the company was assigned to formulate strategies for various challenges that BIAL is facing in terms of the pending expiry of a concession agreement, decreasing non-aero revenues and making appropriate strategies to help BIAL not only to grow but also be sustainable in future.

This case study offers opportunities to students to delve into making strategic choices with developing an ESG business impact for sustainability, exploring factors which are affecting the future of airports which are followed internationally and finding key pillars for airport business to grow in its business portfolios. The case study also investigates into how BIAL would be able to accommodate demand in the next 30 years and provide readers the directions to innovate new strategies using VRIO framework to help airport to grow in right direction and become world-class airport.

This case study is suitable for basic courses in strategic management in emerging market both at postgraduate level and undergraduate level. In addition, it can be used in corporate training programs for aviation industry professionals.

Teaching notes are available for educators only.

CSS 11: Strategy.