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The authors observe the impact of certain aspects of globalization on the work-family interface in India. Specifically, the purpose of this paper is to investigate the impact of life in Tier 1 (more globalized) vs Tier 2 (less globalized) cities, family/work collectivism and gender on work-family conflict (WFC) – both work interfering with family (WIF) conflict as well as family interfering with work (FIW) conflict.

The study surveyed 628 young employees on cultural values of collectivism and WFC.

Results suggest a main effect of tier in which Tier 1 city individuals experience more of both forms of WFC than Tier 2 city individuals. However, two- and three-way interactions between family/work collectivism and tier greatly moderate the main effect. Interactions indicate that family collectivism decreased WIF more for Tier 1 as compared to Tier 2 cities and work collectivism decreased FIW more for Tier 2 as compared to Tier 1 cities. The results suggest that high family collectivism creates high conflict for those who are low on work collectivism and high family collectivism creates low conflict for those who are high on work collectivism.

The paper provides great insight into globalization and WFC within the context of cultural values. The paper calls for further studies on globalization, work life enrichment and cultural values.

The results build a case for more paid and organizationally supported interventions for work-life balance in India.

Large scale institutional changes, such as globalization, call for a reexamination of cultural dynamics. This study heeds the call and examines WFC in the context of rapid economic and social transformation occurring in India by bridging globalization, cultural change and WIF/FIW.

To understand how certain cultural dynamics play out in the case, the main attributes of Hofstede and Meyer’s work are first highlight. While Hofstede focuses on national culture, Meyer’s uses culture as a tool by which to gauge behavior within organizations, teams and individuals. Below the main elements of their work are highlighted. Hofstede’s cultural dimensions are detailed in IM Exhibit 1. Note there are six dimensions on a scale of 0–100. The higher the number, the higher that element of that dimension. For example, the individualism score for the USA is 91, whereas China’s score is 20, suggesting that Americans are much more individualistic, whereas the Chinese are much more collectivist. Students can find where the USA, France and China, the three countries discussed in the case, stand at the Hofstede’s website noted below. For reference, these are also noted in IM Exhibit 2.

All of the information in the case was gathered using publicly available secondary sources (i.e. news articles, annual reports and executive/employee interviews). All sources are cited at the end of the Case/IM.

On April 12, 2022, LVMH Moet Hennessy Louis Vuitton (LVMH), the global leader in the personal luxury goods, released first quarter earnings for 2022, highlighting their latest acquisition, the New York City-based Tiffany & Co (Tiffany). Tiffany had performed well due to growth in demand in the USA following two difficult years because of the global COVID-19 pandemic. This underscored the fact that Tiffany was still largely dependent on the US market, which was a cause for concern for CEO, Anthony Ledru, who was brought in by the parent LVMH to elevate Tiffany and exploit the high growth market for personal luxury goods in China and other parts of Asia-Pacific. LVMH’s acquisition of Tiffany had been completed on January 7, 2021, and LVMH was expecting the turnaround of the largely US-centric Tiffany to show results by shifting focus to higher-end and more iconic jewelry lines and greater expansion in China. Nonetheless, Ledru’s ability to address the China market for Tiffany was constrained by culture clashes between the company’s French owners and management team and its large cadre of US-based employees. Employees chaffed at what they felt was a rigid and autocratic management style and at the company’s insistence on limits to a work-from-home policy that was instituted in early 2020 because of the pandemic. Ledru and his top management team had to quickly overcome the internal clashes and employee issues to make significant inroads in the China market.

This case is appropriate for undergraduate and MBA courses addressing dynamics of global business, strategy and culture, such as cross-cultural management, international business, global strategy and organizational behavior. At both levels, its is found that the case will be valuable in generating a lively discussion on organizational and strategic challenges grounded in often lesser discussed issues around cultural fit. In most courses, the case should be positioned toward the end, mainly because it examines both cultural challenges (French ownership of a quintessentially American company) and strategic initiatives (how to grow the brand itself along with geographic expansion, i.e. China), assuming that the module has covered one or the other/or both at different points in the course.

The main objective of this marketing strategy case is to understand why and how a firm should evaluate and rework its own business to stay competitive and aligned with external market forces.

Technical Solutions Group (TSG), was the India-based technical support division of Quatrro Global Services and focused on providing support to customers of large Original Equipment Manufacturers (OEMs) and software developers around the globe. Because of the increased competition and structural changes at the customer end, the business was facing flattened revenue growth and a drop in margins. TSG had to make strategic decisions on how to continue the business, either within the current paradigm of being a business to business business or transforming into a business to consumer business leveraging digital technology.

This case can be used in an undergraduate (upper level) or graduate-level course on marketing strategy, digital strategy or strategic management.

Teaching Notes are available for educators only.

CSS 11: Strategy.

The learning outcomes of this paper are to understand the supply side of the Business Process Outsourcing (BPO) model and how a firm can develop and capture a new market using Blue Ocean Strategy principles; understand how to use the four actions framework and eliminate/reduce/raise/create (ERRC) grid to develop a Blue Ocean market; evaluate three strategic alternatives available to a firm along with the benefits and challenges of each; map out the current strategy to inform possible future strategies and envision how one can use the BMC to re-invent the execution strategies of a disruptor; and discuss the opportunities for growth and the challenges therein in a dynamic global business environment.

Sri Rao, President of Market Development and Strategy of Quatrro Business Support Services (Quatrro), a BPO firm, weaved through the bustling streets of Gurgaon, India, to get to work early on a blistering summer day. It was the beginning of the new 2017 fiscal year and there was a sense of anticipation and uncertainty in the office to which he was headed. Quatrro offered outsourced finance, accounting and payroll solutions to small and medium-sized enterprises across the world, but mainly the USA. Arriving at his desk, Rao gazed out the window and reflected on Quatrro’s journey so far, the ups and the downs and the strategy for moving forward. Growth had been moderate with small deals. Local and regional Certified Public Accountant firms continued to provide stiff competition and the cost of acquiring new clients was high. There was a need to rethink Quatrro target markets and business development strategy. Quatrro’s annual board meeting was coming up in three weeks and Rao wanted to present a credible plan to accelerate Quatrro’s growth. He was worried that if the plan was not accepted by the board, any further investments in the business would be challenging and could even lead to the board directing Quatrro to divest. He believed they had run out of patience with a business that had a lot of potential but was not growing. He had one last opportunity to get Quatrro’s strategy right before his planned departure from the company in just a year’s time. Rao waited for his team to discuss their recommendations based on a presentation he had made to them two days ago.

Undergrad/MBAs. While most growth strategy cases focus on firms seeking to outsource services for efficiency and concentrate on value added to the core functions and competences, this case centers on the supply side and examines the BPO firm itself. It focuses on the technology service industry (as opposed to product/manufacturing), which while growing and significant is not often written about in cases, and finally, the case integrates an understanding of the Blue Ocean Strategy along with the Business Model Canvas allowing students to envision how one can use the BMC to re-invent a business strategy. It does so with a traditional Ansoff Matrix as the backdrop.

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.

The purpose of this paper is to examine the impact of economic globalization on work and family collectivism for young middle class Indians.

The study surveys more than 1,000 individuals living in globalized and lesser‐globalized cities in India. The data are analyzed using factor analysis, independent sample t‐tests and multiple regressions.

Results suggest that in an increasingly globalizing India, young Indians will strive to preserve traditional values of collectivity when it comes to family, but will loosen their reins on work‐place collectivism.

This paper is limited to examining the educated middle class in India as they are at the forefront of globalization. The intention of the study is not to assess national culture as a whole, but to predict cultural shifts in India.

The results provide critical insight as to how values are changing in a nation that promises to be a prominent feature on the global economic map in this century. Such insight is not only useful to scholars who wish to predict behavior within firms and organizations, but also to policy makers, entrepreneurs and businesses, as it informs them of impending infrastructure needs which must be met via public, private, and/or public‐private ventures.

Recently, there has been a vital recognition that large‐scale intuitional changes, such as globalization, call for a reexamination of not only values worldwide, but also their changing dynamics. This paper heeds the call for understanding the onset of value changes in India as a result of its rapid economic and social transformation.

The different perspectives of diversity have until recently ignored emotional diversity primarily because emotions were discounted as “irrational.” To highlight the need for a broader integrative view of emotions in the workplace, the question addressed in the study was whether inclusive leadership helped emotionally reactive employees improve their performance and whether these employees displayed potential leadership qualities for future roles.

The study was qualitative. This cross-sectional study applied qualitative methods to gather the required information. Sixteen business heads across different sectors in India were purposively chosen for in-depth interviews with respondents. The interviews were semi-structured. The approach of theoretical sampling was adopted. From the initial set of questions, the next set of questions was evolved and the itineration was continued until saturation was achieved.

The results showed that mentoring and empowerment helped emotionally reactive employees improve their performance. On the question of their potential leadership role, the results were mixed.

The follower (protégé) perception, if also taken, can validate whether the person-centered style helped in the performance improvement of the followers. The responses of the leaders were based on their memory and no reports were checked from their office records to corroborate the same.

Researchers have argued that worker behavior and productivity are directly affected by employee affect and emotional states. The study contributes significantly to creating emotionally inclusive workplaces.

The study is focused on the role of diversity of emotions in the workplace impacting productivity. Emotions are vital and affect the workplace significantly. The study focused on what organizations could do to handle emotionally reactive employees at work. The study showed that inclusive leadership through mentoring and empowerment helped in assimilating difficult employees into the mainstream work.

This case provides detailed information about digital technologies and business practices that may help offline retailers catch up with the trend of new retail. After studying the case and working on the assignment questions, students will be able to:▪ Understand new features of smart cash registers, including facial-recognition payment, purchase-sales-inventory management, customer profile and store management, which all are important for the long-term development of the retail business in the age of “new retail”.▪ Identify opportunities, practices and impacts of digital technologies, such as big data and artificial intelligence, on contemporary retail businesses.▪ Identify problems of traditional retail and suggest solutions by applying the concepts and tools learned above.▪ Apply digital marketing approaches and tools (e.g., social media, livestreaming and online word-of-mouth) to design marketing campaigns; students should include basic elements such as the 6Ms for effective marketing communications (market, mission, message, media, money and measure).

This case describes difficult situations facing Leo Shoudong Pan, the founder and CEO of Yun Dong Jia Technologies Co Ltd (YDJ), in marketing communications. With a motto of “Making it easy to open stores anywhere”, YDJ develops and sells smart cash registers, which provide a self-developed operating system and cloud computing services. Pan targets small and micro retailers, who are technology laggards when digital transitions had swept the world. His goal is to build a network of 100,000 pieces of smart cash registers across China, but he has only sold 8,000 pieces since he founded YDJ in 2016. He must make a breakthrough in the business. To drive leads and sales, he feels the urgency of conducting effective marketing communications with target customers and enhance their understanding on the value that YDJ creates for them. Monetary incentives are tangible but not yet fully demonstrated YDJ’s value. With the traditional retail approach, brick-and-mortar stores, especially those small-scaled ones, are not able to meet the market change; instead, they must adopt digital techniques to catch up with the trend of new retail, which is necessary for a long-term business development rather than just a temporary measure during the Covid-19 pandemic. Pan must craft more compelling messages. What customer value should be chosen as incentives to motivate the target market? How to conduct effective marketing communications correspondingly?

Senior undergraduate; Postgraduate; MBA; EMBA.

Teaching notes are available for educators only.

CSS 8: Marketing.

The Indian diet is rich in all the essential nutrients required for the well-being of human life. Probiotics have always been part of our traditional diet but microbiota of traditional fermented foods has not been explored. This study aims to analyse various traditional Indian fermented products for their probiotic nature.

Fermented indigenous products such as kanji, vegetable pickles and curd were prepared under controlled conditions and stored at ambient temperatures for shelf life studies. During the shelf life study, pH, titratable acidity and Lactic acid bacteria (LAB) count were estimated.

LAB counts ranged between 106 and 108 cfu/g in all the products, reflective of the probiotic nature of the products. Growth was observed even at low pH of 2.77 in product such as lemon chilli and ginger pickle. The 16S RNA-based sequencing technique was used for the identification of probiotic organisms present in the product. Enterococcus lactis, enterococcus durans, bacillus subtilis and lactobacillus plantarum were detected in the products.

These observations emphasise the need to undertake in-depth analysis of the viability of LAB in these fermented Indian foods for improving their nutritional properties. A need exists to explore and popularise more indigenous fermented products as probiotics.

India has a very rich and diverse food culture which differs from one region to other. This is because of difference in climatic conditions which has led to variety of food products. There are many products prepared locally and are not studied scientifically. This study aimed to explore these products for the presence of LAB which could have a probiotic potential.