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Services Marketing: People Technology Strategy (Eighth Edition) By Pearson, Authored by Wirtz Jochen, Lovelock Christopher, Chatterjee Jayanta, 2017; Service-Marketing: Text and Cases (Second Edition) By Pearson, Authored by Harsh Verma, 2011.

Students will gain an understanding of business models, which has a positive impact on the environment.

This case study intends to help learners understand the concept of segmentation, targeting and positioning (STP) in the case of services. The idea of services is different from that of a product as in services; intangible elements dominate the value creation. By exploring the practical scenarios faced by the protagonist, in this case, readers would enhance their problem-solving abilities in similar situations.

Prerna is the founder of Ecoplore, an aggregator cum booking platform for eco-hotels. It onboards hotels only if they are made up of vernacular architecture and maintains at least 33% of greenery on its premises. Listed properties also harvested rainwater, used renewable source of energy, used sustainable options instead of single use plastic, composted organic waste. Most of these properties grow vegetables, fruits and herbs, and the visitors enjoy homemade organic meals. Ecoplore is the only aggregator platform to visit and verify these eco-hotels directly. Ecoplore is an early-stage startup; all customer queries were handled by Prerna, on-call or through a chat box. It included interacting with prospective clients, understanding their requirements, suggesting the most suited options and booking the eco-hotels. Prerna had to spend most of the time interacting with clients. Over time, she comprehended that only a few prospective clients became Ecoplore’s customers, and the conversion rate was low of owing to various reasons like ticket size, clients' age and psychology.

For students: This case is aptly designed for marketing students pursuing Bachelor’s in Business Administration and Master of Business Administration courses to understand and apply STP theory and service marketing concepts.

CCS 3: Entrepreneurship.

The article aims to identify the possibility of contextual shift in traditional notions of e‐government service environment. The authors propose the existence of a new institutional entity as core service providers in addition to the government (G) and citizens (C) in the existing G2C e‐government service environments. Considering the nature of actors involved, the authors position the new e‐government environment under “credence based” service setting that emphasizes user's perspective. The work expands the scope of e‐government to accommodate a much broader range of similar services.

Scenario study has been chosen to understand the proposed contextual shift in traditional e‐government service setting. Study of one of the e‐government practices – “e‐counseling in India” – has been illustrated to advocate the authors' viewpoint. The data is collected from authorized government websites in India that offer e‐counseling services. In addition, 15 in‐depth interviews were also performed with government officials and users to have a deeper understanding about the new service setting.

The study has revealed and defended the authors' proposition on “contextual shift” and validated the existence of “credence based” setting in e‐government service environments. Moreover, it provides preliminary insights about why and how information quality can be a critical element for the aforesaid setting.

Identification of “credence based” e‐government service environments may require a different design strategy for structures, policies, systems, and services to fulfil the user expectations.

Attention is given to developing credence based context for G2C e‐government environments. This “contextual shift” identified in this paper contributes to the existing stream of research that emphasizes user's perspective in e‐government services.

This paper aims to understand the emerging state of online counseling practices in India, highlight the benefits of process transition and explore potential research issues in this domain. Changing demands of labor market and growing availability of wide range of education and training options in the higher/technical education sector underscore the need of counseling services for an individual’s career guidance requirements. “Online counseling” in this context, as an e-government intervention, is expected to meet this requirement by extending support to individuals’ decision-making process and optimally match their interest with appropriate kind of education.

The authors have highlighted some key contributions from the literature to build theoretical insight about contextual factors of counseling, and presented a detailed case analysis of online counseling practices in one of the states of India.

With a critical perspective, it is noticed that design of online counseling services in India has largely been developed from the requirements of service provider’s to support the conventional set of practices, with less attention given to students’ decision support. More research is required in the direction of service gap analysis, information quality issues and more interactive website functionalities from user’s viewpoint.

Aligning the objectives of online counseling services with the relevant theories of career guidance should essentially be considered by the government/online counseling managers. Furthermore, managers must understand the importance of information quality and self-help tools for online information accessibility to facilitate student’s decision-making process.

The article reports a research scenario/case of a unique service of its kind under the education sector in India which is weighted high on both the dimensions – technical/operational elements, because of multiple stakeholders’ involvement, and informational service elements, as viewed through e-government service maturity research lens.

The purpose of this paper is to acknowledge the potential complexities in conventional notions of e-government service environments, which have earlier been conceptualized as a two party interaction system where the government is the service provider and other entities such as businesses, citizens, etc. are the service recipients. In this regard, the authors extend their attention to a core service context and identify the existence of “credence-based” service setting that may involve more than two parties such as government, citizens, and third-party institutions (TPIs).

An in-depth literature review is performed to build a conceptual foundation for the proposed service environment. A case of an Indian context is exemplified to understand the credence-based service setting and advocate the suitability of broader dimensions of service quality assessment, and propose a preliminary model of service quality assessment in the given context. The case study approach is adopted for gathering and analyzing the data. The data are collected from government web sites, semi-structured interviews with government officials, and students.

The paper finds that the existence of TPIs changes the nature of normal government to citizen (G2C) service interaction. Service quality conceptualization for this particular kind of e-government setting is bi-dimensional in nature which involves two separate but interdependent constructs quality of information, and quality of service Interaction that collectively contributes to service quality and empowerment of the recipients.

The present work attempts to differentiate the service context of credence-based e-government setting with the traditional conceptualizations of e-government service environments.

The authors study the effect of access to smartphones on the socio-economic well-being in the case of rural base of the pyramid (BoP) women. While smartphone access may have its benefits, the paper suggests augmenting access with a sociotechnical intermediary (STI) that facilitates training and online community building to enhance the well-being outcomes.

The authors conducted a survey from three groups of women from rural West Bengal (India) – (1) who do not own smartphones, (2) who have their own smartphones and (3) who receive smartphones and STI support (over two years). The authors evaluate the effect of access to smartphones and STI support on social well-being (including structural social capital and empowerment) and economic well-being (including entrepreneurial intent and subjective economic well-being).

The analysis results suggest a high relationship between smartphone ownership and higher structural social capital, empowerment (in terms of freedom of movement) and entrepreneurial intent. The authors further find these effects to be enhanced amongst women who received smartphones and support from STI.

The authors attribute this enhanced well-being amongst women with smartphones and STI support to peer-learning and cultivation of virtual role models facilitated by the STI through creation of intra-community online groups. The results have significant policy implications for socio-economic well-being of rural BoP women.

Entrepreneurship.

The case can be used to teach behavioural perspective of the entrepreneurship theory for the students of Master of Business Administration (MBA) level. The case may be equally important to teach the marketing and operational context to discuss the perspectives of small- and medium-sized enterprises (SMEs).

A young Indian professional had left his lucrative job in the pharma industry to start his own business of a small training centre that trained and placed young graduates with various pharmaceutical companies as medical sales representatives (MSRs). Without borrowing anything from the financial institutions, he plunged into the business in a rented room of a school in Kolkata, India. With every sincerity and path-breaking strategy, his vocational centre, named Carreograph Institute of Management Studies (CIMS) became number one in eastern India in training and placing MSRs and managers. With a number of hand-picked professionals from the industry, this young entrepreneur changed the concept of training by introducing short-term courses like Diploma in Pharmaceutical Management to technically prepare pharmacy undergraduates with professional skills and industry overview, Post Graduate Diploma in Pharmaceutical Management to cater to the contemporary management needs of the pharma industry. For the first time in India, Carreograph launched MBA in Pharmaceutical Management in the distance learning mode, and this strategy revolutionised the concept of management teaching in India. With a huge success in MBA, Carreograph was on the verge of launching another path-breaking course, i.e. Bachelor of Business Administration (BBA) in pharma in the distance learning mode.

To analyse Tamal Chatterjee's entrepreneurial characteristics, motivations and expertise in the field and how these parameters support his proposed new venture, to consider the effectiveness of his entrepreneurial methods for finding out more about the proposed business area in which he is interested and to evaluate his idea of newly developed MBA and BBA programmes in terms of its expected acceptance among the student communities and consider if and when he should go ahead with expanding his current venture.

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The widespread use of information and communication technologies (ICTs) has had a significant effect on various groups and communities of people including micro, small and medium enterprises (MSMEs) and their owners/managers. The current study aims to analyze recent literature regarding adoption of ICTs by MSMEs. Further, it tries to locate gender within this broader context of diffusion of ICTs among MSMEs.

Using the thematic analysis approach, the research articles pertaining to six leading journals on ICTs, gender and entrepreneurship published during the time period from 2011 to 2019 are reviewed.

The literature selected for the study has been discussed under two primary categories, viz. “adoption of information and communication technologies for development (ICT4D) for business purposes” and “insights on gender in ICT4D use by MSMEs.”

The context-dependent nature of ICT use can enable future entrepreneurs to assess the scope of specific ICTs in given areas of operation. The gendered nature of ICTs helps to evaluate as well as question the empowerment potential of ICTs. The study emphasizes the need to account for historical specificities and transnational linkages in understanding access, adoption and use of ICT4D by women MSME entrepreneurs.

The study bridges together literature on ICT4D use by MSMEs and the role of gender in ICT-mediated entrepreneurial environments. While unraveling the interplay of power dynamics in such environments, the scope for future research in terms of tapping into the content of information exchanges and exploring the implications of “dark side of internet” for women MSME entrepreneurs is also indicated.

Before the September–October 2008 Financial Crisis, investment banks were hooked on debt. In 2007, a year before its failure, Lehman Brothers held equity just 3.3% of its balance sheet (that is, its debt/equity ratio well exceeded 29); virtually all the rest was financed by borrowing. Leverage is an elixir that makes profits soar when times are good but magnifies losses when the economy sours. Currently in India, several companies have seen their balance sheet out of shape because of overleverage, but banks continue to be benevolent, often forced by political interventions (see Cases 6.1 and 6.2). Most of these business groups are nearly dead, with their equity almost wiped out. There is little chance they will survive but for their banker’s largesse. Ever-greening of loans is keeping them alive, but what could be the end game? For instance, just a year before economic liberalization in India, few enterprising men invested in the steel business. They borrowed monies from the banks and banks continued to finance their operations, and now they are realizing that the promoters cannot meet with their debt obligations. The banks, however, did not want to accept financial loss and hence commonly agreed to ease the payment obligations so that the loans remained good and not degenerate to NPAs. This is tantamount to refinancing to service your loans. But now the banks overwhelmed with accumulated NPAs are trying to sell debt. How do you legally, ethically, morally, and spiritually (LEMS) justify share-market concentration in the hands of very few promoter investors? What are their long-run unintended economic, legal, ethical, and moral consequences, and why? This chapter studies this market turbulence and the role of bankruptcy laws and court systems in bringing about some change in the debt-overleveraged corporations.