Gopal Venkata Vajjhala and K.S. Venu Gopal Rao
Zyne is a mid-sized Delhi-based firm engaged in the home linen business under the company’s brand name. Raman was the Managing Director of Zyne. In 2019, Prashanth the head of the…
Abstract
Case overview/synopsis
Zyne is a mid-sized Delhi-based firm engaged in the home linen business under the company’s brand name. Raman was the Managing Director of Zyne. In 2019, Prashanth the head of the second-best region (West) quit abruptly without grooming a successor. Prashanth’s team consisted of greenhorn executives whom he recruited from colleges. Raman has options of selecting a replacement for Prashanth from within the organization. Two candidates are in the reckoning, namely, Amit and Neha. Amit was 48 years old, a veteran in the business and associated with the Zyne group for over 15 years. He was a top sales performer in the Central region and was interested in relocating to the West. Twenty-seven-year-old Neha was industrious, talented and creative. Within three years of joining Zyne, she had proven herself as a go-getter with remarkable ability to develop strong channel partner relations. Raman had to decide whom to select from among the two or go for an outsider from the industry. Raman has to contend with selection issues related to insider vs an outsider. If one of the internal candidates is chosen how could he motivate the other to continue to perform and deliver? The case focuses on the challenges of recruitment of a Sales Manager (SM) in a small home furnishing business. Use of competency framing to validate the candidates is the high point of the case
Learning objectives
By the end of case discussion participants should be able to understand the following: differentiate skills required in a sales leadership role as compared to that of a sales executive; evaluate the pros and cons of internal promotions versus hiring an outsider; apply the concept of competency framework to evaluate different candidates vying for the same position; and understand how a candidate not selected for the position understands the reasons thereof to enable improvements.
Complexity academic level
Started in 2010, Zyne Furnishings headquartered at Delhi, was in the business of selling home furnishings. Raman, a second-generation entrepreneur was Zyne’s Managing Partner. With help from his father Rajesh Gupta, Raman worked toward expanding Zyne’s business operations in India. Raman was facing a challenge because of the abrupt resignation of Prashanth, the Western Region SM. Prashant had done well in the region and assiduously built Zyne brand’s presence there. As Raman pondered over the ways of filling up the SM position, questions confronted him for which he did not have immediate answers. He had 30 days in which a replacement must be finalized. Raman looked at the file containing the applications of the two internal candidates, namely, Amit (Southern region) and Neha (Western region) who had applied for the position. What evaluation process should he adopt to ensure an objective assessment is done before deciding on which of the two candidates fit the bill? Given that it was the first week of January 2020 and the year-end targets had to be met by March, Raman knew time was running out. He had to take a quick call. Use of competency mapping to evaluate candidates is a high point of the case. This case can be used to enhance the participants understanding of the challenges of identifying the right candidate for a senior position and weigh the pros and cons associated with the selection. Motivating the rejected internal candidate through the procedural justice system adds value to the case.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
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Abhigyan Sarkar, Juhi Gahlot Sarkar and K.S. Venu Gopal Rao
The purpose of this qualitative study is to explore the antecedents and consequences of hospital brand attachment and associated intervening factors amongst patients and…
Abstract
Purpose
The purpose of this qualitative study is to explore the antecedents and consequences of hospital brand attachment and associated intervening factors amongst patients and attendants in the context of the emerging Indian market where the hospital industry has a heterogeneous structure consisting of state-owned and private hospitals.
Design/methodology/approach
Semi-structured in-depth interviews were conducted to collect data. Data were coded using the grounded theory method to explore and validate interrelationships between the constructs that emerged.
Findings
Based on the data analysis, a grounded theory framework has been developed, which recognizes hospital brand attachment as the central construct, and depicts its related antecedents, consequences and intervening or moderating factors.
Originality/value
The study contributes to the existing body of healthcare marketing research by having discovered actionable antecedents of hospital brand attachment that could help healthcare marketers in emerging markets to formulate branding strategies that strengthen the patient–hospital brand attachment relationships. Based on the concepts explored in this qualitative study, it has been put forth that the concept of brand love or brand attachment that is well-researched in the case of general consumer brands is also applicable in the case of hospital brands, without ignoring the specific idiosyncrasies of the hospital industry.
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Shankar Chakraborty, Partha Protim Das and Vidyapati Kumar
The purpose of this paper is to exploit the fullest potential and capability of different non-traditional machining (NTM) processes, it is often recommended to operate them at…
Abstract
Purpose
The purpose of this paper is to exploit the fullest potential and capability of different non-traditional machining (NTM) processes, it is often recommended to operate them at their optimal parametric combinations. There are several mathematical tools and techniques that have been effectively deployed for identifying the optimal parametric mixes for the NTM processes. Amongst them, grey relational analysis (GRA) has become quite popular due to its sound mathematical basis, ease to implement and apprehensiveness for multi-objective optimization of NTM processes.
Design/methodology/approach
In this paper, GRA is integrated with fuzzy logic to present an efficient technique for multi-objective optimization of three NTM processes (i.e. abrasive water-jet machining, electrochemical machining and ultrasonic machining) while identifying their best parametric settings for enhanced machining performance.
Findings
The derived results are validated with respect to technique for order preference by similarity to ideal solution (TOPSIS), and analysis of variance is also performed so as to identify the most significant control parameters in the considered NTM processes.
Practical implications
This grey-fuzzy logic approach provides better parametric combinations for all the three NTM processes with respect to the predicted grey-fuzzy relational grades (GFRG). The developed surface plots help the process engineers to investigate the effects of various NTM process parameters on the predicted GFRG values.
Originality/value
The adopted approach can be applied to various machining (both conventional and non-conventional) processes for their parametric optimization for achieving better response values.
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Neha Chhabra Roy and Sreeleakha P.
This study addresses the ever-increasing cyber risks confronting the global banking sector, particularly in India, amid rapid technological advancements. The purpose of this study…
Abstract
Purpose
This study addresses the ever-increasing cyber risks confronting the global banking sector, particularly in India, amid rapid technological advancements. The purpose of this study is to de velop an innovative cyber fraud (CF) response system that effectively controls cyber threats, prioritizes fraud, detects early warning signs (EWS) and suggests mitigation measures.
Design/methodology/approach
The methodology involves a detailed literature review on fraud identification, assessment methods, prevention techniques and a theoretical model for fraud prevention. Machine learning-based data analysis, using self-organizing maps, is used to assess the severity of CF dynamically and in real-time.
Findings
Findings reveal the multifaceted nature of CF, emphasizing the need for tailored control measures and a shift from reactive to proactive mitigation. The study introduces a paradigm shift by viewing each CF as a unique “fraud event,” incorporating EWS as a proactive intervention. This innovative approach distinguishes the study, allowing for the efficient prioritization of CFs.
Practical implications
The practical implications of such a study lie in its potential to enhance the banking sector’s resilience to cyber threats, safeguarding stability, reputation and overall risk management.
Originality/value
The originality stems from proposing a comprehensive framework that combines machine learning, EWS and a proactive mitigation model, addressing critical gaps in existing cyber security systems.