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To explore building blocks of corporate value creation that can be effectively assembled by practicing managers to deconstruct corporate value creation into distinctive models (customer value creation and shareholder value creation) and stages (resource assembly and capability leverage) in the Indian Information Technology enabled Service (ITeS) industry for exploring efficiency differentials between large Indian ITeS companies.

Data envelopment analysis (DEA) technique has been used to uncover efficiency differentials in large Indian ITeS companies that represent 90% of all the ITeS companies listed in the Indian stock market and 13.9% of all companies listed in the Indian stock market, across industries.

This paper documents a nuanced understanding of interrelationships among activities that influence corporate value creation and comprehensively highlight those dominant activities that contribute to corporate value creation in an ITeS industry setting. The study demonstrates as to how companies can become more efficient in such crucial value creating components that result in superior corporate value. The explicating methodology proposed in this study can be handy for managers and can be extrapolated to other industry and national settings as well.

Deconstructing corporate value creation into granular models, customer value creation and shareholder value creation and further into two stages, being assembling resources to create capabilities and leveraging such capabilities to deliver value, this study provides hands-on value for managers in ITeS companies to create value.

Fusing the value creation and appropriation (VCA) framework, the resource-based view (RBV) and its extensions, this paper builds a robust theoretical model specification that is empirically tested.

The purpose of this paper is to illuminate concerned companies to develop a better understanding of customer needs through reference of Kano model.

This paper facilitates decision-making process for the productive use of strategy management through a case study approach for corrugated industries in India. A hybrid approach is employed by calculating coefficients of satisfaction with S-CR (customer requirements and customer satisfaction (CS)) relationship functions and self-stated importance evaluation.

Kano’s model provides an effective approach for both industries and academic research in classifying different customer requirements into different categories based on their impact on CS. It empowers to obtain competitive and factual information about customer needs.

This study is limited in terms of sample size, domain of the study and the coverage of participants.

This paper suggests a valuable Kano approach for concerned organizations and practitioners, to correctly identify customer requirements and channelize their resources in right direction. Fulfilling customer requirements by providing them satisfaction and delight timely is only golden rule for sustaining in this competitive world.

This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and interactional) in the context of a social media brand community (SMBC). This study also looks at the impact of psychological empowerment on brand community commitment (CC) and brand loyalty.

Convenience and snowball sampling were used to select respondents from mobile phone brand communities in India. The conceptual model was tested using structure equation modelling.

According to the study findings, active user involvement in SMBC is strongly associated to both intrapersonal and interactional empowerment (IE), but passive user engagement is weakly related to IE. Furthermore, customer empowerment and CC have a strong impact on brand CC and brand loyalty.

SMBC is now a significant point of contact for building strong consumer–brand relationships. SMBC members who are actively involved in the community have greater emotional bonding, trust and commitment to the brand. Therefore, social media marketers should encourage their customers to get involved in a brand community and empower them by involving them in brand related decision, etc. This will help the community grow and thrive.

This study addresses a research gap by examining how active and passive members of an SMBC facilitate both focal points of psychological empowerment (intrapersonal and interactional), which increase the brand community's commitment and brand loyalty.

This study aims to explore the emergence of workplace spirituality (WPS) in Indian organisations through a systematic literature review by unwrapping the past, present and future state of WPS research in the Indian context. The data was covered for 15 years (2008–2023) and spread across 116 studies screened from Scopus, Web of Science and EBSCO.

Theory-context-characteristics-methods (TCCM) framework analysis and topic modelling (bidirectional encoder representations from transformers [BERT] analysis) techniques were adopted for a systematic exploration of theoretical underpinnings, contextual relevance, characteristic features and methodological rigour within the domain of WPS and analysis of the literature’s emerging trends and thematic patterns, respectively.

Using the TCCM framework, this study analysed the dominant theories applied in WPS literature within the Indian context, including social exchange theory and self-determination theory. In addition, this review highlights the key industries, variables and methodologies that have been the focus of prior research. Using BERT, this study clustered the textual data and identified three thematic patterns in the literature. By analysing past and current studies, this study identified potential gaps that future research could address, as guided by the TCCM framework.

To the best of the authors’ knowledge, this is one of the initial literature reviews focused on country-level studies adopting two techniques to bring more rigour: TCCM and BERT analysis.

Service failure and recovery encounters are often witnessed by other customers, but little is known about how these encounters impacts other customers. With an aim to bridge this gap, the purpose of the paper is to explore why and how service recovery directed at a focal customer impacts other customers who are present in the same service environment.

The paper follows a qualitative research methodology. Purposive sampling was used to collect data from 30 customers through semi-structured face-to-face interviews. The data was analysed using thematic analysis.

Findings of the study show that service recovery directed at a focal customer has an impact on other customers' fairness judgments, emotions, service quality perceptions and behaviour. Other customers' behavioural reactions in response to observed service recovery are driven by two different motives: self-interest and moral obligation. Observing customers' cautious behaviour and (re)purchase behaviour are found to be primarily driven by self-interest, whereas their helping behaviour, punishment behaviour and word-of-mouth behaviour are found to be driven by moral obligation.

This study findings contribute to theory development on “other-oriented” effects of service recovery and provides valuable insights for effective management of service failures in the shared service environment.

This is the first study, which qualitatively explores the “other customers” perspective of service recovery in the context of shared servicescape.

This paper provides a managerial overview of social marketing in India to improve the understanding about its nature and utility in addressing the needs of India's social sector.

The study employs a qualitative research methodology by conducting an extensive review of relevant theories, concepts and past studies related to social marketing, focusing on the Indian context. Select case studies have also been studied and presented to elucidate how social marketing programs are conducted by various forms of organisations in India.

First, the meaning of social marketing, its distinction from commercial marketing and some pertinent challenges faced by social marketers are discussed. Thereafter, a brief overview of the role of competition, cost and barriers towards conducting an effective social marketing program is provided. Lastly, we propose a scheme of organisations sponsoring social marketing in India and discuss the future perspectives.

The study enables a deeper understanding of social marketing discipline for policy makers, social marketing professionals and organisations sponsoring social marketing initiatives in India.

The paper contributes to the literature on social marketing in the Indian context by conducting a broad overview with the aim of improving the understanding of social marketing which may help realise its full potential in the future.

This paper develops a comprehensive marketing framework that firms could use as a foundation for developing a successful business model that ensures sustainability in BOP markets.

The study employs a qualitative research approach based on semi-structured in-depth interviews with founders or senior managers of Indian firms who have been successfully operating in the Indian BOP market. The data is then systematically coded and categorized with the help of software to get better insights.

The findings of the paper indicate that although the traditional 4As of marketing are important, they do not explain the success of firms adequately. Based on the findings of the interviews, we propose an 8A model that comprises the original 4As along with adaptability, assistance, action innovation and accelerating scale.

The proposed 8A framework would be useful for domestic and multi-national firms aiming to make a foray into the Indian BOP market.

The paper contributes to the literature on the BOP market by identifying the factors important for succeeding in the BOP market. It builds on the 4A model to propose 8As marketing framework in the context of BOP markets.

The current study examined cultural (diffuse orientation), organizational (organizational work-family climates) and individual (role centrality) antecedents of key work-family (WF) experiences (WF conflict, WF enrichment and WF boundary management) in India.

Survey data were collected from 586 white-collar employees in India. The data were analyzed using structural equation modeling.

Analyses revealed interesting culture-specific insights into the WF dynamic. For example, less demarcation between WF boundaries (diffuse orientation) did not increase WF conflict, but significantly fostered WF enrichment, challenging the findings in the Western cultural contexts. A supportive organizational WF climate was found to be a crucial factor that alleviated WF conflict, whereas greater investment in work role led to greater WF enrichment.

This study addresses a dearth of research on antecedents of WF interface that simultaneously examines the positive and negative aspects of WF interface. It also advances the WF literature by generating empirical evidence related to the cultural dimension of diffuse orientation.

This study provides a holistic view of WF interface in the Indian context by incorporating various antecedents in one model.

The learning outcomes of this case study are to understand the business-to-business (B2B) consumer outlook on mental health care in emerging markets; analyse the challenges faced in creating a need for mental health care in Indian workplaces; explore the business attractiveness of the B2B model and understand the business potential of the B2B segment at heyy,; and contemplate different innovative strategies that could change consumer mindset on mental health care in emerging markets.

Ankit, the founder and CEO of heyy, was facing a conundrum. “heyy,” was built on normalizing mental well-being at workplaces. His mental health-care app heyy, had crossed 50,000 subscribers within a few months of launch. The mobile app was designed to spread mental health awareness and provide various levels of mental well-being interventions. Business-to-consumer and B2B customer segmentation had been targeted by this start-up. The B2B space consisted of employees working with partner organizations. The adoption rates of employees using the features of heyy, declined after the initial app download. The employees had yet to fully become acclimatized to the features of heyy,. Exploring the business potential and investigating the business attractiveness of the B2B segment were the focus of the present study. Ankit contemplated various strategies he could adopt to increase user adoption of “heyy,” services by employees in his partner organizations. The case study strives to address the question – “What are the risks faced by organizations when entering the mental health-care industry in emerging markets like India, where mental health care is still not openly discussed?”

This case study is designed to be taught as part of the “entrepreneurship development” and “strategic management” courses for undergraduates, postgraduates and students of executive programmes in management. Students need to be aware of basic strategic management concepts such as BCG matrix, SWOT analysis and business canvas before working on this case study, so they could dissect the case from multiple perspectives to get a comprehensive outlook on the case.

Teaching notes are available for educators only.

CSS 11: Strategy.

The ‘Bottom of the Pyramid’ or BoP represents the population living at the lowest level of the economic or income pyramid across the world (Prahalad, 2002). The BoP approach undoubtedly provides a market-based solution for poverty reduction and facilitates inclusive economic growth. This segment can be classified into two parts, namely, rural BoP and urban BoP. The urban BoP is a more sustainable and viable option for companies to operate in, since it strategically avoids the numerous challenges faced by the rural BoP. Rural BoP is relatively more distant, dispersed, desperately poor, largely illiterate and heterogeneous market (Ireland, 2008). This chapter aims at understanding and characterising the urban BoP market. Further it shares some interesting results of an empirical study conducted to understand the urban BoP consumers of Mumbai city. The study assumes importance as it focusses on the urban BoP as a realistic option to operate in the BoP by removing the dynamic barriers of the rural BoP. Additionally, it provides insight into the urban BoP market and its consumer behaviour.