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The purpose of this paper is to highlight the importance of applying appreciative intelligence and appreciative inquiry concepts to design a possibly new model of ice‐breaking, which is strengths‐based and very often used in any training in general and team building training in particular.

The design has evolved from the authors' study and practice of appreciative intelligence and appreciative inquiry in their consulting and facilitation work.

A new ice‐breaking design is proposed which is built on a strengths‐based generative model of appreciative intelligence and appreciative inquiry. The new design infuses creativity and positive envisioning into the context of team‐building intervention. The appreciatively intelligent ice‐breaking design engages the team energy in an inspiring manner, channeling the team deliberations and working with a focused positive agenda founded in generative capabilities. Arguments are offered in terms of how the proposed new design is different and advantageous over the traditional ice‐breaking model.

This paper presents a value‐seeking and value‐adding design of an ice‐breaking exercise in the context of a team building intervention. Practical implications of this new design for both OD practitioners/trainers and academic educators are discussed.

The case study offers a unique teaching tool to the instructor and learners. Very few cases offer a product and segmentation dilemma in a single problem. The discussion would enable learners to:

– conduct a situational analysis by using frameworks such as the 5C and SWOT;

– understand different kinds of segmentation options that a firm can consider;

– understand the nuances of making a viable and actionable new product launch decision;

– analyze the pros and cons of a segmentation decision and comprehend how the decision will impact the firm’s marketing and/or business strategy.

Sirona Hygiene Private Limited was a young startup founded in 2015 by Deep Bajaj. The firm had three brands under its umbrella, namely, female hygiene (Peebuddy), menstrual hygiene (Sirona) and protection and wellness (BodyGuard). Though the firm was recognized for feminine hygiene products, the pandemic boosted the sale of BodyGuard face masks and hand sanitizers.

The sanitizer market was growing, and protection and sanitization products were now part of every consumer’s daily ritual. As BodyGuard now had some brand recognition, Sirona could consider expanding the sanitizer line with a natural new product formulation. However, the expansion decision could have short- and long-term impacts on BodyGuard and Sirona Hygiene. The decision could be two-pronged, involving a product line expansion and revisiting the BodyGuard segmentation strategy. Currently, the BodyGuard range was focused on business-to-consumer (B2C) users, but volumes were higher in business-to-business (B2B). Second, BodyGuard was a forced fit brand amongst the Sirona family of feminine products

Thus, as Sirona considered a new product opportunity, assessing the viability of a possible move to the B2B segment may be prudent. However, the BodyGuard range also had mosquito repellents and baby products, which were essentially a B2C option, so was it more practical to stay as a B2C brand? Furthermore, if BodyGuard stayed a B2C brand, should it consider a demographic segmentation, or was a psychographic approach more beneficial in a cluttered commoditized space such as sanitizers? Which approach would build a consumer–brand connection? Or should the brand straddle both segments? Finally, the firm would also need to assess the BodyGuard segmentation strategy from the overarching Sirona business strategy.

The case can be used for a foundation course in Marketing and/or an advanced elective on Product Management or Marketing Strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

The study investigates the exclusive effect of advertiser credibility (AC) on consumer’s attitude towards the brand’s genuinity and subsequent brand loyalty (BL). Additionally, the study examines the moderating role of brand attachment (BA) and usage on the direct and indirect relationships between AC, consumer attitude and BL.

Five advertisements identified through a dipstick study served as brand stimuli and along with previously established scales were administered to a representative sample of 582 urban adult brand users. The two-step empirical study investigated the eight hypothesized relationships using covariance-based structured equation modeling.

Results indicated significant direct effects of AC on attitude towards brand genuinity and attitude towards brand genuinity on BL, respectively. The study established the pivotal role of consumer attitude towards brand genuinity in fully mediating the relationship between AC and BL. BA and usage (in years) were confirmed as significant moderators in the relationship between AC and consumer’s attitude towards brand genuinity.

The interlinkages between AC, consumer attitude and BL form the premise of BL practice for sustained brand performance.

The study adopts a novel approach to examine and analyze the complex interplay of the less researched advertiser or corporate credibility with consumer attitude, pre-existing BA and usage in influencing BL outcomes.

The purpose of the study is to identify the key antecedents relating to the interaction design of the e-groceryretail mobile applications and offer innovative marketing interventions to facilitate consumer–brand interaction and generate continuous usage intention.

Data were collected from the subjects using a personally administered questionnaire by adopting a non-probability method. The target respondents of this study were individuals who are users of smartphone and have purchased groceries through mobile applications at least once in two months. On the basis of responses received, a sequential predictive analytic method that includes structural equation modelling (SEM) and artificial neural network (ANN) techniques were employed.

The findings of the study highlighted the critical role of collaboration design in harbouring satisfaction and maintaining a regular clientele for e-grocery applications by confirming the presence of complementary mediation. Such validated proposition and tested research model backed by significant methodological rigour advances the research based on post-acceptance behavioural affordances in interactive marketing literature.

The study endeavours to understand users' post-acceptance behaviour by analysing the contemporary factors relating to the interaction design of the platform in terms of mobile application attributes that would drive user patronage intentions. Further, the study highlights the pioneering role of collaboration design for e-grocery retailers, as the recent alliances among strategic players to achieve synergistic business leadership have proven to be a game-changing evolution in the industry.

This study aims to analyze the sentiments expressed in YouTube comments on videos from top dermatology channels, focusing on how social media mavens affect consumer behavior and perceptions related to cosmetic treatments.

The study utilized sentiment analysis to examine 300 comments from the top five YouTube dermatology channels using NVivo 14, a qualitative data analysis software. It categorized the comments into positive, negative, neutral and mixed sentiments to understand the impact of the content on viewers.

The analysis revealed that 54% of the comments were positive, 5.7% were negative, 18.7% were neutral and 21.6% were mixed. The study found that videos from dermatology influencers significantly impact viewers, with positive comments highlighting the informative nature of the content and negative feedback suggesting areas for improvement.

The findings provide actionable insights for marketers and practitioners in the esthetic dermatology industry, emphasizing the importance of creating high-quality, informative content that addresses viewer concerns and ethical considerations in influencer marketing.

This study uniquely contributes to the literature by focusing on sentiment analysis of YouTube comments related to cosmetic surgery, offering insights into the influence of dermatology content creators on consumer behavior.

This exploratory study aims to examine the prevalent triggers that motivate a premium brand purchase in an online vs offline retail format.

A binary logit analysis is used to build a predictive model to assess the likelihood of the premium brand consumer seeking an online or an offline platform. Demographic and usage-based profile of the two set of consumers is established through a chi-square analysis.

Three hundred and forty six urban consumers of premium branded apparels residing in two Indian Metros were studied. A predictive model with 89.6% accuracy was validated for distinguishing premium brand buyers who shop at brick-and-mortar store or online platforms. Quality and finish were factors sought by the online buyer, whereas autotelic need, pleasurable shopping experience and social approval were important triggers for an in-store purchase.

The study posits divergent demographics and motivational drivers that led to an online vs offline purchase. Though interesting and directional, the study results need to be examined across geographies and categories for establishing the generalizability of the findings.

The study findings indicate that premium brand manufacturers can devise an omni-channel strategy that is largely tilted toward the online platform, as the quality conscious and brand aware consumer is confident and thus open to an online purchase. The implication for the physical outlet on the other hand is to ensure exclusive store atmospherics and knowledgeable but non-intrusive sales personnel.

The study is unique as it successfully builds a predictive model to forecast online vs offline purchase decisions among urban millennials.

The purpose of this paper is to investigate the influence of store atmosphere on consumers’ positive emotional responses and impulsive purchase behaviour. In addition, it analyses the moderating role of culture characteristics and situational variables on this influence.

The study carried out a quantitative face-to-face on-site survey of a retail fashion brand in two countries, Brazil and Germany. This paper extended the original model of Jung Chang et al. (2014) based on environment, design and social features (staff) by adding store atmosphere factors such as layout, music and lighting (Mohan et al., 2013), thereby defining store atmosphere as the way customers perceive and experience the combination of all those factors.

Data analysis from 313 consumers by structural equation modelling (PLS–SEM) showed that most factors influence consumers’ positive emotional responses, but no significant difference between countries. However, the effect of emotions on impulse purchase behaviour is stronger among collectivist consumers (Brazil) than among individualists (Germany).

This study sheds light on the links between store atmosphere and retail market in Brazil and Germany, framing its conclusions in the context of a comparison between cultures. The paper extends the growing research in the area by exploring the moderating role of the individualism–collectivism dimension of national culture in consumer buying behaviour by comparing the strength of various relationships across shoppers from individualistic vs collectivistic cultures.

This study aims to identify articles examining human-robot interaction and the effects of robotic systems on employment.

In this research, electronic searches were performed for articles published between 2000 and 2022 in Emerald, Springer, PubMed, Science Direct, Wiley and Google Scholar. In the searches of robotic systems with keywords such as “motivation, job satisfaction, job loss, performance, job giving,” 5 quantitative and 5 qualitative studies were included in the systematic review. The selected research was conducted using the Johanna Briggs Analytical Cross-Sectional Studies Checklist from the Joanna Briggs Institute (JBI) critical evaluation lists and the JBI Critical Appraisal Checklist for Qualitative Research, depending on their type. The included studies are mostly on employee-robot collaboration.

Although the majority of the articles examined in this study are included in keywords or titles, it is determined that there is a gap in descriptive quantitative studies in the literature on the effects of employee-robot collaboration, robotic systems and robotic systems on variables such as motivation, job satisfaction, job loss, performance and employment, although they do not mention a framework that directly investigates human-robot interaction and the effects of robotic systems on employment.

There are several limitations in this study. One of them is that, although the databases are comprehensively scanned, only studies published in English between 2000 and 2022 are included in the systematic review. Another limitation is the heterogeneity between studies.

As a result of the authors’ findings, the practical effects of the research are reflected as follows: It serves as a guide for future studies to fill the gap in the field, especially for academics and researchers working in the field of social sciences on robotic systems and intelligent automations. In addition to the qualitative studies on this subject, there is a need for the use of robotic systems in the field of human resources and management and quantitative studies with more sample sizes, especially at the corporate (firms) and individual (employees) level. Considering that the number of studies on this subject is very insufficient, this research is important in terms of shedding light on future studies.

The authors believe that the impact of robotic systems on employment is one of the few conceptual articles that systematically examines 6 dimensions (job satisfaction, performance, job loss, employment, motivation, employment).