Ramya Singh, Archana Sharma, Nimit Gupta, Manish Mishra and Rohit Kushwaha
The rapid growth of the gig economy has reshaped the labor market and provided flexible work opportunities but also exposed gig workers to challenges such as job insecurity…
Abstract
Purpose
The rapid growth of the gig economy has reshaped the labor market and provided flexible work opportunities but also exposed gig workers to challenges such as job insecurity, anxiety and mental health concerns. For women gig workers, these challenges are often more pronounced due to the precarious nature of gig work and the lack of social protections.
Design/methodology/approach
A cross-sectional survey was conducted with 603 women gig workers across various sectors in India’s major metro cities. The survey used a combination of Likert scale and structured questionnaire to assess anxiety, mental health, job insecurity, workplace challenges and overall well-being, with reliability tests confirming internal consistency.
Findings
Descriptive statistics revealed moderate levels of anxiety, job insecurity and workplace challenges, with most respondents reporting relatively positive perceptions of well-being. Reliability analysis indicated satisfactory internal consistency across the survey constructs, with Cronbach’s alpha values ranging from 0.774 to 0.789. Hypothesis testing showed significant negative correlations between anxiety, job insecurity, workplace challenges and well-being, indicating that higher levels of these stressors are associated with lower well-being. The findings emphasize the need for targeted interventions and policy enhancements to improve the working conditions and support systems for women gig workers.
Research limitations/implications
The study highlights the need for tailored policies and interventions to address the unique challenges faced by women gig workers. Enhancing social protections, providing mental health support and ensuring safer working conditions could help improve their overall well-being.
Originality/value
This study adds to the limited literature on women gig workers in India by examining the specific factors influencing their well-being. It offers new insights into the intersection of gender and gig work, emphasizing the need for policy frameworks that better support this vulnerable workforce.
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Anuj Kumar, Purvi Pujari and Nimit Gupta
This case study would enable the learners to identify and evaluate the factors impacting the strategic decision to enter international markets. The learners would be able to…
Abstract
Learning outcomes
This case study would enable the learners to identify and evaluate the factors impacting the strategic decision to enter international markets. The learners would be able to identify parameters such as level of competition, perception regarding foreign entrants and demand factors that are crucial for the form to consider while taking such an important decision. The case study will also allow learners to understand the challenges of an entrepreneurial journey.
Case overview/synopsis
This case study is an interesting story of two entrepreneurs’ dilemma of internationalization strategy of their firm Aeron. Their firm’s product Tilt Switch had a good international demand and both partners wished to capture this opportunity, post the COVID-19 pandemic. This case study shows how the firm looked into factors to study new international markets, balancing risk and opportunity. The case study highlights the important role of strategic planning in achieving successful internationalization by analysing various approaches to market entry and adaptation. The firm had a choice of either developing their domestic market India or going for international markets of the USA or European Union.
Complexity academic level
This case study is suitable for graduation and postgraduation courses.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 5: International Business.
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Anuj Kumar, Nimit Gupta and Gautam Bapat
This paper aims to explore ChatGPT’s (generative pre-trained transformers) potential as a tool for retailers to improve customer experience and boost sales. While it provides…
Abstract
Purpose
This paper aims to explore ChatGPT’s (generative pre-trained transformers) potential as a tool for retailers to improve customer experience and boost sales. While it provides benefits like personalized recommendations and 24/7 assistance, there are limitations, like difficulty in understanding unconventional language. The paper stresses careful integration to overcome these limitations and create a better customer experience. Additionally, it discusses the potential for further development and integration of ChatGPT in retail, such as generating product descriptions and virtual try-on experiences. Finally, the paper encourages retailers to embrace ChatGPT to meet their customer needs.
Design/methodology/approach
Case-based methodology involves using specific cases or examples to explore a broader issue or phenomenon. Researchers have analysed real-world cases to identify patterns, themes and insights that can be applied to other contexts or situations. This was useful for understanding complex and multifaceted issues as it allowed us to delve deeper into specific examples and explore the nuances of the situation.
Findings
While ChatGPT is a powerful tool for retailers, limitations such as difficulty in understanding non-standard accents and unconventional language can arise, causing customer frustration. Retail managers must integrate ChatGPT in a way that enhances customer experience. In the future, ChatGPT has the potential to generate product descriptions, provide virtual try-on experiences and integrate with augmented or virtual reality technology to offer more immersive experiences. Careful consideration and integration can help retailers overcome these limitations and offer personalized recommendations, round-the-clock assistance and an engaging customer experience that improves sales.
Originality/value
The case topic is very much in a novel stage of research and writing.
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Purvi Pujari, Nimit Gupta and Anuj Kumar
This case is designed to provide learners with strategic decision-making skills. It also introduces the various nuances of establishing a technopreneurial venture and creating and…
Abstract
Learning outcomes
This case is designed to provide learners with strategic decision-making skills. It also introduces the various nuances of establishing a technopreneurial venture and creating and sustaining a competitive advantage. The setting allows learners to comprehend the significance of assessing the business environment and the advantage of being a first mover in any business sector. The case allows a rare glimpse into the strategic decision framework of a scale-wise relatively much small tech firm that is competing with global giants and creating waves, and winning accolades for its performance. The case also allows learners to understand the analysis and decision-making parameters studied by a company while selecting a product. After working through and discussing this case, learners should be able to identify the strategic decision framework in which Aeron undertakes a product selection decision; analyze the conditions in the operating environment that made Aeron possess a competitive advantage; and design the product choice strategy for Aeron.
Case overview/synopsis
This case is about the journey of two friends, Abhijeet Bokil and Ashwani Shukla, who started a company together in Pune, India, in 2008 and achieved great success. The case discusses their tryst with different products and industrial sectors. It unfolds the journey of their startups and their finding the desired product category. It also discusses the various hurdles they face while establishing the business. The journey was tough as it occurred in the unpredictable background of the dynamic international technology and policy environment. The common challenges to entrepreneurship were present throughout their journey. The team encountered various financial and technological trials during these years. The case explains how excellent strategic choices made the team overcome those challenges. The biggest dilemma faced by the team was to select between two of their products. The one who gave them visibility and success or the new upcoming one with more entry barriers. The case deals with the issue of product selection in the sectors of telematics and weather monitoring.
Complexity academic level
The case is appropriate for courses in Business management, Strategy management programs & innovation and Entrepreneurship management courses. The case would suit BBA and MBA students learning various management models.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS 3: Entrepreneurship.
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Swapnarag Swain, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Raiswa Saha, Nimit Gupta and Rajni Grover
This study aims to systematically review the permission marketing (PM) literature by synthesising research papers in this domain.
Abstract
Purpose
This study aims to systematically review the permission marketing (PM) literature by synthesising research papers in this domain.
Design/methodology/approach
This study adopted a hybrid review method comprising structured literature review and lexicometric analysis.
Findings
This study examines the development of PM research over time in terms of contexts, methods and theories. Further, this review proposes a conceptual framework showing the relationships between the antecedents, mediators, moderator and consequences reported in the PM literature.
Practical implications
This review gives critical insights for implementing permission-based marketing campaigns.
Originality/value
This systematic review synthesised literature on PM domain. Further, this study provides directions with respect to alternative theories, context, characteristics and methods to extend research on this domain.
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Sonal Sisodia and Nimit Chowdhary
Marketing strategy, product positioning, brand building, and economies of scope.
Abstract
Subject area
Marketing strategy, product positioning, brand building, and economies of scope.
Study level/applicability
MBA groups, marketing consultants and business management students of undergraduate and postgraduate level.
Case overview
Abhishek Industries Limited (ABIL) is an entrepreneurial venture of Mr Abhishek Batra that came into being in 1993. ABIL is the leading supplier of Terry Towels to some of world's leading retailers including Wal-Mart, JC Penney and Sears. In spite of some business fluctuations, ABIL has an impressive performance record that is reflected in its financial data. The concern, however, is that of product commoditisation, since established foreign importers and distributors prefer to sell the products under their own brand name. Consequently, even though the export margins may be lucrative; the lack of a brand presence is what bothers the senior management of the company. Given an optimistic domestic business scenario, the senior management is once again evaluating the odds to enter the domestic market using its own brand name. While some of the younger managers are optimistic and want ABIL to emerge as a brand, some senior colleagues are unsure.
Expected learning outcomes
The student's skills will be sharpened in working through a problem; it will help the students take an active role of a thinker, analyser, evaluator, decider and implementer; it will assist the students in learning to reason with the given quantitative as well as qualitative data; it will help the students think critically and reason effectively; it will make the students realize that the emphasis is not on solution. Rather, the process of arriving at a solution is more important.
Supplementary materials
Teaching note.
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Nimit Soonsan, Sarayute Thongmun and Panuwat Phakdee-auksorn
The purpose of this study is to identify and understand distinct tourist segments in Phuket, focusing on their characteristics, attitudes and perceptions as visitors to a creative…
Abstract
Purpose
The purpose of this study is to identify and understand distinct tourist segments in Phuket, focusing on their characteristics, attitudes and perceptions as visitors to a creative gastronomic destination.
Design/methodology/approach
In this study, cluster analysis is used to identify tourist segments in Phuket, a well-known United Nations Educational, Scientific and Cultural Organization (UNESCO) gastronomic city. The analysis is based on data collected from 525 domestic Thai tourists.
Findings
Cluster analysis revealed three distinct tourist segments: gastronomy enthusiasts, taste discoverers and gourmet wanderers. These segments exhibit significant differences in their characteristics and perceptions of Phuket’s gastronomic offerings.
Research limitations/implications
This study is limited to domestic Thai tourists in Phuket and does not include international visitors. In addition, the findings are specific to the context of Phuket and may not be entirely generalizable to other gastronomic destinations.
Practical implications
The identified tourist segments provide valuable guidance for tourism professionals to tailor their marketing efforts, develop targeted products and meet the preferences of different gastronomically oriented tourists, contributing to the successful management of a gastronomic city.
Originality/value
This study contributes to the fields of destination management and gastronomy tourism by providing valuable insights for practitioners seeking to enhance their offerings and consider the preferences of different gastronomically oriented tourist segments. Identifying these segments enriches the understanding of visitor behavior in creative gastronomy cities.
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Nimit Soonsan, Panuwat Phakdee-auksorn and Pornchai Suksirisopon
The research aims to determine local food attributes for measuring and evaluating that appeal tourists to the gastronomic city of Phuket, Thailand.
Abstract
Purpose
The research aims to determine local food attributes for measuring and evaluating that appeal tourists to the gastronomic city of Phuket, Thailand.
Design/methodology/approach
The first step is, the item generation, which includes an in-depth interview. Secondly, scale purification includes the exploratory factor analysis, which generates a preliminary factor structure. In the final step, scale validation, confirmatory component analysis is used to test the items and dimensions.
Findings
The 33 items organized into eight dimensions: food quality, authenticity, hygiene, interpersonal, novelty, service provider, foodservice place and value added for a creative city of gastronomy were demonstrated to be valid and reliable after a thorough development process.
Practical implications
The findings assist practitioners in recognizing the many aspects of local food attributes, as well as how destination managers can employ these factors to promote a destination.
Originality/value
This research contributes to the theoretical literature on a gastronomic creative city, with more research into the links between destination management and other important concepts. In terms of the outcomes of a creative city of gastronomy management, this study might serve as a reference for destination managers and travel suppliers.
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Pinaz Tiwari and Nimit Chowdhary
This study aims to explore the good crowding effect among Indian domestic travellers during the COVID-19 pandemic in the context of the city destination. This study uses the…
Abstract
Purpose
This study aims to explore the good crowding effect among Indian domestic travellers during the COVID-19 pandemic in the context of the city destination. This study uses the framework of social motivation theory to achieve the objective.
Design/methodology/approach
This study adopted a qualitative research design by taking the case of Shimla, Himachal Pradesh. Using purposive sampling, semi-structured interviews were conducted with 37 respondents, and themes were drawn manually.
Findings
The analysis found four themes that create a good crowding effect among domestic tourists, namely, convenience and price; familiarity and place attachment; social affiliation; and safety. The themes indicated that despite the pandemic, and constant occurrences of new variants, Indian domestic tourists’ on-site attitude towards crowding was favourable.
Research limitations/implications
Firstly, the good crowding effect during the pandemic could have been better understood using empirical data. Secondly, the results cannot be generalized, specifically for developed economies.
Practical implications
This study offers practical implications to destination managers and local administrative bodies for whom achieving sustainability in urban tourism has always been concerning. These include developing infrastructural facilities, encouraging cultural activities in city centres and improving the perception of safety to sustain the good crowding effect.
Social implications
The affective dimension involved in making a travelling decision played a significant role in the post-pandemic phase. While suppliers needed survival, tourists needed social affiliation and escape from the mandated home isolation due to multiple phases of COVID-19 lockdown in India. This study adds value to society by emphasising that the need for social affiliation among travellers remains intact, and the tourism industry should embrace this transformation.
Originality/value
While most of the pandemic-related studies criticised crowd and tourists’ crowd averting behaviour, this study reported that the good crowding effect could also be an outcome owing to different factors. Therefore, this study offers distinctive nuance of tourists’ behaviour in the post-COVID-19 phase, allowing destination managers and tourism stakeholders to re-think their strategies.
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Pinaz Tiwari and Nimit Chowdhary
This chapter aims to analyse the evolution of research in the Indian tourism and hospitality domain from 1976 to 2021. By employing the bibliometric and systematic literature…
Abstract
This chapter aims to analyse the evolution of research in the Indian tourism and hospitality domain from 1976 to 2021. By employing the bibliometric and systematic literature review, the chapter highlights the prominent authors, institutions, methods, emerging and explored research themes in the tourism and hospitality field. Accordingly, the authors collected 458 articles from core tourism and hospitality related journals using PRISMA and evaluated them using VOSViewer. The findings revealed an emic perspective of research contribution in Indian tourism and hospitality. While some topics such as religious tourism, sustainability, cultural and heritage tourism products have attained more attention, topics such as tourism entrepreneurship, technology and human resource development failed to seek attention in the eyes of journals and researchers. Although the literature has expanded significantly, there is a need to build global academic networks to examine the state of Indian tourism and hospitality. The chapters suggest that future research should critically evaluate the schemes and initiatives undertaken by the government to promote Indian tourism, expand research to western and eastern parts of the country, and follow the mixed-method research to contribute holistically to the topic.