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The purpose of this research is to undertake a bibliometric analysis of digital marketing research in small and medium enterprises (SMEs). The study examines papers over the last two decades and performed performance analysis, co-citation analysis, bibliographic coupling and scientific mapping.

The study examines 247 documents retrieved from the Scopus database using bibliometric analysis, performance analysis and thematic clustering. The study looked at the scientific productivity of papers, prolific authors, most influencing papers, institutions and nations, keyword co-occurrence, thematic mapping, co-citations and authorship and country collaborations. VOSviewer was employed as a tool in the research to conduct the performance analysis and thematic clustering.

The most productive year was 2021 with 56 publications and the most impactful institute and countries are the University of Birmingham, UK, and the country is United Kingdom, respectively. Similarly, the most influential journal is “Industrial Marketing Management”, and the most productive journal is “International Journal of Internet Marketing and Advertising”. Furthermore, the most cited article is “Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands”. The authors also identified five thematic clusters of digital marketing research in SMEs.

It informs and directs researchers on the current state of study in the field of digital marketing literature in SMEs. It also outlines future research directions in this field.

This is the first study which provides the performance analysis and scientific mapping of the digital marketing literature in SMEs.

The purpose of this paper is to study and compare the mechanical properties and machinability characteristics of additive manufactured titanium alloy Ti-6Al-4V with conventionally produced wrought titanium alloy,Ti-6Al-4V. The difference in mechanical properties such as yield strength, ultimate tensile strength, micro hardness, percentage of elongation and their effect on machinability characteristics like cutting forces and surface roughness are studied. It was found that higher strength and hardness of SLM Ti-6Al-4V compared to wrought Ti-6Al-4V owing to its peculiar acicular microstructure significantly affected the cutting forces and surface roughness. High cutting forces and low surface roughness were observed during machining of additive manufactured components compared to its wrought counterpart because of their difference in strength, hardness and ductility.

Mechanical properties like yield strength, ultimate tensile strength, hardness and percentage of elongation and machinability characteristics like cutting forces and surface roughness were studied for both wrought and additive manufactured Ti-6Al-4V.

Mechanical properties like yield strength, ultimate tensile strength and hardness were higher for additive manufactured components as compared to the wrought component. However additive manufactured components significantly lacked in ductility as compared to the wrought parts. Concerning machining, higher cutting forces and lower surface roughness were observed in additive manufactured Ti-6Al-4V compared to the wrought part as a result of differences in mechanical properties of these differently processed materials.

This paper, for the first time, discusses the machining capabilities of additive manufactured Ti-6Al-4V.

The study aims to investigate the persistence of seasonal anomalies during religious holidays in emerging markets.

The authors select the Bombay Stock Exchange and National Stock Exchange stock returns from January 1990 to December 2022. The GARCH family models were adopted to examine the mean-variance returns associated with symmetric and asymmetric effects. The ARIMAX model is used to investigate the exogenous order during the pre-mandated and post-mandated trading holidays.

The results show that the persistence of returns and volatility during religious holidays significantly when subjected to specific religious holidays. The authors also found that volatility during religious festivals dipped during the pre-holiday and gradually increased after the events. The findings suggest that religious holiday anomalies exhibit a trivial significant effect on stock market returns and this effect is waning.

The findings provide investors and market regulators with a better understanding of market anomalies related to religious practices. During these periods, investors may experience substantial fluctuations in their portfolios, potentially leading to significant losses or payoffs. Investors can sustain substantial losses or payoffs and market manipulation by adjusting their strategies around religious holidays to account for potential volatility, albeit temporarily.

This study contributes to behavioural finance literature that suggests that beliefs and cultural aspects determine a country’s stock market inefficiency. To the best of the authors’ knowledge, no previous study has comprehensively examined threshold religious holidays across diverse religions in Indian market using long-memory data.

This paper aims to investigate the influence of attention and sentiment in the Indian stock market during the unusual COVID-19 crisis in the first and second waves of the pandemic.

In this study, the capital asset pricing model (CAPM) is used to estimate the expected return. The autoregressive distributed lag (ARDL) model with optimal lag value selection and Granger causality using the vector autoregressive (VAR) estimation model were applied to find out whether there is a causal relationship between investors' attention and sentiment that influence stock returns across 14 sectors.

The results show that increased attention to COVID-19 substantially varied in the first wave and second wave market reactions. The upsurge attention of COVID-19 shows a negative influence with lower expected returns in the second wave. The sentiment of investors contrasts from the lower expected return in the first wave to the higher expected return in the second wave of the pandemic. Moreover, investors’ sentiment in a state of fear is associated with lower returns.

The authors capture sentiment based on attention and investors mood using novel data set during the COVID-19 pandemic shock. The study is among a few which take a comprehensive stock market response during initial and subsequent waves across sector returns.

Goat milk yoghurt differs from cow milk yoghurt in that it has a different casein composition and content, which presents several technical challenges, including consistency with an appropriate flavor.

In this study, the antioxidant potential and phytochemical profiling of the fruits (pineapple and papaya) and vegetable (carrot) extracts was evaluated and the effect of their purees on the quality and stability of stirred goat milk yoghurt (GMY) were investigated. The qualities of stirred GMY with carrot (CrY), pineapple (PaY) and papaya (PpY) purees were assessed against the product without puree (CY).

The carrot puree had the highest moisture, ash contents and pH value. The carrot extract had the highest DPPH radical scavenging activity, while the pineapple extract had the highest total phenolic value (1.59 µg GAE/g) and flavonoids content (0.203 µg CE/g). The scanning of all the puree extracts in GC-MS indicated that 5-hydroxymethylfurfural was a major component. The phytochemical quantification of the extracts through multiple reaction monitoring (MRM) against 16 compounds showed the presence of sinapic acid, cinnamic acid, pthalic acid, ferulic acid, 4-OH-benzoic acid, 3-OH-benzoic acid, p-coumaric acid, caffeic acid and vanillic acid in different quantities. The addition of purees and storage period had a significant (p < 0.05) effect on the moisture, pH, titratable acidity, syneresis, viscosity, color values and sensory properties of the products. In all the samples after 15 days of storage, Streptococcus thermophilus and Lactobacillus bulgaricus counts remained above the recommended level of 106CFU/g. Stirred GMY sample produced with pineapple puree showed a higher syneresis and viscosity, but the CrY sample demonstrated the highest antioxidant activity. The developed formulations remained stable with minimum changes in quality and sensory attribute during refrigerated storage for 10 days.

This study suggests that addition of fruit and vegetable improve the viscosity and sensory perception of the product with minimal use of synthetic flavor and preservatives.

This case study is designed to enable students to formulate the strategic planning process in relation to an organization’s resources; assess the critical tasks required for the company’s business planning for growth and market expansion; and examine the importance of the value delivery process for the company, its customer and its employees. At the end of the case discussion, students will learn how to plan their business in an emerging market by using their existing resources, where the business stands at present and where it may go in the coming future.

The case study discusses how Byju’s, an Indian multinational educational technology company, revolutionized student learning programs through its innovative strategic implementation. It explores the company’s growth and expansion strategy by considering a strength, weakness, opportunity and threats analysis. It elaborates on how Byju’s acquired various companies in India and other countries to become an international technology-based educational brand with 150 million users in 2022. The case study also highlights the marketing and promotional strategy used by the company on online and offline platforms. The case study elaborates on the value delivery process and its importance for customer and employee satisfaction. Despite its success in the Indian market, Byju’s faced tough challenges in the US and European markets, such as lower-than-expected growth rates and lower subscription numbers, even though it followed the same strategy as in the Indian market. The acquisition and celebrity strategy works in emerging economies such as India but not in developed countries. The company’s return on investment was down owing to the high costs it had incurred over the years on market acquisitions and marketing promotions. The growing competition was also expected to bring more challenges for Byju’s. New players such as Tata Studi and YouTube planned to enter the market. Byju Raveendran and his management group had to decide whether to maintain or change the current market offering to reflect market developments to satisfy their customers and employees. They also had to determine whether the main components of the marketing strategy, such as the company’s ongoing value delivery process and ongoing strategy toward the target audience, partners and rivals, are advantageous to the firm or not. The team was in dilemma whether the marketing planning process was going in the right direction and how to make all elements of its businesses more efficient in dealing with the issues. Raveendran kept asking questions about to what extent it is still possible to alter the marketing plan.

The case study is appropriate for discussion in courses such as marketing management, service marketing and strategic marketing management, whether they are part of an undergraduate program (Bachelor of Business Administration [BBA]), a postgraduate program in business management (Master of Business Administration [MBA]) or an executive-level program (executive MBA). The breadth of business topics addressed and the intricacy of the scenario make this case study best suited to be used after the semester as either a culminating project or as a seminar discussion for undergraduates (BBA). The case study can also be discussed in the marketing management course (graduation level) under the marketing and service strategy chapters.

CSS8: Marketing

Teaching notes are available for educators only.

This present study was conducted to evaluate the effect of different cooking methods on quality characteristics of turkey meat cutlets, i.e. turkey meat cutlets prepared by deep frying (DF), turkey meat cutlets prepared by shallow frying (SF), turkey meat cutlets prepared by microwave cooking at 740 MHz for 20 min (MW) and turkey meat cutlets prepared by microwave cooking at 740 MHz for 10 min followed by shallow frying (MS).

Several preliminary trials were conducted to optimise the formulation, and finally, turkey meat cutlets were prepared, as per the method followed by Singh et al. (2015). These standardised turkey meat cutlets were cooked with four different cooking methods. The best formulation and optimum cooking method were selected on the basis of physicochemical properties and sensory evaluation.

pH and moisture content of MW were significantly (P < 0.03) higher than DF, SF and MS; however, cooking yield and water activity values of MW and MS were significantly (P < 0.05) higher. DF had significantly (P < 0.02) higher fat content than SF > MS > MW. The values of textural parameters were significantly (P < 0.01) higher in DF, whereas lightness values of MW and redness values of DF were significantly (P < 0.02) higher. Scores of various sensory attributes, including overall acceptability, were significantly (P < 0.03) higher in MS. Therefore, MS – turkey meat cutlets prepared by microwave cooking at 740 MHz for 10 min followed by shallow frying were found optimum.

Cooking methods vary according to the choice and flavour of the consumer. Meat products, especially cutlets, can be cooked with many cooking methods, but it is always good to choose the one method which contains less fat per cent as per the requirement of present-day health-conscious consumer and also retains and add on to the taste of the product. Hence, microwave cooking followed by shallow frying was found as such a cooking method that has the characteristics of both, i.e. less fat content and also is tasty to the tongue.

Bioprinting is a promising technology, which has gained a recent attention, for application in all aspects of human life and has specific advantages in different areas of medicines, especially in ophthalmology. The three-dimensional (3D) printing tools have been widely used in different applications, from surgical planning procedures to 3D models for certain highly delicate organs (such as: eye and heart). The purpose of this paper is to review the dedicated research efforts that so far have been made to highlight applications of 3D printing in the field of ophthalmology.

In this paper, the state-of-the-art review has been summarized for bioprinters, biomaterials and methodologies adopted to cure eye diseases. This paper starts with fundamental discussions and gradually leads toward the summary and future trends by covering almost all the research insights. For better understanding of the readers, various tables and figures have also been incorporated.

The usages of bioprinted surgical models have shown to be helpful in shortening the time of operation and decreasing the risk of donor, and hence, it could boost certain surgical effects. This demonstrates the wide use of bioprinting to design more precise biological research models for research in broader range of applications such as in generating blood vessels and cardiac tissue. Although bioprinting has not created a significant impact in ophthalmology, in recent times, these technologies could be helpful in treating several ocular disorders in the near future.

This review work emphasizes the understanding of 3D printing technologies, in the light of which these can be applied in ophthalmology to achieve successful treatment of eye diseases.

The present study was conducted to evaluate the effect of banana peel flour as fat replacer on rheological, physico-chemical, textural, mineral content and sensory properties of chicken patties.

Ultra low fat chicken patties were prepared with incorporation of banana peel flour at 0% (C), 1% (BP1), 2% (BP2) and 3% (BP3) levels separately to replace 50% externally added vegetable fat in formulation and evaluated for various quality characteristics and sensory attributes.

Highest G' and G''? modulus were observed in banana peel powder incorporated emulsion. No cross-point was observed at all ranges of frequency in meat emulsions prepared with banana peel. Among physico-chemical properties, control had significantly (p < 0.05) higher emulsion pH, emulsion stability, product pH, water activity values, fat and cholesterol content; however, cooking yield, moisture and ash content, fat retention and moisture retention values increased significantly (p < 0.05) in treatment patties. Mineral, textural and colour parameters had a significant (p < 0.05) effect except on manganese content and a* values. Various sensory scores decreased significantly (p < 0.05) with increased level of banana peel flour.

Sensory scores of 3% banana peel powder incorporated patties were significantly (p < 0.05) lower than other treatments. There was no significant difference between 1 and 2% banana peel incorporated chicken patties. Therefore, an ultra low fat chicken patties incorporated with 2.0% banana peel flour to replace 50% vegetable fat were selected as the best treatment.

Present global trend and life style are currently driving ready-to-eat healthy meat products and factors include extended working hours, increasing number of single-person households and perception of food as reward. Fat is an important component of meat products and imparts tenderness, improving flavor and mouth feel to processed meat products, like chicken patties. However intake of excess energy in form of saturated and unsaturated fat may lead to various life style diseases in consumers. Hence development of ultra low fat chicken patties with incorporation of fruit waste without adverse effect on sensory properties may be a significant challenge.

Strategy.

This case can be used on a strategic management course in the second year of an MBA programme, any special elective course on the media and entertainment industry and in executive education programmes to demonstrate the application of strategic management concepts and frameworks.

The Indian film industry was the largest in the world and the seventh largest in terms of revenue. Significant number of movies were made in languages such as Bengali, Marathi, Telugu, Tamil, Malayalam and Kannada, with Hindi commanding the highest number. The film industry in Karnataka made movies in the Kannada language. The industry was plagued by a host of issues with the industry contributing just 2 per cent of the revenues and box office success rate at just around 25 per cent. The state government had set up Karnataka Chalanachitra Academy with the objective of promotion and development of the movie industry in Karnataka. The Chairman of the academy, Shailesh Singh, was extremely concerned about the poor success rate of Kannada movies and was contemplating various options of reviving the ailing Kannada movie industry.

The expected learning outcomes are as follows: application of strategic management frameworks in the context of the movie industry; analysis of industry issues from the long-term and short-term perspectives; study of different entities in the movie industry and the roles they play and their interdependence; applying learning to suggest survival strategies in an extremely competitive market; and insights into the role of government in the media/entertainment industry.

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CSS 11: Strategy.