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Alpha Design Technologies Private Limited (ADTL) was started in 2004 by Colonel H.S. Shankar after his retirement from services in the Indian Army and Bharat Electronics Limited (BEL). Aggressively growing the company from US$0.04m in 2004 to US$100m in 2022, he proved that age was not a barrier to success in entrepreneurship. His aspirations were to gain a greater presence in foreign markets through higher exports. After reading this case study, the students will be able to understand how the defence sector evolved in India and the role of private-sector enterprises; recognise the risks and opportunities in the changing dynamics of defence sector in India; believe that the ideas and capabilities of an entrepreneur increase with relevant previous experiences; appreciate the ambition and managerial capabilities of an entrepreneur even at the age of 60; apply Ajzen’s theory of planned behaviour on the entrepreneurial journey of Shankar and formulate strategies for growth.

Started in the year 2004, ADTL specialises in manufacturing defence-related products. ADTL was cofounded by Shankar, at the age of 60. His experience of working with the Indian Army and BEL in various capacities gave him the proficiency to start a venture on his own after his retirement. The ecosystem in India was favourable for ADTL as the Government opened up the defence sector for private players. Nevertheless, age was not a barrier for this senior citizen to tap the opportunity and work aggressively to grow his venture from US$0.04m in 2004 to US$100m in 2022. By 2023, ADTL had an employee strength of 1,200 including 650 engineers, and they emerged as a market leader in Software Defined Radio space. They manufactured around 200 different products for defence and space. ADTL exported 60% of the defence products to countries such as Israel, the USA and Germany. Moving forward, the dream for Shankar was to make a mark in the defence geography of the world through ADTL, by improving its export volumes and also through strategic alliances.

This case study can be taught to Master of Business Administration/postgraduate degree in management students as a part of the introductory course on entrepreneurship and strategy. This case study can be used specifically to make the students understand the role of private sector in the manufacturing of defence products after the liberalisation policy of the Government of India. The intention was not only to protect the nation from the threat posed by neighbouring countries but also to promote exports of defence products to other countries to improve foreign exchange earnings.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along – and beyond – the path-to-purchase, from shopping trigger to purchase, consumption, repurchase, and recommendation stages. Shopper marketing practices at manufacturers and retailers are growing at a tremendous pace and a rising portion of marketing budgets are now devoted to shopper marketing. The first phase of shopper marketing research and practice, Shopper Marketing 1.0, addressed interesting issues, primarily relating to in-store marketing. In the next phase, Shopper Marketing 2.0, will significantly extend to out-of-store marketing, including online and mobile marketing, resulting in an integrated practice. In this new environment, to formulate and execute effective shopper marketing strategies, managers need to better understand the complete picture of how online, offline, mobile and in-store marketing influence shoppers in the path-to-purchase-and-beyond cycle. In this chapter, we present the evolution of shopper marketing, summarize key learnings, outline important issues, and discuss the opportunities and challenges of Shopper Marketing 2.0.

Mobile marketing, the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, platform, or technology, has made rapid strides in the past several years. Mobile marketing has entered its second phase or Mobile Marketing 2.0. The surpassing of desktop by mobile devices in digital media consumption, diffusion of wearable devices among customers, and an overall integration and interconnectedness of devices characterize this phase. Against this backdrop, we present a synthesis of the most recent literature in mobile marketing. We discuss three key advances in mobile marketing research relating to mobile targeting, personalization, and mobile-led cross-channel effects. We outline emerging industry trends in mobile marketing, including mobile app monetization, augmented reality, data and privacy, wearable devices, driverless vehicles, the Internet of Things, and artificial intelligence. Within each extant and emerging area, we delineate the future research opportunities in mobile marketing. Finally, we discuss the impact of mobile marketing on customer, firm, and societal outcomes.

This study aims to analyze co-flowing jets (CFJs) with constant velocity ratio (VR) and varying primary nozzle lip thickness (LT) to find a critical LT in CFJs below which mixing enhances and beyond which mixing inhibits.

CFJs were characterized with a constant VR and varying LTs. A single free jet with a diameter equal to that of a primary nozzle of the CFJ was used for characteristic comparison. Numerical simulation is carried out and is validated with the experimental results.

The results show that within a critical limit, the mixing enhanced with an increase in LT. This was signified by a reduction in potential core length (PCL). Beyond this limit, mixing inhibited leading to the elongation of PCL. This limit was controlled by parameters such as LT and constant VR. A new region termed as influential wake zone is identified.

In this study, the VR is maintained constant and bypass ratio (BR) was varied from low value to very high values. Presently, subsonic commercial turbo fan operates under low to ultra-high BR. Hence the present study becomes vital to the current scenario.

To the best of the authors’ knowledge, this is the first effort to find the critical value of LT for a constant VR for compressible co-flow jets. The CFJs with constant VR and varying LT have not been studied in the past. The present study focuses on finding a critical LT below which mixing enhances and above which mixing inhibits.

Subsonic commercial aircraft operate with turbo-fan engines that operate with moderate bypass ratio (BR) co-flowing jets (CFJ). This study aims to analyse CFJ with constant BR 6.3 and varying primary nozzle lip thickness (LT) to find a critical LT in CFJ below which mixing enhances and beyond which mixing inhibits.

CFJ were characterized with a constant BR of 6.3 and varying lip thicknesses. A single free jet with a diameter equal to that of a primary nozzle of the co-flowing jet was also studied for comparison.

The results show that within a critical limit, the mixing enhanced with an increase in LT. This was signified by a reduction in potential core length (PCL). Beyond this limit, mixing inhibited leading to the elongation of PCL. This limit was controlled by parameters such as LT and magnitude of BR.

The BR value of CFJ in the present study was 6.3. This lies under the moderate BR value at which subsonic commercial turbofan operates. Hence, it becomes impervious to study its mixing behavior.

This is the first effort to find the critical value of LT for a constant BR for compressible co-flow jets. The CFJ with moderate BR and varying LT has not been studied in the past. The present study focuses on finding a critical LT below which mixing enhances and above which mixing inhibits.

Purpose: Nowadays, many terms like computer vision, deep learning, and machine learning have all been made possible by recent artificial intelligence (AI) advances. As new types of employment have risen significantly, there has been significant growth in adopting AI technology in enterprises. Despite the anticipated benefits of AI adoption, many businesses are still struggling to make progress. This research article focuses on the influence of elements affecting the acceptance procedure of AI in organisations.

Design/Methodology/Approach: To achieve this objective, propose a hierarchical paradigm for the same by developing an Interpretive Structural Modelling (ISM). This paper reveals the barriers obstructing AI adoption in organisations and reflects the contextual association and interaction amongst those barriers by emerging a categorised model using the ISM approach. In the next step, cross-impact matrix multiplication is applied for classification analysis to find dependent, independent and linkages.

Findings: As India is now focusing on the implementation of AI adoption, therefore, it is essential to identify these barriers to AI to conceptualise it systematically. These findings can play a significant role in identifying essential points that affect AI adoption in organisations. Results show that low regulations are the most critical factor and functional as the root cause and further lack of IT infrastructure is the barrier. These two factors require the most attention by the government of India to improve AI adoption.

Implications: This study may be utilised by organisations, academic institutions, Universities, and research scholars to fill the academic gap and faster implementation of AI.

Battery integration with renewable energy and conventional power grid is common practice in smart grid systems and provides higher operational flexibility. Abundant issues and challenges to the Indian smart grid while integrating renewable energy and storage technology will give timely emphasis to grasp uninterrupted power supply in forthcoming trend. Hence, this paper aims to acknowledge different barriers of battery integration and evaluate them to develop approaches for restricting their influence.

A multi-model approach is used to illustrate how these challenges are interrelated by systematically handling expert views and helps to chronologically assemble various issues from the greatest severe to the slightest severe ones. Further, these barriers are grouped using the cross-impact matrix multiplication applied to the classification analysis (MICMAC) study grounded on their driving and dependence power. Also, hypothesis testing was done to validate the obtained model.

It provides a complete thoughtful on directional interrelationships between the barriers and delivers the best possible solution for the active operation of the smart grid and its performance.

There is a significant requirement for high-tech inventions outside the transmission grid to function for the integration of renewables and storage systems.

The model will support policymakers in building knowledgeable decisions while chronologically rejecting the challenges of battery integration in smart grid systems to improve power grid performance.

Based on author’s best knowledge, there is hardly any research that explicitly explains the framework for the barriers of battery integration in grid for developing countries like India. It is one of the first attempts to understand the fundamental barriers for battery integration. This study adds significantly to the literature on the energy sector by capturing the perspective of various stakeholders.

Industry 4.0 has received significant attention in today's competitive business market, necessitating a restructuring of functional domains in nearly every manufacturing organization. A comprehensive strategy to improve performance in preparation for Industry 4.0 implementation necessitates several steps, one of which is the establishment of performance outcomes (POs). The aim of this paper is to identify and rank the POs realized due to the adoption of Industry 4.0 enablers.

Based on an extensive literature review and inputs received from experts, a comprehensive list of enablers and the POs was prepared and finalized. This paper proposes a framework based on hybrid solution methodology, namely Neutrosophic Analytical Hierarchy Process (N-AHP) and Neutrosophic Combined Compromise Solution (N-CoCoSo), to rank the POs realized due to the adoption of Industry 4.0 enablers. The N-AHP methodology has been adopted to calculate the relative weights of the Industry 4.0 enablers. In comparison, the N-CoCoSo method has been adopted to rank the POs of Industry 4.0.

The proposed framework is applied to an Indian manufacturing organization to test the organization's practical applicability. Additionally, sensitivity analysis is also carried out to check the steadiness of the proposed framework. The findings of this study revealed that “Improved responsiveness to market conditions in today's competitive business environment” is the top-ranked PO of Industry 4.0, followed by “Enhanced competitiveness and better market share”, “Better product quality, through smart management of production process” and “Reduction in manufacturing waste and environmental sustainability” which could be realized due to adoption of its enablers.

This research would aid practitioners by enhancing the practitioners' capacity to understand and prioritize the various POs resulting from implementing Industry 4.0 enablers. Embracing a clear strategic plan will further assist practitioners in improving the efficiency of Industry 4.0 implementation.

Previous literature has only addressed the relationship between Industry 4.0 enablers and POs in a limited way. This paper attempts to compile a comprehensive list of Industry 4.0 enablers relevant to manufacturing organizations in order to fill this knowledge and research gap.

The effect of increasing lip thickness (LT) and Mach number on subsonic co-flowing Jet (CFJ) decay at subsonic and correctly expanded sonic Mach numbers has been analysed experimentally and numerically in this study. This study aims to a critical LT below which mixing enhances and above which mixing inhibits.

LT is the distance, separating the primary nozzle and the secondary duct, present in the co-flowing nozzle. The CFJ with LT ranging from 2 mm to 150 mm at jet exit Mach numbers of 0.6, 0.8 and 1.0 were studied in detail. The CFJ with 2 mm LT is used for comparison. Centreline total pressure decay, centreline static pressure decay and near field flow behaviour were analysed.

The result shows that the mixing enhances until a critical limit and a further increase in the LT does not show any variation in the jet mixing. Beyond this critical limit, the secondary jet has a detrimental effect on the primary jet, which deteriorates the process of mixing. The CFJ within the critical limit experiences a significantly higher mixing. The effect of the increase in the Mach number has marginal variation in the total pressure and significant variation in static pressure along the jet axis.

In this study, the velocity ratio (VR) is maintained constant and the bypass ratio (BR) was varied from low value to very high values for subsonic and correctly expanded sonic. Presently, commercial aircraft engine operates under these Mach numbers and low to ultra-high BR. Hence, the present study becomes essential.

This is the first effort to find the critical value of LT for a constant VR for a Mach number range of 0.6 to 1.0, compressible CFJ. The CFJs with constant VR of unity and varying LT, in these Mach number range, have not been studied in the past.

This paper aims to uncover links, overlaps and influence flows across two seemingly unrelated historical processes – the broadening of the marketing concept and the rapid rise of neoliberal ideology, and associated economic and social policies.

Historical examination of the pivotal points in marketing thought, especially since 1960s and 1970s, is juxtaposed with the historical rise of neoliberalism to uncover linkages between marketing and neoliberalism, with a particular reference to Foucault’s analysis of the neoliberal transgression of classical liberalism.

While noble intentions were behind the broadening of the concept of marketing, the implicit assumptions reinforced neoliberal ideology and policies that led to rapid rise in inequality and to disastrous financial and economic crises.

This study, relying on extensive interdisciplinary theorizing, could benefit from empirical and practical extensions.

Globally pervasive marketing practices – based on the broadening of the marketing concept – have become imbricated in contemporary spiraling crises. To escape such spirals, radical rethinking of marketing theories and practices is required.

To reorient away from serving only the interests of centralized capital and to serve the needs of people the world over, marketing thought and practice need to reorient to innovative ideas that transcend the broadened and generic marketing concepts.

The paper develops the linkages between marketing theory and practices since the late 1960s and the neoliberal ideology politics and policies, with roots in the 1920s, that rose to prominence in the 1970s. A key contribution is an exploration of, in a marketing context, Foucault’s analysis of the neoliberal eclipsing of classical liberalism.