Pradeep Ray, Sangeeta Ray and Vikas Kumar
Contemporary frameworks in the resource-based view (RBV) of the firm observe that the proprietary firm-specific assets of multinational companies (MNCs) from developed economies…
Abstract
Purpose
Contemporary frameworks in the resource-based view (RBV) of the firm observe that the proprietary firm-specific assets of multinational companies (MNCs) from developed economies give them competitive advantage in international markets. However, the question “how do emerging market firms (EMFs) achieve accelerated internationalisation in knowledge based industries – despite not possessing proprietary assets and lacking critical elements of innovation eco-systems, institutions and infrastructure” has yet to be addressed. This paper aims to adopt a knowledge-based view (KBV) of the firm, identifying knowledge, both inside and outside of the firm, as a critical element for the internationalization of EMFs.
Design/methodology/approach
This research entailed deductive econometric analyses using panel data analysis from 925 firm-year observations, which tested our predictions on capabilities that contribute to the internationalization of EMFs from the IT industry in India.
Findings
The findings of the authors’ panel data analysis reveal that the capacity to internationalize is predicated by knowledge leverage in three principal domains: absorptive capacity, tacit knowledge and knowledge-codification. This study shows internationalization is driven by higher-order capabilities of EMFs that draw on the absorptive capacity of individuals and collectives as a dynamic capability to serve international clients worldwide.
Research limitations/implications
This study highlights that the process by which EMFs gain competence is different to the Western MNCs insofar as the extent to which EMFs have to stretch their efforts of learning from clients.
Practical implications
For practitioners, the findings of this research are a useful guide to understand that EMFs need to make strategic investments to understand the idiosyncrasies of a variety of clients’ needs and operating environments to dynamically adapt, document the learning and leverage the tacit knowledge.
Social implications
This study captures the innate ability of entrepreneurs in emerging economies to unlock their potential in human capital for globalizing operations and targeting new market segments in the industry. This can directly benefit in uplifting the income level of millions in relatively underdeveloped countries and bringing about much-needed equity in the level of income in the society.
Originality/value
The value of this study lies in its novel and contemporary insight on how EMFs leapfrog in a fast-changing technology space. What distinguishes the work from the static framework in literature is that EMFs learning is dynamic, and happens in an interactive mode, alongside clients in close proximity. This study captures the innate ability of entrepreneurs to unlock the potential of human capital in emerging economies for globalizing operations.
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Anton Klarin, Pradeep Kanta Ray, Sangeeta Ray and Qijie Xiao
Global value chains (GVCs) are facing unprecedented pressures arising from structural changes in the global economy and exogenous shocks including military conflicts and the…
Abstract
Purpose
Global value chains (GVCs) are facing unprecedented pressures arising from structural changes in the global economy and exogenous shocks including military conflicts and the aftermath of COVID-19. Considering the importance of value chain analysis in the current environment, the purpose of the study is to provide an up-to-date overarching global value chain literature review study that offers suggestions for research and practice to ensure resilient value and supply chains.
Design/methodology/approach
The authors provide a comprehensive review of literature of the value chain, commodity chain and production network research based on a systems overview of 5,628 publications to identify the extent of research on vulnerabilities and resilience of value chains globally and gaps therein. To provide the systems overview, the authors use scientometric content co-occurrence analysis methods to analyze and identify gaps within the existing literature.
Findings
Based on this overarching review of the literature, the authors identify gaps in the literature primarily related to the issue of unpreparedness of value chains to exogenous shocks. The authors suggest future research directions and propose an integrative model along with recommendations for restructuring value chains for resilience amidst exogenous shocks.
Originality/value
This study carries out an overarching study of interdisciplinary GVC literature in the age of geopolitical and societal challenges and is thus able to offer holistic insights and propositions for future research.
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Sujit Kumar Ray and Sangeeta Sahney
This study aims to obtain an understanding of the impact of personal cultural orientation on potential consumers’ intention toward the purchase of high-involvement green products…
Abstract
Purpose
This study aims to obtain an understanding of the impact of personal cultural orientation on potential consumers’ intention toward the purchase of high-involvement green products, specifically, electric two-wheelers in India, which is one of the largest emerging markets of the world.
Design/methodology/approach
A self-administered questionnaire comprising a total of 30 items was administered over a sample of 582 respondents. The structural equation modeling using partial least square was used to analyze the relative impact of different cultural dimensions on consumers’ green purchase intention. Geert Hofstede’s typology of culture was used to represent personal cultural orientation and four of the five dimensions, namely, collectivism, long-term orientation (LTO), masculinity and uncertainty avoidance were studied.
Findings
Findings of the study revealed that collectivism, LTO and masculinity appear to be significant cultural dimensions that influence Indian consumers’ intention to purchase electric two-wheelers. Collectivism is the most influential dimension, followed by LTO and masculinity.
Research limitations/implications
This study helps in expanding literature in the area of green purchase by providing insight on how consumers’ individual cultural orientation influences their purchase of eco-friendly products such as electric two-wheelers.
Practical implications
The findings of the study offer insights, which can be useful for marketers in developing various promotional strategies, as consumers’ cultural values have significant implications for decisions with respect to the advertisement content.
Originality/value
This study illustrates the relative impact of different dimensions of national culture (measured at consumers’ personal level) on consumers’ green purchase intention. Such a study appears to be important in extending current knowledge on green purchase behavior in one of the largest emerging markets such as India.
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Sujit Kumar Ray and Sangeeta Sahney
The purpose of this paper is to examine how the various perceived risk facets such as financial risk, performance risk, psychological risk, social risk, and physical risk…
Abstract
Purpose
The purpose of this paper is to examine how the various perceived risk facets such as financial risk, performance risk, psychological risk, social risk, and physical risk influence the Indian consumers’ perceived overall risk during the purchase of green products such as energy-efficient LED light bulbs.
Design/methodology/approach
A self-administered questionnaire comprising a total of 29 items was employed over a sample of 272 respondents. The structural equation modeling using partial least squares was used for data analysis.
Findings
Psychological risk emerged as the most influential of the various risk facets in affecting perceived overall risk. Financial, physical, and performance risks emerged as the second, third, and fourth most influential risk facets, respectively, which affect the perceived overall risk. Surprisingly, social risk did not emerge as an influential facet when it comes to affecting perceived overall risk. Further, psychological and financial risks appeared to have a positive medium-level influence on the perceived overall risk, whereas physical and performance risks appeared to have a positive weak influence on the perceived overall risks. The influence of financial risk on the perceived overall risk was found to be partially mediated by performance risk.
Originality/value
The study is unique in the sense that it reflects the risk perception of potential consumers in one of the largest emerging markets of the world, when it comes to purchase of green products.
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Debarun Chakraborty, Prashant Mehta and Sangeeta Khorana
This study aims to apply the theory of consumption value to analyze the utilization of Metaverse technologies within hospitality and tourism while examining the factors that…
Abstract
Purpose
This study aims to apply the theory of consumption value to analyze the utilization of Metaverse technologies within hospitality and tourism while examining the factors that impact consumer intentions to use the Metaverse.
Design/methodology/approach
This paper aims to consider an extensive study spanning the period October 2021 to March 2023 was conducted to understand the shifts in an individual's intention to use Metaverse technologies in hospitality.
Findings
The findings of this study confirm that individual attitudes to the Metaverse and trust in Metaverse technologies significantly impact their intention to use the Metaverse.
Practical implications
The study aims to provide fresh insights into how individuals perceive Metaverse technologies in the context of choosing hotels and resorts, which enriches the understanding of consumer behaviors around Metaverse technology in hospitality.
Originality/value
This study aims to consider not only tourist intentions to use the Metaverse but also how diverse consumption values impact user attitudes, an area currently underresearched.
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Sangeeta Shah Bharadwaj and K.B.C. Saxena
The purpose of this paper is to discuss business processes as building blocks of organizational capabilities and outsourcing of business processes as a viable management approach…
Abstract
Purpose
The purpose of this paper is to discuss business processes as building blocks of organizational capabilities and outsourcing of business processes as a viable management approach in building winning relationships.
Design/methodology/approach
The paper develops a conceptual model to successfully implement “global sourcing” of organizational capabilities for the service provider and validates this framework using questionnaire survey methodology.
Findings
The paper identifies business process management and relationship management value propositions as the key dimensions for business process outsourcing (BPO) success. However, these value propositions fall short of building winning relationships.
Research limitations/implications
The research is based on questionnaire survey of Indian BPO service providers. A survey of BPO clients may further strengthen the proposed framework and make the findings more conclusive.
Practical implications
The proposed framework helps both the BPO client and the service‐provider organizations in understanding the critical role of relationship management in realizing the intended BPO service outcomes.
Originality/value
The paper establishes the importance of capability service provision by the service provider as value proposition.
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Sourabh Arora and Sangeeta Sahney
Recent statistics concerning webrooming shoppers is indicative of the trending webrooming phenomenon, and points toward the dire need for the addressal of the issue. The purpose…
Abstract
Purpose
Recent statistics concerning webrooming shoppers is indicative of the trending webrooming phenomenon, and points toward the dire need for the addressal of the issue. The purpose of this paper is to reason the consumer’s intentional visit to an online store prior to making purchases offline by linking it with perceived channel benefits and uncertainty reduction approach through an application of the theory of planned behavior.
Design/methodology/approach
A survey instrument was administered online, and a total of 374 responses were obtained. Respondents were queried with respect to the webrooming sequence, if at all they were into webrooming. The PLS-SEM was used to test the formulated hypotheses.
Findings
The factor “Access to reviews online” emerged as the prime perceived search benefit which drives consumers’ to first visit an online store, while factors like “access to touch and feel the product,” “better post-purchase services offline” and “immediate possession of product” induced customers to later purchase offline. Factors like “E-distrust” and “perceived risks related to purchasing online” notably determined consumer’s movement to the physical store for purchasing the product in the second phase of the webrooming sequence.
Research limitations/implications
A small sample size limits the authors from drawing definitive generalizations. Due to the lack of studies, individually examining webrooming conduct, a prior qualitative exploration can be conducted to draw more insights.
Practical implications
The findings of the study can be utilized by the online retailers for devising strategies to push the webroomers to make purchases online.
Social implications
The study creates awareness as to what motivates consumers to webroom, which has been realized as one of the serious issues being faced by the online retailers today.
Originality/value
This study addresses a key concern “webrooming phenomenon,” which has emerged as a critical challenge in the present retailing dynamics.
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Sourabh Arora, Kunal Singha and Sangeeta Sahney
Recent multichannel research suggests that consumers use multiple channels to reap attribute-based benefits which have led to showrooming phenomenon. The purpose of this paper is…
Abstract
Purpose
Recent multichannel research suggests that consumers use multiple channels to reap attribute-based benefits which have led to showrooming phenomenon. The purpose of this paper is to investigate the reasons for consumers’ showrooming behaviour and propose a comprehensive model based on application and extension of the “Theory of planned behaviour”.
Design/methodology/approach
Using the probability sampling approach, 278 complete responses were obtained via web-based surveys for analysing the showrooming behaviour. The research model was tested using the “Partial least squares method” which follows a variance-based structural equation modelling approach.
Findings
The results of the study indicate that “touching and feeling the product” and “sales staff assistance” motivated customers to visit the physical store before buying online. “Better online service quality” and “lower prices online” induced customers to later purchase online. Price conscious customers and those with the ability to use multiple channels were more likely to engage in showrooming behaviour.
Research limitations/implications
The generalization of the findings may be limited because the data were collected from a small sample size. The subject calls for more extensive research for drawing generalizations due to lack of the substantive literature on the core area of study.
Practical implications
The model proposed will help retailers in understanding the showrooming phenomenon which recent researchers have considered as a threat to retail. The study provides basis for devising strategies to defend showrooming customers.
Originality/value
This paper adds to the body of knowledge in retailing by proposing a model on showrooming which is an emerging area of research in the present retail landscape.