Trishala Chauhan, Shilpa Sindhu and Rahul S. Mor
In this global digital era, health-care companies are increasing their presence on the internet through branded content that serves as a connecting link between customers and…
Abstract
Purpose
In this global digital era, health-care companies are increasing their presence on the internet through branded content that serves as a connecting link between customers and brands. However, there is a limited understanding of branded content’s impact on customers. Thus, this paper aims to empirically analyse customer engagement for branded content in the health-care sector.
Design/methodology/approach
The factors impacting customer engagement for branded content were identified and analysed using the Decision-Making Trial and Evaluation Laboratory approach to get their significance and the cause and effect relationship.
Findings
It emerged that co-creation is the most significant factor, having a substantial relationship with all other factors. It is substantiated that health-care companies can increase the intensity of customer engagement by delivering more authentic and relevant content and having an appealing look in a time-bound manner. This will increase the usefulness and entertaining value of the content.
Originality/value
The research findings contribute to the customer engagement dimension in the health-care sector and help the companies construct effective branded content leading towards higher customer engagement.
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The recent pandemic of COVID-19 has posed challenges for delivering essential and desirable health-care services for the masses. Digital health-care services initiated by several…
Abstract
Purpose
The recent pandemic of COVID-19 has posed challenges for delivering essential and desirable health-care services for the masses. Digital health-care services initiated by several hospitals and health practitioners promise efficient and safe health care in the new normal post-COVID era but need a supportive enabling ecosystem. Therefore, this study aims toward identifying and modeling the key enabling factors for digital health-care services.
Design/methodology/approach
A total of nine factors were identified from the literature review and verified by the domain experts which can enable the wider acceptance of digital health-care services. The identified factors were then modeled with the help of the total interpretive structural modeling (TISM) approach and fuzzy Matrices d’Impacts Croises Multiplication Appliquée à un Classement (MICMAC) and a meaningful contextual relationship were developed for the factors.
Findings
This study reflects that the trust of patients is required for the acceptance of digital health care. Quality of patient care and affordability cum accessibility of online services will define mass engagement. Hospital staff resilience, hospital care service capacity, strategic partnerships and collaborations supported by technology and regulatory structure are the major factors defining the enabling ecosystem.
Originality/value
This study has its uniqueness in the way the TISM approach and fuzzy MICMAC are used for modeling the enabling factors toward growth and acceptance of digital health-care services in the days to come in developing nations. The focus of this study can be considered as relevant for the study interested in investigating the role of cognitive dimensions in influencing actors’ behaviors and decisions.
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Anupama Panghal, Priyanka Vern, Rahul S Mor, Deepak Panghal, Shilpa Sindhu and Shweta Dahiya
3D food printing technology is an emerging smart technology, which because of its inbuilt capabilities, has the potential to support a sustainable supply chain and environmental…
Abstract
Purpose
3D food printing technology is an emerging smart technology, which because of its inbuilt capabilities, has the potential to support a sustainable supply chain and environmental quality management. This new technology needs a supportive ecosystem, and thus, this paper identifies and models the enablers for adopting 3D printing technology toward a sustainable food supply chain.
Design/methodology/approach
The enablers were identified through an extensive literature review and verified by domain experts. The identified enablers were modelled through the hybrid total interpretive structural modelling approach (TISM) and the decision-making trial and evaluation laboratory (DEMATEL) approach.
Findings
It emerged that stakeholders need technical know-how about the 3D printing technology, well supported by a legal framework for clear intellectual property rights ownership. Also, the industry players must have focused and clear strategic planning, considering the need for sustainable supply chains. Moreover, required product innovation as per customer needs may enhance the stakeholders' readiness to adopt this technology.
Practical implications
The framework proposed in this research provides managers with a hierarchy and categorization of adoption enablers which will help them adopt 3D food printing technology and improve environmental quality.
Originality/value
This research offers a framework for modelling the enablers for 3D food printing to develop a sustainable food supply chain using the TISM and DEMATEL techniques.
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Archana Poonia, Shilpa Sindhu, Vikas Arya and Anupama Panghal
This study aims to identify and analyse the interactions among drivers of anti-food waste behaviour at the consumer level. By understanding the mutual interactions among the…
Abstract
Purpose
This study aims to identify and analyse the interactions among drivers of anti-food waste behaviour at the consumer level. By understanding the mutual interactions among the drivers, an effort is made to identify the most driving and most dependent drivers through the total interpretive structural modelling (TISM) approach. Modelling offers inputs to propose focused interventions for reinforcing the identified drivers of anti-food waste consumer behaviour using the theoretical lens of social practices theory.
Design/methodology/approach
A proposed model of factors affecting anti-food waste behaviour is arrived at to suggest the most effective anti-food waste behavioural interventions. The factors were identified through an extensive literature search. A hierarchical structure of identified factors has been developed using TISM and MICMAC analysis through expert opinion. Focused marketing strategies towards promoting the identified factors for encouraging anti-food waste behaviour were suggested further.
Findings
This study identifies nine drivers based on extensive literature review, brainstorming and expert opinion. The TISM hierarchical model portrays the most important and least important drivers of household anti-food waste behaviour. It establishes that fundamental knowledge and socio-cultural norms are the most critical factors to drive the consumers. Marketers can focus on designing effective interventions to enhance the essential knowledge of the consumers and orient the socio-cultural norms towards anti-food waste behaviour.
Practical implications
This study offers implications for practitioners, policymakers and cause-driven marketing campaigns targeting anti-food waste behaviour. It provides an indicative list of critical factors relevant to household food waste behaviour, which can be used to drive effective marketing campaigns to nudge anti-food waste behaviours.
Originality/value
The proposed food waste behaviour management model was developed through modelling technique (TISM) and Cross-Impact Matrix Multiplication Applied to Classification (MICMAC) analysis, and relating them to marketing interventions is a novel effort in the food waste domain.
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Shweta Dahiya, Anupama Panghal, Shilpa Sindhu and Parveen Siwach
Organic food is getting attention these days from consumers and producers, in pursuit of safe and chemical-free food. In India, there is an upsurge in entrepreneurs in the organic…
Abstract
Purpose
Organic food is getting attention these days from consumers and producers, in pursuit of safe and chemical-free food. In India, there is an upsurge in entrepreneurs in the organic food sector, with women entrepreneurs signalling higher numbers. Women entrepreneurs have the potential to contribute significantly to the field of organic food; the only requirement is to address the challenges faced by them. This paper aims to attempt at exploring and modelling the challenges faced by women entrepreneurs in the organic food sector.
Design/methodology/approach
Significant challenges were identified through literature review, primary data collection and expert opinions. The identified challenges were then modelled through total interpretive structural modelling and fuzzy-matriced impact cruises multiplication applique techniques to give a meaningful contextual relationship.
Findings
This study identified “poor government support” and “less awareness” amongst the stakeholders, as the most strategic challenges with the highest driving power to influence other challenges. In contrast, “low funding options” and “fewer buyers” emerged as the most dependent challenges for organic food women entrepreneurs in India.
Originality/value
The model proposed in the study gives a roadmap for different stakeholders in the food industry to scale up organic food women entrepreneurs in India.
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Shilpa Sindhu and Rupesh Kumar
India's agri-food industry is rapidly expanding to keep up with the country's growing population. With the help of the fourth Industrial Revolution (Industry 4.0), modernization…
Abstract
India's agri-food industry is rapidly expanding to keep up with the country's growing population. With the help of the fourth Industrial Revolution (Industry 4.0), modernization is creating a new revolution in the agri-food sector. Its applications in the food supply chain as a supply chain 4.0 (SC 4.0) have made it convenient to deliver products efficiently from farms to consumers. The various technologies such as the internet of things (IoT), artificial intelligence (AI), big data analytics and blockchain, etc., have impacted emerging supply chains. But many challenges are perceived by stakeholders toward the adoption of SC 4.0 technologies in India. The authors identified the challenges of adopting SC 4.0 for the agri-food sector and used the Total Interpretive Structural Modeling (TISM) tool to analyze those challenges. Based on literature research, nine major issues were diagnosed and then simulated using expert opinion. Primary data were also gathered with the help of a questionnaire to identify the status of acceptance level of these technologies. This study highlights the importance of government support, availability of sources of funds, customer orientation toward food safety, the commitment of management toward modernization, aware and well trained and motivated employees are a few of the major factors impacting the adoption of SC 4.0 technologies.
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Jiveta Chaudhary Grover and Shilpa Sindhu
Purpose: Twenty-first-century leaders operate in an unpredictable and complex business environment. The COVID-19 pandemic highlighted the VUCA (volatility, uncertainty…
Abstract
Purpose: Twenty-first-century leaders operate in an unpredictable and complex business environment. The COVID-19 pandemic highlighted the VUCA (volatility, uncertainty, complexity, and ambiguity) nature of the business milieu and proved to be a real-life test for organisations and their leaders. It brought challenges and losses at personal, organisational, societal, national, and global levels. Nevertheless, some leaders and organisations thrived during and after the pandemic. This research assimilates leadership lessons from extant literature and real-life cases of leadership successes and failures. The authors aim to consolidate leadership strategies valuable in unpredictable, demanding, and complex times like COVID-19.
Methodology: The research relies on an extant literature review and opinions of four c-suite leaders captured through semi-structured interviews. The study uses content analysis to analyse the primary data collected.
Findings: The present research presents its results as a VUCA Leader Toolkit. It consolidates learnings from real-life case studies, extant literature, business reports, and experts’ opinions. It addresses the gap in existing research on VUCA-suited leadership strategies. The outcome of the present study is a clear, adequate, explicit, and well-defined list of VUCA-necessitated leadership strategies.
Originality/value: The research proves its utility in providing the VUCA Leader Toolkit. The outcomes carry usefulness for both present and future business leaders. The business environment today is ever-changing, complex, and uncertain. This unpredictability, uncertainty, complexity, and fuzziness would proliferate in the coming times. Hence, it is imperative to have a list of leadership strategies that may serve as a ready reckoner for leaders.