Ebha Garg, Sanjeev Swami and Sunita Kumari Malhotra
Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most of the…
Abstract
Purpose
Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most of the branding effectiveness measures are either based on brand image approach or on brand identity approach. The purpose of this paper is, therefore, to propose an integrated branding effectiveness measurement metrics for non-profit organizations (NPOs).
Design/methodology/approach
Judgmental and simple random sampling techniques are used for data collection. The final sample comprises 150 respondents including donors, volunteers, beneficiaries and media who were administered interview schedules. Based on the ratings given by the respondents regarding branding effectiveness parameters of the five NPOs of a major city in Northern India, branding effectiveness score of each NPO is computed. The branding measures adopted by NPOs rated high are selected in the proposed brand effectiveness metrics.
Findings
The proposed metrics encapsulates brand identity parameters such as management profile, vision, culture, as well as brand image parameters such as brand awareness, brand understanding, brand association of the stakeholders, etc. The metrics also link the two through brand performance parameters.
Research limitations/implications
Multiple hierarchical structures of government infested with bureaucracy and lack of specialized staff with focused approach have reduced the effectiveness of their socio-development programs in emerging economies. This has led to an increase in number, diversity and impact of NPOs that compete for resource generation. Branding is a powerful tool for NPOs not only for resource generation but also for driving the social goals. The branding effectiveness metrics would help NPO managers reinforce the internal identity by increasing the cohesion and the capacity of the organization as well as create a strong brand image by garnering the support of multiple stakeholders through mutual trust thereby creating a greater social impact.
Originality/value
The uniqueness of the study stems from the fact that the proposed branding effectiveness measurement metrics in non-profit environment encapsulates brand image, brand identity and brand performance parameters.
Details
Keywords
Pragati Agarwal, Sunita Kumari Malhotra and Sanjeev Swami
The COVID-19 pandemic has brought unprecedented disruptions to global supply chains, compelling organizations to reevaluate their strategies for resilience and adaptability. In…
Abstract
Purpose
The COVID-19 pandemic has brought unprecedented disruptions to global supply chains, compelling organizations to reevaluate their strategies for resilience and adaptability. In response, smart technologies (ST) have emerged as integral tools in post-pandemic supply chain management (SCM). This study aims to conduct an exploratory systematic literature review to comprehensively examine the evolving landscape of smart technology adoption in the context of SCM post-pandemic.
Design/methodology/approach
A systematic literature review has been conducted to examine the potential research contribution or directions in the field of ST and SCM. In total, 240 articles were shortlisted from the SCOPUS database in the chosen field of research. Bibliometric analysis was conducted by using VOSviewer to investigate the research trends in the area of SCM.
Findings
The review identifies key themes and trends, including supply chain resilience, digital transformation, enhanced visibility, predictive analytics and sustainability considerations. It explores the role of ST in fostering agility, transparency and risk mitigation within supply chains. Furthermore, eight clusters were identified to generate several thematic topics of ST in SCM. The results have evidenced a strong gap related to Industry 5.0 approaches for the supply chain field. A total of 240 publications, including journal articles, have been found in the literature. A total of 37 words, which were grouped in 8 clusters, have been identified in the data analysis.
Research limitations/implications
By synthesizing the current state of literature, this study provides valuable insights for practitioners, policymakers and researchers seeking to navigate the complexities of post-pandemic SCM in an increasingly digitized and interconnected world. The findings highlight the transformative potential of ST and offer a roadmap for further exploration in this critical domain.
Originality/value
In this paper, the development path of the field of ST in SCM during the pandemic and the research constructs are presented and potential research directions are based on the bibliometric method.
Details
Keywords
Pragati Agarwal, Sanjeev Swami and Sunita Kumari Malhotra
The purpose of this paper is to give an overview of artificial intelligence (AI) and other AI-enabled technologies and to describe how COVID-19 affects various industries such as…
Abstract
Purpose
The purpose of this paper is to give an overview of artificial intelligence (AI) and other AI-enabled technologies and to describe how COVID-19 affects various industries such as health care, manufacturing, retail, food services, education, media and entertainment, banking and insurance, travel and tourism. Furthermore, the authors discuss the tactics in which information technology is used to implement business strategies to transform businesses and to incentivise the implementation of these technologies in current or future emergency situations.
Design/methodology/approach
The review provides the rapidly growing literature on the use of smart technology during the current COVID-19 pandemic.
Findings
The 127 empirical articles the authors have identified suggest that 39 forms of smart technologies have been used, ranging from artificial intelligence to computer vision technology. Eight different industries have been identified that are using these technologies, primarily food services and manufacturing. Further, the authors list 40 generalised types of activities that are involved including providing health services, data analysis and communication. To prevent the spread of illness, robots with artificial intelligence are being used to examine patients and give drugs to them. The online execution of teaching practices and simulators have replaced the classroom mode of teaching due to the epidemic. The AI-based Blue-dot algorithm aids in the detection of early warning indications. The AI model detects a patient in respiratory distress based on face detection, face recognition, facial action unit detection, expression recognition, posture, extremity movement analysis, visitation frequency detection, sound pressure detection and light level detection. The above and various other applications are listed throughout the paper.
Research limitations/implications
Research is largely delimited to the area of COVID-19-related studies. Also, bias of selective assessment may be present. In Indian context, advanced technology is yet to be harnessed to its full extent. Also, educational system is yet to be upgraded to add these technologies potential benefits on wider basis.
Practical implications
First, leveraging of insights across various industry sectors to battle the global threat, and smart technology is one of the key takeaways in this field. Second, an integrated framework is recommended for policy making in this area. Lastly, the authors recommend that an internet-based repository should be developed, keeping all the ideas, databases, best practices, dashboard and real-time statistical data.
Originality/value
As the COVID-19 is a relatively recent phenomenon, such a comprehensive review does not exist in the extant literature to the best of the authors’ knowledge. The review is rapidly emerging literature on smart technology use during the current COVID-19 pandemic.
Details
Keywords
Not many people can say that they took the first steps in their HR career aged 12. This was the ageat which Sunita Malhotra, now HR director for the European sales and marketing…
Abstract
Not many people can say that they took the first steps in their HR career aged 12. This was the ageat which Sunita Malhotra, now HR director for the European sales and marketing function at Electrolux, first realized she wanted to do something to help people reach their full potential.
Details
Keywords
Kanika Saxena, Sunita Balani and Pallavi Srivastava
This study aims to review the extant literature in pharmaceutical sector on corporate social responsibility (CSR), sustainability and organizational performance to explore if a…
Abstract
Purpose
This study aims to review the extant literature in pharmaceutical sector on corporate social responsibility (CSR), sustainability and organizational performance to explore if a relationship exists among these three elements.
Design/methodology/approach
A total of 301 research articles were collected from online databases. A new ECG framework representing environment, community and growth was used to classify the collected literature under the three elements: CSR, sustainability and organizational performance.
Findings
Key findings under the identified categories are: A) Environment: Strict legislation and green chemistry have revolutionized the pharmaceutical sector by decreasing manufacturing costs, minimizing the environmental footprint and improving compliance with regulations. B) Community: Community goodwill and organization’s image have gained importance under the influence of external and internal stakeholders. C) Growth: A weak relationship exists between CSR and organizational performance but increases engagement in sustainability practices which has led to increased market performance. Effective integration of social and environmental goals with strategic business processes could result in long-term profits.
Originality/value
This study focuses on the extant literature to identify the significance of CSR and sustainability on the organizational performance of the pharmaceutical sector. The propositions developed in this study will help in identifying the interdependency of the aforementioned three elements opening further possibilities of in-depth sector specific studies.
Details
Keywords
Pradeep Kautish, Sunita Guru and Anamika Sinha
The purpose of this study is to survey the associations among innovation perspective on value priorities, i.e. hedonic vs utilitarian facets, satisfaction among customers and…
Abstract
Purpose
The purpose of this study is to survey the associations among innovation perspective on value priorities, i.e. hedonic vs utilitarian facets, satisfaction among customers and behavioral intents for online fashion apparels in the Asian economic context, i.e. Indian market.
Design/methodology/approach
The research used a hypo-deductive strategy and all the constructs were amended from the previous scholarly work. The two-step methodology with structural equation modelling in terms of covariance-based methodology was deployed to weigh the measurement and structural models.
Findings
The conclusions reveal that value priorities in terms of hedonic vs utilitarian dimensions have a substantial influence on satisfaction, and satisfaction significantly affects intentions for online apparels. Additionally, customer satisfaction performs the role of a partial facilitator between hedonic and utilitarian values and purchase intents. In comparison to hedonic, utilitarian priorities display a superior outcome on customer satisfaction and purchase intents for fashion apparels getting sold online portals.
Research limitations/implications
The research will facilitate online researchers and fashion managers recognize the underlying dimensions of innovation-led perspectives on values, i.e. hedonic vs utilitarian, for satisfaction and behavioral intents.
Practical implications
The study results will assist online marketers, fashion portals and specialists recognize the characteristics of hedonic vs utilitarian dimensions to improve satisfaction facets and behavioral intents for online fashion apparels.
Social implications
The present scholarly work presents useful insights related to social transformation with respect to innovative online fashion apparel buying paradigms.
Originality/value
In an Asian market context, the paper is pioneer work to examine the comparative relationships among value priorities, e.g. hedonic vs utilitarian dimensions and their influence on satisfaction and purchase intents for the fashion apparels sold online sector a two-dimensional measure of consumption values.
Details
Keywords
Subhash C. Kundu and Sunita Rani
The main objective of the study is to assess the self‐esteem of the human resources including future workforce, trainees, managers, and entrepreneurs.
Abstract
Purpose
The main objective of the study is to assess the self‐esteem of the human resources including future workforce, trainees, managers, and entrepreneurs.
Design/methodology/approach
Primary data based on 1,835 respondents were analyzed to compare the self‐esteem of males and females of various categories. Statistical tools such as factor analysis, correlations, analysis of variance, means, grand means, and standard deviations were used for the analysis of the data gathered.
Findings
Among all the derived five factors, respondents scored highest on strong belief which indicated the high self‐esteem cognition. Significant differences were found between the various categories of students, managers, entrepreneurs, and trainees. Males and females also differed on certain aspects of self‐esteem. The overall self‐esteem of the sample was found to be marginally positive.
Research limitations/implications
The limitation of the study was that the data were collected from North India only, though they could have been collected from the wider area. Rather it can be extended cross‐culturally so that it may give more generalized conclusions.
Practical implications
Self‐esteem of human resources has managerial and policy implications. Self‐esteem affects the organisational decisions regarding planning and hiring, motivating, retaining, and laying‐off of human resources. High and positive self‐esteem has a positive relationship with job performance, job satisfaction, organisational commitment, need for achievement, self‐perceived competence, self‐image, and success expectancy. Organizations should not only concentrate on hiring and retaining high and positive self‐esteem employees, but also try to maintain the self‐esteem level of the employees. Organisations can enhance employees' self‐esteem by allowing them ample room for self‐determination.
Originality/value
This paper helps in understanding the level of self‐esteem of males and females across categories and resultant behaviour. Inclusion of aspirants along with managers and entrepreneurs will definitely add to the existing knowledge, management theory and practice.
Details
Keywords
Biju Mathew and Sunitha Sivaraman
The purpose of this paper is to analyze the macroeconomic determinants of life insurance demand in India. The recent decline in life insurance activity calls for a study on the…
Abstract
Purpose
The purpose of this paper is to analyze the macroeconomic determinants of life insurance demand in India. The recent decline in life insurance activity calls for a study on the factors influencing life insurance demand in India.
Design/methodology/approach
This study employs econometric techniques like augmented Dickey-Fuller test, Johansen cointegration test, vector error correction models and the Granger causality test to estimate the macroeconomic predictors of life insurance demand in India, during the period 1980-1981 to 2013-2014.
Findings
Financial sector development and inflation positively influence life insurance demand in India. The real rate of interest and income are negatively related to life insurance consumption. The study finds an insignificant relation between the level of social security expenditure and life insurance buying. Financial sector development is found to Granger-cause life insurance demand.
Research limitations/implications
Product-wise analysis of life insurance demand is not attempted due to lack of unit-level data. The impact of regulatory changes on life insurance demand in India is not attempted.
Practical implications
Intervention by the policy makers is required to arrest the decline of life insurance activity in India. Efforts are required to widen the financial sector of the Indian economy to accelerate the growth of life insurance activity.
Originality/value
The paper introduces a new measure of life insurance demand, the total regular new business premium, in the estimation of life insurance demand determination.
Details
Keywords
Prakash Vel, Aakash Shah, Sunita Mathur and Vijay Pereira
The concept of “internal marketing” (IM) has gained the attention of researchers over the past three decades. Though a lot of research has been carried out on this topic, it…
Abstract
Purpose
The concept of “internal marketing” (IM) has gained the attention of researchers over the past three decades. Though a lot of research has been carried out on this topic, it remains a concept yet to be completely understood and captured, with ambiguity in terms of its definition and scope. The purpose of this paper is to utilise the higher education (HE) context in an emerging country, United Arab Emirates (UAE), to argue that the term “IM” needs more unbundling and hence the authors propose an enriched framework with a renewed and relevant identity, which the authors term as “corporate fusion” (CF).
Design/methodology/approach
The authors do so with a renewed framework and philosophy that tries to capture new constructs and dimensions of IM in line with the emerging corporate milieu and has been applied to the HE sector of the UAE in this paper.
Findings
The proposed new conceptual framework identifies a CF philosophy building on the existing literature and captures the essence of IM orientation, albeit with its new constructs, dimensions and justifications. Furthermore, the authors argue that this new model is relevant to the contemporary environmental trends surrounding present day HE organisations, more so ever in emerging markets such as the UAE, given their growth needs in a competitive global marketplace.
Originality/value
In this paper, the authors take a close introspection at the contemporary role of IM in the HE landscape available in the UAE using a renewed framework titled “Corporate Fusion”.
Details
Keywords
Suresh Renukappa, Subashini Suresh, Nisha Shetty, Lingaraja Gandhi, Wala Abdalla, Nagaraju Yabbati and Rahul Hiremath
The COVID-19 pandemic has affected around 216 countries and territories worldwide and more than 2000 cities in India, alone. The smart cities mission (SCM) in India started in…
Abstract
Purpose
The COVID-19 pandemic has affected around 216 countries and territories worldwide and more than 2000 cities in India, alone. The smart cities mission (SCM) in India started in 2015 and 100 smart cities were selected to be initiated with a total project cost of INR 2031.72 billion. Smart city strategies play an important role in implementing the measures adopted by the government such as the issuance of social distancing regulations and other COVID-19 mitigation strategies. However, there is no research reported on the role of smart cities strategies in managing the COVID-19 outbreak in developing countries.
Design/methodology/approach
This paper aims to address the research gap in smart cities, technology and healthcare management through a review of the literature and primary data collected using semi-structured interviews.
Findings
Each city is unique and has different challenges, the study revealed six key findings on how smart cities in India managed the COVID-19 outbreak. They used: Integrated Command and Control Centres, Artificial Intelligence and Innovative Application-based Solutions, Smart Waste Management Solutions, Smart Healthcare Management, Smart Data Management and Smart Surveillance.
Originality/value
This paper contributes to informing policymakers of key lessons learnt from the management of COVID-19 in developing countries like India from a smart cities’ perspective. This paper draws on the six Cs for the implications directed to leaders and decision-makers to rethink and act on COVID-19. The six Cs are: Crisis management leadership, Credible communication, Collaboration, Creative governance, Capturing knowledge and Capacity building.