Hardeep Chahal, R.C. Dangwal and Swati Raina
The main purpose of this study is to examine the synergistic impact of marketing orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore role…
Abstract
Purpose
The main purpose of this study is to examine the synergistic impact of marketing orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore role of entrepreneurial qualification (moderating) and SO (mediating) in MO and BP relationship.
Design/methodology/approach
Nine hundred small and medium-sized enterprises (SMEs) owners/managers operating in Jammu District, North India, are contacted during October 2013 to February 2014.
Findings
The study identifies and confirms MO (marketing strategy, customer philosophy, operational efficiency and integrated marketing) and SO (defensive, proactive, analytical and risk-averse) as multi-dimensional constructs. Although both orientations have positive impact on SMEs performance, however, their synergistic impact is weak. In addition, the study also reveals that MO has direct and indirect impact (through SO) on BP. Lastly, there exists moderating role of entrepreneurial qualification between MO and SO.
Research limitations/implications
The major limitation of the study is the focus on SMEs. Based on the strength of the relationships among the dimensions and sub-dimensions of the MO, SO and BP, replication and validation of research in service sector across the country and globe is required to generalise the results and to develop stronger theory.
Originality/value
This is the first empirical study to investigate the synergistic impact of two well-established notions – MO and SO. It provides empirical evidence for the claim that synergistic impact of marketing and SO on BP is weak, unlike their respective strong impact on BP. This study also clarifies roles of entrepreneurial qualification and SO in MO and BP relationship.
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Hardeep Chahal, Ramesh Dangwal and Swati Raina
The purpose of the study is twofold. First, to examine the domain of green marketing construct in the context of small and medium enterprises (SMEs) operating in emerging…
Abstract
Purpose
The purpose of the study is twofold. First, to examine the domain of green marketing construct in the context of small and medium enterprises (SMEs) operating in emerging economies (i.e. India) across electrical industries and, second, to assess its impact on the SMEs performance.
Design/methodology/approach
All the owners of electrical industries (SMEs) operating in Jammu District, that is, 152, were contacted using census method.
Findings
The study identifies and confirms five factors, namely, greening the process, green supply chain management, green strategic policy initiative, proactive energy conservation and green innovation of green marketing as important dimensions of green marketing orientation (GMO) scale. All the dimensions of the GMO scale have positive and significant impacts on performance of the firms. In addition, there exists stronger impact of green marketing dimensions on the customer business to business (B2B) satisfaction and employee retention.
Research limitations/implications
The research has certain unavoidable limitations. First, the study is based on only one sector, that is, electrical industries operating in developing industrial region of India and hence future research is suggested to comprehend green marketing in other green-savvy manufacturing sectors like pharmaceutical sector and service sector like hotels and hospitals. Further, the study has focussed on the development of GMO scale and future studies need to extend research to include variables like green satisfaction, green trust and green loyalty to understand their mediating role in green marketing and performance relationship. Furthermore, the moderating role of variables such as nature and age of the SMEs can also be studied in future research.
Practical implications
GMO allows managers to understand how their firms facilitate green environment and they affect the business outcomes. Furthermore, GMO takes into consideration all important aspects (greening the process, green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion) which provide better explanatory power and identification of priority areas for managerial attention. GMO can be used by managers to determine which strategies and practices will have the most positive influence on employees’ outcome.
Originality/value
This paper can help managers in identifying the perspectives of GMO in electrical sector for the developing countries. Unlike the three dimensions confirmed by studies, this study established five dimensions of green marketing, namely, greening the process green supply chain management, green strategic policy initiatives, proactive energy conservation and green promotion.
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Hardeep Chahal, Sanjay Mishra, Swati Raina and Tarun Soni
– The purpose of this paper is to develop comprehensive model of business social responsibility (BSR) for small-scale enterprises (SSEs) in Indian Context.
Abstract
Purpose
The purpose of this paper is to develop comprehensive model of business social responsibility (BSR) for small-scale enterprises (SSEs) in Indian Context.
Design/methodology/approach
The data were collected from 156 SSE owners/managers using snowball sampling method, operating in three industrial estates namely: Bari Brahmana, Gangyal and Digiana, Jammu, North India.
Findings
The three-step procedure based on exploratory factor analysis (EFA), item/reliability analysis and confirmatory factor analysis (CFA) were undertaken to establish the multidimensionality of BSR scale. The empirical results identify five BSR dimensions in SSEs – local community, employees, environment, suppliers and customers.
Research limitations/implications
The major limitation of the study relates with data collection from only owners’/managers’ perspective, which might have resulted in biased perceptions.
Practical implications
This study has direct practical implications for owners’ actions in relation to establishing BSR culture and orientation in SSEs. Besides, SSE owners/managers can also be benefited from the study's findings through their increased awareness on the activities that contribute to corporate social responsibility (CSR) activities.
Originality/value
The study is based on extant research gap in the literature on significance of CSR practices for SSEs in emerging countries context. This study contributes to existing research on CSR by developing a better understanding of the role of owners in establishing BSR culture in the SSEs.
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Hardeep Chahal, Ramesh Dangwal and Swati Raina
The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship…
Abstract
Purpose
The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept.
Design/methodology/approach
The paper draws upon the extant literature to present a series of research propositions relating to SGMO.
Findings
The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization.
Research limitations
Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research.
Originality/value
This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.
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Swati Alok, Sudatta Banerjee and Swati Singh
This study aims to examine the relationship between work-family conflict (WFC) and personal self-efficacy among career persistent women in India. Further, this relationship was…
Abstract
Purpose
This study aims to examine the relationship between work-family conflict (WFC) and personal self-efficacy among career persistent women in India. Further, this relationship was explained with the help of the mediating role of perceived managerial support.
Design/methodology/approach
Survey data were collected from 510 career persistent women working in the Information Technology (IT) sector in India. The data were analyzed using structural equation modeling and mediation was tested using Process- Macro.
Findings
Findings depicted a positive relationship between WFC and professional self-efficacy demand and self-efficacy challenges. Perceived managerial support was also found to be positively related professional self-efficacy. Furthermore, perceived managerial support was found to have a significant mediating effect in WFC and professional self-efficacy relationships.
Originality/value
Findings of the study may enhance the understanding of WFC in emerging economies, as most of the research has been done in the western context. Findings of the study are crucial, as it highlights the relationship between WFC and professional self-efficacy in the presence of perceived managerial support. Moreover, the paper uniquely discusses the role of WFC in professional self-efficacy among career persistent women in IT sector.
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Shiva Kakkar, Samvet Kuril, Swati Singh, Surajit Saha and Anurag Dugar
Scholars and practitioners have raised concerns that mandatory remote work can lead to feelings of isolation and alienation in employees. Therefore, this study aims to investigate…
Abstract
Purpose
Scholars and practitioners have raised concerns that mandatory remote work can lead to feelings of isolation and alienation in employees. Therefore, this study aims to investigate this issue by examining the impact of work communication satisfaction in remote environments on employee alienation and job satisfaction.
Design/methodology/approach
Sensemaking and social information processing (SIP) theory are used for formulating the hypotheses. To test the hypotheses, primary data were collected from 418 employees working in various Indian organizations and analyzed using AMOS and Hayes' PROCESS macro for SPSS.
Findings
The findings reveal that work communication satisfaction is negatively associated with alienation and positively associated with job satisfaction. Alienation mediated the relationship between work communication satisfaction and job satisfaction. Additionally, employees belonging to organizations with stronger CSR associations reported feeling less alienated than employees of organizations with weaker CSR associations.
Practical implications
Organizations can improve work communication satisfaction by devising remote communication plans that clarify employee expectations regarding the frequency, purpose and channel of communication. Additionally, organizations should communicate their CSR efforts to employees, particularly during times of crisis, as this can help improve employee impressions of the organization.
Originality/value
The study extends the work on alienation by approaching it from the perspective of sensemaking. The research demonstrates how work and non-work-related social information cues (work communication and CSR associations) can influence employee attitudes through their sensemaking. The context of the study adds to its uniqueness.
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Priya Kataria and Shelly Pandey
The purpose of this paper is to study the experiences of middle-class working mothers from the ITES (Information Technology Enabled Service) sector in India during the COVID-19…
Abstract
Purpose
The purpose of this paper is to study the experiences of middle-class working mothers from the ITES (Information Technology Enabled Service) sector in India during the COVID-19 pandemic. Their experiences of work from home are studied in the backdrop of the ideal worker model at work and the adult worker model at home. Further, the study aims to identify the need for sustainable, inclusive practices for working mothers in Indian organizations to break the male breadwinner model in middle-class households.
Design/methodology/approach
A qualitative approach to collect data from 39 middle-class mothers working in MNCs in four metro cities in India. The semi-structured, in-depth interviews focused on their experiences of motherhood, care and work before, during and after the COVID-19 pandemic.
Findings
The pandemic made it evident that the ideal worker model in organizations and the adult worker model at home were illusions for working mothers. The results indicate a continued obligation of the “ideal worker culture” at organizations, even during the health crisis. It made the working mothers realize that they were chasing both the (ideal worker and adult worker) norms but could never achieve them. Subsequently, the male breadwinner model was reinforced at home due to the matrix of motherhood, care and work during the pandemic. The study concludes by arguing the reconstruction of the ideal worker image to make workplaces more inclusive for working mothers.
Originality/value
The study is placed in the context of Indian middle-class motherhood during the pandemic, a demography less explored in the literature. The paper puts forth various myths constituting the gendered realities of Indian middle-class motherhood. It also discusses sustainable, inclusive workplace practices for mothers from their future workplaces' standpoint, especially in post-pandemic times.