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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.

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 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.

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.

This study aims to investigate driving factors for wine tourists to revisit Indian vineyards. It explores the motivation for Indians engaged in wine tourism and specific behaviors related thereto. Framed in the theory of planned behavior, this paper proposes a conceptual model of revisit intentions for wine tourism. This model covers environmental concerns, escapism, countryside lifestyle, entertainment and spillovers of international traveling as direct antecedents for the revisit intentions.

A quantitative approach was adopted for this research. Data was gathered through a standardized questionnaire from 141 vineyard tourists in Nashik, India and evaluated by fitting a structural equation model.

Important drivers for wine tourists revisit intentions are countryside lifestyle and spillovers of international travel. Notably, entertainment does not have a significant direct effect, but a substantial impact moderated by escapism. Environmental concerns have a negative impact. The escapism component is the most influential motivation for revisiting the Indian vineyards.

The attractiveness of vineyards visits in contrast to nearby tourist attractions needs to be clarified, e.g. by calibrating gravitation models.

Escapism is a substantial antecedent for the revisit intention of the vineyards while environmental concerns are its major barrier.

Countryside lifestyle contributes to overcoming the disadvantage of the contemporary hectic society of the Indian middle class and preserving Indian roots along with modernizing lifestyles.

The first evidence of Indian wine tourists revisits intentions. The current research fills a research gap by examining India’s wine tourism phenomenon.

Wine tourism is spreading from the “old world” wine countries to Asia. The purpose of this paper is to introduce the GLOW framework capturing the tension of homogenization and globalization of touristic experiences, the tourists' rising environmental concerns and their conflict of searching for authentic experience with new sensations.

In a mixed-method procedure, evidence describing the wine tourists’ perceptions and motivations is assessed using a quantitative survey and fitting a structural equation model using the PLS algorithm. Complementing evidence through qualitative interviews with Indian entrepreneurs on designing a glocalized experience is analyzed.

Spillover from international travel is the most relevant driver of wine tourism in India. However, types of wines and the experiences are adjusted to the local conditions. The winemakers are remarkably advanced in implementing environmentally sustainable production and avoiding over tourism which perfectly meets their clients’ expectations.

Entrepreneurial creation theory as described by Alvarez and Barney (2007) is illustrated in the Asian glocalisation context giving special attention to the entrepreneur’s individual capabilities as called by Helfat and Peteraf (2015) and Liñán et al. (2020).

Conservation of biodiversity and the aesthetics of the local landscape are essential for the vividness of the entrepreneurial ecosystem and the attractiveness for the guests.

Local adaptation of the touristic experience in terms of entertainment, indigenous cuisines and local specialty supports sustainable development of all the stakeholders.

Novelty arises from the projection of the visitors considering the wine cellar experience as an alternative to international travels in combination with analyzing how the entrepreneurs create entrepreneurial opportunities by carving out an authentic experience for their guests.

The primary objective of this study is to highlight the three important aspects of effective gamification at work. The three-pronged model discussed in the study provides an opportunity to adopt a more balanced view of gamification and its use rather than just following the hype and trend concerning it.

While there is promising growth in the adoption of gamification in different L&D processes, the issue of the dark side of gamification cannot be ignored. This article approaches the issue with the help of a three-pronged model. This model has been developed after the review of recent studies focusing on the use of gamification in training and L&D process.

Gamification can be highly effective in engaging the upcoming generation of employees who are digital natives. However, managers should use gamification with caution. The three-pronged model discussed above can be used to evaluate the effectiveness of gamification for Learning and Development processes. The model provides a balanced view for the use of gamification. The essence of the model is to use gamification to enhance the L&D process and outcome along with enhancing employee motivation and engagement. It is vital to understand that it is a tool and its effectiveness depends upon its right use, by the right person, at the right place and time.

While there is promising growth in the adoption of gamification in different L&D processes, the issue of the dark side of gamification cannot be ignored. This article approaches the issue with the help of a three-pronged model.

Fashion brands are one of the strongest means of expressing consumers identity. This study explores and empirically validates the concepts of brand love and hate for masstige fashion brands from the purview of emerging markets. This study deciphers three components of masstige fashion brand promise through the lens of hedonic identity, uniqueness and expected social gains for the affluent middle-class consumers. The model is complemented by the impact of environmental and society’s well-being.

Empirical evidence was obtained through an online survey in India. Total of 222 complete responses were used to test hypotheses by fitting a model with the partial least squares algorithm.

Fashion brand love is triggered by consumers’ hedonic identity and expected social gains. Brand hate is fuelled by environmental and societal well-being concerns, expected social gains and uniqueness. Theoretical contribution is threefold: First, the relevance of social and environmental consequences reflecting consumers’ accepted responsibility for their masstige consumption is introduced. Second, the study deciphers the emotions related to masstige brand love and brand hate for emerging market’s affluent middle-class. Third, empirical results contribute to the ongoing discussion on whether brand hate and love are two distinct concepts or collapse to be two extremes of one and the same continuum.

Middle-class consumers in India are strict in their avoidance and rejection of the lower classes’ preferred fashion brands. Targeting must consider the social classes hierarchy. Marketing-mix design, particularly prices and distribution networks, need to enable a distinction between the social classes.

Masstige fashion brand love and hate turn out to be two distinct constructs that co-exist rather than being two extremes of one and the same dimension.

Indian middle-class consumers satisfy their need of environmental and social caretaking by avoidance and brand hate but continue to choose masstige brands to demonstrate social status and are not modernizing their traditional accumulative materialism.

The case presents an ideal platform for discussing the branding strategy, brand elements and the factors that contributed to success of an entrepreneurial venture in the quick-service restaurant (QSR) segment. Further, it enables students to discuss changes that are necessitated as the firm looks for new growth avenues. After working through the case and assignment questions, students will be able to analyze the entrepreneurial journey of a startup in red ocean markets by assessing the factors that contributed to its success; comprehend the importance of branding strategy for small business – choosing/designing of brand elements and selecting the positioning strategy; and assess changes needed in the branding strategy over time and devise strategies for the continued success of the firm.

Kolkata-based QSR chain Wow! Momo was bootstrapped with a meager INR 30,000 in 2008 by two school friends Sagar Daryani and Binod Kumar. It went on to become India’s Wow! Momo very first QSR specializing in momos. By the year 2019, Wow! Momo was dishing out India’s favourite street food, “momos” from 300 outlets across 15 cities. It also claimed to have captured 90% market share in the organized momo business. The startup grew at a CAGR of over 50% between 2015 and 2019 and reported INR 1.19bn revenue in financial year 2019 with an EBITDA of 9.3%. Wow Momo Foods Pvt. Ltd (WMF), the parent company of Wow! Momo, had tasted stupendous success within a short period and set an ambitious goal of achieving revenue of INR 10bn by 2023–2024. Wow! Momo had achieved top of mind recall among the target customers and was also vying for the same share of wallet as formidable international giants such as McDonald’s, Domino’s, Burger King and KFC. However, compared to these large players, Wow! Momo offered a limited menu and a smaller average ticket size. At the same time, Wow! Momo’s market share was also threatened by a host of branded momo players that offered a similar menu and pricing. Both these factors did not argue well for WMF’s mammoth growth objective. Achieving revenue of INR 1.19bn in a matter of just 10 years was no small feat, but reaching targeted INR 10bn in half that time needed a different game plan altogether. The founders clearly needed to rethink their strategies for the next phase of growth. What would be the next growth driver for the company? Should it look for greener pastures outside India? Was it time to diversify the menu and think beyond momos? If so, then should new items be added to existing menu or a new brand be launched altogether? The case maps the journey of two entrepreneurs as they went on to set up a successful QSR chain. It examines their trials and tribulations as well as successful implementation of marketing strategy. It also looks at the dilemmas faced by a startup as it searches for new avenues for growth.

Graduate and postgraduate courses in Management.

Teaching Notes are available for educators only.

CSS 8: Marketing.

This paper aims to focus on how home-grown Indian companies explored the potential of Indian middle class and realized an opportunity to seize the market gap not catered by MNCs in India. Across three distinct business contexts, the authors describe the companies’ procedures of developing segment-specific offerings. Doing so, the authors outline novel strategies implemented by these companies to cater to specific needs of the segments.

Seizing Bandura’s (1986) framework that stresses on the role of cognitive, vicarious, self-reflective and self-regulatory processes, the authors develop a four-layered model of the Indian middle class consumers. Building upon this model, they took multiple case (three caselets) approach for illustrating the strategies of home-grown companies. The authors identify their potential to explore the unknown terrains of various market segments and rework with unique local solutions.

The study highlights the power of home-grown companies over MNCs in terms of better market understanding and realistic offerings best suited to their needs. Across the divergent business contexts the companies’ strategies have four features in common: customer targeting and developing; localization of business models, particularly services; relating the products to the Indian society; and ethnocentrism and pride.

This study gives priority to a “thick” description of the proceedings without claiming causality. The authors limit this qualitative investigation to pinpointing congruence and contradictions to previous established results.

A key implication of this paper is the relevance of linking firm’s strategy to social-psychological development of customers in emerging economies component. This study provides critical insights for both managers and policymakers on the economic and social upswing as socially responsible and ethical practices are likely to gain public awareness.

The study’s originality springs from understanding the domestic company’s strategies when facing the pressure of (mainly Western) MNCs entering the emerging economies markets. While the latter takes advantage of economies of scale, country of origin effects and the powerful brands, the home-grown businesses are forced to develop divergent advantages and capabilities. Notably, earlier literature focused on changed demand pattern brought by MNCs in emerging economies and not on later part whereby, home-grown companies carve a space for themselves with specially designed improved products and innovative strategies.

The purpose of this paper is to highlight the importance of the employee voice in the present era. This paper discusses the drawbacks of not attending to employee voice, benefits of listening to it and strategies, as well as the methods of capturing the voice of employees.

The paper uses illustration to explain how Cisco used employee voice to revamp its HR.

The research on this area indicates that although listening to employee voice is beneficial, most organizations ignore it. The findings suggest that the voice of employee cannot be ignored in the technology-led era, as employees have many platforms to raise their concerns. Additionally, ignoring their voice can be perilous. Attending to employee voice brings many advantages, and thus it should be prioritized, promoted and practiced. The paper carries implications for HR managers, business leaders and researchers in this field.

This paper uniquely discusses the significance of employee voice in the present era. It also presents the strategies and methods to capture employee voice. Furthermore, it demonstrates the benefits of attending to employee voice with the help of an illustration.

The purpose of the article is to highlight the importance of sponsorship in the career advancement of women and how it can also promote diversity in leadership.

The paper uses the PwC’s Breakthrough program illustration to demonstrate how the potential of sponsorship can be leveraged to enhance diversity.

Research in leadership, diversity, and inclusion indicates that the leadership gender gap is a major challenge faced by organizations. Most of the organizations employ mentorship as a strategy for women’s career development. However, it is difficult to assess the measurable impact of this on the careers of women and how it could help in improving diversity in leadership roles. The findings suggest that sponsorship, which is an action-oriented strategy can complement mentoring and bring desired results.

The paper analyses the role of mentoring and sponsorship in the career development of women. The paper also highlights the differences between mentorship and sponsorship. Furthermore, it demonstrates the importance of sponsorship in promoting diversity with the help of PwC’s illustration.

Government employees have various challenges of adopting e-government which include administrative problems, technological challenges, infrastructural problems, lack of trust on computer applications, security concerns and the digital divide. The purpose of this paper is to identify the most salient factors that influence the employee adoption of e-government in India as perceived by government employees involved in e-government service delivery.

The paper first identifies different factors influencing the employee adoption of e-government on the basis of literature review and then finds their relative importance by prioritizing them using the analytic hierarchy process (AHP). The AHP is a multi-criteria decision-making (MCDM) tool which combines all the factors into a hierarchical model and quantitatively measures their importance through pair-wise comparisons (Saaty, 1980). Eleven influencing factors of employee adoption of e-government have been identified, which are categorized under four main factors, namely, “employee’s personal characteristics”, “technical factors”, “organizational factors” and “trust”. The data pertaining to pair-wise comparisons of various factors and sub-factors related to the study is collected from ten senior government employees working with different departments and bodies of the Government of National Capital Territory of Delhi.

Based on the results obtained, the findings reveal that “organizational factors” and “technical factors” are the two most important factors which influence the intention of government employees to adopt e-government. Moreover, “training”, “technical infrastructure”, “access speed”, “technical support” and “trust” in infrastructure are the top five sub-factors which are considered to be important for the employee adoption of e-government.

One of the limitations regarding the methodology used in the study is that the rating scale used in the AHP is conceptual. There are chances of biasing while making pair-wise comparisons of different factors. Therefore, due care should be taken while deciding relative scores to different factors. Also, some factors and sub-factors selected, for the model may have interrelationships such as educational level and training; computer skills and trust; etc., and these interrelationships are not considered by the AHP, which is a limitation of the present study. In that case, the analytic network process (ANP) can be a better option. Therefore, this study can be further extended by considering some other factors responsible for e-government adoption by employees and applying the ANP in the revised model.

The results of the study may help government organizations, to evaluate critical factors of employee adoption of e-government. This may help them in achieving cost-effective implementation of e-government applications by efficiently managing their resources. Briefly, the findings of the study imply that government departments should provide sufficient training and support to their employees for enhancing their technical skills so that they can use the e-government applications comfortably. Moreover, the government departments should also ensure fast access speed of the e-government applications so that the employees can carry out their tasks efficiently.

Most of the existing literature on e-government is focused on citizens’ point of view, and very few studies have focused on employee adoption of e-government (Alshibly and Chiong, 2015). Moreover, these studies have majorly used generic technology adoption models which are generally applicable to situations where technology adoption is voluntary. As employee adoption of e-government is not voluntary, the present study proposes a hierarchy of influencing factors and sub-factors of employee adoption of e-government, which is more relevant to the situations where technology adoption is mandatory. Also, most of the previous studies have used statistical methods such as multiple regression analysis or structural equation modelling for examining the significant factors influencing the e-government adoption. The present study contributes to this area by formulating the problem as an MCDM problem and by using the AHP as the methodology to determine the weights of various factors influencing adoption of e-government by employees.