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This study aims to identify factors affecting generation Z as the early adopters of mobile commerce (m-commerce). The research seeks to explore their behavioral intention to adopt m-commerce in India with consideration of gender differences while providing empirical validation for the theory of planned behavior (TPB).

In this study, a modified TPB model has been used to explain generation Z’s intention to adopt m-commerce. The proposed model was tested using a survey method with a sample of 245 students from a private university in Northern India. Subgroup analysis was performed to find gender differences in the process of adopting m-commerce.

All three independent constructs have a positive influence on the behavioral intention of generation Z to adopt m-commerce. Further, the male subgroup has a lower beta value for attitude and higher beta value for subjective norm in comparison to the female subgroup. For perceived behavioral control, no significant difference in beta value across gender could be established.

A better understanding of generation Z behavioral intentions will be of great use to telecom companies, marketers and electronic commerce companies to formulate strategies to expedite the use of m-commerce. As gender plays an important role in attitude and subjective norms, companies are advised to target their communication tactics in accordance to gender.

To the best of the authors’ knowledge, this study is one of the first to test TPB and generation Z association in the context of m-commerce adoption in India. Data regarding the difference between the two genders has also shed light on the uniqueness of the context.

Even after establishing their business successfully, many business owners get demotivated, and it leads to unwillingness to grow. This study aims to propose a comprehensive model that represents interrelationships among various personal factors affecting “unwillingness to grow.”

The personal factors for unwillingness to grow were identified by extant literature, and expert interviews were conducted to establish the contextual relationships among these factors. The interrelationships among the filtered variables have been done using interpretive structural modeling (ISM) and MICMAC analysis was done to determine the importance of each factor in influencing “unwillingness to grow.”

In total, 30 personal attributes were identified from previous literature, out of which 15 were selected for the final study. The result identifies 7 variables having a strong impact on “unwillingness to grow.” These attributes are “absence of strong network,” “lack of vision,” “lack of proactiveness,” “reluctance to involve external consultants,” “absence of/small founding team,” “lack of ambition” and “improper attitude.”

The research attempts to create a bricolage of all the important personal factors affecting “unwillingness to grow.” Previous researches have used few attributes, but with the help of ISM, a graphical modeling technique, it became possible to draw interrelationship between 15 attributes. Further, with the help of MICMAC, the importance of each attribute was determined.

The learning objectives of this case are as follows: identify and understand the major challenges/problems faced by a social enterprise in promoting handicraft business; examine the value chain architecture of handicraft products; assess the role of the protagonist (Sanjay) as a social change agent in shaping a successful social enterprise; assess Sahaj Crafts' initiatives and analyze whether the key intervention/s planned/executed were required for skilling up of rural artisans and upgradation of handicraft business; know the marketing strategies for handicraft products; and understand the “strategies” which need to be applied for uplifting people's lives at the bottom of pyramid in general and for enlivening of artisans’ clusters in particular. The outcomes are as follows: examining the value chain architecture of handicraft product; understanding the difficulties and challenges of structuring a viable social business model; examining the role of Sanjay as a social change agent in shaping a successful social enterprise; and examining the model of Craft Incubation Center and design education proposed by Sahaj Crafts for improving rural artisans’ livelihood and skills upgradation.

Sanjay Joshi – the promoter and CEO of “Sahaj Crafts” (a social enterprise established in Western Rajasthan, India), an initiative to strengthen indigenous skills and mainstream rural craft products and artworks – is faced with the question of how to scale up his organization’s operations. Doing so requires that he address these fundamental challenges in terms of – how to deal with unorganized craft communities; match up product orientation to market demands; integrate modern technology / processes in craft business; combat restricted mobility of women artisans; and make effective interventions so that the artisans learn and enjoy working in the current model and solve the financial issues faced by the social enterprise. Providing effective and implementable answers to those questions is vital to Sahaj Craft’s development in attaining its mission to alleviate poverty in the region. Failing to expand operations above a critical scale may leave Sahaj Crafts vulnerable in meeting sufficient demand for contemporary craft products in the mainstream markets.

This case study is primarily suitable for post-graduate level management students to teach the concepts of designing and operationalizing a “social” business model in a social entrepreneurship module. This case study can also be used for highlighting business model innovations in the social sector of emerging markets. The case could be taught in the following academic domains: social entrepreneurship; bottom of the pyramid; social inclusion; supply chain consolidation (vertical integration in a value chain); marketing strategies for handicraft products; branding; brand positioning; cost and management accounting.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 3: Entrepreneurship

This study aims to understand factors that explain the use of revenge and forgiveness by Hindu and Muslim group members in reaction to the rival group’s negative reciprocal behaviour based on norms of negative reciprocity.

Participants from Hindu (n = 175) and Muslim (n = 134) groups in India were presented with two norm-violating situations. Situation 1 involved an intergroup episode and Situation 2 involved an inter-community episode. Their own group members had engaged in the violation of the norms of the other group to which the rival group members had responded negatively. Participants anticipated the likelihood of their group members using revenge or forgiveness in response to the other group’s negative reaction. These reactions were predicted by religious, political and cultural identities, fraternalistic relative deprivation (FRD), relative power, anger and hate, and perception of the appropriateness of their reaction.

Social identities predicted intergroup revenge and forgiveness differently for the two groups in the two situations. The stronger religious identity of Muslims, not of Hindus, reduced the likelihood of their using revenge but increased it for forgiveness in both situations. Political identity associated positively with forgiveness in Situation 2 for both groups. Cultural identity predicted the likelihood of Muslims opting for forgiveness in both situations. FRD was not a significant predictor of revenge or forgiveness for Muslims. In the case of Hindus, it reduced the likelihood of their engaging in forgiveness in Situation 2. Relative power associated positively with the likelihood of Muslims, not Hindus, using revenge in both situations. Anger increased the possibility of Hindus reacting in revenge, as well as, forgiveness in the two situations. Anger did not predict revenge for Muslims but it related negatively with forgiveness in the two situations. Stronger hate was associated with revenge for Muslims. The choice of using revenge or forgiveness by own group members was positively predicted by the norms of negative reciprocity for both Hindus and Muslims.

The study used a convenience sample of young people which reduces the generalizability of the findings.

The findings of this study have implications for designing interventions for resolving intergroup conflicts in various social settings.

The paper adds to the norm violation theory of intergroup relations by focusing on counter-reactions and the understanding of the dynamics of intergroup conflicts.

The Olympic Gold Quest (OGQ) was founded as a Non-profit to support Indian athletes in their quest to win Olympic Gold medals by bridging the gap between the best athletes in India and in the world. The support from OGQ has been instrumental to India in winning its highest number of medals at any summer Olympics. Buoyed by this success, OGQ has set up a target of achieving eight Olympic medals at the 2016 Rio Olympic Games. With OGQ relying on donations to support the athletes, the challenge is to market the Olympic cause by creating, communicating, and delivering the right offering for its donors.

This paper aims to identify the role of internet of things (IoT) in water supply chain management and helps to understand its future path from the junction of computer science and resource management.

The current research was studied through bibliometric review and content analysis, and various contributors and linkages were found. Also, the possible directions and implications of the field were analyzed.

The paper’s key findings include the role of modern computer science in water resource management through sensor technology, big data analytics, IoT, machine learning and cloud computing. This, in turn, helps in understanding future implications of IoT resource management.

A more extensive database can add up to more combinations of linkages and ideas about the future direction. The implications and understanding gained by the research can be used by governments and firms dealing with water management of smart cities. It can also help find ways for optimizing water resources using IoT and modern-day computer science.

This study is one of the very few investigations that highlighted IoT’s role in water supply management. Thus, this study helps to assess the scope and the trend of the case area.

This paper aims to provide a literature review on the cloud-based platforms for the education sectors. The several aspects of cloud computing adoption in education, remote/distance learning and the application of cloud-based design and manufacturing (CBDM) have been studied and theorised.

A four-step methodology was adopted to analyse and categorise the papers obtained through various search engines. Out of 429 research articles, 72 papers were shortlisted for the detailed analysis.

Many factors that influence cloud computing technology adoption in the education sector have been identified in this paper. The research findings on several research items have been tabulated and discussed. Based on the theoretical research done on cloud computing for education, cloud computing for remote/distance learning and CBDM, cloud computing could enhance the educational systems in mainly developing countries and improve the scope for remote/distance learning.

This study is limited to papers published only in the past decade from 2011 to 2020. Besides, this review was unable to include journal articles published in different languages. Nevertheless, for the effective teaching and learning process, this paper could help understand the importance and improve the process of adopting cloud computing concepts in educational universities and platforms.

This study is a novel one as a research review constituting cloud computing applications in education and extended for remote/distance learning and CBDM, which have not been studied in the existing knowledge base.

The paper focuses on reviewing and theorizing the factors that affect the adoption of cloud computing in the education sector narrowing the focus to developing countries such as India.

Through an extensive literature survey, critical factors of cloud computing for education were identified. Further, the fuzzy DEMATEL approach was used to define their interrelationship and its cause and effect.

A total of 17 factors were identified for the study based on the literature survey and experts' input. These factors were classified as causes and effects and ranked and interrelated. “Required Learning Skills and Attitude,” “Lack of Infrastructure,” “Learners' Ability” and “Increased Investment” are found to be the most influential factors.

The resultant ranking factors can be used as a basis for managing the process of cloud adoption in several institutions. The study could guide academicians, policymakers and government authorities for the effective adoption of cloud computing in education.

The study investigates interdependency amongst the factors of cloud computing for education in context with developing economy. This is one of first study in higher education institutes of India.