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In present research work, the effects of rotational speed, feed rate and vibration amplitude have been investigated during novel method of ultrasonic-assisted bone grinding. During dissection of tumors, firstly a bone flap is removed near the target region to create passage for grinding burr. During abrasion, heat is produced, which sometimes increases the temperature to unsafe levels. So, efforts have been made to limit the temperature below the threshold levels of osteonecrosis during bone grinding.

The temperature produced during osteotomy has been measured using infrared thermography camera during the implementation of L18 Taguchi orthogonal array design. Subsequently, main effect plots and contour plots have been presented to analyze and visualize the effect of grinding parameters on temperature rise during bone grinding. Furthermore, the process parameters have been optimized for optimum results for response characteristics using Taguchi SN ratio-based optimization methodology. For multiobjective optimization, the process parameters are further optimized using grey relational analysis.

It is revealed that all three process parameters substantially affect the response characteristics. The proposed optimization methodology is successfully applied on the experimental findings and the optimum results for change in temperature are found to be rotational speed = 3,000 rpm, feed rate = 20 mm/min, amplitude = 10 µm and for standard deviation are 5,000 rpm, 60 mm/min, 10 µm.

The present research findings cannot be generalized, and researchers are encouraged to further investigate the proposed rotary ultrasonic-assisted bone grinding at higher rotational speed up to 60k rpm on the skull bone.

The research on osteotomy is still at its initial phase, and continuous research is carried out for making patients’ life comfortable. In this direction, the authors have proposed a novel osteotomy method to limit the temperature below the threshold limit of osteonecrosis. The outcomes of the present study will be beneficial for the neurosurgeons working in this field.

Drawing upon the social identity theory (SIT), the present study aims to examine the moderating role of abusive supervision (AS) and job embeddedness (JE) in the relationship between career plateau (CP) and counterproductive work behaviour (CWB). The research also aims to investigate whether JE moderated the moderating effect of AS on the CP–CWB relationship.

The hypotheses were tested with two-wave survey data collected from 290 employees working in India’s banking, financial services and insurance sector. Data were analysed using moderation and moderated moderation analyses on PROCESS v 4.1 macro.

Results showed that AS moderated the CP–CWB relationship, whereas the moderating role of JE was not observed. However, JE was seen to moderate the moderating effect of AS, supporting the moderated moderation framework.

The present study adds value to the existing literature by connecting SIT with hierarchical layers. The supervisor themselves may stay longer in their current positions and block the subordinates’ progress. This impacts the social image of the subordinates. The study enriches the CP literature by highlighting that CP may lead to CWB, as the employees who perceive CP hit back at the organisation for being unfairly treated and not getting the career progression due to their supervisor.

The study provides important implications for the supervisors who need to introspect if their behaviour is viewed as abusive by the career-plateaued employees. They need to mentor the employees, especially those with higher career aspirations, and provide them with various career avenues. Furthermore, organisations should make all possible efforts to embed the employees within their jobs as the embedded employees can better take the shock of CP.

Drawing on the SIT, the study contributes uniquely to the employee behaviour literature by investigating the impact of CP, AS and JE on CWB in hierarchically flatter organisations. This is the first study to investigate the moderated moderation model of AS and JE in the CP–CWB relationship in the context of employees’ social status within the organisation.

The year 2010 was coming to a close, and Kapil, Marketing Manager of GEF India Private Limited (GEF), was thinking about the future. He had drafted a brief (see Exhibit 1) on conducting market research to assess the health of the brand Freedom Refined Sunflower Oil, which GEF had launched in the southern Indian state of Andhra Pradesh (AP) in February of that year.1 Kapil was very happy to note that the brand had achieved good sales, in fact, significantly higher sales than the target set for the launch. This had been achieved thanks to a well-thought-out launch plan that had included considerably more above the line (ATL) marketing expenditure than any of the competing brands in the market. He was interested in finding out whether and where exactly the brand had taken root in the minds of consumers. Another important purpose of the proposed market research was to assess the effectiveness of the launch plan. Above all, he felt it would provide valuable insights when he set out to prepare a marketing plan for the coming year.

The purpose of this study is to review the literature on work–life interface (WLI) studies conducted in India, including how cultural and institutional factors affect the work–life balance perception of Indian employees and how they differ from the west.

The preferred reporting items for systematic reviews and meta analyses (PRISMA) framework was used to select studies included in this systematic review.

Employees in India prioritize their family first because of the collectivist culture as opposed to the west, where work forms the role of root identity. Further, it was found that institutional support in India is lower than in developed western countries, resulting in difficulty for Indian employees to balance their work and life domains. Additionally, methodological advancement and large-scale multilevel research are much needed in India, as research on work–life studies is still in its infancy.

This study is limited to qualitative synthesis of PRISMA framework. Adopting more advanced “meta-analysis” techniques to review quantitative studies could result in more comprehensive and informative results.

Since 2009, there has been an increase in empirical studies conducted on work–life studies in India, but no systematic review has been conducted to understand the various theories and variables used by researchers. In this study, we developed a conceptual model to increase the theoretical knowledge of WLI constructs.

Marketing Management and Economics.

Management courses (MBA level), Courses on Tourism

When in India (WII) is a tour company serving the niche segment of Heritage tourism. WII was incorporated in 2011 with the aim to enable foreign and domestic tourists to experience the deeply embedded cultural ethos and heritage of Old Delhi. Their unique tourism product, “the Wonder Pedicabs”, provides leisure rickshaw rides through the Old Delhi lanes. This teaching case focuses on various managerial dimensions of the operations of WII. The case can be used in courses on Marketing as well as Economics. The case discusses the macro and micro environmental forces operating on WII. It deliberates on the economics of various tours offered by WII. It also educates the participants about the process of decision-making that goes into the selection of a tour operator and a tourism product. Hence, it appreciates the significance of need recognition, search for information, evaluation of alternatives and purchase decision as pillars in the process of decision-making process. The case also attempts to educate the participants about the Indian Tourism Sector.

Comprehend what constitutes a tourism product and types of tourism. Understand consumer decision-making for a tourism product. Highlight the importance of the tourism sector in the Indian economy. Discuss economic concepts pertaining to cost and volume, enabling managerial decision-making.

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 12: Tourism and Hospitality.

In the recent past, gamification has been recognized as an effective tool for engaging customers. However, there is limited research to explain luxury consumers' motivations to adopt gamification. This research applies the service-dominant (S-D) logic theory to investigate the association between motivation to adopt gamification, customer engagement, and affective commitment.

Data were collected through structured questionnaires from a sample of 242 millennial luxury consumers in India. Collected data were examined using AMOS 25 and Process Macro for SPSS.

The findings reveal that consumers' social and personal integrative motives for gaming positively influence customer engagement with luxury brands. Further, all three sub-dimensions of customer engagement (conscious attention, enthused participation, and social connection) are also found to positively influence affective commitment. Customer engagement fully mediates the association between motivation and affective commitment, while the self-brand connection is found to weaken the mediated relationship.

This study is one of the first studies to explore luxury consumers' motivations behind engaging in gamification through moderated-mediation framework.

The purpose of this paper is to consider the operating performance of real estate investment trust initial public offerings (REIT IPOs) as a measure to find additional evidence of market timing in this sector.

A sample of REIT IPOs is analyzed to determine the relationship between IPO clustering and several measures of REIT operating performance.

The results suggest that timing the market by marginal firms in the REIT sector would be difficult, due to the transparent nature of REITs, leading to lower level of informational asymmetry between REIT managers and investors. Consistent with results found for non‐REIT firms in industry clusters, no evidence was found of a significant difference between the operating performance of REITs which are part of an IPO cluster and those that went public outside of the identified cluster periods.

This study shows that REIT market is efficient and would not allow REIT managers to time the market.

Using stringent measures of identifying REIT IPO clusters and operating performance as a measure to gauge market timing, this study differs from previous studies and provides additional and robust evidence of transparent nature of REITs that leads to reduced information asymmetry between managers and investors. This result supports the theory that REITs are more transparent and thus less likely to be over‐invested during IPO cluster periods.

This study aims to examine the effect of consumers’ gaming motivations on customer–brand engagement and the potential of this engagement to develop self–brand connections and affective commitment toward luxury brands. Second, it explores if the setup game mechanics and self-congruity with the brand can strengthen the effectiveness of motivation to engage with gamification on customer–brand engagement and self-brand connection.

Data were collected through the survey method using a structured questionnaire. The sample comprised 249 millennial luxury consumers in India. Data analysis was conducted using AMOS 25 and PROCESS Macro for SPSS.

The findings support the mediating role of customer–brand engagement and self–brand connection in the relationship between motivation to engage with gamification and affective commitment. While setup game mechanics and self-congruity with brand positively moderate the effect of motivation to engage with gamification on affective commitment via self–brand connection, a similar effect is not found for the relationship via customer–brand engagement. This study presents important implications for both marketers and academicians.

This study applies the mechanics–dynamics–emotions framework and social exchange theory to explain gamified services as a cocreation process between consumers and luxury brands, fostering customer engagement, connection and commitment with the brands. It highlights the role of setup game mechanics and self-congruity in strengthening the effect of luxury consumers’ gaming motivations on engagement and connection with the brand.

The purpose of this paper is to present a cross-country qualitative comparative analysis of telecom regulatory frameworks of five countries with that of India. Adopting an institutionalist approach, this paper contributes to understanding of how institutional frameworks in these five countries are structured as compared to that in India so as to ensure division of the authority and scope of the regulator vis-a-vis that of the ministry, and the bureaucracy; financial autonomy of the regulator; redressal of grievances of individual consumers; and modification in the framework to cater to convergence of telecom and broadcasting.

The study is based on literature review of research papers, secondary research and documents published by the regulators of the five countries. The research methodology used is qualitative comparative analysis case-based research of five countries. The variables for comparison have been sourced from the World Bank Handbook for Evaluating Infrastructure Regulatory System. The researcher has adopted qualitative research method to bring forth the similarity, as well as the diversity in the regulatory setup of the five countries in comparison with India.

Analysis reveals that there is an absence of clear role definition for policy formulating body, the DoT and the regulatory body, the TRAI. The involvement of a number of bodies leads to duplication of regulatory functions in the TRAI, DoT and the Telecom Commission. Secondly, with respect to standards, compliance and spectrum management, the TEC and WPC function as divisions of DoT; however, the TRAI is entrusted with ensuring interoperability among service providers as well as spectrum management. This leads to duplication of regulatory functions and absence of a single authority. Lastly, funding of the TRAI is done through the departmental allocation given to DoT alone with no additional funds coming in the form of regulatory fees. This is seen to be specific to TRAI as other sector regulators in India have been empowered to collect fees from industry participants. The Indian framework shows two commonalities in comparison with the five countries; firstly, India has adopted self-regulation through the setting up of the Telco-consumer group-led consumer redressal process. The second similarity being convergence of the regulatory functions performed by the TRAI for the telecom as well as the information and broadcasting ministries, although the two ministries continue to function independently.

The paper furthers the understanding of the good practices in the design of telecom regulatory framework. It brings out the similarity and diversity in these frameworks. And, most importantly, it highlights limitations that the Indian telecom regulatory framework has in areas of role definition for the regulator, its autonomy and regulation of telecom-media convergence.

This study aims to present details of the development and validation of the multicopter modelling code (MMC), a tool for the analysis of small-scale multicopters based on flight physics.

The development effort involved the study of aircraft dynamics and translating the equations of motion into MATLAB code. The authors also developed several auxiliary functions, so that the tool could trim the aircraft about a steady state, linearize the dynamic equations to produce a model that could be used for control systems design and carry out flight simulation.

MMC proved to be of good accuracy, producing results similar to those of other software such as AcuSolve, Overflow and the Rensselaer Multicopter Analysis Code (RMAC), which served as the motivation for this study.

The tool presented here provides an alternative to the aforementioned software, which are not freely available, programmed in MATLAB, a language well known to engineers and scientists.