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Entrepreneurship; Strategy.

The case is meant for Undergraduate and Postgraduate students pursuing entrepreneurship and management with specializations in strategy. It can be also used for Entrepreneurship and Management Development programs for generating an insight into strategic planning, organic growth of enterprise and the formulation of a future road map. The case can be used in courses like “strategic management”, “female entrepreneurship” and specialization courses like “Start-up: Ideation, Launching, Managing and Growth”.

Simran Sahni and Sachin Sahni, the owner and co-founders of health, beauty and slimming center are currently running centers in Lucknow and Ludhiana. Although as of now there is no operational franchisee provided by Health Zone in any of the other cities across the country, the owners have a vision to open around 100 franchised and company owned centers across the country. At this juncture, both the co-founders, who also happen to be husband and wife, look forward to understanding and revisiting the operations and strategies at Health Zone to formulate the road map for the future.

The participants will be able to identify key challenges for service organizations and will learn ways to meet these challenges. The participants will be able to identify motivation and retention strategies applied by the co-owners in their organization. The participants will be able to have an insight on the key elements of the Business Model of a service organization based in the wellness industry. The participants will be able to analyze the opportunities available for new startups in the wellness industry drawing their conclusions from experiences and business development and expansion of Health Zone in its overall journey. Participants will be able to devise models for the enterprise so as to help it grow and expand its operations nationally.

Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

CSS 3: Entrepreneurship.

This paper aims to investigate the effect of economic policy uncertainty (EPU) shocks on Indian equity market sectors. The effect of domestic (Indian) and foreign (USA) EPU shocks is examined on ten major Bombay Stock Exchange sectors.

The study uses data covering the period from September 2005 to July 2023 and uses the methodology of quantile regression to investigate the heterogenous response of stock market sectors under diverse market conditions explained through the analysis of conditional quantiles distribution.

The results demonstrate that domestic and foreign EPU shocks negatively affect most of the sectors in bearish market conditions. Industrials, commodities, utilities, consumer discretionary and financial services are the most affected sectors by domestic EPU. However, the information technology sector is found to be immune to domestic EPU shocks but negatively affected by foreign EPU shocks. On the other hand, energy, financial services and fast-moving consumer goods sectors are found to be immune to foreign EPU shocks but are negatively affected by domestic EPU shocks.

Understanding the heterogeneous response of different sectors to EPU shocks could help investors and portfolio managers identify portfolio diversification opportunities.

This study makes an inaugural attempt to examine the responses of Indian stock market sectors to domestic and foreign EPU shocks using the approach of quantile regression and unveils the previously unexamined diverse reactions of Indian stock market sectors to EPU shocks originating from both India and USA.

This chapter investigates pandemic impact in a variety of industries, including food, travel, education and pharmaceuticals, considering elements such as isolation, emotions and social influences, which can lead to panic buying. The goal of this research is to ascertain how COVID-19 influences the buying decisions of customers. Additionally, the study aims to identify consumer consumption trends for a spectrum of products and services, including fast-moving consumer goods (FMCGs), entertainment, pharmaceuticals, travel and tourism. A comprehensive review of different research papers is done to conclude. The papers considered are from 2020 to 2022. Different keywords are used to search the relevant papers such as ‘pandemic’, ‘COVID-19’, ‘behaviour’, ‘impulsive’, etc. TCCM framework has been applied while reviewing the articles. During the isolation, consumer behaviour moved to panic buying and stockpiling, favouring organic basics, and encouraging e-commerce, as well as economic nationalism favouring made-in-India products. This study helps in knowing the reasons for change in consumers' behaviour for different products and services due to unforeseeable situations like COVID-19 and can find possible ways to deal with them. Business owners learn about changing consumer purchasing behaviours and how to modify products. The government can change policies to improve medical tourism and social protection.

This study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial relationships and congruence among the influencer, product and consumer. The study finds its theoretical foundation in parasocial theory and self-congruency theory.

This study employs a quantitative approach, utilizing a sample of 232 collected survey responses. The proposed hypotheses are evaluated using partial least squares structural equation modeling (PLS-SEM).

Contrary to initial assumptions, the study reveals that parasocial relationships do not mediate the link between SMIs' intimate self-disclosure and purchase intentions. However, an interesting moderating effect was discovered: the congruence between the consumer and the influencer influences the relationship between SMIs' intimate self-disclosure and parasocial relationships, and subsequently, between parasocial relationships and purchase intentions.

This study brings fresh insights by pinpointing a boundary condition that dictates the influence of SMIs' intimate self-disclosure on purchase intentions via parasocial relationships. In doing so, this study provides a novel perspective in understanding the dynamics between SMIs and consumers in the rapidly evolving marketing landscape.

This paper aims to analyze the scholarly approach to examine the issues at the intersection of intellectual property rights (IPRs) and human rights (HRs) and ways to address, to examine broad categories of approaches used by the scholars in examining this conflict, their justification and to provide concrete directions for HRs framework of intellectual property.

The study conducted systematic literature review of 94 research articles published between 1996 and 2021, focusing on cross roads between IPRs and HRs.

The in-depth content analysis of 94 published research papers revealed the polarization of scholarly opinion on the HRs perspective of IPRs.

Very limited efforts were made in past to synthesize and organize scholarly research on the conflict between IPRs and HRs covering the right to education, to access information, to food, etc. besides the right to health care. This study synthesized and analyzed the scholarly research on the crossroad between IPRs and HRs, revealed critical conflict areas and collated the justifications of opposing approaches to provide inputs to international organizations, policymakers and governments for the enforcement of IPRs from the perspective of HRs.

Altmetric carries the potential of highlighting scholarly content by measuring online interactions much before other forms of traditional metrics grow up. The aim of this paper is to be the single point of access for librarians, scientists, information specialists, researchers and other scholars in public to learn to embed the open-source embeddable badge provided by Altmetric in their websites and showcase their article altmetrics. Libraries can take advantage of this free and innovative tool by incorporating it in their own websites or digital repositories.

This paper elucidates steps for embedding altimetric institutional repository badges in personal websites or institutional repositories.

This open-source Altmetric tool tracks a range of sources to catch and collect the scholarly activity and assists in monitoring and reporting the attention surrounding an author’s work in a very timely manner.

This tool is freely available to libraries worldwide.

The porous bearings are commonly used in slider thrust bearings owing to their self-lubricating properties and cost effectiveness as compared to conventional hydrodynamic bearings. The purpose of this paper is to numerically investigate usefulness of porous layer in hydrostatic thrust bearing operating with magnetic fluid. The effect of magnetic field and permeability has been analysed on steady-state (film pressure, film reaction and lubricant flow rate) and rotor-dynamic (stiffness and damping) parameters of bearing.

Finite element approach is used to obtain numerical solution of flow governing equations (Magneto-hydrodynamics Reynolds equation, Darcy law and capillary equation) for computing abovementioned performance indices. Finite element method formulation converts elliptical Reynolds equation into set of algebraic equation that are solved using Gauss–Seidel method.

It has been reported that porosity has limited but adverse effects on performance parameters of bearing. The adverse effects of porosity can be minimized by using a circular pocket for achieving better steady-state response and an annular/elliptical pocket, for having better rotor-dynamic response. The use of magnetic fluid is found to be substantially enhancing the fluid film reaction (53%) and damping parameters (55%).

The present work recommends use of circular pocket for achieving better steady-state performance indices. However, annular and elliptical pockets should be preferred, when design criteria for the bearing are better rotor-dynamic performance.

This study deals with influence of magnetic fluid, porosity and pocket shape on rotor-dynamic performance of externally pressurized thrust bearing.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-07-2020-0289/

User review is a significant component of mobile app markets such as the Google Play Store, App Store, Microsoft Store and others. Users submit their reviews for downloaded apps on these sites in the form of star ratings and text reviews. Apps can contain huge volumes of feedback, making it difficult for the user and the developer to skim through thousands of such reviews to get an insight into usage and impact of such apps. Thus, the current study aims to assess the usage and satisfaction among users of the Mendeley’s Android app vs iOS app.

The analytics are performed by using Appbot analytics software which captured, monitored, measured and analyzed the review results for a particular period. Appbot provides easy-to-understand insights of an app using artificial intelligence algorithm tools.

The findings of the study reveal strong inclination, adoption and usage of Mendeley’s Android app compared to that of iOS among users.

The value of this research is in getting an insight of the pattern/behavior of users towards using apps on different platforms (Android vs iOS) and provides valuable results for the app developers in monitoring usage and enhancing features for the satisfaction of users. Without mobile app analytics, one will be blindly trying out different things without any evidence to back up their experiments.

Post-graduation.

Strategic Management and Entrepreneurship.

By July 2021, the curve of COVID-19 second wave started flattening. Hetika Shah, the founder of Sanctuary Innovative Safety Equipment, was unsure whether her business would survive in the long run. The company manufactured 4S Shield N99 masks. The business was doing well when the COVID curve was at its peak; however, the sales wobbled with the flattening of the curve. As the company had manufactured the product, especially for doctors who need protection from COVID, the demand showed a sudden fall after the second wave. She was certain that the business would not survive only on 4S shield mask. Diversification of this business seemed to be a suitable idea, where she could manufacture other safety equipment for the manufacturing industry. At that time, she had neither done market research nor had any prototype for such equipment. This variety of products required a huge investment of funds and time. But, as per the market demand of the existing product, it was crucial to make quick decisions for business survival. She had options in front of her, but the uncertainty of the market deterred the decision-making. She was at a junction with three possible choices: One option was to stay in the business of masks and expand it in medical devices market under health-care industry. The masks could be used by doctors engaged in the treatment of other diseases. She planned to distribute masks to doctors treating tuberculosis and cancer. Another option was to shift her attention to diversification of the business and enter the market of safety equipment under manufacturing industry that demanded more investment and a lot of market research. The main idea was to come up with innovative safety equipment. Though, this opportunity came with its array of risks. The last option was to shift towards her underdeveloped chiller prototype for industrial use. By that time, the prototype was 75% complete. Still, it required a lot more time and attention to be brought at the commercializing stage.

The case study can be used in the Entrepreneurship and Strategic Management course. It would be suitable for students at the post-graduation level. Discussion would be on the appropriate teaching method. Though there is no prerequisite, it would be better if students had a basic understanding of entrepreneurship and strategic management. It discusses the entrepreneurial dilemma of starting a business. Furthermore, the case explains the decision dilemma of the entrepreneur about the continuance of existing business, expansion and diversification. Students will be able to understand the following concepts: business plan, business development, strategic decision-making in business, entrepreneurial opportunities, sustainability of an enterprise and challenges faced by entrepreneurs. After this case study, students will be able to understand the following models and theories: uncertainty-bearing theory of entrepreneurship, porter’s generic strategy, porter’s five competitive forces, strengths, weaknesses, opportunities, and threats (SWOT) analysis, scenario planning, Ansoff’s growth model and social role theory.

Teaching Notes are available for educators only.

Women entrepreneurship.

CSS 3: Entrepreneurship.

The case study can be used in management for the course of Strategic Management and Entrepreneurship. It is suitable for the students at post-graduate level. Discussion would be the most appropriate method for teaching this case study. There is no prerequisite required to participate in the discussion. Participants will be able to engage in discussion regarding expansion strategies for micro-enterprises; targeting the right segment of the market; exploring the market opportunities; innovation for entrepreneurial growth; and sustaining an enterprise. After this case study, students will be able to understand the following theory and model: SWOT analysis; resource base theory; McKinsey ESG proposition; Porter’s generic strategy; Schumpeter’s innovation theory; Ansoff’s growth model; and diversification strategies.

Being a micro-enterprise with heavy financial constraints, it was never easy to sustain the business at the time of pandemic. Mrs Jyoti Pruthi (owner of Pruthi Spices) made extraordinary efforts that would help her in survival of her business. She could not recover the business as it was before the pandemic. During such times, the loss of her husband was a setback. That incident broke Mrs Pruthi emotionally as well as financially. By taking some crucial managerial decisions, Mrs Pruthi strategized for the sustainability of her business. Now it was January 2022, after two years of the outbreak of the Covid-19 pandemic in the world. However, because of the market situation, her pressing dilemma was regarding business survival in such lean times.

The case is meant for undergraduate and post-graduate students pursuing management with specializations in Entrepreneurship and Marketing. The case is bet fit for women entrepreneurship development capacity-building programs, especially in the Asian region. The case is also suitable for any short-term training program where manifestations of entrepreneurship are being taught. It can also be used for Executive and Management development program aiming at women or disadvantaged entrepreneurship. The case can also be used for general courses like “Strategic Management” and specialized courses like “Entrepreneurship Management”.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.