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Cases currently available on business model canvas pertain to large multi-national companies. However, this case takes the happenings at a relatively small business and applies the business model canvas there. Through the case, the authors illustrate how small Indian businesses in various small towns and cities are adapting to the disruptions in their businesses. In addition, insight regarding omnichannel operations and their implementation and decision-making at the level of such small businesses is also provided.

The case intends to acquaint participants with the business model canvas and its application in evaluating business models, identifying shortcomings and adapting business models accordingly. The case also provides an overview of how small businesses across India are adapting to the disruptions brought about by their traditional business models. The case also provides insights into omnichannel operations and the challenges of implementation.

Small family-owned establishments/businesses today are faced with an onslaught of disruptions to their prevalent ways of doing business. This case deals with one such business, Rita Cloth Store. The case follows in the footsteps of Sampa Kar, who realises the need for re-evaluating their decades-old business and rethinks their business model to adapt to the changing times and consumer habits. She must consider a number of measures to transform Rita Cloth Store as she attempts to change the decades-old business models to ensure its survival.

The case can be taught in undergraduate and post-graduate courses on entrepreneurship, business models and operations strategy.

Teaching Notes are available for educators only.

CCS 3: Entrepreneurship

Google commands approximately 70 per cent of search market share worldwide, resulting in businesses investing heavily in search engine advertising on Google to target potential customers. Recently, Google changed the way in which content and ads were displayed on the search engine results page. This reshuffling of content and ads is expected to affect the advertisers who advertise on Google and/or use it to drive traffic to their websites. The purpose of this study is to analyze the impact of these changes on various stakeholders.

Data have been collected from various sources on the internet including blogs and discussion forums. Netnography has been used as it allows a detailed evaluation of the consumers’ needs, wants and choices in a virtual space.

The average cost-per-click for ads on the top positions is expected to increase. Advertisers whose ads usually occupy the lower positions would be adversely affected. To counter this, more emphasis should be placed on ad extensions and on product listing ads. In addition, organizations would benefit from increased efforts on search engine optimization.

A variety of coping strategies have been developed that can help marketers to successfully navigate through the change, including the use of ad extensions and the use of product listing ads.

This practice-focused paper offers guidelines for digital marketers to use sponsored search more effectively as part of their arsenal in light of some important changes recently made by Google. The potential of netnography as a research methodology has also been expanded by using it in a novel setting and in drawing up actionable insights.

To address the challenges encountered in disaster responses, optimize resource utilization, minimize environmental and social impact, and ensure transparency and accountability, it is essential to review humanitarian supply chains and incorporate sustainability considerations. Humanitarian organizations can enhance their ability to deliver timely and effective assistance to those in need by continuously improving supply chain practices. Consequently, this work explores the convergence of two fast-growing domains: sustainability and humanitarian supply chain management (HSCM).

The authors conducted a systematic literature review of peer-reviewed articles to identify the prominent research trends and themes from the two domains' interactions. The extant literature is represented under the theory, context, characteristics, and research method (TCCM) framework. The authors have utilized a stakeholder theory perspective to identify coordination and collaboration among the various stakeholders.

This study's review findings reveal five future research directions formulating this study's central themes: the role of environmental sustainability, coordination, and collaboration in building effective HSCs; the role of humanitarian aid for the responsive HSC; the influence of big data predictive analytics on the HSC performance; development and empirical validation of sustainable HSC performance framework; the role of HSC stakeholders in building effective and efficient HSCs.

There is no existing academic literature review available on sustainable HSCM. This review fills this void by fostering discussion about sustainable humanitarian supply chains where the authors notably propose the TCCM framework in the context of sustainable HSCM, followed by a stakeholder network.

This study analyzes supplier development investment decisions under a triadic setting (two buyers and a common supplier). In a triadic setting, the supplier development investment decision of one buyer can have a spillover effect of the benefits on other buyer. Therefore, it is utmost important for the investing buyer to understand the impact of benefit spillover on other competing buyers'. Therefore, one of the purposes of this study to analyze the supplier development investment decision of buyers under two scenarios. First, under cooperative development structure where both buyers jointly invest in supplier and share equal benefits. Second, non-cooperative investment structure where both buyers individually invest in supplier development and share unequal benefits.

In order to assess the impact of supplier development investment decisions on the profitability of buyers and the common supplier, the authors used game-theoretic approach. The authors design a Stackelberg leader-follower game where the supplier acts as Stackelberg leader and buyers follow the supplier's pricing decision to maximize their profit level. Additionally, both buyers decide either to cooperate or non-cooperate while investing in supplier development.

The results show that the cooperative investment is always an optimal strategy for buyers and supplier. Interestingly, the efficient buyer's share of investment level is lower under non-cooperative investment structure and he is better-off due to its capability of taking advantage from the other buyer's investment. However, the inefficient buyer, on the other hand, is worse-off under non-cooperative investment. Furthermore, comparative analysis between the two shows that initially, the buyer who extracts more profit because of the other buyers' development investment tends to prefer the non-cooperative development investment set up. However, after a certain point, the same buyer is better-off under cooperative development investment through cooperation, and sharing equal benefit of the supplier's development, as the supplier in turn, starts charging a higher wholesale price under non-cooperative investment case.

To the best of authors’ knowledge, extant literature on supplier development has mostly focused on. One supplier-one buyer; thus, the learning spillover effect has almost been unexplored. In real-life, different buyers often purchase from the shared supplier. Therefore, it is important to analyze the spillover of supplier development benefits due to investment of one buyer on other buyer and deriving the condition under which buyers would be incentivized to invest jointly or individually.

The purpose of this paper is to conceptualize a model for sponsored search advertising by incorporating a number of factors which affect the performance of these ads.

The authors draw upon the professional experience and practitioner as well as academic literature to build and analyze the model. Propositions have been forwarded to delineate the various relationships at work in a sponsored search process.

The extant literature on this topic has so far been unable to provide a holistic overview. The paper offers propositions for explaining the role of various factors like the ad rank, branding, role of ad extensions and how impact of these factors may be sensitive to the device used for search.

This work is derived primarily from practice. It is hope that after due empirical validation, advertisers, users as well as search engines will benefit from this stream of research.

This is one of the first works to analyze a sponsored search ad at a micro level. It brings into focus one of the largely unexplored facets of sponsored search advertising.

The purpose of this paper is to extend the understanding the role of consumer experiences, instantiated through gift giving and game play, in communication of brand values.

The paper is based on in-depth phenomenological interviews of marketing managers and various channel intermediaries involved in the execution of a mass brand promotion program in rural India.

The study reveals the employment of innovative game designs and gift choices, their design rooted deep in the village populace’s context and life experiences. It shows how the consumer’s experience created through games and gifts shapes their perceptions about the brand leading to favorable consideration and purchase outcomes for it.

This work is derived primarily from practice. It is hoped that industry practitioners will benefit from this stream of research and will use games and gifts in innovative ways to engage customers and create brand experiences.

This is one of the first works to highlight the importance of games and gifts in experiential marketing literature. It brings into focus one of the largely unexplored facets of customer engagement in rural India.