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The purpose of this study is to describe the success story of a software company, Adobe, in redesigning the workplace environment from cubicles to a connected collaborative workplace, which helped the organization optimize workplace usage. The goals were to design an innovative work environment to optimize the usage of the office portfolio, improve workplace service quality and infrastructure facilities of the portfolio, increase employee productivity, reduce technology costs, engage employees in a better way to enhance employee satisfaction, align workplace design with the brand, mobilize technology and enable a globalized workforce to facilitate higher productivity.

An exploratory research design method was adopted using the purposive sampling technique to collect data through semi-structured interviews with a team of nine property professionals from the operations team responsible for workspace redesign at Adobe in India.

The main observations of the corporate real estate (CRE) manager were on what value parameters drive workplace redesign and how different software companies were creating strategies to manage workplace design or redesign change for optimal use of the organization portfolio. To discuss the CRE strategies of global software leaders, IBM and SAP were pointed out in this case.

The number of interviews were limited. The related parameters for workplace transformation are not necessarily complete. However, the parameters are regarded to include the most important aspects of workplace redesign.

This study provides useful insights into how benchmarking in the workplace transformation function of the CRE industry can be applied to address portfolio-related challenges, divergent employee needs and improve workspace usability following energy-efficient policies. Practitioners can use this study as a guide to develop more effective workspace designs.

This study may guide other firms on successful workspace design initiatives that may overcome many obstacles in the workplace transformation process to have their intended impact on workplace efficiency and employee satisfaction. The case can be used as an inspiration for developing specific user-focused innovative workspace design in practice.

Adopting the theoretical background of the person–environment fit theory, this study adds to the understanding of the operational model of a digitally connected workspace designed as per real estate needs and strategies to manage the CRE portfolio of the company.

Holy cities in India are seeing tremendous gentrification. This study aims to investigate the effect of the changing lifestyle of people towards spirituality and the changing lifestyle's impact on consumer buying behavior on properties in Indian holy cities which has not been studied anecdotally.

The research is exploratory in nature. A questionnaire has been sent to collect primary data through SurveyMonkey. Simple random sampling was used to collect a sample of 450 respondents which was also verified using G* software. The data were analyzed using descriptive statistics and partial least square–structured equation modeling (PLS-SEM).

Findings obtained through the structural model using bootstrapping technique suggest that intrinsic and extrinsic factors are attracting tourists leading to an increase in the demand for real estate in holy cities.

The research findings may vary as per the cultural differences and belief in spirituality, which is subject to perceptual biases in different holy cities.

The traditional determinants of property buying behavior are considered inadequate to attract real estate investments. The inclusion of these behavioral aspects – intrinsic and extrinsic factors may improve the investment inflows in India.

Spirituality connects to the concept of behavioral real estate, where the decision to buy property is largely affected by the emotional attachment of people.

This research adds value to fill the gap by finding out the latent determinant – emotional reasons impacting transnational gentrification in India.

The learning outcomes of this case study are as follows: to understand the concept of social commerce and how it is different from e-commerce business, to discuss the unique features of Meesho’s social commerce model, to understand concepts of entrepreneurship (e.g. addressing the gap through business, pivoting), to understand the dynamics of online grocery market and e-commerce market and to apply business strategy concepts to make recommendations.

This case study presents Meesho, an organization in social commerce in India. Meesho was founded by Indian Institute of Technology graduates Vidit Aatrey and Sanjeev Barnwal in the year 2015 to help the small business owners with online selling. It was initially launched as an app that connected local retailers to the customers. Owing to low customer interest and low profit margins, they pivoted the business to a reseller app that facilitated the individuals and small retailers to resell the wholesalers’ products (unbranded and long-tail products) to the customers on social media channels. However, the tough competition from other start-ups in social commerce and retail giants such as Amazon and Flipkart who targeted the same customers impacted their growth. After receiving a funding of US$300m, the founders were considering if they should enter the e-commerce market and directly compete with giants such as Amazon and Flipkart or extend the product line to the online groceries market and compete with dominant players such as BigBasket and Blinkit. Through this case study, the students could be provided an opportunity to evaluate a situation, apply the strategic management concepts and make a recommendation on the strategic plan.

The case study can be taught in the business and strategy courses at the graduate and postgraduate levels in business schools. It is also suitable for the entrepreneurship course with focus on e-commerce start-up and sustainability, which is also taught at the MBA level. This case study can also be used in executive development programs for abovementioned courses.

Teaching notes are available for educators only.

CSS 11: Strategy.

To break the chains of inequality for access to education for marginalized groups across India and move toward an egalitarian society, where all people can live with dignity and fulfill their dreams, the need of the hour is to strengthen the education system and prepare teachers with secular and reformative thinking. This chapter attempts to examine the problems of various marginalized groups in Indian society and their educational provisions. This work also aims to analyze several issues and challenges related to preparing teachers for inclusive schools and to draw attention to the need to reframe and revise teacher education programs and enforce inclusive teacher education practices in India to promote inclusion.

The purpose of this paper is to examine the purchase behavior of consumers towards green products by adapting and extending the theory of planned behavior with the inclusion of three pertinent environmental factors posited to reflect environmental consciousness in the form of environmental concern, environmental knowledge and environmental values.

The data was collected from 410 consumers at shopping malls with retail stores selling green and non-green products in a developing country using cluster sampling and analyzed using covariance-based structural equation modeling.

The findings of this study indicate that environmental factors reflecting environmental consciousness positively influence consumers’ attitude towards purchasing green products, wherein consumers’ environmental values have a stronger influence than their environmental concern and environmental knowledge. The findings also reveal that subjective norm, attitude and perceived behavioral control toward purchasing green products positively shape green purchase intention. The same positive effect is also witnessed between green purchase intention and behavior. However, perceived behavioral control towards purchasing green products had no significant influence on green purchase behavior.

This study suggests that green marketers should promote environmental consciousness among consumers to influence and shape their planned behavior towards green purchases. This could be done by prioritizing efforts and investments in inculcating environmental values, followed by enhancing environmental knowledge and finally inducing environmental concern among consumers. Green marketers can also leverage subjective norm and perceptions of behavioral control toward purchasing green products to reinforce green purchase intention, which, in turn, strengthens green purchase behavior. This green marketing strategy should also be useful to address the intention–behavior gap as seen through the null effect of perceived behavioral control on purchase behavior toward green products when this strategy is present.

This study contributes to theoretical generalizability by reaffirming the continued relevance of the theory of planned behavior in settings concerning the environment (e.g. green purchases), and theoretical extension by augmenting environmental concern, environmental knowledge and environmental values with the theory of planned behavior, resulting in an environmentally conscious theory of planned behavior. The latter is significant and noteworthy, as this study broadens the conceptualization and operationalization of environmental consciousness from a unidimensional to a multidimensional construct.

This study aims to investigate antecedents of forgiveness from the non-complainers point of view after a service failure in India.

This study bases itself on the theoretical foundations of the Cognitive Emotive Coping model. In the first study, a survey-based design was used for soliciting responses from 291 respondents. An experimental research design was undertaken in the second study, and data were recorded from 120 respondents. Data were analysed using both SPSS and AMOS.

All the antecedent variables, except, affective commitment was found to influence forgiveness significantly. Further, forgiveness also positively influenced repurchase intentions and had a negative influence on negative word-of-mouth. The findings also suggest that the service failure severity effectively moderates the relationship between empathy and forgiveness.

This paper extends the cognitive emotive coping model from the non-complainers point of view by adding relational constructs to it. This study observes that affective commitment is not necessarily related to forgiveness in contrast to existing literature. The relationship between empathy and forgiveness is stronger when failure severity is low.

The present work has proposed and employed an innovative hybrid method based on the combination of factor analysis and an artificial neural network (ANN) model to forecast customer satisfaction from the identified dimensions of service quality in India, a developing country.

The qualitative study is conducted with Internet banking users to understand e-banking clients' perceptions. The data is collected with the help of a questionnaire from randomly selected 208 customers in India. Firstly, factor analysis was performed to determine the influential factors of customer satisfaction, and four factors i.e. efficiency, reliability, security and privacy, and issue and problem handling were extracted accordingly. The neural network model is then applied to the factor scores to validate the key elements. Lastly, the comparative analysis of the actual ANN and the regression predicted result is done.

The success ability of the linear regression model is challenged when approximated to nonlinear problems such as customer satisfaction. It is concluded that the ANN model is a better fit than the linear regression model, and it can recognise the complex connections between the exogenous and endogenous variables. The results also show that reliability, security and privacy are the most influencing factors; however, problem handling and efficiency have the slightest effect on bank client satisfaction.

This research is conducted in India, and the sample is chosen from the urban area. The limitation of the purposeful sampling technique and the cross-sectional nature of the data may hamper the generalisation of the results.

The conclusions from the study will be helpful for policymakers, bankers and academicians. To our knowledge, few studies used ANN modelling to predict customer satisfaction in the service sector

This paper aims to examine the impact of online reviews on behavioral intentions via perceived risk. Perceived risk is both analytical and emotional. Stimulus–organism–response (S–O–R) framework guided this study to explore the interaction between online reviews, perceived risk and behavioral intentions.

The conceptual model proposed in this research has been validated using confirmatory factor analysis (CFA) and structural equation modeling to assess the measurement model and the validity of the scale, based on primary responses collected from 473 travelers.

Findings of this study suggest the role of online consumer reviews in reducing the perceived risk associated with experience dominant services like tourism. Process model test proves the mediating role of perceived risk between online reviews and behavioral intentions. Results indicate the significance of online review in lowering the perceived risk leading to positive behavioral intentions.

Destination marketing organizations (DMOs) should understand the role of online reviews in effectively reducing risk and uncertainty, thereby influencing behavioral intentions.

This paper is unique in attempting to empirically examine the mediating role of perceived risk between online reviews and behavioral intentions. The study is a forerunner in using S–O–R framework to test the interaction between online review, perceived risk and behavioral intention.

The purpose of this paper is to shed light on the motivational process that leads to commitment development in the private and public sectors. It has been suggested that employee’s commitment is mainly predicted by job satisfaction and motivational factors such as internal communication, training, structural empowerment, incentive systems, transformational leadership and person–organization fit.

A comparative approach, between a set of private and public organizations, was undertaken. A survey was conducted on two random samples of workers belonging to both types of organizations.

The findings report a set of similarities and discrepancies between the private and the public organizations in terms of motivational factors that lead to job satisfaction and employees’ commitment.

This research brings additional value to the comparative literature on organizational analysis. It is one of the scarce comparative research in the North African context that deal with motivational factors at private and public workplaces.