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Tanishq: Brand Activism Gone Wrong? 塔尼奇:品牌行动主义出了问题?
IF 2.8 Q2 BUSINESS Pub Date : 2023-01-14 DOI: 10.1177/09722629221129727
A. Shetty, K. Anand, S. Shree, Rachel Debby F
Mansoor Khan, 45, brand manager, Tanishq Jewellery for Media and Communications, was facing lots of backlashes for Tanishq’s advertisement on interfaith marriage advertisement aired to promote unity and harmony amongst different communities. In contrast to its stated objective of promoting unity and oneness, this interfaith marriage advertisement created a huge controversy in social media dividing its consumers and netizens into two opposing camps supporting and some even boycotting the advertisement. The brand Tanishq was trolled because of its alleged insensitivity and blindness towards the recent spate of killings in interfaith love affairs and marriages across different parts of India. This controversial advertisement of interfaith marriage and its resultant controversy has left the brand manager pondering should brands rely on more mainstream work rather than any edgy or controversial messaging? Should brands add their business voice to the societal and cultural debates or just stick to conventional advertisement? Or should Tanishq take a moral high stand and continue to promote the advertisement or should it withdraw the controversial advertisement? Whether the reckless pursuit of social, environmental, political and cultural issues and brands may alienate the very customer base, who they try to impress? Therefore, this case intends to teach the postgraduate students of marketing about concepts and theories of brand activism, celebrity endorsement, brand management and brand crisis management.
45岁的Mansoor Khan是Tanishq珠宝媒体和传播品牌经理,因为Tanishq的跨宗教婚姻广告而遭到强烈反对,该广告旨在促进不同社区之间的团结与和谐。这则跨宗教婚姻广告与其宣称的促进团结和统一的目标相反,在社交媒体上引起了巨大的争议,消费者和网民分为两个对立的阵营,支持甚至抵制这则广告。品牌Tanishq被指责对最近印度不同地区发生的跨宗教恋爱和婚姻杀戮事件不敏感和视而不见。这个有争议的跨宗教婚姻广告及其引发的争议让这位品牌经理思考,品牌是否应该依赖更主流的作品,而不是任何尖锐或有争议的信息?品牌应该在社会和文化辩论中加入他们的商业声音,还是只坚持传统的广告?或者Tanishq应该采取道德高尚的立场,继续宣传这则广告,还是应该撤回这则有争议的广告?对社会、环境、政治和文化问题和品牌的鲁莽追求是否会疏远他们试图打动的客户群?因此,本案例旨在向市场营销专业的研究生传授品牌行动主义、名人代言、品牌管理和品牌危机管理的概念和理论。
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引用次数: 1
Case Analysis I: Clean India Mission: Building Nation through Sustainable Waste Management Practices 案例分析1:清洁印度使命:通过可持续的废物管理实践建设国家
IF 2.8 Q2 BUSINESS Pub Date : 2023-01-08 DOI: 10.1177/09722629221111858
Arijit Mitra
This case starts with the implications of the Clean India Mission in the city of Indore and captures the operational concerns of the environmental company namely, Eco Pro while working in close cooperation with the civic administration of Indore in an environmental sweep project. The case focuses on the various operational challenges that such organizations face while involved in environmental projects, the primary perspective being the capacity constraints of the fleet involved in the logistics of waste collection, the coverage of the collection within a stipulated time frame and management of the expenses incurred in the collection. The discussion of the case unfolds the importance of the environmental sweep in different cities of India, the attempts made by various government bodies to accomplish the same and the challenges faced by the corporations which are providing consultation to those bodies for achieving the success in such projects. Further, the set-up of the case leaves ample room for using various algorithms and heuristics used for optimization of the transportation cost of a logistical network considering the capacity and the timeframe at the same time. The way the data is presented, heuristics such as capacitated vehicle routing problem (CVRP), vehicle routing problem with multiple trips (VRPMT) and vehicle routing problems with time windows (VRPTW) look like some of the appropriate techniques that may be applied by the Eco Pro to get a cost-efficient collection process with their existing fleet. This may ease the situation for Praveen Vishwakarma, the Senior Manager, Operations at Eco Pro Environmental Services.
本案例从“清洁印度使命”在印多尔市的影响开始,并捕捉到环保公司Eco Pro在与印多尔市市政当局密切合作开展环境清理项目时的运营问题。本案例的重点是这些组织在参与环保项目时所面临的各种运作挑战,主要的观点是参与废物收集物流的车队的能力限制、在规定的时间内收集的范围以及收集所产生的费用的管理。对该案例的讨论揭示了印度不同城市环境清扫的重要性,各种政府机构为实现这一目标所做的尝试,以及为这些机构提供咨询以实现此类项目成功的公司所面临的挑战。此外,案例的设置为使用各种算法和启发式留出了足够的空间,这些算法和启发式用于同时考虑容量和时间框架的物流网络的运输成本优化。从数据呈现的方式来看,诸如有容量车辆路线问题(CVRP)、多次行程车辆路线问题(VRPMT)和时间窗车辆路线问题(VRPTW)等启发式方法似乎是Eco Pro可以应用的一些适当技术,以使其现有车队的收集过程具有成本效益。这可能会缓解Praveen Vishwakarma的处境,他是Eco Pro环境服务公司的高级经理。
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引用次数: 0
Case Analysis II: Clean India Mission: Building Nation through Sustainable Waste Management Practices 案例分析II:清洁印度使命:通过可持续的废物管理实践建设国家
IF 2.8 Q2 BUSINESS Pub Date : 2023-01-08 DOI: 10.1177/09722629221111859
S. Choudhari
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引用次数: 0
The Impact of Social Media Platforms ‘Facebook and Instagram’ in Influencing Purchasing Behaviour of Green Products 社交媒体平台“Facebook和Instagram”对绿色产品购买行为的影响
IF 2.8 Q2 BUSINESS Pub Date : 2023-01-07 DOI: 10.1177/09722629221133960
Farah Tazeen, N. H. Mullick
The main goal is to investigate the impact on consumers’ purchase habits for green goods influenced by social media sites Facebook and Instagram. The article looks at the consumption behaviours of green products and how these social media platforms have helped increase awareness and support for marketing green products. The article involved data collection from a sample of 201 participants in Delhi, India. Data collection, as well as analysis techniques, were used to derive results from the data collected. In this study, A structural equation model was developed. It is clear from the data analyzed that platforms for social media, that is (Instagram and Facebook) have a substantial impact on the purchasing behaviours of green products. The study further measured the usage of channels for social media between the study samples to establish the effect of using social media to promote green products. Additionally, existing social media users are more likely to come across green products and develop a need to use the products. From the study, social media platforms influence the purchasing and consumption behaviours of users’ on green products.
主要目的是调查受社交媒体网站Facebook和Instagram影响的消费者购买绿色产品习惯的影响。本文着眼于绿色产品的消费行为,以及这些社交媒体平台如何帮助提高对绿色产品营销的认识和支持。这篇文章收集了来自印度德里201名参与者的数据。数据收集和分析技术被用于从收集的数据中得出结果。本研究建立了结构方程模型。从分析的数据中可以清楚地看出,社交媒体平台,即Instagram和Facebook,对绿色产品的购买行为有实质性的影响。本研究进一步测量了研究样本之间社交媒体渠道的使用情况,以确定使用社交媒体推广绿色产品的效果。此外,现有的社交媒体用户更有可能接触到绿色产品,并产生使用这些产品的需求。从研究来看,社交媒体平台影响了用户对绿色产品的购买和消费行为。
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引用次数: 1
A Bibliometric Review of the Knowledge Base on Capital Structure Decisions 资本结构决策知识库的文献计量研究
IF 2.8 Q2 BUSINESS Pub Date : 2022-12-28 DOI: 10.1177/09722629221140190
P. Priyan, Wakara Ibrahimu Nyabakora, Geofrey Rwezimula
The purpose of this study is to review the knowledge base on capital structure decisions. The Scopus database was used for the bibliometric review of the area in question. The sampling process was performed employing the PRISMA approach. The VOSviewer software was used to analyse 2,979 articles. This identified the network growth, the most contributors, the context of the intellectual structure, the most studied topic and the research gap for future studies. We have found that the year 1989 marked the abolition of research on capital structure for articles in the Scopus database. As the period was divided into three sub-periods, the terms ‘capital structure’ and ‘leverage’ appeared throughout. Also, the recent themes as depicted in the density map are corporate governance, dividend policy, testing the trade-off theory against pecking order theories, speed of adjustments and corporate social responsibility. However, there are research gaps found due to the newness of the terms and the frequency of terms’ persistence in the current sub-period. The findings will provide researchers with knowledge about the past, current and future implications as well as the gaps for their studies.
本研究的目的是回顾资本结构决策的知识基础。Scopus数据库用于有关地区的文献计量学审查。采样过程采用PRISMA方法进行。使用VOSviewer软件分析2,979篇文章。这确定了网络增长、贡献者最多、智力结构背景、研究最多的主题和未来研究的研究差距。我们发现,1989年标志着Scopus数据库中文章资本结构研究的取消。由于这一时期被分为三个子时期,“资本结构”和“杠杆”这两个术语贯穿始终。此外,密度图中描述的近期主题是公司治理,股息政策,权衡理论与啄食序理论的检验,调整速度和企业社会责任。然而,由于术语的新颖性和术语在当前子期间持续存在的频率,研究发现了空白。这些发现将为研究人员提供有关过去、现在和未来影响的知识,以及他们研究的差距。
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引用次数: 1
Shaping OTT Movie Consumption through Immersive Cinema: A Qualitative Investigation of Consumer Perspectives 通过沉浸式影院塑造OTT电影消费:消费者视角的定性调查
IF 2.8 Q2 BUSINESS Pub Date : 2022-12-27 DOI: 10.1177/09722629221138375
Avirupa Basu, Pratap Chandra Mandal, Ashutosh Bishnu Murti, Tamas Makany
Due to the COVID-19 pandemic, the entertainment sector saw a worldwide disruption with restrictions on outdoor activities. Consequently, consumers turned towards video and music streaming services for their entertainment consumption. Several film studios have taken the digital release route on over-the-top (OTT) sites to avoid revenue losses and indefinite delays. However, these non-theatrical OTT film releases need to experiment with different strategies to bring the experiences to par with theatrical ones. This exploratory study aims to provide insights on whether Immersive Cinema can be used to imitate the physical world through digital simulation on OTT platforms to gain credibility in a competitive entertainment market. We conducted semi-structured, qualitative interviews with 21 consumers and Focus Group Discussions with 14 MBA students to understand perspectives about Immersive Cinema consumption on OTT platforms and its potential when compared to traditional theatrical releases. Using the findings of this study, OTT platforms can curate their new films as a direct alternative to theatrical releases.
受新型冠状病毒感染症(COVID-19)疫情影响,世界范围内的娱乐活动受到限制。因此,消费者将娱乐消费转向视频和音乐流媒体服务。为了避免收入损失和无限期延迟,一些电影制片厂已经在OTT网站上选择了数字发行路线。然而,这些非院线的OTT电影发行需要尝试不同的策略,以使其体验与院线电影相提并论。这项探索性研究旨在提供关于沉浸式影院是否可以通过OTT平台上的数字模拟来模仿物理世界,从而在竞争激烈的娱乐市场中获得信誉的见解。我们对21名消费者进行了半结构化的定性访谈,并与14名MBA学生进行了焦点小组讨论,以了解OTT平台上沉浸式电影消费的观点及其与传统影院发行相比的潜力。利用这项研究的结果,OTT平台可以策划他们的新电影,作为影院上映的直接替代方案。
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引用次数: 2
Estimation and Effectiveness of Optimal Hedge Ratios of Cryptocurrencies Based on Static and Dynamic Methodologies 基于静态和动态方法的加密货币最优套期保值比率估计及其有效性
IF 2.8 Q2 BUSINESS Pub Date : 2022-12-21 DOI: 10.1177/09722629221135878
Vandana Dangi
The emergence of cryptocurrencies futures market is an innovative platform for prudent investors to hedge risk contained in their portfolio. However, the dicey environment of cryptocurrencies and mandatory requirement of Ind AS 39 has aroused the need for estimating hedging effectiveness of their futures market. This treatise is an attempt to investigate the hedging effectiveness of Bitcoin, Ethereum, XRP and Bitcoin Cash covering the period from June 2018 to May 2022. The interconnectedness of their spot and futures markets is initially studied using Johansen cointegration test, dynamic conditional correlation model, vector error correction model and block exogeneity Wald test. Their empirical results indicate interconnectedness in these markets having significant long-term relationship; persistent volatility correlations; significant unidirectional long-term causality from futures to spot; and bidirectional short-term causality in all cryptocurrencies. So, investors can hedge their risk by engaging position in cryptocurrencies’ futures. The OLS, VECM, GARCH and TARCH methodologies are applied to estimate static optimal hedge ratios and their estimates indicate that all cryptocurrencies have negative and significant ratios except XRP. The symmetric as well as asymmetric diagonal VECH and diagonal BEKK methodologies are applied to estimate dynamic-hedge ratios and their estimates depict negative mean dynamic-hedge ratios of all cryptocurrencies except XRP. These estimations imply that investors having long position in spot contracts of Bitcoin, Ethereum and Bitcoin Cash should hedge by taking short position in their futures contracts, respectively. However, XRP investors should hedge by taking long position in XRP future contracts. The empirical results clearly indicate the outperformance of static hedge strategies over dynamic hedge strategies as variance reduction framework of Ederington favours static OLS hedge strategy and the risk–return framework of Howard and D’Antonio favours static VECM hedge strategy for all cryptocurrencies. So, the long-run considerations have played a more crucial role as compared to short-run information. These findings may guide investors having different objective functions in understanding the effectiveness of different hedge strategies and their usage for achieving their objective functions. Policymakers, treasurers and auditors may also be benefitted from the insights provided in the present treatise on different estimation methodologies for hedging effectiveness.
加密货币期货市场的出现为谨慎的投资者对冲其投资组合中的风险提供了一个创新平台。然而,加密货币的风险环境和Ind AS 39的强制性要求引起了对其期货市场对冲有效性估计的需要。本文试图调查比特币、以太坊、瑞波币和比特币现金在2018年6月至2022年5月期间的对冲有效性。本文采用Johansen协整检验、动态条件相关模型、矢量误差修正模型和块外生性Wald检验对两国现货和期货市场的互联性进行了初步研究。实证结果表明,这些市场的相互关联性具有显著的长期关系;持续波动相关性;从期货到现货的单向长期因果关系显著;以及所有加密货币的双向短期因果关系。因此,投资者可以通过参与加密货币期货来对冲风险。应用OLS、VECM、GARCH和TARCH方法估计静态最优对冲比率,其估计表明,除XRP外,所有加密货币都具有负且显著的比率。对称和不对称对角线VECH和对角线BEKK方法被应用于估计动态对冲比率,它们的估计描述了除XRP外所有加密货币的负平均动态对冲比率。这些估计意味着,持有比特币、以太坊和比特币现金现货合约多头头寸的投资者应该分别通过持有期货合约空头头寸进行对冲。然而,瑞波币投资者应该通过在瑞波币未来合约中持有多头头寸来对冲风险。实证结果清楚地表明,静态对冲策略优于动态对冲策略,因为Ederington的方差减少框架倾向于静态OLS对冲策略,Howard和D 'Antonio的风险回报框架倾向于所有加密货币的静态VECM对冲策略。因此,与短期信息相比,长期考虑发挥了更重要的作用。这些发现可以指导具有不同目标函数的投资者理解不同对冲策略的有效性及其为实现其目标函数而使用的方法。政策制定者、财务主管和审计师也可能受益于本文提供的关于套期保值有效性的不同估计方法的见解。
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引用次数: 1
A CGE-ML Approach to Analysing India’s Free Trade Agreements 用CGE-ML方法分析印度自由贸易协定
IF 2.8 Q2 BUSINESS Pub Date : 2022-12-13 DOI: 10.1177/09722629221135290
Sindhu Bharathi Mandharachalam, R. Murugesan, Sumathi Chakravarthy
India has set an ambitious export target of US$0.5 trillion by 2025 and US$1 trillion by 2030 from US$291 billion in 2021 as part of its Atmanirbhar Bharat campaign. Since India opened up its economy in 1991, India has concluded several bilateral and regional free trade agreements. India signed a Comprehensive Economic Partnership Agreement (CEPA) with the United Arab Emirates in February 2022 and Economic Cooperation and Trade Agreement (ECTA) with Australia in April 2022. India is in the process of concluding trade agreements with the UK, the European Union, Canada, Israel and GCC countries. This article estimates the impact of all the above mentioned FTAs on India’s GDP and its components with an increased emphasis on its exports using a computable general equilibrium framework and machine learning techniques. The analysis estimates that the FTAs will boost India’s GDP by 4.10% to add US$109.096 billion in 2030 and the exports increase by 16.73% or US$46.08 billion. The exports from India to UAE, Australia, UK, European Union, Canada, Israel and GCC countries are estimated to increase by US$67.312 billion by 2030. This increase is relatively higher than the increase in aggregate exports of India suggesting a trade diversion from countries that are not part of the FTAs toward the seven countries with which India is anticipated to sign an FTA.
印度制定了雄心勃勃的出口目标,到2025年达到0.5万亿美元,到2030年达到1万亿美元,从2021年的2910亿美元增加到2030年的2910亿美元,作为其“阿特马尼巴尔巴拉”运动的一部分。自1991年开放经济以来,印度已经缔结了几个双边和区域自由贸易协定。印度于2022年2月与阿拉伯联合酋长国签署了全面经济伙伴关系协定(CEPA),并于2022年4月与澳大利亚签署了经济合作与贸易协定(ECTA)。印度正在与英国、欧盟、加拿大、以色列和海湾合作委员会国家签订贸易协定。本文使用可计算的一般均衡框架和机器学习技术,估计了上述所有自由贸易协定对印度GDP及其组成部分的影响,并更加强调其出口。分析预计,自贸协定将推动印度GDP增长4.10%,到2030年将增加1090.96亿美元,出口将增加16.73%,达到460.8亿美元。到2030年,印度对阿联酋、澳大利亚、英国、欧盟、加拿大、以色列和海湾合作委员会国家的出口预计将增加673.12亿美元。这一增幅相对高于印度的出口总额增幅,表明贸易从非自由贸易协定参加国转向了预计与印度签署自由贸易协定的7个国家。
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引用次数: 0
Capital Structure Study: A Systematic Review and Bibliometric Analysis 资本结构研究:系统回顾与文献计量分析
IF 2.8 Q2 BUSINESS Pub Date : 2022-12-13 DOI: 10.1177/09722629221130453
Anjali Sisodia, G. Maheshwari
The capital structure study is extant and wide. It touches every sector of the economy with its extreme relevance. Its importance cannot be restricted to empirical analysis and financial data study rather on knowing its significance an attempt has been made to highlight its features, the areas covered the countries in which studies are undertaken, its relation with determinants and its evolution from the year 2010 to 2021 in the form of review analysis. In short, this article showcases the review comprising bibliometric analysis followed by selected papers systematic review on capital structure.
资本结构的研究是广泛存在的。它以其极端的相关性触及经济的每一个部门。其重要性不能局限于实证分析和财务数据研究,而是要了解其重要性,并试图突出其特征,涵盖研究开展的国家的领域,其与决定因素的关系及其从2010年到2021年的演变,以审查分析的形式。简而言之,本文展示了包括文献计量分析在内的综述,然后选择了对资本结构的系统综述。
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引用次数: 1
Nisha Files a Complaint 妮莎提出投诉
IF 2.8 Q2 BUSINESS Pub Date : 2022-12-12 DOI: 10.1177/09722629221136665
D. Kundu, Aditi Thakur
The case discusses a pressing problem that a Human Resource (HR) Lead was confronted with. A female colleague in the organization had filed a complaint of sexual harassment against a senior male colleague. The HR Lead had never dealt with such a case before and was worried about how to go about the enquiry process and resolve the matter based on the laws applicable in India. This complaint was received at such a stage in the organizational lifecycle when the organization—Kapoor Housing Finance Limited (KHFL) had acquired another organization—Munich Home Finance Limited (MHFL) which was the Indian subsidiary of a multinational bank. While in the short run, the complaint of sexual harassment was seemingly important, however, in the long run, this complaint could be a sign of deeper issues that might have emerged due to the recent organizational change process of Merger and Acquisition (M&A) that the organization and its employees were witnessing. The employees of both the firms could be under stress because of changing expectations and uncertainties arising from restructuring, reshuffling and fear of relocation and layoffs, etc. How should the managers deal with changing dynamics arising out of the organizational change? The case attempts at finding solutions to the problems to increase the level of co-operation, trust and collaboration among the employees.
本案例探讨了人力资源主管面临的一个紧迫问题。该组织的一名女同事对一名高级男同事提出了性骚扰投诉。人力资源主管以前从未处理过这样的案件,他担心如何进行调查过程,并根据适用于印度的法律解决问题。该投诉是在组织生命周期的这样一个阶段收到的,当时该组织-卡普尔住房金融有限公司(KHFL)收购了另一个组织-慕尼黑住房金融有限公司(MHFL),后者是一家跨国银行的印度子公司。虽然从短期来看,性骚扰的投诉似乎很重要,但从长远来看,这个投诉可能是一个更深层次的问题的迹象,这些问题可能是由于最近组织和员工所目睹的并购(M&A)的组织变革过程而出现的。两家公司的员工都可能因为重组、改组、担心搬迁和裁员等带来的期望变化和不确定性而感到压力。管理者应该如何应对组织变革带来的动态变化?本案例试图找到解决问题的方法,以提高员工之间的合作、信任和协作水平。
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引用次数: 0
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Vision-The Journal of Business Perspective
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