Browsing by Author "Nigam, Achint"

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Blockchain as a resource for building trust in pre-owned goods’ marketing: a case of automobile industry in an emerging economy
(Taylor & Francis, 2022-06) Nigam, Achint
Blockchain technology (BCT) has caught tremendous attention from businesses. In the present study, the authors propose that if BCT is used to track a product’s life cycle, that is, when it was manufactured, purchased, and used by the first and subsequent owners, the information asymmetry present in the pre-owned automobile market can be significantly reduced. The study uses a qualitative procedure to explore the challenges which buyers, sellers and intermediaries face while buying and selling pre-owned automobiles, specifically in emerging economies. Theoretical constructs of the resource-based view and the trust-based marketing theory are used to explore the extent to which BCT can influence customer purchase intention and the marketing performance of firms dealing in pre-owned automobile products in emerging economies. We collected data by conducting eight focus group discussions with generation Y and Z individuals who had experience of buying or selling pre-owned automobiles. We also conducted five personal interviews with managers of pre-owned automobile online/omnichannel retailers to understand the industry’s point of view. Three themes emerged during the study: ‘current challenges in pre-owned automobile transactions,’ ‘scope of blockchain in pre-owned automobile transactions,’ and ‘concerns regarding blockchain adoption in pre-owned automobile transactions.’ We present our findings based on these three themes. Further, we propose a conceptual model and provide theoretical and managerial implications for the pre-owned automobile industry.
Blockchain’s double-edged sword: thematic review of illegal activities using blockchain
(Emerald, 2024-03) Nigam, Achint
The purpose of this research paper is to review and synthesize the role of blockchain technology (BCT) in various types of illegal activities, including but not limited to fraud, money laundering, ransomware attacks, firearms, drug tracking, cyberattacks, identity theft and scams
The Chakra Super Blasters: Revenue Maximization in League Cricket
(JIBE, 2019) Nigam, Achint
This disguised case examines the pricing strategy for home matches of a new cricket league team. It raises issues related to market research and pricing in services. A new champion league cricket team has started up in Chakra, Biloor and – almost nine months in advance of the first game – is planning its first season at home ground. The game dates had already been finalized, but decisions related to pricing of tickets are still pending. The management was trying to understand the results obtained via a detailed survey that will help them in pricing tickets and multi-match passes. The dilemma of the teams marketing director gets complicated as he tries to understand the intricacies of ticket pricing and its linked ancillary issues.
Conceptualizing the role of blockchain in omnichannel healthcare: a Delphi study
(Emerald, 2022-09) Nigam, Achint
This study aims to identify the challenges in the healthcare industry as it adopts an omnichannel setup in an emerging economy context. Further, the study determines the scope of blockchain in addressing these challenges.
Consumer Engagement Through Conditional Promotions: An Exploratory Study
(IGI Global, 2022) Nigam, Achint
This paper investigates consumers' response to conditional promotions (CP) offered in an offline retail store. Using qualitative research inquiry, we decipher the consumer decision-making process by finding the linkages between 'pre-cart' and the 'post-cart' add-on purchases. Thematic analysis of qualitative data (focus groups and personal interviews) resulted in four themes, i.e. 'Criticality of Product Utility,' 'Mode of Payments,' 'Loss Aversion by Consumers,' and 'Inability to Think Out-of-Box by the Consumers.' We add value to the existing marketing literature by finding the relationship between products purchased in 'pre-cart', i.e., without the knowledge of CP and 'post-cart', defined as add-on products added to the cart to avail the CP offer while purchasing in an offline retail store. Further, we find that consumers' willingness to avail CP varies with different relative distances from the target purchase cart value (high vs. low) and mode of payments (cash vs. digital). We discuss the theoretical and managerial implications of the research
Consumer’s response to conditional promotions in retailing: An empirical inquiry
(Elsevier, 2022-05) Nigam, Achint
Both offline and online retailers use conditional promotions (CPs) to increase the value of a customer’s shopping cart. At times, the value of the cart falls short of the threshold order value to avail a CP. If a customer wants to avail the CP, he or she needs to add more products to the cart to reach the threshold order value. In this paper, we try to find how the mode of payment, relative distance to reach the threshold order value, and the initial cart orientation interact to determine the likelihood of Indian customers to avail CP and choices they make to add new products to reach the threshold order value. We conducted two quantitative experiments. Experiment 1 was a 2 × 2 × 2 design in an offline retail setup while Experiment 2 was a 2 × 2 design in an online retail setup. Results show that the likelihood of Indian customers in availing a CP offer increases with lesser pain of paying, lower relative distance to the threshold order value, and hedonic items in the pre-threshold value cart. Moreover, the products added to the cart to reach the threshold order value are also more hedonic in such conditions. On the other hand, the likelihood is lower and the products added are more utilitarian, when reverse conditions exist. We mention theoretical as well as managerial implications of our findings, limitations of the research and future directions for further research.
Dark side of the metaverse and user protection
(Emerald, 2024-12) Nigam, Achint
In this chapter, we explore the dark side of the metaverse and the need for user protection. While the metaverse offers multiple opportunities it also poses significant risks for users, such as privacy concerns, addiction, harassment, and cyberbullying. First, we discuss the various threats that users may encounter such as online harassment, assaults, cyberbullying, hate speech, identity theft, and virtual property theft. As per the Center for Countering Digital Hate, an incident of violation occurs every seven minutes within VRChat, a popular virtual reality game. The level of misconduct in the metaverse can surpass the extent of internet harassment. Virtual reality gaming has been associated with various health issues like sleep deprivation, and insomnia as well as mental health concerns such as depression, anger, and anxiety. We examine how these issues may impact user’s physical and mental health. The sensors and devices used in the metaverse collect a vast amount of user biometric data and spatial data. Interactions between users and metaverse could be leaked. We examine different methods that improve user protection, including everyone from enhanced security protocols via the application of privacy-enhanced technology to several avatars, two-factor authentication, and user educational and awareness programs. Moreover, we explore how the newest technologies, like blockchain and artificial intelligence, play a role in making user safety more important. We finished the course with the study of the case of Second Life, the virtual reality gaming platform, and pointing out some of the problems that exist within it.
Explaining resistance intention towards mobile HRM application: the dark side of technology adoption
(Emerald, 2022-04) Nigam, Achint
The mobile human resource management application (mHRM app) has recently been seen as an innovative cloud-based solution to manage human resource management (HRM) within organisation. Despite its great potential, organisations have shown resistance towards the usage of the mHRM app. This study investigates the dark side of electronic HRM (eHRM) by examining factors affecting HR professionals' resistance to the mHRM app using status quo bias (SQB) theory. The study also examines the moderating effect of personal innovativeness.
Exploring barriers to social robot adoption: A mixed-method study in the Indian retail sector
(Elsevier, 2025-03) Nigam, Achint
The global market for social robots, AI-based devices designed to take over different job functions at the workplace, is projected to grow to $13.3 billion by 2027. This article explores the use of social robots in the retail sector in India. The current study proposes a comprehensive two-stage methodology that follows a mixed-method approach. Stage 1 of the study captured the qualitative features of the barriers associated with using social robots using the Fuzzy Interpretive Structural Model (F-ISM). In Stage 2 of the study, researchers took a statistical approach to test the association between the proposed barriers, namely perceived sacrifice, loss of privacy, human identity threat, and robot-induced unemployment, to understand the reasons for reduced intention to use social robots. 201 retailers that used social robots participated in the study. The study's findings suggest that loss of privacy and human identity threats directly impact the reduced intention to use social robots. The authors further discuss the study's research and managerial implications. The research adds to the corpus of knowledge on social robots by empirically testing the barriers and the mediating role of loss of privacy in reduced intention to use social robots.
Exploring Customer Engagement on Social Networking Sites: A Qualitative Research Enquiry
(IGI Global, 2022) Nigam, Achint
The growth in popularity of social media and its perfunctory use by individuals throughout the day has sprouted the need to study Customer Engagement (CE) on Social Networking Sites (SNSs) from the consumer’s lens. To understand user behaviour, it is thus imperative to explore CE from their perspective. This study examines customer engagement and its antecedents and consequences on Social Networking Sites (SNSs) in an emerging economy. Data from 21 semi-structured focus group discussions (FGDs) and 42 in-depth interviews (IDIs) were analysed through a grounded theory approach using Nvivo coding. The results highlight the usage patterns and conditions faced by users on SNSs and establish the presence of information overload faced by users. The study also shows various parameters related to post and individual that lead to passive and active engagement on these platforms. Our study has direct implications for marketing managers across industries as it unravels various levers necessary to succeed on SNSs.
Exploring Deal of the Day: an e-commerce strategy
(Emerald, 2020-10) Nigam, Achint
Sartaj Electricals Limited (SEL), one of the leading consumer appliances company in India, growing business in international market, has setup its office in UAE.in 2005. The company has looked at the huge potential for water heater markets and with the help of three distributors, it was able to consolidate its position in Instant and Domestic range of water heaters, whereas it was trying to increase its presence in the Industrial Water heater segment, which had the highest growth potential and profitability. Recently, some distribution problems have begun to emerge. SEL felt that it was losing major control over the market and its distributors. Delta Food Industries, which was the customer of Al-Huraiz Enterprises, SEL’s most important distributor in UAE, has approached SEL about selling water heaters directly to them at lower prices than they had been getting from Al-Huraiz. In return the company would place a huge order with SEL, including a large number of industrial water heaters. SEL was excited about the opportunity because the Delta account would provide SEL with more control over its market and it would be a great reference account for promoting SEL to other customers. But Al-Huraiz was strongly opposed because it didn't want SEL taking over a customer that it had developed. All three distributors were very concerned that this was the thin edge of the wedge, and SEL would soon go directly to other Industrial customers. The three were forging an alliance to back up Al-Huraiz stand against SEL. Al-Huraiz was threatening to leave SEL. The firm wanted both the Industrial account and happy distributors. The case discusses that how SEL is managing this conflict with its distributors. Further, case focuses on issues related to goal congruence issues between the manufacturer and the distributor. Case also discusses the role of power in channel management, channel issues in broader strategic context, along with product line management, pricing and implementation issues.
Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms
(Emerald, 2024-03) Nigam, Achint
This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and organizational marketing performance in gamification and non-gamification-based organizational culture (OC). This paper deepens the understanding of gamification-based and non-gamification-based OC influence on innovation capability and environmental and organizational marketing performance through the theory of organizational creativity and the theory of administrative behavior (AB).
Good governance and implementation
(Emerald, 2024-12) Nigam, Achint
In this chapter, we describe the importance of good governance in the metaverse. It offers unlimited opportunities and presents unique governance challenges. First, we describe the concept of good governance and its relevance to the metaverse. We emphasize that the speed of metaverse adoption depends upon the presence or absence of effective governance. Recognizing the metaverse as the next iteration of the internet, we present significant governance issues. Some issues such as interoperability, security, safety, privacy, law, and digital inequality are critical governance issues in the metaverse. Next, we explore the diverse governance frameworks to ensure the implementation of policies and regulations. These frameworks include decentralized governance, cross-sector collaboration, and standards-based governance. We also describe the best practices which are essential for good governance. To materialize the concepts and principles discussed, we present a compelling case study centered on Decentraland. This insightful exploration dissects a decentralized autonomous organization (DAO)-based governance structure, offering valuable insights into the intricacies and stages of governance proposals. We acknowledge both the merits and potential drawbacks inherent to this approach. This chapter aims to offer an all-encompassing view of metaverse governance, essentially serving as a comprehensive roadmap for traversing the multifaceted landscape of this digital frontier.
Guest editorial overview: ‘Mapping the future of consumer behaviour using disruptive technologies’
(Wiley, 2024-02) Nigam, Achint
Businesses of the 21st century are utilizing technology in developing offerings for the growth of their businesses. From taking a minor role in formulating business decisions, technologies now have a larger stake. Disruptive technologies like artificial intelligence, virtual reality, robotics, blockchain, 3D printing, 5G, Internet-of-Things, digital twins and augmented reality are changing how marketing strategies are developed and consumer behaviour is shaped. Our special issue contributes to enhancing the academic and industry-relevant knowledge of such new-age technologies and their marketing implications. The papers in this issue focus on the changing consumer behaviour in sectors like healthcare, apparel, footwear to highlight the critical role played by disruptive tech in shaping the modern world marketing and business plans.
Guest editorial: Intertwining of information systems and knowledge risk in the uncertain business environment
(Emerald, 2023-08) Nigam, Achint
The knowledge risk can be defined as the probability and severity of adverse effects associated with any activity engaging or related somehow to the knowledge (Durst and Zieba, 2019). The operational dimension of knowledge risks pertains to all the risks arising from an organization’s day-to-day operations and overall functioning, such as entering into collaborative agreements, outsourcing certain business functions or applying incorrect or outdated knowledge during business operations (Adar and Wuchner, 2005; Durst, 2019). It is important to actively manage knowledge risks while acknowledging that some of them cannot be eliminated (Adar and Wuchner, 2005; Durst, 2019). Knowledge risk management, however, provides ways to deal with knowledge at risk, such as knowledge loss – the result of personnel removed, for example, by turnover or death, or any other reason that the person is no longer part of the organization or cannot be reached. The literature on knowledge management emphasizes the positive aspects of the discipline; it hardly covers the negative aspects, such as when knowledge is misunderstood, repressed or misused for personal or organizational reasons (Burgin and Mikkilineni, 2021; Di Vaio et al., 2021; Wang et al., 2023). Thus, in completing the loop, knowledge risks and knowledge risks management need to be considered together rather than studied in silos. Furthermore, only a few studies attempt to explore the two together, and thus the literature on it remains fragmented primarily. Some studies have been conducted about knowledge loss (Norman, 2004; Parise, 2007; Schmitt et al., 2012); knowledge leakage (Ahmad et al., 2014; Annansingh, 2012; Mohamed et al., 2007; Parker, 2012); spillover effects (Fernandes and Ferreira, 2013); and privacy (Arshad and Ismail, 2018; Hernaus et al., 2018; Wang et al., 2018; Khalil et al., 2022). Yet, studies combining knowledge risk, knowledge risk management and information systems (IS) with an uncertain business environment by considering the “people” and “processes” seem to be an under-researched area in the literature.
Impulse purchases during emergency situations: exploring permission marketing and the role of blockchain
(Emerald, 2022-04) Nigam, Achint
The paper explores how consumer behavior for purchasing impulse products changed in the complex and disruptive (emergency) situation of the COVID-19 pandemic when the customer is shopping in-home and not visiting the offline stores in an emerging economy context. This paper further explores how digital transformations like the use of blockchain technology can aid offline/omnichannel retailers in reviving sales via permission marketing for impulse products.
Integrating blockchain capabilities in an omnichannel healthcare system: a dual theoretical perspective
(Wiley, 2023-07) Sharma, Sangeeta; Nigam, Achint
The COVID-19 pandemic opened a market for omnichannel healthcare. While some patients trusted the hybrid mode of consultancy, others lacked trust in the online mode of consultancy. The purpose of the study is to understand the extent to which blockchain can influence the swift trust of stakeholders and the usage intention of omnichannel healthcare systems (OHS). We used a quantitative approach by surveying 250 patients that rendered services from OHS by drawing upon the lens of organizational information processing theory (OIPT) and swift trust theory (STT). We test the hypotheses using the PLS-SEM technique. The results show blockchain technology can significantly affect the adoption of omnichannel healthcare by reinforcing swift trust in OHS and its continued usage.
Investigating the revised international marketing strategies during COVID-19 based on resources and capabilities of the firms: A mixed method approach
(Elsevier, 2023-03) Nigam, Achint
This paper aims to identify the revised international marketing strategies in communication during the COVID-19 pandemic by utilizing the firm's resources and capabilities. We conducted in-depth interviews and a questionnaire survey with key stakeholders of retail organizations which changed their digital marketing strategies during COVID-19. The data is collected from 587 respondents from different parts of the world through resource orchestration theory. The qualitative findings support a high degree of association among the firm’s resources and capabilities, leveraging processes based on the revised international marketing strategies during the COVID-19 pandemic. We have developed a conceptual model based on these findings with six variables: leveraging process of the firm’s capabilities information technology-related resources; information technology-related capabilities, dynamic capabilities, environmental uncertainty, and leveraging process of the firm’s resources. However, environmental uncertainty and leveraging of the firm’s resources were not influential in forming digital marketing strategies during COVID-19. This study proposes a new process for international marketing managers in business organizations to restructure the resources within their organizations by creating new capabilities and leveraging them.
Kay Cinema: Pricing Dilemma for Delhi NCR Region
(JIBE, 2017) Nigam, Achint
The case attempts to apply the concepts of pricing strategy as an element of marketing mix to change the customer value of movie tickets. The case is based on KAY cinemas, a leading multiplex chain in India, observing a decline in its footfall at KAY Delhi. Figuring out the possible reasons for the decrease in its footfall, the biggest challenge facing KAY Delhi was to rethink its pricing strategy to boost its footfall while considering the current image of KAY as a premium brand. The case explains current industry trends and how increases in state level taxes adversely affected the entertainment industry and cinema theaters in the National Capital Region (NCR), Delhi, in India. The case can be used to explain how pricing strategy can be used to increase short-term and long-term profits for the firm.
Knowledge development in non-fungible tokens (NFT): a scoping review
(Emerald, 2024-01) Nigam, Achint
The purpose of this paper is to investigate the potential of NFTs in revolutionizing innovation management and information systems. Innovations done by firms are blatantly used by other firms to develop cheap knock-off. This leads to huge economic loses to the firm investing in research and development activities. Firms are in need of trusted, immutable and verifiable means of storing information which cannot be used by others, even if publically available without their consent. Non-fungible tokens (NFTs) appear to be one such solution to this problem that has recently attracted a lot of investor interest. Using NFTs the information is tokenized and is stored in a secure manner.