Department of Management
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Item Design and Deployment of Dynamic Performance Targets for the Lastmile Field Executives in eCommerce Logistics Industry(IGI Global, 2021) Nagpal, Gaurav; Srivastav, PrateekThis chapter is an action research done for one of the largest eCommerce logistics organization (having presence in India) to design a working mathematical model which rates the field operations staff all around the country based on the dynamic targets depending upon different parameters, and then finally ranks the field executives relatively across the country. To ensure that the rating of the field executives is a fair and transparent process and discounts the influence of the nature of shipments provided to them problem, the authors worked with one of the largest global eCommerce delivery firms to design a rating system of the field supervisors using R.Item Use of Data Analytics to Increase the Efficiency of Last Mile Logistics for Ecommerce Deliveries(IGI Global, 2021) Nagpal, GauravWith the increasing share of digital transactions in the business, the way of operating the businesses has changed drastically, leading to an immense opportunity for achieving the operational excellence in the digital transactions. This chapter focusses on the ways of using data science to improve the operational efficiency of the last mile leg in the delivery shipments for e-commerce. Some of these avenues are predicting the attrition of field executives, identification of fake delivery attempts, reduction of mis-routing, identification of bad addresses, more effective resolution of weight disputes with the clients, reverse geo-coding for locality mapping, etc. The chapter also discusses the caution to be exercised in the use of data science, and the flip side of trying to quantify and dissect the phenomenon that is so complex and subjective in nature.Item Exploring Deal of the Day: an e-commerce strategy(Emerald, 2020-10) Nigam, AchintSartaj 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.Item How Do Value Co-Creation and E-Engagement Enhance E-Commerce Consumer Repurchase Intention?: An Empirical Analysis(IGI Global, 2022) Goyal, PraveenThis study develops an integrated model to investigate how value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commence consumers. Applying the tenets of UTAUT, this study also examines the moderating role of technology adoption in the association between e-engagement and value co-creation in the e-commerce context. Data were collected via 411 surveys completed by e-commerce consumers in India. Data analysis was done using PLS structural equation modelling. Results show that value co-creation, driven by positively-valanced e-engagement, enhances repurchase intention among e-commerce consumers, while, technology adoption moderates the association between positively-valanced e-engagement and value co-creation. The findings also reveal that consumption values, such as utilitarian and hedonic values, mediate the effects of value co-creation on repurchase intention among e-commerce consumers.Item An Intelligent omnichannel assortment model to manage webrooming: an optimization approach(Taylor & Francis, 2022-05) Sharma, Satyendra KumarGlobal retail industry players have witnessed a grave scenario due to the impact of the COVID-19 pandemic. The pandemic has changed the way shoppers think, manifested in the decelerating footfall and increasing threat for traditional brick and mortar stores. The strategy of switching over to omnichannel seemed to have provided the needed relief to traditional retailers and manufacturers in the consumer goods industry. However, a robust omnichannel product assortment model requires integrating channels and remodeling managers’ roles to provide consumer experience and satisfaction and maximize profitability across all touchpoints with minor disruptions. The paper formulates and simulates an omnichannel data-driven fulfillment analytical model to analyze customers’ product mix and manage assortment accordingly. Further, an optimization model that maximizes revenue and profitability is formulated as a suggestive framework with strategies for the current scenario. The paper is helpful for marketing researchers and retail planners for omnichannel assortment managementItem A classificatory scheme for antecedents of the sources of “online brand equity”(Emerald, 2015-10) Bhat, Anil Kumar; Rani, LeelaThe purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums and virtual communities drive the diversity in nomenclature of online marketing variables. Different researchers have used different marketing variables to indicate the same source of online brand equity. The definitions of the marketing variables change with the change in context, due to the complex e-commerce environment. The marketing variables used in different studies have lead to a conceptual overlap and repetitiveness.Item Zivame: Branding Options for an Online Lingerie Retailer(Harvard Business Publishing, 2015-05) Dutta, Nirankush; Bhat, Anil KumarBy May 2015, Zivame, an Indian online lingerie retailer, had established itself as a market leader in this category by providing traditionally conservative Indian women a reliable solution to help…Item FirstCry.com: Fighting to Lead the Giant Online Baby Care Products Market(Harvard Business Publishing, 2016-09) Bhat, Anil Kumar; Dutta, NirankushPowered by 27 million births a year and a growing middle to upper class, India's baby care e-tailing sector is expected to grow to US $500 million by 2017. FirstCry, established in December 2010 with seed capital of Rs. 25 million (about US $548,000), has gradually emerged as Asia's largest online shopping portal for products for children and expectant mothers with an inventory of more than 90,000 items from over 1,200 top international and Indian brands. Aiming to create a seamless experience focused on constant innovation, improvement, and added value, FirstCry faces challenges related to logistics, payment gateways, and intense competition to gain new customers in this lucrative market. In the tumultuous online baby care products market, which has seen several major businesses close their doors or be acquired by others, how will FirstCry maintain its lead and grow its business in the next few years?Item E-Marketing Mix Variables to Create Online Brand Equity in the Indian Context(IGI Global, 2022) Bhat, Anil Kumar; Rani, LeelaThis paper is an attempt to investigate and empirically validate e-marketing mix framework creating online brand equity suitable for adaptation in the Indian context. Exploratory and confirmatory factor analysis are used to identify and validate the e-marketing mix variables to create online brand equity. Primary product and service offerings, website content, customer care and relationship, website interactivity, website's security and reliability, and website speed are the six e-marketing mix elements identified. Also, a conceptual categorization is used to propose and develop a typology that classifies these six variables into primary and secondary activities. The identified e-marketing mix variables will be an insightful aid to planning various marketing activities and controlling other outcome variables like online satisfaction, e-loyalty, online brand equity, etc. This is one of the first attempts to propose and verify e-marketing mix variables for a developing economy like India and classify them under a generic parsimonious dimensional framework for e-commerce.