Post acquisition brand identity: acquisition of Flipkart group by Walmart Inc.

2021 ◽  
Vol 11 (2) ◽  
pp. 1-21
Author(s):  
Vibhas Amawate ◽  
Madhurima Deb
Keyword(s):  
Decision Making ◽  
Learning Outcomes ◽  
Market Research ◽  
Master Of Business Administration ◽  
Brand Identity ◽  
Brand Strategy ◽  
Decision Making Process ◽  
Socially Responsible ◽  
Content Type

Learning outcomes The learning outcomes are as follows: factors to be considered in devising the best post-acquisition brand identity and outline market research techniques, which can be used to identify the best-suited post-acquisition brand identity strategy. Case overview/synopsis The case study discusses the brand strategy, which Walmart Inc needs to adopt post its acquisition of Flipkart Pvt. Ltd (Flipkart) Group in India. Flipkart had acquired Myntra Designs Pvt. Ltd (Myntra) and Novarris Fashion Trading Private Limited (Jabong), but had kept their brand identity intact; Walmart Inc was faced with the decision on moving ahead with the brand strategy of keeping individual brand identities or merging all of these into a single brand identity. The study aims to provide valuable insights into the decision-making process adopted by Walmart Inc. It includes also the role of cause-related marketing in the positioning of Myntra as a socially responsible brand. The case study opted for an exploratory research design study using the qualitative research method of in-depth interviews. In total, 10 experts in the area of marketing, market research and marketing communication were interviewed. The qualitative data were analyzed using a template approach, which analyzes the text using a codebook or an analysis guide. The analysis guide already has clearly defined themes or categories. As the qualitative interviews progress, these themes get revised. These themes are analyzed qualitatively rather than statistically. The case study suggests to the management of Walmart Inc that they need to merge Myntra and Jabong based on the degree of similarity of consumer demographics, income/social class of buyers, brand identity and buying behavior. Myntra needs to retain as opposed to Jabong, as Myntra is perceived to be a socially responsible brand that creates a purchase disposition in the minds of the consumers. A more extensive quantitative study would offer better generalizability. It was not feasible to conduct a quantitative study due to time constraints. This research would have used advanced brand imagery assessment techniques such as multi-dimensional scaling to suggest if an overlap exists between consumer segments of Myntra and Jabong. The case study provides a decision-making framework to firms and individuals who are part of organizational teams to create a post-acquisition brand strategy in the e-commerce market. The case study fulfills a need for many academicians and practitioners to understand the decision-making process followed in devising a post-acquisition brand strategy in India. Complexity academic level Senior undergraduates; Master of Business Administration; Executive Master of Business Administration. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.

Integration between knowledge management and business process management and its impact on the decision making process in the construction sector: a case study of Jordan

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sami Wasef Abuezhayeh ◽  
Les Ruddock ◽  
Issa Shehabat
Keyword(s):  
Decision Making ◽  
Knowledge Management ◽  
Business Process Management ◽  
Process Management ◽  
Business Processes ◽  
Decision Makers ◽  
Decision Making Process ◽  
Construction Sector ◽  
Content Type

Purpose The purpose of this paper is to investigate and explain how organizations in the construction sector can enhance their decision-making process (DMP) by practising knowledge management (KM) and business process management (BPM) activities. A conceptual framework is developed that recognises the elements that impact DMP in terms of KM and BPM. The development of this framework goes beyond current empirical work on KM in addition to BPM as it investigates a wider variety of variables that impact DMP. Design/methodology/approach A case study is undertaken in the context of the construction industry in Jordan. A theoretical framework is developed and assessment of the proposed framework was undertaken through a questionnaire survey of decision-makers in the construction sector and expert interviews. Findings The outcomes of this research provide several contributions to aid decision-makers in construction organizations. Growth in the usage of KM and BPM, in addition to the integration between them, can provide employees with task-related knowledge in the organization’s operative business processes, improve process performance, promote core competence and maximise and optimise business performance. Originality/value Through the production of a framework, this study provides a tool to enable improved decision-making. The framework generates a strong operational as well as theoretical approach to the organizational utilization of knowledge and business processes.

What to do when your brand gets kidnapped by Narcos: the case of Buchanan’s whisky

2019 ◽  
Vol 9 (3) ◽  
pp. 1-18
Author(s):  
Nicolas Kervyn ◽  
Judith Cavazos Arroyo ◽  
Fernando Rey Castillo Villar ◽  
Rosa Andrea Gomez Zuñiga
Keyword(s):  
Learning Outcomes ◽  
Portfolio Management ◽  
Consumer Culture ◽  
Brand Management ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Strategy ◽  
Content Type ◽  
Academic Level ◽  
The Difference

Learning outcomes Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy. Case overview/synopsis This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. Complexity academic level This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

In the uncertain world of Qontrac International: navigating through family, growth and succession management challenges

2018 ◽  
Vol 8 (4) ◽  
pp. 1-31
Author(s):  
Diantha D’Costa ◽  
Virginia Bodolica ◽  
Martin Spraggon
Keyword(s):  
Decision Making ◽  
Learning Outcomes ◽  
Family Business ◽  
Management Style ◽  
Managerial Decision ◽  
Succession Management ◽  
Managerial Decision Making ◽  
Content Type ◽  
Family Growth

Learning outcomes Upon completion of this case study analysis, the course audience is expected to achieve four learning outcomes. In particular, students should be able to conduct a comprehensive organizational diagnosis to uncover the peculiarities of managing a family business; analyze the specific challenges faced by family-owned enterprises in the context of emerging markets; evaluate the succession management practices in family organizations and design a profile of a successful successor; assess the effectiveness of managerial decision-making and provide recommendations for securing the sustainability of a family firm. Case overview/synopsis This case study unveils the tumultuous story of Vishwanath Shetty, an ambitious entrepreneur who transformed his small venture into a profitable family business with operations in Middle East, Asia and Africa. Since the early establishment of Qontrac International in 1989, he relied on the ownership and management participation of several members of his and his wife’s families. Over the years, Vishwanath was successful in pursuing a strategy of continuous growth and geographic diversification by taking advantage of the business opportunities in several regions and opening up branches in Oman, the United Arab Emirates (UAE), Ghana and India. Yet, almost three decades after its launch, the company was confronted with a number of family, growth and succession management challenges that endangered its survival in the long run. The Shetty family experienced a serious rift due to financial reasons, the performance of the two branches managed by siblings declined, and the old firm structure and management style did not fit well with the newly enlarged and geographically dispersed Qontrac International. To deal with these organizational issues, Vishwanath was faced with an additional dilemma of securing the support of a suitable intra-family candidate who could join the family business and become his successor. By describing the strategic events and family dynamics that shaped the evolution of Qontrac International over time, the case provides an opportunity to assess the effectiveness of managerial decision-making in the context of family firms and provide viable recommendations for ensuring firm survival and longevity. Complexity academic level Upper-level undergraduate audience Graduate audience (in Master of Global Entrepreneurial Management program). Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code Strategy.

Rooting a new event in its place: the case of Festa Templária, Tomar, Portugal

2017 ◽  
Vol 8 (3) ◽  
pp. 324-345 ◽  
Author(s):  
Hermínia Sol ◽  
Marisa P. de Brito ◽  
João Pinto Coelho ◽  
Luís Mota Figueira ◽  
Christopher Pratt ◽  
...  
Keyword(s):  
Decision Making ◽  
Single Case ◽  
Primary Data ◽  
Decision Making Process ◽  
Longitudinal Case Study ◽  
Content Type ◽  
The Creation ◽  
The City ◽  
Practical Implications

Purpose With fierce competition in capturing tourists, it is crucial that destinations be prepared to adapt and to refresh their event portfolio. The purpose of this paper is to look into the decision-making process that led to the development of a new festival in a middle-sized city, Tomar, in Portugal. Design/methodology/approach This study analyses the creation process of the Knights Templar Festival, in Tomar, a new event focusing on the Templar history of the city. A retrospective outlook on the evolution of the event is given. Primary data were collected via quantitative survey analysis and semi-structured interviews. The theoretical scope is events and placemaking. Findings The strengths and weaknesses of the region influenced the conception and setting up of this particular event. This awareness is important for cities in meeting the challenges and opportunities that event portfolio diversification calls for. Research limitations/implications This paper helps us to understand the motives and challenges in establishing a new event in the city, through the analysis of a single case study of a European middle-sized city. Simultaneously, it is a longitudinal in-depth case of the first editions of a new historically focused event. Practical implications Several practical implications can be derived to the case of Tomar. Overall, it is key that cities align the focus of new events with the city’s identity (as Tomar did). Originality/value This paper presents an in-depth and longitudinal case study, from the moment of the creation of a new event to its fourth edition, mapping the decision-making process, highlighting the learning curve of the decision makers.

Taking librarians off the desk: one library changes its reference desk staffing model

2015 ◽  
Vol 16 (1) ◽  
pp. 18-27 ◽  
Author(s):  
Timothy Peters
Keyword(s):  
Decision Making ◽  
Design Methodology ◽  
Statistical Data ◽  
Decision Making Process ◽  
Service Model ◽  
Content Type ◽  
Staffing Model ◽  
Central Michigan University ◽  
Reference Service

Purpose – This paper is a case study of the decision at Central Michigan University to take librarians off the reference desk. Departmental data on reference desk traffic and other ancillary functions of the reference department was used to make the case for removing the librarians from the desk. Data collected since the decision was made has supported the decision to move to an on-call reference desk staffing model. The paper aims to discuss these issues. Design/methodology/approach – The department reviewed and analyzed data on reference desk transactions of all types from previous years to inform its decision making. Data trends and an analysis of the nature of the questions asked at the reference desk were instrumental in the analysis. Findings – The department determined that the statistical data justified the removal of the librarians from the reference desk. Data collected since moving to the on-call model supports the earlier decision. Originality/value – This paper provides libraries considering their own desk staffing models with a discussion of another library’s decision-making process and evidence of a successful migration to a new reference service model.

Exclusive books: applying a behavioural economics perspective

2020 ◽  
Vol 10 (3) ◽  
pp. 1-30
Author(s):  
Thiroshnee Naidoo ◽  
Charlene Lew
Keyword(s):  
Decision Making ◽  
Learning Outcomes ◽  
Consumer Choice ◽  
Behavioural Economics ◽  
Choice Overload ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
The Impact

Learning outcomes The learning outcomes are as follows: understanding of the principles of choice overload and the impact of consumer choice overload on company sustainability and growth prospects; understanding of how several heuristics inform consumer decision-making; applying nudge theory to interpret and clarify the impact and consequences of nudges on consumer decision-making; and considering the challenge of a newly appointed CEO to influence consumer choice. Case overview/synopsis The case study and teaching note offers insights into the use of behavioural economics principles in consumer choice. The case study methodology was used to design, analyse and interpret the real-life application of behavioural economics in the retail sector. The case demonstrates how choice overload, dual process theory, decision heuristics and nudge theory play a role in consumer decision-making. The case offers insights into the application of behavioural economics to support the sustainability of a company in an emerging market context. Managers can use the findings to consider how to use behavioural economics principles to drive consumer choice. The application of behavioural economics to an industry facing challenges of sustainability offers new insights into how to design spaces and cues for consumer choice. Complexity academic level The case study is suitable for course in business administration, specifically at postgraduate level. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing

Internationalization Motives and Facilitating Factors: Qualitative Evidence from Smaller Specialist Retailers

2007 ◽  
Vol 15 (3) ◽  
pp. 96-122 ◽  
Author(s):  
Karise Hutchinson ◽  
Nicholas Alexander ◽  
Barry Quinn ◽  
Anne Marie Doherty
Keyword(s):  
Decision Making ◽  
External Factors ◽  
Brand Identity ◽  
Decision Making Process ◽  
Facilitating Factors ◽  
Qualitative Evidence ◽  
Multiple Case ◽  
Unexplored Area ◽  
Internal And External Factors

Drawing on case study evidence, this article explores the reasons small specialist retailers internationalize and the facilitating factors that help them overcome the obstacles to internationalization. The authors employ qualitative research techniques and, to build theory from an unexplored area of research, adopt a multiple-case approach. The findings suggest that though a strong company brand identity is the most significant motive for expansion, other internal and external factors facilitate the international decision-making process.

Getting what you want from your transorganizational partners

2015 ◽  
Vol 53 (9) ◽  
pp. 2017-2035
Author(s):  
Michael Halinski ◽  
Linda Duxbury
Keyword(s):  
Decision Making ◽  
Group Decision Making ◽  
Group Decision ◽  
Decision Making Process ◽  
Content Type ◽  
Decision Alternatives ◽  
Advance Theory ◽  
Practical Implications ◽  
Over Time

Purpose – The purpose of this paper is to examine how the group decision-making process unfolds over time in a transorganizational system (TS) planning change. Design/methodology/approach – A longitudinal qualitative case study was designed to enable researchers to identify different stages in the group decision-making process. Findings – The findings from this case study indicated that the group decision-making process in a TS planning change could be conceptualized to include five distinct steps: working in solitude; starting a dialogue; finding a common goal; suggesting decision alternatives; and deciding among alternatives. The group proceeded through these steps sequentially over time. Practical implications – The paper offers TS practitioners a framework to follow when making group decisions within TSs. Originality/value – The study develops a conceptual framework that describes how the group decision-making process unfolds over time in a TS planning change. This framework can be tested in other contexts and advance theory in both the TS and group decision-making areas.

Role of CSR in the consumer decision making process – The case of India

2018 ◽  
Vol 14 (1) ◽  
pp. 138-158 ◽  
Author(s):  
Sudeepta Pradhan
Keyword(s):  
Decision Making ◽  
Quantitative Methods ◽  
Future Research ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Legitimacy Theory ◽  
Socially Responsible ◽  
Consumer Decision ◽  
Content Type

Purpose The purpose of this study is to capture the decision-making process of one of the major stakeholders, i.e. consumers, while purchasing from socially responsible firms. Design/methodology/approach This study uses an exploratory approach to have an understanding of consumers’ evaluation of their perceptions of a company’s CSR during the purchasing process. A total of 60 respondents were interviewed, and their responses were transcribed. These messages were then analysed using content analysis. Findings The evaluation of CSR initiatives is an intricate, logical and structured process where consumers consider factors that are valued by them. The findings support the concept of legitimacy theory, as most respondents believed it was the duty of a firm to give back to the society. Research limitations/implications This study suffers from an inherent limitation faced by qualitative studies, namely, the results cannot be generalized. Hence, quantitative methods can be designed in future research in the field. A cross-cultural study would also provide deeper insights and interesting avenues in future investigation to identify different factors. Practical implications Managers have the option of ignoring consumers’ approach towards CSR, and/or focus on CSR positioning and use it in their marketing communications. The Companies Bill, 2013, mandated Indian firms to spend and report their CSR expenditures. Hence, they should use it strategically and advertise their CSR initiatives effectively to influence a large number of consumers. It is also essential for managers to make CSR information easily available and clarify the connection of the company to CSR initiatives. They should also identify the proper channels that would get desired results. Social implications The study investigates the intricate process that explicates the reasons why CSR affects the consumer decision-making process. The research provides a better understanding into intention-behavior gap, investigates the reasons for such discrepancy and identifies a large number of factors. Originality/value The study intends to contribute to the field of marketing by capturing stakeholder (consumer) engagement (by exploring consumers’ beliefs of CSR, their perceptions and the role of such perceptions) in decision-making. It also intends to add to the existing studies in legitimacy theory.

Selecting a suitable Cloud Computing technology deployment model for an academic institute

2014 ◽  
Vol 31 (5) ◽  
pp. 319-345 ◽  
Author(s):  
Ramachandran N. ◽  
Sivaprakasam P. ◽  
Thangamani G. ◽  
Anand G.
Keyword(s):  
Decision Making ◽  
Cloud Computing ◽  
Decision Problem ◽  
Strategic Decision ◽  
Decision Making Process ◽  
Content Type ◽  
Educational Institute ◽  
It Managers ◽  
It Department

Purpose – Cloud Computing (CC) technology is getting implemented rapidly in the educational sector to improve learning, research and other administrative process. As evident from the literature review, most of these implementations are happening in the western countries such as USA, UK, while the level of implementation of CC in developing countries such as India is rare. Moreover, implementing CC technology in the educational sector require various decisions to be made by the managers of the Information Technology (IT) department such as selecting suitable deployment model, vendor providing cloud service, etc. in their respective university or institute. The purpose of this paper is to attempt to address one such decision. Since, different types of CC deployment are available; selecting a suitable one plays a key role, as it might have an impact on the requirements of various stakeholders such as students, teachers, administrative staff (especially the staff members in the IT department), etc. apart from affecting the overall performance of the facilities such as a laboratory. Naturally, a proper decision by analysing multiple perspectives has to be made while carrying out such strategic initiatives by any educational institute. Design/methodology/approach – A case study methodology has been chosen as the research methodology to discuss and demonstrate the above decision problem that was faced in real time by one of the educational institutes in India, offering high-quality management education. The IT managers of this institute were planning to switch over to CC technology for the computer laboratory and they have to make a decision of choosing suitable alternative CC deployment models such as private cloud (PRC), public cloud (PUC), community cloud (COC), hybrid cloud (HYC), etc. by analysing and comparing them based on various factors and perspectives such as elasticity, availability, scalability, etc. Since, multiple factors are involved in making such a strategic decision, the most commonly used Multi-Criteria Decision Making (MCDM) model – namely, the Analytic Hierarchy Process (AHP) is used as a decision support during the decision making process. Findings – The team of decision makers, who were planning to implement CC in the case institute, found that PRC is best as they believed that it would provide adequate cost savings, apart from providing necessary security to maintain confidential information such as student's detail, grades, etc. Research limitations/implications – The results obtained are based on a single case study. Hence, they cannot be generalized for institutions across educational sector. However, the decision making situation and understanding its impact on the stakeholders of the educational institute can be common across various educational institute. Practical implications – Using a real-life case study of an educational institute, this paper presented a strategic decision making situation, which needs to be considered by the IT managers of the educational institutes when they decide to switch over to CC technology. Various criteria to be considered during the decision making process was identified from the literature review were identified and enumerated. These factors would useful for the IT managers of the different educational institute and they can suitably add or delete these decision criteria as per their requirements and situation at hand. Moreover, the algorithm of AHP, which was used as a decision support, was presented in a step-by-step manner, which should be beneficial for the practitioners to apply the same for similar decision making situations. Originality/value – It is believed that this paper would be the first to report on a strategic decision of choosing the deployment model for CC technology especially in the educational sector. Similarly, this paper would also contribute to the field of CC, as it lists out the decision criteria that are to be considered for making the above decision, which has not got adequate importance. Lastly, this paper is also unique in the realm of AHP because application for a decision problem in the field of CC especially in the educational sector is least reported.

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