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Pricing and content Netflixs dilemma in India
Learning outcomes: The learning outcomes of this study are as follows:1. Analyze the pricing strategy followed by Netflix in India;2. Examine the challenges faced by media companies, including over-the-top (OTT) service providers, in developing content for target consumers in emerging markets; and3. Evaluate the dynamics of the Indian OTT industry and understand the effect of external and internal factors on the growth of Netflix in India. Case overview/synopsis: This case discusses the dilemma faced by Netflix in India regarding pricing and content. Netflix was accused of hurting the religious and political sentiments of Indians by broadcasting bold shows such as Sacred Games and A Suitable Boy. Netflix is caught in a dilemma between its pursuit to achieve its target of achieving 100 million subscribers from India versus continuing its profitable high pricing strategy. Another key dilemma is regarding the streaming of attractive bold content which may occasionally hurt the religious/political sentiments of some Indians or stream only safe content which may be deemed as boring by its young target audience. Complexity academic level: Undergraduate and postgraduate students studying Marketing courses in Commerce and Business Management streams can use this case. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 8: Marketing. 2022, Emerald Publishing Limited. -
Good-looking step in bad direction RBI Internal Working Group proposal
Learning outcomes: After discussing this case, the authors expect that the students will have the following learnings: critically analyse the latest Reserve Bank of India (RBI) banking proposal, which was proposed by the Internal Working Group (IWG) in November 2020. Understand concepts such as connected lending, crony capitalism and financial crisis. Have a basic idea about the Banking Regulations Act, 1949 and regulatory framework in the Indian banking sector. Case overview/synopsis: This case is an analysis of the recent RBI proposal on banking regulations in India. The authors have referred secondary data in terms of published papers by stalwarts and experts in the banking and economics field. This case analyses the pros and cons of the IWG proposal to RBI governing body. The case also touches upon interesting banking and macroeconomics concepts. What makes this case interesting is that RBI is open to receive comments from all the stakeholders till January 2021. Complexity academic level: Applicable to undergraduate and postgraduate students studying banking and finance specialisation in commerce and business management streams. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 1: Accounting and Finance. 2021, Emerald Publishing Limited. -
Zomato Instant - "10-Minute Delivery Plan" Controversy
[No abstract available] -
Zomatos dilemma a case of disgruntled delivery partners at Zomato
Learning outcomes: This case study provides students/managers an opportunity to learn about:??Learning objective 1: Critically analyse reasons for the disgruntlement of delivery partners of Zomato.??Learning objective 2: Evaluate Zomatos moral obligations to gig workers in the absence of government regulations.??Learning objective 3: Analyse the drivers of well-being affecting e-commerce delivery partners.??Learning objective 4: Evaluate the welfare schemes undertaken by Zomato for its delivery partners and infer well-being measures that can be adopted to improve worker engagement. Case overview/synopsis: The focus of this case was the crisis at Zomato as a result of the protests by gig workers engaged as delivery partners at the company. This case discussed the CEOs dilemma in resolving the crisis. Zomato's business model was discussed to provide students an overview of the dynamics and challenges of online food delivery business; the companys initiatives to enhance the robustness of its business model and the resulting media backlash questioning some of these initiatives that could endanger the lives of its delivery partners. In addition, this case explored the lack of regulatory provisions for gig workers in India. Finally, the options available to the protagonist to mitigate the crisis were discussed. The focal point was the well-being initiatives that the protagonist could consider implementing to address the concerns voiced by the delivery partners and encourage them to engage in Zomato's business with positivity. Complexity academic level: The case is best suited for postgraduate and executive students studying Human Resources subjects in Commerce and Business Management streams. Supplementary material: Teaching notes are available for educators only. Subject code: CSS 6: Human Resource Management. 2022, Emerald Publishing Limited. -
Desiri Naturals: sustainable agriculture and eco-friendly business
Learning outcomes: After completion of the case study, the students will be able to critically analyze the business model of Desiri Naturals, analyze the pricing strategy of Desiri Naturals, examine the importance of experiential marketing in the success of an environment-friendly business, identify the challenges faced by new entrepreneurs and evaluate the sustainability practices of Desiri Naturals. Case overview/synopsis: This case study discusses the business model of an environmentally friendly business. The challenges and obstacles faced by entrepreneurs are illustrated in this case. The entrepreneurs vision to provide chemical-free food is highlighted and their business operations as a means to fulfill this vision are explained. Desiri used an age-old bull-driven method of oil extraction (Ghana). Challenges in pricing due to the availability of low-priced mass-produced edible oil using the solvent extraction process are presented in this case. The entrepreneurs faced the pricing dilemma at the inception of the business, as oil produced using the natural cold pressing method cost three times the selling pricing of solvent-extracted oil. Innovative methods of experiential marketing such as Ghana tourism are explained in this case. This case study also explains the sustainable and natural farming techniques propagated through its network of farmers. This case study provides insights into the scalability of this model and the scope for employment generation in rural India. The environmentally friendly practices followed by Desiri, such as the use of glass bottles and reusable steel containers for packaging oil are emphasized. Finally, this case presents the marketing and operational challenges faced by entrepreneurs in their quest to expand their operations. Complexity academic level: This case study can be used by postgraduate and undergraduate students studying marketing, entrepreneurship, sustainability and operations management courses in commerce and business management streams. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS8: Marketing. 2024, Emerald Publishing Limited. -
Crisis Faced by a B-School
This article discusses the marketing missteps made by a prestigious B-school, exploring key concepts such as improper positioning and the imperative for repositioning. It provides an in-depth analysis of the decline in admissions at this well-established institution, culminating in a crisis. Additionally, the article explores a range of strategies available to the B-schools founder and top management team to enhance the institutions visibility and bolster its brand. Furthermore, it sheds light on the challenges the B-school faces, including inadequate infrastructure and other weaknesses, such as subpar research output, moderate placement offers and a low ranking in national B-school surveys. The case meticulously examines the errors made by the B-schools leadership team, such as discontinuing advertising and the ill-advised decision to withdraw from B-school surveys. Ultimately, this article epitomizes the predicament faced by an institution that relied on its historical strengths and failed to adapt to the evolving demands of its environment. It concludes by presenting short-term and long-term strategies available to decision-makers for crisis mitigation. It highlights digital marketing as one of the short-term solutions earnestly considered by the B-schools management to enhance brand awareness among its target audience. 2024 Lahore University of Management Sciences. -
Influence of Consumers Self Perception on Devaluation of Ugly Produce Marketing Strategies to Reduce Food Waste in the Indian Context
Ugly produce refers to aesthetically imperfect fruits and vegetables and also fruits and vegetables with minor blemishes. Ugly produce does not refer to spoilt, rotten, or germ-infected fruits and vegetables. The basic premise of this study is from self-signaling and self-perception theories. The self-signaling theory states that when people make a choice, they disclose something of their character and personality not just to others, but also to themselves. Self-perception theory (SPT) developed by psychologist Daryl Bem asserts that people develop their attitudes by observing their own behavior and further concluding what attitudes must have caused it. Classically, consumers undervalue ugly produce because of altered self-perceptions; simply visualizing the consumption of imperfect produce acts as a self-indicative signal that negatively affects how consumers view themselves. Due to this, the unattractive produce, even though perfectly edible and with the same taste and nutritional value, is rejected by consumers merely based on shape or some other cosmetic blemish. We discussed the strategies adopted by Indian startups and organizations to reduce food waste. Deep discounting is the strategy followed by food retailers worldwide to sell ugly produce, however, this is not the best strategy as it leads to losses for both the retailers as well as the farmers. We suggested alternative strategies successfully followed by foreign retailers, such as spreading awareness, boosting self-confidence and esteem among consumers, attracting kids, etc., which can be followed by Indian food retailers for selling ugly fruits and vegetables. 2022, Associated Management Consultants Pvt. Ltd.. All rights reserved. -
Labor unrest at Wistron Corporation India plant What went wrong?
Learning outcomes: After completion of this case study, students/managers will be able to analyze reasons for the labor unrest at Wistron Corporations Indian manufacturing plant; examine the implementation of labor regulations applicable to the employment of contract workers by Wistron Corporation; infer the problems associated with rapid expansion in the workforce; analyze the labor regulatory challenges faced by Wistron Corporation; and demonstrate problem-solving skills. Case overview/synopsis: The focus of this case study was the crisis faced by Apples contract manufacturer Wistron Corporation due to labor unrest, riots and violence in its production facility located near Bangalore in India. This case study discussed the CEOs dilemma in resolving the crisis and regaining the confidence of stakeholders, namely, the contract employees, Apple Inc. and the State Government of Karnataka. To give the readers an overview of the crisis this case discussed in detail the underlying reasons for the labor unrest such as a rapid increase in manpower, unilateral increase in working hours without extra pay, unjustified pay cuts, understaffed and underqualified human resources (HR) department, ill-equipped attendance and payroll system. It also gave an overview of mistakes in labor management that could be avoided by a manufacturing firm. The case also discussed the pressure faced by the Wistron CEO due to probation and a new business freeze by Apple Inc. This case study is suitable for understanding the complexities of labor laws and the legal complications that can arise when a corporation disregards local labor laws while operating in foreign countries. Complexity academic level: The case is best suited for postgraduate and executive MBA students studying labor law, industrial psychology and HR management in commerce and business management streams. The authors suggest that the instructor should inform students to read the case study before attending the 90-min session. It can be executed in the classroom after discussing the theoretical concepts. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 6: Human Resource Management. 2024, Emerald Publishing Limited. -
Diet Coke faces negative publicity
Research methodology A secondary research method was used to collect data for this case. The authors have made use of newspaper articles and published articles written by journalists and experts, which are available in the public domain. The protagonists name has been masked. Case overview/synopsis This case study examine the controversy surrounding Diet Coke and the dilemma faced by the Coca-Cola vice president of marketing, Henry Kingston, over its product labeling. While Diet Coke has long been favored by health-conscious consumers seeking a low-calorie alternative, concerns over its use of aspartame, an artificial sweetener linked to potential health risks, had sparked consumer backlash, regulatory scrutiny and accusations that the company was misleading consumers with its labeling. The issue gained momentum when former US President Donald Trump publicly switched to regular Coke, citing health concerns over aspartame, further fueling media debates on artificial sweeteners. With increasing pressure from social media, consumer advocacy groups and regulatory bodies questioning whether the term diet misleads consumers into assuming the product is inherently healthier, Coca-Colas senior management team led by its CEO faces a critical dilemma whether to retain the strong brand recognition of Diet Coke or reposition the product with greater transparency. The case highlights the challenges of ethical marketing, corporate responsibility and consumer health awareness in the food and beverage industry, raising crucial questions about balancing brand loyalty with regulatory compliance and evolving consumer expectations. Complexity academic level This case study is suitable for under-graduate and post graduate students studying marketing strategy and brand management courses in business management and commerce streams can use this case. This case can also be used for marketing specialization courses at the undergraduate and postgraduate levels. 2025 Emerald Publishing Limited -
BYJUS Survival at Stake: A Founders Dilemma
The focus of this case is the survival challenges faced by BYJUS due to mounting losses and financial mismanagement. This case discusses the strategic mistakes committed by BYJUS, such as the acquisitions-based growth strategy and overspending on marketing. It also discusses operational mistakes such as low customer retention, security and privacy issues and the use of hard selling to fuel rapid growth. The primary focus of this case is the CEOs dilemma in resolving the crisis. BYJUS business model is discussed to provide students with an overview of the dynamics and challenges of the EdTech business and the companys initiatives to enhance the robustness of its business model. An overview of prominent EdTech companies competing with BYJUS in India is presented in the case to enable the students to understand the competitive scenario of the EdTech industry. 2025 Lahore University of Management Sciences -
Survey on Malicious URL Detection Techniques
Crimes in the cyberspace are increasing day by day. Recent cyber threat defense reports states that 80.7% of the systems are compromised at least once in 2020. Cyber criminals taking the pandemic situation as an opportunity for the mass attack through malicious URL circulated by email or text messages in social media. Performing cyber-attacks through malicious URLs is the handy method for the cyber criminals. Protecting from such attacks requires proper awareness and solid defense system. Some of the common approaches followed by the cybercriminals to deceive the victims are 1. Phishing URLs which is very similar to the legitimate URLs. 2. Redirecting URLs 3. Using JavaScript, redirects to the phishing URL when user interacts with webpage 4. Social engineering etc. As soon as the novice internet users clicks on the malicious URL link, cyber criminals can easily steal personal information or install malware on their device to get additional access. Recently malicious URLs are generated algorithmically and uses URL shortening service to evade the existing security setup such as firewall and web filters. In literature, the researchers have proposed several ways to detect the malicious URLs but, new attack vectors that are introduced by the cyber criminals can easily bypass the security system. The purpose of this paper is to provide an overview of various malicious URL detection techniques which includes blacklist based, rules based, machine learning and deep learning-based techniques. Most importantly, the paper discusses the common features used by the detection system from webpages to classify the URL as malicious or benign and various performance metrics. This will encourage the new researchers to bring out the innovative solutions. 2022 IEEE. -
Prominent label identification and multi-label classification for cancer prognosis prediction
Cancer prognosis prediction improves the quality of treatment and increases the survivability of the patients. Conventional methods of cancer prediction deal with single class by limiting the prognosis prediction to one response variable. The SEER Public Use cancer database has more prominent variables that support better prediction approach. The objective of this paper is to find the prominent labels from cancer databases and use them in a multi-class environment. The implementation consist of three phases namely, pre-processing, prominent label identification and multi-label classification. Breast, Colorectal and Respiratory Cancer Data sets have been used for the experimentation. Also random samples from all three data sets are generated to form a mixed cancer data. Patient survival, number of primaries and age at diagnosis are the prominent labels identified from others using the Decision tree, Nae Bayes and KNN algorithms. The three prominent labels have been tested using multi-label RAkEL algorithm to find the relations between them. The results of the empirical study are comparatively better than the traditional way of cancer prediction. 2012 IEEE. -
Defect Engineered Few Layered MoS2 for HumanMachine Interface
Ultrasensitive flexible devices have huge applications in many areas, like healthcare monitoring, humanmachine interaction, and wearable technology. However, improving the sensitivity of these devices is still challenging. In the current study, a flexible non-contact sensing system is designed with a humanmachine interface using defect-engineered, few-layered Molybdenum disulfide (MoS2). The fabricated sensors show high sensitivity when monitoring proximity, humidity, and in-plane applied strain. The output performance demonstrates the influence of surface defects, which greatly impact the average surface charge of the nanosheets. The experimental measurements and in-detail density functional theoretical (DFT) calculation further reveal surface charge variations on the basal planes that correlate with topographic defects and increase sensitivity. The electrical signals for different gestures of human hands are used to illustrate the identification of multidirectional bending and sliding events. These findings will contribute to understanding the effect of surface defects that play an important role in sensing applications with humanmachine interface. 2025 Wiley-VCH GmbH. -
Nature-Inspired Photoresponsive Bionic Robots Using the TelluriumMoS2Graphene Hybrid Structure
Motivated by biological natural living things, multifunctional soft robots have become an exciting system that can navigate by overcoming difficult situations. Photothermal self-excited actuators offer potential for self-driven soft robotics since they provide wireless power and control. However, it remains challenging to achieve photoresponsive actuation, which can serve as basic component in soft-bioelectronics. Tellurium (Te)-based nanostructures can be a promising candidate and offer greater infrared-photoresponsive properties. Therefore, in this work, we have systematically studied the effect of Te nanoparticles on the two-dimensional hybrid structure for advanced photoresponsive actuation under near-infrared (NIR) light exposure, which reaches ?85 C within ?5 s. This approach substantially improves the photothermal behavior including thermal conversion (? ? 12.7%), large bending (?5.74 cm1), and fast response (?250 ms), by increasing the internal temperature of the system. Leveraging this strategy, we have developed soft bionic Dragonfly, and it demonstrates multiple performances including controllable bending and wing movement at a maximum speed. The density functional theory (DFT) calculation and in situ Raman spectroscopy measurement reveal the photoactuation behavior of the system. This research proposes new idea of hybrid structure and exhibits substantial photothermal conversion efficiency with significant deformation for soft bionic applications. 2026 American Chemical Society -
An MoS2/PEDOT:PSS-based flexible NIR-responsive soft actuator
The development of sophisticated smart devices heavily relies on flexible soft actuators combined with near infrared (NIR) light responsive two-dimensional (2D) materials. Soft robots provide a number of benefits, such as flexibility, high sensitivity, compliance and security. Amidst many manufacturing and driving approaches, light has surfaced as a facilitator, aiding in the fabrication of soft actuators. Using few-layered molybdenum disulphide (MoS2) and poly(3,4-ethylenedioxythiophene)/poly(styrene sulfonate) (PEDOT:PSS), the current work aims to introduce a polymer nanocomposite film for soft actuator applications under NIR light exposure. The actuation behavior was impacted by PEDOT:PSS under NIR light exposure. In order to incorporate controllable deformation of the actuator, the photothermal properties of the composite film were investigated. In situ Raman spectroscopy and the density functional theory (DFT) calculation explain the structural change and energy optimization of PEDOT:PSS. A soft insect was further designed based on this photothermal property, which can deform under light exposure. Therefore, such flexible design has huge potential for soft robotics applications in modern technologies. 2025 RSC. -
Layered natural oxide based soft actuators for controlling artificial motion by chemical stimulus
The chemical stimuli-based soft-actuators with complex actuation properties are of significant interest in the field of biomechanical and biomedical applications such as prosthetics. Soft actuators can manipulate and precisely control the fluid motion at the microscale and may play an important role in fluid transportation in many biological systems. Here, we have presented a two-dimensional (2D) material-based 3D printed system for the fabrication of porous soft actuators that display different actuations under the organic fluid stimulus. The few atomic layered thin chromite sheets (natural ores) show significant changes in their physical properties due to the strong interaction with organic molecules. The composite film is capable of showing controllable and sophisticated motions such as twisting, bending, rolling, and flipping in response to chemical stimuli. The introduction of porosity in the composite film dramatically increases the dynamic performances, detection range, and sensitivity. As a result, a high actuation (twisting angle) of ?540 5 and response time of ?0.9 s was achieved, which significantly enhanced the device performance. Finally, to offer further flexibility and controlled structural alterations, we designed a snail, leaf, and worm-like soft actuators that expand the practical applications. 2025 Elsevier Ltd -
A Framework for Integrating the Distributed Hash Table (DHT) with an Enhanced Blooms Filter in MANET
MANET, a self-organizing, infrastructure-less, wireless network is a fast-growing technology in day-to-day life. There is a rapid growth in the area of mobile computing due to the extent of economical and huge availability of wireless devices which leads to the extensive analysis of the mobile ad-hoc network. It consists of the collection of wireless dynamic nodes. Due to this dynamic nature, the routing of packets in the MANET is a complex one. The integration of distributed hash table (DHT) in MANET is performed to enhance the overlay of routing. The node status updating in the centralized hash table creates the storage overhead. The bloom filter is a data structure that is a space-effective randomized one but it allows the false-positive rates. However, this can be able to compensate for the issue of storage overhead in DHT (Distributed hash table). Hence, to overcome the storage overhead occurring in DHT, and reduce the false positives, the Bloom's filter is integrated with the DHT initially. Furthermore, the link stability is measured by the distance among mobile nodes. The optimal node selection should be done for the transmission of packets which is the lacking factor. If it fails to select the optimal path then the removal of malicious nodes may lead to the unwanted entry of nodes into the other clustering groups. Therefore, to solve this problem, the bloom's filter is modified for enhancing the link stability. The novelty of this proposed work is the integration of Bloom's filter with the Distributed Hash Table which provides good security on transmission data by removing false-positive errors and storage overhead 2022,International Journal of Advanced Computer Science and Applications.All Rights Reserved -
Link stability - based optimal routing path for efficient data communication in MANET
The paper delves into the complexities of Mobile Ad hoc Networks (MANETs), which consist of a diverse array of wireless nodes. In such networks, routing packets poses a significant challenge due to their dynamic nature. Despite the variety of techniques available for optimizing routing in MANETs, persistent issues like packet loss, routing overhead, and End-to-End Delay (EED) remain prevalent. In response to these challenges, the paper proposes a novel approach for efficient Data Communication (DC) by introducing a Link Stability (LS)-based optimal routing path. This approach leverages several advanced techniques, including Pearson Correlation Coefficient SWIFFT (PCC-SWIFFT), Galois-based Digital Signature Algorithm (G-DSA), and Entropy-based Gannet Optimization Algorithm (E-GOA). The proposed methodology involves a systematic process. Initially, the nodes in the MANET are initialized to establish the network infrastructure. Subsequently, the Canberra-based K Means (C-K Means) algorithm is employed to identify Neighboring Nodes (NNs), which are pivotal for creating communication links within the network. To ensure secure communication, secret keys (SK) are generated for both the Sender Node (SN) and the Receiver Node (RN) using Galois Theory. Following this, PCC-SWIFFT methodologies are utilized to generate hash codes, serving as unique identifiers for data packets or routing information. Signatures are created and verified at the SN and RN using the G-DSA. Verified nodes are subsequently added to the routing entry table, facilitating the establishment of multiple paths within the network. The Optimal Path (OP) is selected using the E-GOA, considering factors such as link stability and network congestion. Finally, Data Communication (DC) is initiated, continuously monitoring LS to ensure optimal routing performance. Comparative analysis with existing methodologies demonstrates the superior performance of the proposed model. In summary, the proposed approach offers a comprehensive solution to enhance routing efficiency in MANETs by addressing critical issues and leveraging advanced algorithms for key generation, signature verification, and path optimization. 2024, Universitas Ahmad Dahlan. All rights reserved. -
DIGITIZATION AS A TOOL FOR CONSERVATION AND SUSTAINABILITY OF THE BUILT HERITAGES: A DISTANT DREAM OR AN EXISTING REALITY?
The idea of built heritage is as old as human civilization, and its objective stretches far beyond our understanding of the past. These built heritages as artifacts express humanitys history, diverse cultures, skills, and experiences exchanged and shared across generations. They provide specific characteristics for places, making them the material manifestation of social, economic, political, territorial, and environmental values. Unfortunately, natural and man-made disasters have been posing repetitive threats to the sustainability of these built heritages. Therefore, there has been a growing interest in and calls for the conservation and protection of these built heritages. As we have ushered in the era of technical advancements, the world is abuzz with the word digitization. The continual adaptation of digital technologies in various spheres of life and the growing popularity of digital devices have revolutionized consumption patterns in recent times. Conse quently, the use of digital technologies to conserve and promote monuments has gained prevalence in various parts of the West. Further, in recent times, this trend seems to be catching on in developing countries like India as well. However, given the novelty of the concept, the adoption and accep tance of the concept of digitized monuments are still surrounded by many unanswered questions. The study aims to reveal the opinions of the tourists visiting the various built heritage sites and understand their experiences with digital heritage and its influence on the tourist experience while visiting a built heritage monument. The chapter also tries to dive deep into their thoughts and understanding of the influence of digitization in promoting sustainable consumption. In an attempt to achieve the aforementioned objective of the study, the data would be collected from the urban populace of India. A qualitative approach has been adopted to conduct the study, and semi-structured inter view forms consisting of open-ended questions have been used to collect the data. MAXQDA software would be employed to analyze the responses collected and draw conclusions from the data collected. The study intends to bring out the opinion of tourists in regard to the digitization of built heritage in India. As the trend of digitization of built heritage is still in its nascent stage in India, only a few heritage monuments have been digitized in recent times. 2025 by Apple Academic Press, Inc. -
Segmentation of overlapping leukemic cells in histopathological images using HSV- based watershed transformation
Accurate segmentation of white blood cells (WBCs) is essential for computer-aided diagnosis, as overlapping and densely clustered cells often present significant challenges. This work introduces a hybrid framework for segmentation that proposes a fusion of hue and saturation in the Hue Saturation Value (HSV) domain. Gaussian smoothing, Otsu thresholding, and Morphological refinement is employed to enhance cell contrast and eliminate noise. A marker-based watershed algorithm is subsequently applied for accurate separation of overlapping WBCs. Evaluation on the ALL-IDB2 dataset confirms the methods capability through achieving a Dice Similarity Coefficient(DSC) of 0.8929 and an Intersection over Union (IoU) of 0.8099 to produce well-defined cellular boundaries. The novelty of this study lies in the integrated hue-saturation fusion and marker-based watershed strategy, offering improved boundary localization and reliable segmentation of overlapping WBCs. Bharati Vidyapeeth's Institute of Computer Applications and Management 2025.