Browse Items (7684 total)
Sort by:
-
Marketing intelligence for intelligent marketing: a comprehensive definition and framework
Purpose This study aims to formalize a comprehensive, contemporary and holistic definition of marketing intelligence (MI) by mapping the relevant literature of the last 60years from 19622022. Design/methodology/approach This study centralizes around the qualitative assessment of explored definitions by using thematic analysis. By identifying patterns and themes within the qualitative dataset, thematic analysis provides accessible and systematic procedures for generating codes and themes by discovering commonalities and contradictions in keywords. Findings The result of study 1 identified 127 papers indexed in databases distributed across 56 different journals. The manual screening of 127 research papers resulted in the selection of 15 definitions of MI. In study 2, thematic analysis was applied to these definitions through author-attribute mapping and assessment of weights, resulting in the identification of 25 key attributes representing five emerging themes. Study 3 identifies the gaps in definitions and proposes a comprehensive and complete definition of MI. Originality/value This researchs novelty corresponds to author-attribute mapping, exploring gaps in existing definitions and proposing a holistic and contemporary definition of MI. 2025 Emerald Publishing Limited -
What drives fish production Climatic indicators or economic indicators? Empirical evidence from India
Purpose This study examined the relative roles of climate and economic factors in driving fish production across Indian states from 2000 to 2020, with a disaggregated focus on inland and marine systems. It also explored the multivariate causal relationships between fish production, CO2 emissions, temperature, rainfall, GDP and fish consumption. Design/methodology/approach To investigate the interactions between fish production, climatic and economic indicators, we used two novel techniques, namely a two-stage instrumental variable approach (2SIV) and a JKS causality test. Findings Results showed that rising temperatures and carbon dioxide emissions significantly reduce fish production, while rainfall, state GDP and per capita fish consumption enhance it. A disaggregated analysis revealed that all variables of interest had a considerable effect on marine fish production, comparable with the results for overall production; however, rainfall has a negligible effect on inland fish production. This discrepancy reflects system-specific dynamics: monsoonal rainfall has a direct impact on marine fisheries through nutrient enrichment and stock availability, whereas inland aquaculture is predominantly influenced by managed economic inputs rather than rainfall variability. Furthermore, the findings demonstrated that marine production is more sensitive to climatic factors, whereas inland production is more elastic to economic variables. The JKS test revealed that incorporating climatic and economic indicators improves the accuracy of fish production predictions than relying solely on its past values. Research limitations/implications For the foreseeable future, these findings have significant policy ramifications. In addition to strengthening water resource management and encouraging climate-resilient practices, fisheries departments should allocate a larger percentage of their GDP to infrastructure development. Additional stimulation of production can be achieved by demand-side measures like nutrition campaigns and the inclusion of fish in public food programs. To maintain the sustainable growth of both marine and inland fisheries, a comprehensive policy framework that concurrently addresses climatic, economic and consumer aspects is necessary in light of the established multivariate causation. Finally, it is prudent for policymakers and other stakeholders to adopt climate-adaptive strategies for marine fisheries and direct investments and technological support towards inland aquaculture to align interventions with system-specific production drivers. Originality/value We contribute to the literature by integrating annual data for an empirical analysis across 32 Indian states and union territories. In addition, this study empirically disentangles the system-specific dynamics of Indian inland and marine fisheries. This aspect is often overlooked in existing literature because fisheries are often portrayed as a homogeneous industry. Moreover, the paper offers actionable insights for designing ecologically appropriate fisheries policies, while advancing academic debates on climateeconomyproduction relationships. 2026 Emerald Publishing Limited -
The impact of the COVID-19 pandemic on e-learning adoption in an emerging market: a longitudinal study using the UTAUT model
Purpose: The COVID-19 pandemic provided unprecedented impetus to the evolution of the e-learning learning ecosystem by compelling students to adopt e-learning systems. This paper aims to use the UTAUT model to provide insight into the differences in factors influencing the adoption of e-learning systems before and after the pandemic. Design/methodology/approach: This longitudinal study uses two surveys conducted among graduate students in the city of Bengaluru in India. One prior to the start of the COVID-19 pandemic and a second in its aftermath. PLS-SEM is used to analyze both data sets to draw insights into the constructs that influence Behavioral intention to adopt e-learning systems. The moderating effect of gender is also analyzed. Findings: Pre COVID-19, Facilitating Conditions, Performance Expectancy and Effort Expectancy (quadratic behavior) were dominant factors influencing the adoption of e-learning technologies. Post pandemic, Performance Expectancy and Social Influence are drivers of e-learning adoption. Effort Expectancy and Facilitating Conditions grouped as Ease of Use is a significant driver of e-learning adoption post pandemic. Gender is found to not have a moderating influence. Originality/value: The unique longitudinal study of the differences in factors influencing students intention to adopt e-learning pre- and post-COVID-19 can prove useful to policy makers in the higher education sector. Academics can use the post-pandemic e-learning models findings in multiple contexts such as generational cohorts, educational contexts and social contexts. 2024, Emerald Publishing Limited. -
Patients trust in the Indian healthcare system and its impact on the intention to use artificial intelligence-based healthcare chatbots
Purpose: Indian patients have different medicine systems available at the service that alter their healthseeking behaviour (HSB). This study aims to examine the beliefs and behaviour of patients in India towards the healthcare system and how it affects their intention to use healthcare chatbots. Design/methodology/approach: A survey instrument was developed from standard scales and validated by experts. The data was collected from 397 respondents in an urban area and tested using a structural equation model in SAS JMP software. Findings: The study found that awareness and perception of chatbots and distrust on doctors and health systems impact trust in a chatbot. The results show that trust in chatbots influences the intention to use chatbots. The belief in alternative medicine systems and HSB also influence the intention to use chatbots. The study findings also imply that health-care chatbots should cater to HSB and the belief in alternative medicine. Research limitations/implications: The study was conducted only among the urban population because services based on technology are more available in metro cities. Bengaluru is considered the representative population of urban India. Practical implications: The level of disruption that chatbots can provide to the healthcare system makes this study significant. The study findings will help to manage the factors that can enable chatbot inclusivity, as the current system is inaccessible to many patients. Originality/value: This paper addresses an identified need to study patients trust in the Indian healthcare system and their intention to use chatbots. The level of disruptions these chatbots can cause in the health-care system is undeniable and patients trust in these chatbots will eventually transform the health-care sector. 2024, Emerald Publishing Limited. -
Assessing factors influencing intentions to use cryptocurrency payments in the hospitality sector
Purpose The emergence of cryptocurrency has developed a new payment system that is changing how financial transactions happen in hospitality. Consumers/travelers have started experimenting with cryptocurrency payments in hotels and restaurants. However, extant research is lacking in understanding the consumer adoption intention of cryptocurrency payments. This study investigates the intention to use cryptocurrency payments in the hospitality industry. Design/methodology/approach The conceptual model in this study is based on the Behavioral Reasoning Theory, and it explores the motivating and deterring factors influencing the adoption of cryptocurrency payments in the hospitality industry. A quantitative survey was conducted among 1, 080 consumers to examine and confirm the model, with data being analyzed through the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Findings The outcome of this work showed that the reasons for positively influence and reasons against negatively influence consumers attitudes and use intentions. Consumers values of openness to change positively influence the reasons for and do not influence the reasons against and attitude toward the use of cryptocurrency payments. Practical implications This work contributes to practice by providing insights to customers (users/payee), hospitality managers (investors) and organizations/firms (receiving crypto payments) as well as to financial firms and the government. Originality/value This research contributes to cryptocurrency payment adoption and behavioral finance literature. The research uniquely provides the adoption and inhibiting factors for cryptocurrency payment in an integrated framework in the hospitality sector. 2024 Emerald Publishing Limited -
Empowering energy access: the influence of Islamic banking and Fintech on sustainable energy in MENA
Purpose This study aims to examine the impact of financial inclusion through Islamic banking and fintech-driven digital financial services on sustainable energy access (SEA) in the Middle East and North African (MENA) region. Despite the regions abundant energy resources, persistent challenges of energy poverty remain. This study explores how complementary financial mechanisms can address financing gaps in clean energy initiatives. Design/methodology/approach This study explores the influence of Islamic banking and fintech on energy poverty in the MENA region. Using the entropy weight approach, the authors uniquely construct composite SEA indices for individual MENA countries and ascertain how these SEAs are influenced by Islamic banking (FI1) and fintech-driven financial inclusion (FI2). Findings The findings reveal an average SEA value of 0.25, indicating that MENA countries face energy poverty. The analysis shows the influence of banking infrastructure and Islamic financial services on SEA in the Islamic MENA region, highlighting the complexity of the issue. From an aggregate view, both aspects of financial infrastructure improve SEA. The results show that unemployment, trade openness, urbanization and inflation significantly predict SEA. Originality/value The findings apply to the Islamic MENA region because of the larger sample of countries than the single-country studies primarily found in the relevant literature. The findings underscore the complementary roles of Islamic banking and fintech-based financial inclusion in addressing energy poverty, presenting essential implications for policymakers and governments in the MENA region. 2025 Emerald Publishing Limited -
Understanding the determinants of financial and digital inclusion vulnerability among rural women in Odisha
Purpose This study aims to examine the degree of financial and digital inclusion vulnerability among rural women in Odisha and the factors contributing to financial and digital inclusion vulnerability. Design/methodology/approach To achieve this objective, the study gathers 400 samples from two districts in Odisha: Jagatsinghpur and Jharsuguda. Applying the Standardized Composite Index method, the study constructs two distinct indexes: the Financial Inclusion Vulnerability Index (FIVI) and the Digital Inclusion Vulnerability Index (DIVI) among the rural women of Odisha. The study further uses a multinomial logit regression model to examine how various social, economic and demographic factors influence rural women's vulnerability to financial and digital inclusion. Findings The findings specify that the financial inclusion vulnerability index for rural women is significantly lower than the digital financial vulnerability index. The regression results reveal that factors such as younger women, Scheduled Castes women, having primary education and larger family sizes increase the likelihood of financial inclusion vulnerability. Likewise, concerning DIVI, factors such as older women, women from Scheduled Castes, marital status, primary level of education and larger family sizes heighten the likelihood of digital inclusion vulnerability. Originality/value It investigates the extent of vulnerability related to both financial and digital inclusion among these women and examines the factors influencing this vulnerability in rural Odisha. Emerald Publishing Limited -
Exploring the education, care, and support of children from fishing communities in India
Purpose Fishing is a vital tradition in India, crucial for coastal economies and the nations protein-rich diet. Fishing communities play an essential role in food security and preserving coastal culture. Design/methodology/approach This study explores the challenges faced by the fishing communities, focussing on socioeconomic obstacles, access to services, and cultural barriers. It aims to propose targeted strategies to enhance their quality of life through education, healthcare, and community engagement, promoting sustainable improvements. This study employs qualitative research with purposive sampling, involving 36 adults from a fishing community in Puducherry with a 500-year history. Data was gathered through focus group discussions. Findings The findings state that economic constraints perpetuate a cycle of poverty that disproportionately affects girls, reinforcing gender inequality. Research limitations/implications This leads to unequal educational access and emotional support, resulting in developmental deficits and fewer future opportunities. Furthermore, household food insecurity and parental substance abuse threaten childrens well-being. Social implications The insights will guide policymakers, NGOs, and local stakeholders in developing solutions. Potential strategies include the development of safer livelihood alternatives, and the implementation of school outreach programs designed to address and mitigate systemic inequities. Originality/value Very few studies are conducted on this communities and not the relevant variables what we were investigated. 2025 Emerald Publishing Limited -
The impact of excess CSR expenditure on firm value anddividend payout in India: ananalysis using firm age andsize dynamics
Purpose: The paper looks at the impact of excess amount of CSR expenditure (CSRE) in relation to mandatory CSRE in an Indian context on dividend payout (DP) and firm value (FV) where CSRE is mandatory, as well as how this relationship varies between firms based on their age and size. Design/methodology/approach: A sample of the 657 companies listed on the National Stock Exchange (NSE) from 201415 to 202021 is used in the study, for which spending on CSR was mandatory. A two-step generalised method of the moment is employed to examine the relationship between the variables of interest. Findings: The results show that excess CSREs neither increase the firms valuation nor benefit shareholders' economic benefits, i.e. dividend distribution. However, a deeper analysis reveals that excess CSRE is positively associated with FV in the case of smaller firms and also positively corresponds with DP in the case of younger firms. Originality/value: The present study explicitly considers the excess CSR spending beyond the mandated requirements. It investigates whether such spending contributes to firms improving their valuation and explores its connection to DPs. Peer review: The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-02-2024-0136 2024, Emerald Publishing Limited. -
Investigate the distinctive link between a balanced scorecard and organizational performance in ITand non-IT sectors
Purpose: The purpose of this research is to examine how the implementation of a balanced scorecard (BSC) affects business outcomes in both information technology (IT) and non-IT sectors. Design/methodology/approach: Partial least squares structural equation modeling (PLS-SEM) was used to test the hypothesis. A random sample was used to collect 170 responses from the IT companies and 166 from non-IT companies by using the questionnaire method. The questionnaire was distributed to the top- and middle-level managers in Bangalore city, and we used SmartPLS software to explore the relationship between our research constructs. Findings: The results of this study indicate that a BSC has a significant and positive impact on organizational performance in IT and non-IT sectors. The main distinction in this study is that all BSC perspectives [learning and growth perspective, internal business process (IBP) perspective, customer perspective (CP) and financial perspective (FP)] have a significant, direct and indirect impact on IT companies. On the other hand, solely three BSC perspectives (IBP perspective, CP and FP) have a significant impact on non-IT companies, while learning and growth perspective has an insignificant impact on the FP. Originality/value: This study provides a critical theoretical and practical contribution of a BSC on business performance in IT and non-IT industries. 2024, Emerald Publishing Limited. -
Does waste management matter inthemedical materials business performance?
Purpose The purpose of this paper is to investigate the impact of waste management and innovational capability on business performance in the medical materials industry. Design/methodology/approach Partial least square-structure equation modelling was used to test the hypothesis. Convenience sampling was used to collect the responses, and questionnaires were distributed among a wide variety of stakeholders in the industry, including online and in-person managerial employees and specialists in waste management. Findings The result of this study revealed that eco-innovation has a significant relationship with waste management. However, green organizational climates have a significant relationship with waste management. Furthermore, environmental and social aspects have a positive moderation impact between eco-innovation and waste management. In addition, waste management mediates the relationship between innovational capability and business performance. Originality/value This study contributes to the resource-based view theory by demonstrating the direct impact of eco-innovation and green organizational climate on waste management and illustrates the indirect impact of innovational capability on business performance through waste management. 2025 Emerald Publishing Limited -
Masstige consumption in the emerging market: mediating effects of brand happiness and moderating role of age
Purpose This study investigates how Indian consumers evaluate local and foreign cosmetic brands, focusing on brand prestige, loyalty and evangelism. It explores brand happiness as a mediating variable and age as a moderating factor within the masstige consumption context in an emerging market. Design/methodology/approach A two-phase empirical approach was adopted. Phase 1 involved a comparative analysis of marketing strategies across Lakmand international brands (MAC, L'Orl Paris, and Maybelline) using a total sample of 573 female consumers. In Phase 2, only the high masstige brands (MAC and L'Orl Paris) were retained, and responses from 244 participants were analyzed using structural equation modeling to examine the mediating role of brand happiness and the moderating effect of age. Findings Indian consumers perceive foreign brands like MAC and L'Orl Paris as masstige brands. Masstige brand consumption significantly enhances brand happiness and brand loyalty, while its influence on brand evangelism is fully mediated through brand happiness and brand loyalty. Brand happiness partially mediates the relationship between masstige consumption and brand loyalty, and also indirectly affects brand evangelism through brand loyalty. Age weakens the effect of masstige consumption on loyalty but strengthens the effects of brand happiness on loyalty and brand loyalty on evangelism. Originality/value This study extends masstige marketing literature by integrating emotional (brand happiness) and demographic (age) variables into the brand prestigeloyaltyevangelism framework. It offers practical insights for global and local brands aiming to enhance consumer engagement in emerging markets through differentiated brand strategies. 2025 Emerald Publishing Limited -
Analyzing the synchronization and causality between Indias financial and business cycle: empirical evidence and policy insights
Purpose This research aims to develop an aggregate financial cycle for India and understand its interrelationship with the business cycle. To study this relationship, the research focuses on examining the level of synchronization, comovement and leadlag relationship between the aggregate financial cycle and the business cycle of India. Design/methodology/approach The study uses principal component analysis and wavelet transform analysis to develop the aggregate financial cycle and understand its time-frequency characteristics, respectively. Then the study undertakes a three-step econometric analysis to measure the various aspects of the relationship between the financial and business cycles. Findings The study found that the aggregate financial cycle and the Indian business cycle have long-term equilibrating relationships. The comovement and the degree of synchronization between the two cycles are moderate, which shows that the relationship between them is relatively dynamic. Further, the leadlag relationship indicated that the financial cycle often leads the business cycle and not vice versa. Originality/value The research stands out as one of the few works to capture multiple dimensions of the financial market into a single aggregate financial cycle to present a broader picture of an emerging market setting, such as India. This study adds to the literature by systematically investigating the relationship between financial and business cycles over the short-, medium- and long-term horizons. Emerald Publishing Limited -
The role of social antecedents in enhancing psychological safety for women in software development organisations: a mixed-methods investigation
Purpose: This paper aims to study the social influences on psychological safety among women employed in software development organisations in India. By integrating conceptual and practical perspectives, the research aims to provide insights into developing inclusive workplace environments for women. Design/methodology/approach: A sequential mixed-methods approach was used. In the first phase, qualitative interviews were conducted with 10 senior women managers to explore enablers of psychological safety and identify key antecedents, including supervisor support, coworker support, trust and social embedding. In the second phase, a quantitative survey using a five-point Likert scale was distributed to 300 women in operational roles, yielding 250 valid responses for statistical analysis. Findings: The results indicate that social embedding mediates the impact of trust and supervisor support on psychological safety. Furthermore, trust moderates the relationship between supervisor support and social embedding. Both coworker and supervisor support influence trust, which enhances psychological safety, underscoring the significance of social relationships in shaping workplace experiences. Practical implications: The paper provides valuable insights for firms seeking to develop HR policies and leadership practices that promote psychological safety for women. By emphasising the role of social embedding and trust, companies can create inclusive and supportive environments that enhance job engagement, retention and overall well-being. Originality/value: This research is a pioneering effort to explore the role of social antecedents in psychological safety among women in an emerging economy, contributing to the wider discourse on gender, workplace culture and organisational behaviour. 2025, Emerald Publishing Limited. -
Workplace aesthetics and employee behaviour: introducing the Office Peacocking Scale (OPS)
Purpose This study introduces the concept of Office Peacocking, defined as the deliberate enhancement of office aesthetics and amenities to attract attention and influence employee behaviour. The purpose of this paper is to develop and validate the Office Peacocking Scale (OPS), a psychometric tool that measures how workplace aesthetics impact employee engagement, time spent in the office and social dynamics. Design/methodology/approach Using the DeVellis scale development method, the study followed a multi-stage process involving item generation, expert validation, pilot testing and exploratory factor analysis. A survey was administered to 375 employees across corporate sectors such as IT, finance, marketing and operations. Reliability was assessed using Cronbachs alpha, and factor analysis was conducted to determine underlying dimensions. Findings The OPS scale demonstrated acceptable reliability and revealed two dimensions: Aesthetic-Experiential Display and Symbolic-Social Signalling. The results suggest that enhanced office aesthetics significantly influence employee motivation, visibility-seeking behaviours and emotional connection to the workplace. Research limitations/implications The findings are based on a cross-sectional survey within a limited geographic and sectoral scope, which may affect generalizability. Future studies could explore longitudinal validation and cross-cultural applicability of the scale. Practical implications The OPS scale offers HR professionals and workspace designers a practical tool to evaluate how employees perceive and respond to office enhancements. It supports strategic decisions in workplace design aimed at boosting engagement, retention, and organizational identity. By understanding the psychological and social effects of office aesthetics, organizations can foster inclusive and meaningful work environments that go beyond superficial design trends. Originality/value This study pioneers the empirical measurement of Office Peacocking, contributing a validated scale and offering fresh insights into the symbolic and behavioural implications of workplace aesthetics. 2026 Emerald Publishing Limited -
Machine learningbased approaches for enhancing human resource management using automated employee performance prediction systems
Purpose This study focuses on enhancing the accuracy and efficiency of employee performance prediction to enhance decision making and improve organisational productivity. By introducing advance machine learning (ML) techniques, this study aims to create a more reliable and data-driven approach to evaluate employee performance. Design/methodology/approach In this study, nine machine learning (ML) models were used for forecasting employee performance: Random Forest, AdaBoost, CatBoost, LGB Classifier, SVM, KNN, XGBoost, Decision Tree and one Hybrid model (SVM + XGBoost). Each ML model is trained on an HR data set covering various features such as employee demographics, job-related factors and past performance records, ensuring reliable performance predictions. Feature scaling techniques, namely, min-max scaling, Standard Scaler and PCA, have been used to enhance the effectiveness of employee performance prediction. The models are trained to classify data, predicting whether an employees performance meets expectations or needs improvement. Findings All proposed models used in the study can correctly categorize data with an average accuracy of 94%. Notably, the Random Forest model demonstrates the highest accuracy across all three scaling techniques, achieving optimise accuracy, respectively. The results presented have significant implications for HR procedures, providing businesses with the opportunity to make data-driven decisions, improve personnel management and foster a more effective and productive workforce. Research limitations/implications The scope of the used data set limits the study, despite our models delivering high accuracy. Further research could extend to different data sets or more diverse organisational settings to validate the models effectiveness across various contexts. Practical implications The proposed ML models in the study provide essential tools for HR departments, enabling them to make more informed data driven decisions with regard to employee performance. This approach can enhance personnel management, improve workforce productivity and fostering a more effective organisational environment. Social implications Although AI models have shown promising outcomes, it is crucial to recognise the constraints and difficulties involved in their use. To ensure the fair and responsible use of AI in employee performance prediction, ethical considerations, privacy problems and any biases in the data should be properly addressed. Future work will be required to improve and broaden the capabilities of AI models in predicting employee performance. Originality/value This study introduces an exclusive combination of ML models for accurately predicting employee performance. By employing these advanced techniques, the study offers novel insight into how organisations might transition from a conventional evaluation method to a more advanced and objective, data-backed approach. 2024 Emerald Publishing Limited -
Employee experience, well-being and turnover intentions in the workplace
Purpose This study aims to examine the role of employee experience in influencing employee well-being and turnover intentions within organizations. The mediating role of well-being will also be investigated, along with an exploration of whether these relationships differ across genders, specifically in the Indian corporate context. Design/methodology/approach A descriptive, quantitative study was conducted using structured questionnaires to gather data from 111 employees in the Indian corporate sector. The study used a non-probability judgment sampling method. Data was analyzed through SPSS for descriptive and inferential statistics, and partial least squares was used to explore mediation and model fit. Findings The study found a significant impact of employee experience on well-being, as well as a negative correlation between both employee experience and turnover intention and well-being and turnover intention. Well-being was found to partially mediate the relationship between employee experience and turnover intention. Gender-based analysis revealed no significant differences in the relationships between these variables for men and women. Originality/value This research highlights the universal applicability of employee experience as a predictor of well-being and turnover intention, irrespective of gender. By establishing that gender does not moderate these relationships, this study provides new insights challenging traditional assumptions about gender disparities in workplace outcomes. 2024 Emerald Publishing Limited -
Positive psychology in individual wellness: a thematic illustration of drama as a therapeutic framework in identity transformation
Purpose: The language of participative theatre can be considered immersive in the treatment of its dialectics where participants engage fully with their dichotomies and value systems through physical and psychological exploratory processes as they commit themselves to transformation. Design/methodology/approach: The use of drama as an intervention for challenging recurring mental models of oppressive narratives is used extensively in experiential psychotherapy and as a socio-psychological integrative tool. This experiential methodology allows for an organic development and expression of themes and motifs by encouraging a participant to develop a deeper awareness of how he/she interprets their identity and that of the community in which they function. Findings: This paper aims to review the implications of applying drama-based interventions as positive psychotherapeutic devices to facilitate self-reflection and active-constructive responding in enabling a rendering of positive patterns of thought and purposeful movement towards emotional and physical well-being. Practical implications: Research on the principles of positive psychology suggests that positive emotions lead to therapeutic change. Nurturing positive emotions which are immanent in spirituality, creativity and optimistic perseverance through autonomy and self-regulation enable individual potential to come to meaningful fruition. Originality/value: The paper conceptualizes psychodrama as a framing technique in enabling reflexive action in identity transformation and well-being. 2024, Emerald Publishing Limited. -
Prioritizing evaluation criteria of IoT-driven warehousing startups: asilver lining to the unorganized sector in food supply chain
Purpose: This research is designed to meet two research objectives: firstly, to weigh up the criteria of Internet of Things (IoT) adoption in warehousing startups; secondly, to rank warehousing startups on the basis of benefits they derive from IoT adoption catering to an unorganized sector in the food supply chain. Design/methodology/approach: A blend of analytic hierarchy process (AHP) and complex proportional assessment (COPRAS) methods of multi-criteria decision-making techniques were applied. AHP determined the weights of various criteria using pairwise comparison, and COPRAS technique ranked the 10 warehousing startups on account of performance indicators. The study has been conducted at the warehousing startups of Bangalore, a hub of food warehousing startups. Findings: The critical findings of the study revealed that these food warehouse startups attain improved productivity in terms of enhancing efficiency when implemented with IoT adoption. When evaluated using both AHP and COPRAS techniques, the combined results show WH5 as the best performing and WH10 as the least performing warehouse startups. Practical implications: Warehouses that are embarking on their business opportunity in food storage can strategize to leverage the benefits of IoT in terms of food safety and security, capacity planning, layout design, space utilization and resilience. Originality/value: Despite the numerous research works on food supply chain, the research on IoT in warehousing startups is limited. The rankings for the 10 food warehousing startups integrated with IoT using AHP-COPRAS approaches are the novelty of this work. 2024, Emerald Publishing Limited. -
Strategic framework to analyze critical success factors of marketing 4.0 operations: evidence from an emerging economy
Purpose This research study aims to develop a strategic framework that identifies, classifies and prioritizes the critical success factors (CSFs) essential for implementing Marketing 4.0 in emerging economies. It seeks to bridge the gap between theoretical discourse and operational realities in digitally transforming markets. Design/methodology/approach Following an elaborate review of the extant literature, 38 such CSFs emerged, which were then segmented using principal component analysis into seven relevant dimensions. The constructs were validated using confirmatory factor analysis (CFA). Thereafter, the fuzzy-decision-making trial and evaluation laboratory (DEMATEL) was used to map the cause-and-effect relationship among the reduced component factors. Findings The results demonstrate that digital marketing (S2), channel cohesiveness (S3), driving technologies (S5) and mutual value proposition (S7) are found to be cause factors, while customer engagement (S1), market dynamism (S4) and strategic marketing (S6) are identified as effect factors. Originality/value The novelty of this study is embedded in integrating multianalytical approaches like principal component analysis, CFA and Fuzzy-DEMATEL to empirically validate and rank the CSFs of Marketing 4.0. This study also extends the theoretical understanding of Marketing 4.0 by aligning critical enablers with the dynamics of emerging markets. 2026 Emerald Publishing Limited