Consumer-driven media planning and buying

Media planning and buying has historically focused on efficient message distribution. Thus, most media planning approaches have focused on optimization models based on estimated reach and frequency. Those models assumed a hierarchy of effects base where consumers move through a purchasing journey driven by assumed media exposures. In this exploratory paper, an argument is made for a consumer-generated media consumption model. Thus, their focus is on media influence rather than simply exposures. The model is demonstrated with data from a US-based online consumer data-set. The authors posit technology has made their approach superior to traditional models. A set of managerial implications is included.     

A longitudinal micro-foundational investigation into ambidextrous practices in an international alliance context–A case of a biopharma EMNE

This paper explores the development of an ambidextrous context in a rapidly growing emerging market multinational (EMNE), thus unbundling cultural and structural complexities. We use the micro-foundational lens of ambidexterity to explore and identify different processes, structures and mechanisms that underpin the development of ambidextrous practices in the EMNE. We adopt a longitudinal case study design to trace the evolution of the EMNE, which during the initial phases of its existence focused on supplying industrial enzymes and refined its technical base. In subsequent years, it exploited its technical base to emerge as a full-fledged biopharmaceutical EMNE and adopted strategic partnerships with international companies to explore new knowledge. Our novel and rich research context also provides us with insights on how this EMNE exploited its technological knowledge, whilst utilizing strategic alliances to simultaneously engage in exploratory activities. Through the micro-foundational lens of ambidexterity, we uncover the critical role played by its leadership in addressing paradoxical tensions for simultaneously managing exploitation and exploration in an international strategic alliance context.     

Towards India’s New Fiscal Federalism

This paper raises three challenges in India’s development strategy: vertical imbalance, horizontal imbalance and development imbalance. To address these issues, it argues that there is a need for relooking at the existing fiscal federalism architecture in India. It proposes four pillars for India’s new fiscal federalism, which is currently having only one pillar in the form of Union Finance Commission. As a second pillar, the paper argues that there is a need for an institution, say New NITI Aayog that have financial powers for allocating for developmental schemes, to address the issue of increasing regional and sub-regional imbalances in India. Further, the paper argues for having constitutional arrangements for sharing the GST proceeds with the third Tier, which forms the third pillar. And lastly, it points towards implementation of ‘flawless GST’ as the fourth pillar of new fiscal federalism.

     

The role of HRM practices in product development: Contextual ambidexterity in a US MNC’s subsidiary in India

Abstract

Recent studies have started exploring the linkages between organisational ambidexterity (OA) and HRM practices. OA is noted as a critical resource in achieving product, process, and business model innovations. By adopting an inductive case study of a US MNC subsidiary in India, we found empowerment-focused HRM practices were being used for exploration of new ideas and efficiency-focused HRM practices were adopted for the exploitation of the organisation’s existing strengths. Empowerment-focused HRM practices created a culture of openness and risk-taking, which facilitated the creation of an ambidextrous context. Further, ambidextrous learning was moderated by the adoption of a managerial/leadership style that focused on ‘mirroring competencies’ between the parent operation and its subsidiary. HRM practices were aimed at developing behaviours that valued the team-based co-development of graphic processor designs by means of a ‘parallel processing’ approach to product development. Additionally, the HRM practice of offering intrinsic employee rewards and both informal and formal training facilitated OA in delivering product innovation. This study represents a pioneering exploration of multiple levels of analysis (individual, functional, and organisational) for product innovation through the lenses of ambidexterity, innovation, and HRM practices. The implications for both theory and practice are also discussed.     

Competitive revenue management for fixing quota and price of hotel commodities under uncertainty

This article develops an artificial neural network (ANN) based forecasting model using the past profit records of hotel commodities. Based on forecasting, hotel commodities are categorised into two kinds: ones that push up the revenue, and others, which pull it down. Thereafter, long and short term goals are formulated for fixing quota and proper revenue management under uncertainty. For long term goal, analytical network process (ANP) framework is adopted to establish interrelationships among the factors using DEMATEL methodology. Risk adjusted maximum expected profit is employed for short term goal. Subsequently optimal numbers of commodities are obtained using a fuzzy goal programming approach, and favourable price of the individual commodities is determined keeping the price elasticity as one. Finally, a comparison is made between the respective revenue generated with the new quota and price from the proposed revenue maximization model, and that of the old practised price and quota. The paper demonstrates the superiority of the proposed approach. A case study of a hotel has been taken up to demonstrate the model.