Jun'19

The IUP Journal of Business Strategy

Focus

Training programs are an integral part of employee development in many organizations that believe in the long-term advantage of investing in employee resources. The impact of training on employee learning and reflection of that learning in improved work performance is disputed by many who believe that training is often a sunk cost. Whatever be the debate, there is no doubt about the importance of training. Huge budgets are allocated for employee training with a positive intent and expectation of its outcomes. The first paper, “A Moderated Mediation Analysis of Supportive Work Environment, Motivation to Transfer and Training Transfer in the Small and Medium Retail Firms in Saudi Arabia” by Siddhartha S Brahma and Haimanti Chakraborty, looks at the issue of transfer of learning in training programs. Specifically, this paper considers an often ignored aspect of learning transfer process and the factors that moderate this process. In doing so, a moderated mediation model of training transfer is proposed by the authors that jointly examines motivation to transfer as the mediating mechanism and job involvement as the moderator, to enhance the theoretical and empirical validity of the linkage between supportive work environment and training transfer. The findings of the analysis reveal that opportunity created by the supportive work environment is a necessary but not a sufficient factor for training transfer. Transfer motivation acts as a mediating variable in the transfer process. The results of the study also demonstrate that the direct effect of supervisor support on transfer was fully mediated by transfer motivation. According to the authors, this affirms the recent theorization of scholars that supervisor support can lead to training transfer not directly but indirectly through their motivation to transfer.

Markets are getting increasingly competitive, leading companies to think of smart alternatives to survive and sustain. In some industries, effective supply chains are a crucial source of competitive advantage. In fact, it is not an exaggeration to say that often a customer-centric company supply chain is a clear difference between success and failure. The second paper, “Building a Customer-Centric Supply Chain Strategy: Enhancing Competitive Advantages” by Pankaj M Madhani, discusses the importance of customer- centric supply chain strategy. An organization’s supply chain strategy depends on customer demand which is very dynamic and uncertain. In order to meet this challenge, the author proposes a 4R framework, namely—Resilience, Reliability, Realignment and Responsiveness. According to the author, a customer-centric supply chain strategy helps organizations to sense consumer demand, respond to it in real-time and provide a superior consumer experience at every opportunity, while also decreasing the time to market, trimming overall costs and optimizing productivity.

Rapid environmental degradation has resulted in untold irreparable damage to planet earth. In most cases, the damage is irreversible to flora and fauna. In order to reduce the damage, environmentalists are suggesting a shift towards green products that are not only biodegradable but help restrict the damage to life on our planet. The third paper, “Green Lifestyle Dimensions and Cultural Orientation of the Users of Green Products: A Conceptual Analysis” by Sunpreet Kaur Sahni and Maneet Kaur Osahan, discusses the importance of moving towards a green lifestyle. In order to achieve this ambitious goal, many barriers must be crossed. Some crucial barriers that may affect the shift towards adoption of green products are lifestyle and cultural orientation. The authors propose a conceptual framework that discusses the influence of collectivist culture, social conformity and social influence on purchase intentions of green products. The proposed framework needs validation according to the authors.

Adventure tourism is a fast-growing business worldwide. Despite its huge potential and scope for growth, contribution to GDP and employment generation, it is seen that in India the industry has not received due attention. Policy makers and industry experts cite structural bottlenecks and lack of supportive infrastructure as major impediments for growth. The last paper, “Adventure Tourism: What Drives the Indian Consumer Towards It?” by Sriram Soundararajan and Upasana Singh, looks at this very new and emerging industry by way of an empirical study involving consumers. The paper reports the findings from an initial pilot study conducted on a sample of 200 respondents who are actively pursuing adventure sports. The results of the study show that involvement, attitude and destination image are the primary drivers that propel the target respondents to destination visit intention and word-of-mouth intention. The authors suggest that in future, the study can be expanded to consider the influence of variables such as place attachment, destination attraction and other psychological variables. Future research directions and implications for marketers are also discussed by the authors.

-Venu Gopal Rao
Consulting Editor

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Article   Price (₹) Buy
A Moderated Mediation Analysis of Supportive Work Environment, Motivation to Transfer and Training Transfer in the Small and Medium Retail Firms in Saudi Arabia
50
Building a Customer-Centric Supply Chain Strategy: Enhancing Competitive Advantages
50
Green Lifestyle Dimensions and Cultural Orientation of the Users of Green Products: A Conceptual Analysis
50
Adventure Tourism: What Drives the Indian Consumer Towards It?
50
       
Contents : (Jun'19)

A Moderated Mediation Analysis of Supportive Work Environment, Motivation to Transfer and Training Transfer in the Small and Medium Retail Firms in Saudi Arabia
Siddhartha S Brahma and Haimanti Chakraborty

This study examined how motivation to transfer mediated the relationship between supportive work environment (supervisor support and peer support) and transfer of training. Furthermore, the role of job involvement as a moderator was also explored in the mediated model. Based on a sample of 221 individuals of 30 firms from the retail consumer goods industry of Saudi Arabia, it was found that motivation to transfer fully mediated the relationship between supervisor support and training transfer. But the relationship between peer support and training transfer was partially mediated by motivation to transfer. The moderated mediation analysis showed that motivation to transfer mediated the relationship between supportive work environment (both supervisor and peer support) and training transfer only among individuals with high job involvement. Theoretical and practical implications of the findings were then discussed.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

Building a Customer-Centric Supply Chain Strategy: Enhancing Competitive Advantages
Pankaj M Madhani

Customers are crucial to any business, as without customers, there will be no sales; and without sales, there will be no revenue and profits. Hence, there is a lot of attention on ‘customer-centricity’. With competition now at the supply chain level, competitive advantage comes from the ability of supply chain partners to co-ordinate and integrate strategies aimed at satisfying the ultimate customers of the supply chain at a relatively low total cost. Customer-centric supply chain strategy provides an approach to respond to these challenges as it strives to match supply and demand, thereby driving down costs and simultaneously improving customer satisfaction. This study works in this direction to underline the significance of customer-centric supply chain strategy. The study also provides supporting matrix to underscore the various attributes of customer-focused supply chain strategy; develops 4Rs (responsiveness, resilience, reliability and realignment) framework for building customer-centric supply chain strategy; and formulates a value creation framework to emphasize the overall benefits in terms of improved firm performance.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

Green Lifestyle Dimensions and Cultural Orientation of the Users of Green Products: A Conceptual Analysis
Sunpreet Kaur Sahni and Maneet Kaur Osahan

Green products can be defined as recyclable, biodegradable, less energy consuming with no trace of harmful emission, and not polluting the environment. The increase in degradation of the natural environment has led to the evolution of green products. The objective of this paper is to understand the dimensions pertaining to the lifestyle and the cultural orientation of the users of the green products with respect to the Indian consumers. There is a need to suggest a framework that links certain specific cultural dimensions with green purchase behavior along with the cultural orientation of the users of the green products in the Indian context. Therefore, it becomes imperative to comprehend the impact of the green lifestyle and cultural orientation on the purchase intention of green products. To this end, the paper examines the green lifestyle patterns and the cultural orientation of the users of green products. Further, the paper offers implications for the marketers as to how to frame their marketing and promotional strategies so as to stimulate the consumers’ willingness to buy green products.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

Adventure Tourism: What Drives the Indian Consumer Towards It?
Sriram Soundararajan and Upasana Singh

The third largest foreign exchange earner for India is tourism, which accounts for 7.5% of the country’s GDP. The direct contribution of tourism and hospitality to the GDP of India was $98.17 bn in 2018 and is forecasted to be around $194.69 bn in 20271. The George Washington University and The Adventure Travel Trade Association and Zola Consulting survey in FY2013, estimated the global market at $263 bn. This study is important given the growth potential the sector offers to the country’s economic growth. The paper reports the findings from an initial pilot study conducted in India involving a sample of 200 respondents who are actively pursuing adventure sports. The results of the initial pilot study are interesting and show that involvement, attitude and destination image are the primary drivers that propel the target respondents to destination visit intention and word-of-mouth intention. The study has its limitations as it ignores the influence of some variables, such as place attachment and destination attraction, and psychological variables, such as impulse and hedonism. The authors suggests that in future, the study can be expanded to factor in these parameters too. Future research directions and implications for marketers are discussed.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

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