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RESEARCH AT IIMV

Yuno Learning: Building Marketing Channels For Online Business

AUTHOR: BISHAKHA MAJUMDAR

Published in Ivey Publishing
The founder and chief executive officer of Yuno Learning has to decide among multi-
ple marketing channels and funnels to choose the option that maximized value for the
marketing effort of his firm, and he had to make that decision in the midst of the
COVID-19 pandemic, when all businesses were being affected by the move to online
interaction. The case reviews the marketing strategies adoptedby a firm in online
business and demonstrates the nuances of channel and funnel analytics by which a firm can arrive at data-driv-
en marketing decisions.Click here for the case.

Crisis, firm characteristics and stock performance: evidence

from Hospitality and Tourism sector

AUTHORS : MOHAMMED SHAMEEM JAWED,ARCHIT VINOD TAPAR
& AMOL S. DHAIGUDE.
Published in Tourism Recreation Research (ABDC A).

This study investigates the critical firm-level strengths and weaknesses that explain
cross-sectional variations in abnormal stock returns of Hospitality and Tourism (HT) firms
during different phases of a crisis. The study finds that that during the early-crisis period,
business diversity, financial stability and board diversity improved HT firms’ strength to
withstand the risk, while business group affiliation was of little help. Further, it was
observed that during the market crash and continuation of the crisis phase, better capital
intensity and financial stability proved helpful. Click here for the paper.

A Bargaining Model for Sharing Water in a River with Negative
Externality

AUTHORS : SHIVSHANKER SINGH PATEL & PARTHASARATHY
RAMACHANDRAN
Published in OPSEARCH journal. (ABDC C).
A market-based contract mechanism is presented; it can address the issue of negative
externality imposed by an upstream agent on the downstream agents while sharing a
river.Click here for the paper.

Closed loop supply chain models with co-operation options

AUTHORS : JALALI H., ANSARIPOOR A., PROF. VINAY RAMANI ,
DE GIOVANNI P.
Published in International Journal of Production Research (ABDC A).
This paper proposes a Closed-loop Supply Chain game-theoretic model that mimics the
DellReconnect Supply Chain. Within this framework, we characterise a game between
an Original Equipment Manufacturer (OEM) and a social collector, who work together
to recover electronics. Click here for the paper.

12 VOL. / ISSUE /MAY AUG