Research

Mehta, R., & Balakumar, K. (2020). Redesigning after-sales service: Impact on incumbent product distribution channels. Journal of Retailing and Consumer Services, 58, 102279. https://doi.org/10.1016/j.jretconser.2020.102279

Abstract

With the growth of multi-channel retailing, many firms that have traditionally relied upon third-party service providers to offer after-sales service (AS) have introduced direct AS channel. While there exist a few studies that examine the effects of adding a direct sales channel on the sales revenue of incumbent channels, there are no studies investigating the effects of adding direct AS channel. This study tries to fill this research gap by exploring cross-channel effects of including AS through the firm's direct brand stores on performance (i.e., revenue, assortment width, and extent of upselling) in both direct and indirect channels. A matched difference-in-difference quasi-experimental design was used to compare the sales outcomes of test and control groups using a five-year longitudinal dataset from a large dual-channel consumer durables firm. Results reveal that providing AS through the firm's direct channel has a positive significant effect on the revenue and upselling in the indirect channel, but no significant impact on assortment width in the indirect channel. However, unlike hypothesized, it results in significantly lower revenue, assortment width, and upselling in the direct channel. We interpret these negative effects as arising from customer confusion and perceived retail crowding. Overall, our research highlights that implementation of going direct with AS should be done with utmost care. Our findings would serve as a building block for future studies that are conducted to understand the dynamic cross-channel effects of introducing direct AS, and would be useful for drawing comparisons and contrasts.

Upcoming..

Balakumar, K., & Narayanan, A. (2023). Shodganga - Gentle nudge or coercive push? - Publishing soon on https://www.epw.in/engage

Abstract
The past decade has borne witness to a curious tug of war between the GoI and the leading research institutions, regarding making a digital repository of theses and dissertations. The ministry of education has been taking increasingly coercive steps to ensure timely and compulsory upload of all theses material to its Shodganga platform, but, has faced repeated failure in convincing top research institutes to follow through. This article attempts to bridge the two perspectives, bringing forth both the advantages and the perceived disadvantages of the move. The authors particularly focus on the young academic’s point of view, as an under-considered, but critical stakeholder with large stakes in the process and discuss how the use of Shodhganga can be improved to create improved outcomes for all key stakeholders. We also look at digital repository implementations in other economies highlighting key differences between the scenarios and tease out parallels as well as key institutional differences which necessitate alternative design choices for the platform in the Indian academic context.