Cette etude fonctionna avec un plan d'experience diffkrenciant des sujets selon quatre facteurs, A propos du rtcit d'un hypothttique accident naval, afin d'examiner I'influence de la difference des statuts, de la possibilitt de maitriser les causes d'accident, de I'importance des accidents et de la reconnaissance de la responsabilite sur des appreciations de motif, bllme et punition. L'accident naval, avec des consequences minimes ou importantes, fut attribue A I'endormissement du Commandant de quart, qui acceptait ou niait Ctre responsable de I'accident. Le motif de I'endormissement ttait une insomnie prtalable soit pour cause de migraine (motif incontrdable) soit pour cause de jeux de carte (motif contr8lable). Le 4tme variable indtpendante Ctait le statut du sujet par rapport a la personnalitt-stimulus: supkrieur, collegue ou subordonnt. Les sujets etaient au nombre de 720, officiers de la marine marchande indienne, capitaines, officiers en chef ou en second, en proportions Cgales. L'etude presenta un programme factoriel de 3 (status des sujets) x 2 (valeur du motif) x 2 (importance de I'accident) X 2 (acceptation ou refus de responsabilite) avec M des sujets rtpondant B une seule des trois mesures dtpendantes: motif reconnu, bllme infligt, punition recommandte.Les resultats montrbrent qu'il n'y avait pas de differences significatives propos des motifs et des bllmes. Les punitions infligtes ttaient plus importantes pour les motifs contrdables que pour les incontrdables, et aussi plus fortes pour le rejet plut6t que pour la reconnaissance de la responsabilitt. Les interactions montrtrent que le contr6le du motif joue moins pour les sujets suptrieurs et plus avec la reconnaissance de responsabilitt pour des constquences minimes.This study used a between-subjects four-factor experimental design, and vignettes of a hypothetical shipping accident, to examine the influence of relative status, causal controllability, outcome severity, and acceptance of respons-Requests for reprints should be sent to 76 DHlR AND KANEKAR ibility on judgements of causality, blameworthiness, and punishment. The shipping accident, which had a mild or severe outcome, was attributed to the dozing of the Chief Officer on watch, who either accepted or denied responsibility for the accident. The cause of dozing was previous sleeplessness due to either migraine headache (uncontrollable cause) or playing cards (controllable cause). The fourth independent variable was the subject's status relative to the stimulus person: superordinate, coordinate, or subordinate. The subjects were 720 Indian merchant navy officers, who were Captains, Chief Officers, or Second Officers in equal number. The study had a 3 (subject's status) x 2 (causal controllability) x 2 (outcome severity) x 2 (acceptance versus denial of responsibility) factorial design, with one third of the subjects responding to only one of three dependent measures: attributed causality, attributed blame, or recommended punishment. There were no significant effects on causality and blame. Assi...
Learning outcomes This case can be used to teach students how to analyze innovative business models, as well as to trace their reasons for success and failure. The following objectives also align with categories in Bloom’s taxonomy (Forehand, 2010), consistent with the keywords underlined. More specifically, this case will enable students to learn the following: First, to analyze the distinctive features of a social commerce business model, and how these differ from a traditional e-commerce model. This objective maps to Discussion Question No. 1. This objective helps students to understand the value proposition of an unfamiliar business model (social commerce platform) and compare it with that of a familiar business model (e-commerce platform). Second, racing the causes for success and failure of a venture, using frameworks from entrepreneurship and strategy. This relates to Discussion Question No. 2. This objective helps students analyze strategic decisions of an entrepreneur in light of available resource constraints and by applying appropriate conceptual frameworks. Third, developing recommendations to help a new venture sustain its business model in the face of severe challenges. Discussion Question No. 3 covers this objective. This objective enables students to debate possible paths that the startup could take. The discussion on possible paths naturally causes students to create sustainable or viable options. Case overview/synopsis The case describes the challenge facing Vidit Aatrey, the founder and chief executive of Meesho, a social commerce venture headquartered in Bangalore, India, in October of 2022. While Meesho recorded the second-highest sales (by order volume) during India’s festive season, it also recorded layoffs and business closures. While Meesho’s core business of getting resellers to sell through its online platform seemed to be working, its new business ventures, such as expanding into the grocery business and into Indonesia, had failed and resulted in more than 300 layoffs. Meesho was also pressed for funding: valued at US$4.9bn, the global market for venture capital funding had chilled and now demanded profitability, not growth-at-all-costs. Meesho’s cash burn rate was about $40m per month, and Aatrey was hard pressed to come up with options for profitable growth. Complexity academic level This case is intended for students of management at a master’s level in a course on entrepreneurship. At the authors’ institute, this case is used with MBA students in an elective course on entrepreneurship and also in an elective course in general management. Supplementary materials Teaching notes are available for educators only. Subject code CCS 3: Entrepreneurship
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