CALL FOR PAPER

UNDER THE AEGIS OFJOURNAL OF SERVICES RESEARCH

Vedatya Chaupal is the annual destination of our intellectual and academic odyssey in the month of December every year. We (Academicians, Industry Practitioners, and students) gather to discuss and debate on latest conceptual and critical learning aspects of our education and training, on the lush green farms of Vedatya Campus basking in the warmth of winter sun and biting chill of the afternoon cold breeze.

In keeping with our traditions we are meeting this year also at Vedatya Chaupal with following three themes –

Design thinking is an engaging process and methodical framework for approaching complex, multi-disciplinary problems in ways that consistently result in solutions that are successful and often creative in unpredictable ways. It's a framework for thinking about complex, multi-disciplinary problems that applies to just about anything. It is not confined to an art medium or to any technology. It has a widespread usage today.

We see a lot of design thinking in the services sector. Service design is all about taking a service and making it meet the users and customer's need for that service. It can be used to improve an existing service or to create a new service from scratch. In order to adapt to service design, the designer will need to understand the basic principles of service design thinking and be able to focus on it.

What we need is an approach to innovation that is powerful, effective, and broadly accessible, that can be integrated into all aspects of hospitality industry, that individuals and teams can use to generate breakthrough ideas that are implemented and therefore have an impact. Design thinking, offers just such an approach.

Design thinking begins with skilled designers, who have learned over many decades in their quest; to match human needs with available technical resources within the practical constraints of the business. By integrating what is desirable from a human point of view with what is technologically feasible and economically viable, designers have been able to create the products we enjoy today. Design thinking takes the next step, which is to put these tools into the hands of people who may have never thought of themselves as designers; and apply them to a vastly greater range of problems.

Design thinking taps into capacities we all have, but that are overlooked by more conventional problem solving practices. It is not only human-centered; it is deeply human in and of itself. Design thinking relies on our ability to be intuitive, to recognize patterns, to construct ideas that have emotional meaning as well as functionality, to express ourselves in media other than in words or symbols.

Nobody wants to run a business based on feeling, intuition, and inspiration, but an overreliance on the rational and the analytical can be just as dangerous. You not only have to be a designer but more importantly think like a designer. Design thinking flourishes in a rich culture of storytelling. We want the researchers of Design thinking in this Chaupal conference at Vedatya to do a lot of storytelling.

New tools for business management are unfolding in the new ever evolving business scenario. One of the unfolded areas in previous management theories and practice is broader application of design and design thinking

1 - DESIGN THINKING AS PANACEA TO MODERN DAY BUSINESS PROBLEMS

Background

pkSikypkSikyVEDATYAVEDATYA

THE CONFERENCE WITHA DIFFERENCE

THE CONFERENCE WITHA DIFFERENCE

20192019

th th14 - 15December2019

into business strategies and models to create value to customers and increase worth to organization itself. Furthermore, there is a growing attention in research literature of business management that application of design and design thinking based on deep research process leads to the transformation in meanings of products and continuous renewal of the business concepts creating certain order in conceptual chaos.

The probable sub themes that can be explored by the researchers are:

Designers are cultural intermediaries as a result of their role in designing symbolic goods and services. They play an active role in promoting consumption through understanding cultural underpinnings of the customers. Designers give cultural meaning to the product. However, as meanings of the products and services are negotiated rather than determined at the outset, designers need to develop an understanding of how others negotiate these meanings. Due to unprecedented changing business environment because of globalization and increasingly interconnected societies through digital technologies and travel, 'local' cultures are in a flux in a big way. It is an environment of confusion from which designers have to draw clarity. This track therefore seeks to explore relationships between culture and design. The interrogative in this context may seek answers to some unique questions as follows:

What challenges and opportunities do designers face when exploring ‘local’ cultural resources?

What processes do designers use to frame ‘local’ cultural inputs?

How do they then translate these insights into new offerings, including ‘disruptive’ service innovations?

What processes do designers use to ‘construct’ users whether these are ‘local’ or ‘global’?

In what ways do these constructs enable or limit designers’ thinking?

How do designers represent ‘culture’ within their designs?

The track would seek answers to these questions.

The track would explore the potential benefits of adopting a UCD approach to reduce over-consumption of resources and encourage more sustainable actions, and in doing so, gain a greater understanding of the potential influence and impact of UCD in a business context. Papers may focus on employing a UCD approach to encourage resource efficient domestic or industrial practices or energy, water, transport, or waste reduction; tools, approaches or frameworks for incorporating a UCD approach within business models; or practice-based case studies of UCD implementation in business strategy. Central to the debate in all papers, however, should be a discussion of the potential for UCD to act as an enabler for sustainable consumption in a way that adds value to the business. UCD is appropriate business enabler for sustainable consumption.

In today’s twentieth first century world, context is more important than the content. It is in the context that the applied intelligence of the designer is required in creating a design – there lies his USP (unique selling proposition) for content is accessible to all at the click of the internet button. Service design plays an increasingly important role in provision of value in a modern economy. Value co-creation is a fundamental cornerstone of service design while, in addition, co-creation is claimed to be today's most accepted model for innovation more widely. Therefore, how to effectively manage value co-creation has become crucial for business enterprises or communities.

Value co-creation with stakeholders under a service-dominant logic can occur in different ways. It involves an understanding of the different roles of the stakeholders involved in a holistic consideration of service contents: creating shared value highlights the importance of mutual trust and dependence (or interdependence) among the various stakeholders. As a result, achieving an integrated model or framework of value co-creation is becoming a major challenge for service design, yet there is limited research on this. Therefore, this track theme would offer a platform for researchers and practitioners to present the state of the art research, discuss latest developments, and envision future directions for value co-creation in service design research.

This track is for papers that do not obviously fit into any of the above tracks. Researchers can submit their work for its uniqueness and authentic application of design – which can be reviewed and selected by our panel for its presentation at Vedatya Chaupal.

Designing has arrived to play big role in our lives.

Design as the cultural context - in the creation of product meaning

§

§

§

§

§

§

Transformational design management - user - centred designing (UCD)

Contextualized designing co-creating shared value in service design

Open track

2 - BUSINESS ANALYTICS – KEY TO DATA DRIVEN DECISION MAKING.

Background

Sub Themes which can be explored

3 - DYNAMIC DIGITAL ERA AND HOSPITALITY AND TOURISM INDUSTRY IN INDIA

Background

Themes which can be explored

The use of Big Data & Analytics has received significant attention in recent years. Now days Business Analytics is quite popular among practitioners and academicians primarily because of its role in real time decision making. Usage of analytics support users to derive value from their data and develop meaning out of it. Business analytics system is a complex system, however with the advent of upcoming technologies and social media application organisations incorporate huge bulks of data. Experts suggest that analysing such data and extracting decision-relevant information is vital for all stakeholders such as governments, organisations, and communities. Thus, it is important to know the ways how analytics affects and get affected to ensure competitiveness and, consequently, already gained high research attention.

Researchers can explore multiple aspects while trying to explore the fundamental research statement with the help of innovative methods for big data analytics. Researchers can also explore the role of big data analytics in decision support and firms’ high value business performance.

HR analytics is the application of data collection and analysis of employee-related issues to improve business outcomes. Through this data driven approach, researchers can explore more about the major HR issues which can be rule out to help mitigate the problem

Managing Marketing metrics through analytics could be another potential area for researchers to explore the success of various marketing efforts to maximize its effectiveness and enhance return on investment.

In addition researchers can also explore Real cases on implementation process of business analytics, Financial issues and management through business analytics and Implications of using analytics in businesses.

India as the fastest growing economy in the world is a critical market for international hospitality brands and professionals associated with the industry. The research being shared through this theme issue will hopefully offer perspectives that would be of interest for larger international readership.

According to Brand Equity, (2018) “India was projected to have accounted for 3.7% of the global digital travel sales making it the third-largest market by value in the Asia-Pacific”. The data implies that national/international brands of hotels, restaurants and other hospitality businesses are increasingly adopting digital tools and technologies to market themselves and to enhance service experience. The theme issue will identify the emerging trends, challenges and offer perspectives on how Indian hospitality businesses are engaging with the digital era.

This theme issue explores multiple aspects while trying to answer the fundamental research question:

How is the hospitality industry in India responding to the era of digital marketing? The paper will set the tone for the theme.

Indian hospitality sector has mirrored the economic growth story of the country, with almost every international hotel brand and many restaurant/fast food brands invested and doing business in India, the international impact is obvious. The issue addresses the digital trend that the industry is responding; it impacts all global hospitality players and should hence be relevant and engaging to a range of stakeholders.

We are sharing some themes, aspects which can be explored in the potential papers that will round up this theme issue; these are shared below in brief:

Perceived shift from ‘traditional marketing’ and the response of hospitality industry in India to digital marketing options. Author need to evaluate the role of offline channels.

Impact of ‘Mobile Phone’ driven strategy (apps and websites) on revenue management practices in Indian hospitality industry and Role of social media (Facebook/Instagram/Twitter etc.) as the ‘public relations’ tool and how the same is being used towards positioning India as tourist destination of choice for international tourist visitors.

A paper that presents multiple mini case studies representing different hospitality businesses (hotels, restaurants, travel agencies etc.) in terms of identifying best practices with respect to running successful digital campaigns that have yielded results. Role of digital marketing companies as service providers to the hospitality sector, a paper that provides the perspective of the service providers as they work with the industry in India.

Digital era is synonymous with generation of tonnes of data. This paper will evaluate how the hospitality businesses segregate useful and actionable data from the rest and deploy the same for effective decision making the paper can also discuss how advances like AI (artificial intelligence) will playout in this respect.

SUBMISSION DETAILS

APPROACH IN DEVELOPING THE PAPERS

FORMAT OF SUBMISSION

DEADLINES

Note

AWARDS

PARTICIPATION FEES

Umak Educational Trust

CONFERENCE CHAIR

Please send your submissions to the following email:

These papers should potentially be developed by conducting round tables and focus group discussions with multiple stakeholders- government bodies, policy makers, industry, NGOs, etc. to get their perspectives on opportunities and challenges.

If the work involves usage of a lot of terms which are understood in local context or a particular industry aspect, the author(s) should include an explanation of such terms being used in the paper.

The length of each paper should be about 3000-5000 words. It should be sent as a word file with double spacing.

Abstracts Submission : 15 Oct. 2019

Paper Submission : 15 Nov. 2019

Feedback on Papers : 30 Nov. 2019

Submission of revised papers : 05 Dec. 2019

Paper presentation(s) : 14 and 15 Dec. 2019

The length of each paper should be about 5000-6000 words. It should be sent as a word file with double spacing.

Viewpoint article should not be more than 3000 words.

: Selected paper presented at Chaupal 2019 will be published in Journal of Services Research (JSR) which is 19 year old, UGC listed internationally refereed journal of repute.

Best paper awards will be presented for each theme.

Following fee needs to be paid by the participants:

Academics : Rs. 1500/-

Research Scholars/Students : Rs. 1000/-

Industry Professionals : Rs. 1500/-

Payment can be made either in cheque or demand draft drawn in favour of “ ”, payable at Gurugram, or through NEFT to the institute’s bank account as per the information given below:

Beneficiary Name : Umak Educational Trust

Bank Name : Axis Bank Limited

Branch : Sector-14, Gurugram

Account No : 915010022950974

IFSC Code : UTIB0000056

Sudhanshu Bhushan

chaupal2019@vedatya.ac.in

CAMPUS ADDRESSVEDATYA INSTITUTE

Garhi Murli (Garhi Bazidpur), Sohna Road, Gurugram - 122103, Haryana: 0124-4860800

: admissions@vedatya.ac.in www.vedatya.ac.in

Ph

Email |