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Using the affect theory of social exchange, this study investigates the mediating role of students' affective commitment between their personality traits (extraversion and agreeableness) and academic performance.

This research employs mixed-method study, that is exploratory text analysis using 123 responses followed by a survey of 300 responses among the management students to test the proposed model.

Results reveal a direct positive association of extraversion and agreeableness with students' affective commitment towards their academic institution. Additionally, negative indirect effects of affective commitment were found between the two personality traits and academic performance.

The study highlights both positive and negative outcomes of so-called favorable personality types of extraversion and agreeableness, thereby, building a prima facie case for promoting personality diversity in management institutions.

Though the concept of work engagement has been extensively explored in the academic literature, however, with engagement levels declining globally – causing hike in undesired employee attitudes and behaviours – there is a need to revisit its antecedents and consequences that bear higher current relevance. Within the context of the Indian information technology (IT) sector, this study aims to explore the role of job security and value congruence as two critical antecedents which not only lead to increased engagement levels but also consequently yield the enhanced perception of change, amplified general life satisfaction and reduced intent to leave among employees.

Data were collected from 363 software developers (SDs) in India using the survey questionnaire method and structured equation modelling was used to test the proposed measurement and structural model. The results supported the proposed hypotheses and confirmed the role of work engagement as a mediator between the studied antecedents and consequences.

Results from a study of 363 SDs across India support the proposed hypotheses and confirm the role of work engagement as a mediator between the studied antecedents and consequences.

This study was cross-sectional; therefore, caution is necessary while making any causal inferences. Further work based on longitudinal data would strengthen these findings.

The findings of the study will provide the decision-makers of IT companies with tools to increase engagement among SDs thereby increasing favorable outcomes for organizations and individual employees in the current times.

The study establishes job security and value congruence, as two critical yet cost-effective measures that today’s organization need to integrate into its human resources functions not just to boost employee engagement levels but also to control spiraling costs due to unintended turnover, employee’s resistance of organizational changes and employee ill-being. Future research avenues and practical implications have been discussed.

This study aims to examine the psycho-emotional and social experiences of caregivers of children with autism spectrum disorder. Various facets of the caregiving experience are explored, including the feelings and thoughts of the parents/caregivers, such as the resilience experienced in their journey, how they coped with the challenges and also their positive experiences.

In this study, these aspects of the caregiving experience are broadly probed using semi-structured interviews subjected to narrative analysis. Lastly, there is a focus on the role of therapist-led intervention, specifically, the Eye to I^© intervention model and its contributions to the parent/caregiver experience.

Findings from this study indicate that parents benefit from interventions that bridge gaps in skills and interpersonal communication which parents/caregivers feel they encounter in their day-to-day activities. Additionally, support groups for parents and caregivers could further address these issues.

This exploration reveals insights about the roles of societal structures and the caregiving journey.

Religion plays a crucial role as a sociocultural factor to assess consumer behavior. Stemming from the above, this study aims to analyze the impact of religion and ethnic concern on the purchase intention (PI) of consumers based on the theory of planned behavior.

The research method adopted for this study includes a meta-analysis of the extant literature for the past 20 years focusing on the relationship between religiosity and PI. Data of 24 values from 23 studies were used to assess the impact of religiosity on the PI of consumers.

The findings of this study indicate that religiosity has a strong impact on the PI of consumers. Further, this study identifies that location, sample size and product category play a vital role as moderators toward the relationship between religiosity and PI. This study identifies critical and pertinent implications for brands as they reach out to religious and cultural groups across various geographies, in the context of identifying target markets and adapting marketing strategies.

This study acts in response to the consistent call for research to focus on religion-related variables and fills the gap calling for empirical research into religiosity and its impact on PIs. This study makes notable theoretical, managerial and methodological contributions to the field.

Introduction: Skill development is crucial in developing economies by enhancing productivity and creating employment opportunities. At the macro level, it also leads to industrial development and economic growth.

Purpose: The research is to identify the types of skills required for increasing the probability of employability of labour. It also aims to define the challenges and opportunities in skill development to drive change.

Need of the Study: Studying opportunities and challenges for skill development in developing economies is essential for achieving sustainable economic growth, reducing poverty, increasing employment opportunities, and promoting global competitiveness.

Research Methodology: Some skills are recognised through research that has been published to determine the skill set needed to increase labour productivity. To draw lessons, some skill development initiatives by various companies are also identified and presented in case studies. Additionally, several government programs are available to assess the possibilities and prospects for skill development in the Indian market.

Practical Implications: The research will be valuable in micro and macro decision making. At the micro level, research is advantageous for a business person to initiate the skill development of its employees by using government schemes. Nations other than India can understand the policy framework for skill development.

Findings: The term ‘skilling’ has become fashionable. Due to the need for skill-based earnings data, only some studies examine the return on skill (ROS) of the labour market. Skill development plays a significant role in bringing change at the micro and macro levels. Hence it is necessary to exploit all opportunities for skill development.

Menstruation poses psycho-physiological challenges globally due to a lack of awareness, unhygienic practices and social stigma. This paper aims to assess the existing body of research on menstrual health and hygiene (MHH) worldwide.

This study focuses on seminal works published in the Scopus Database from 1946 to 2023 for extensive bibliometric analysis, involving 756 bibliographic records analyzed through Biblioshiny and VOSviewer software. The authors use thematic analysis to identify core research themes and sub-themes, coupled with a critical review of the most highly cited articles within each thematic category.

The research into MHH has consistently grown since 2010, with a notable surge in the past five years. Among all countries, the USA emerges as the most active contributor, boasting the highest number of publications and citations. In terms of organizations, The London School of Hygiene and Tropical Medicine takes the lead with 54 articles. Further, PLOS ONE and Waterlines were the most productive and influential journals, respectively. The thematic analysis identifies key research foci, including tampons, menstrual health, sanitation, hygiene and bleeding.

Further research could be initiated in areas of menstrual education and awareness, menstrual product safety and effectiveness and menstrual disorders and treatments to address the concerns especially encountered by women from developing countries.

This research provides a comprehensive analysis of 77 years of MHH research, offering valuable insights into key areas of concern and guiding future research directions, ultimately addressing critical global health challenges.

Jamun is an underutilised fruit crop of India whose utilization needs to be considerably increased. Despite its impressive nutritional profile and several health benefits, its cultivation is still very limited. Hence, this study aims to highlight the essential nutrients, health benefits and value-added products of jamun fruit and seed.

Major sources of bibliometric information such as Web of Science, Scopus, PubMed and Google Scholar were extensively searched with keywords such as nutritional composition of jamun, bioactive compounds, health benefits and jamun-based food products to obtain a database of 317 papers. Thirty four publications met the criteria for review.

Jamun fruit (Syzygium cumini L.) is known for its attractive colour, astringent taste, enormous nutrients and nutraceutical properties; nevertheless, this fruit is seasonal, perishable and underutilised. Furthermore, the fruit is used for the treatment of diabetes and also possess anti-cancer, anti-inflammatory, anti-obesity and cardio-protection properties. Investigations were done on the production of value-added food products such as read-to-serve beverages, jam, cookies and cake from jamun due to their several health benefits. The present review was an attempt to provide spotlights on the health benefits and food product applications of jamun fruit and its by-products.

This review systematically collates evidence from various published sources regarding the nutritional profile, development of food products from jamun and their health benefits. The compiled information will help researchers and professional become aware of the significance of jamun fruit and thereby enhances its processing and applications in food systems.

The learning outcomes of this study are as follows:

Teaching Objective 1: Students will describe specific characteristics of the rural market in India and will draw out the differences vis-a-vis the urban markets.

Teaching Objective 2: Students will describe about the push versus pull strategy and various channels of distribution in rural areas.

Teaching Objective 3: The students will explain the 4As of the rural marketing mix and apply the same in the context of the case.

Teaching Objective 4: The case can be applied with respect to the health-belief model to help students analyse the behaviour change model.

Teaching Objective 5: Students will analyse the challenges associated with supply chain and logistics in rural areas.

This case study looked at a start-up company Rugved Hygienecare Industries Private Limited and their sanitary napkin brand “Abolee” designed and targeted for rural women in India. Onkar Charegaonkar and Mithila Charegaonkar started this venture in December 2017, realizing that sanitary napkins solved a greater purpose of helping women hygienically manage menstruation, and at the same time, there was no threat to this product because over a period of time, it became a necessity of life. Onkar and Mithila believed in giving back to the society and at the same time generate revenue for their company. Onkar and Mithila needed to make a decision with respect to the distribution structure for Abolee to improve penetration in different rural areas of Maharashtra. Onkar and Mithila needed to strategize to create a remarkable impact in the rural areas. There were multiple challenges that were faced by Abolee, such as: creating awareness about hygienically managing menstruation options among women, ensuring that women consumers continue to use hygienic menstruation management material, creating a preference for Abolee among women consumers and deciding on whether to focus on driving sales through existing channel partners or to invest in finding out alternative avenues for selling “Abolee” in rural areas.

This case study was primarily written for understanding rural marketing aspects of marketing management courses at both the undergraduate level and the postgraduate level. This case study also indicated about the role of gender and its impact on consumer behaviour in rural areas. Although this case study was related to the rural Indian market, it can also be related to other emerging economies.

Teaching notes are available for educators only.

CSS8: Marketing.