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After completion of this case study, students will be able to apply the triple bottom line concept to a spice manufacturing and export company (RBT 3); to examine the options before Value Ingredients Private Limited (VIPL), namely, to cultivate spices in the traditional way versus adopting integrated pest management (IPM) to cater to international markets (RBT 4); to analyse the returns for an IPM farmer vis-à-vis a conventional farmer, and to compare the returns therein (RBT 4); and to evaluate the ways and means of engaging farmers to change their way of cultivation (RBT 5)

The COVID-19 pandemic heightened awareness about the benefits of spices and buoyed its demand worldwide, which presented an opportunity to VIPL, a spice manufacturing company based in Chennai, to expand its business. However, the export markets demanded residue-free spices grown with little or no use of pesticides. Traditional farmers supplying spices to VIPL were accustomed to spraying pesticides whenever there was a pest attack. This case study discussed the options that the protagonist Mr Sijil Karim, managing director and CEO of VIPL, had, who wanted to onboard farmers for pesticide-free cultivation. The options before him were either to continue traditional farming or adopt IPM. This case study discussed the merits, demerits and challenges of each of these options.

The triple bottom line concept discussed three Ps – people, planet and prosperity – for this case as follows: The farmers and the consumers constituted the people in the spice supply chain. The farmers supplying organic, export-worthy spices under the guidance of VIPL gained 30% more than regular spice farmers, which were accrued through cost savings and better prices. The consumers benefitted from the pesticide-free, organic spices through accrued health gains. The manufacture of organic, pesticide-free spices helped the planet, as the process did not release hazardous chemicals into the atmosphere. VIPL manufactured pesticide-free spice with a focus on prosperity.

The case study can be introduced in a course on sustainability while discussing the triple bottom line concept. This case study showed how a for-profit company grew without losing sight of the planet or its focus on people. This case is best suited for students who have preliminary knowledge of supply chain management, operations and sustainability. Therefore, it is suited for sophomore-year students of MBA.

Teaching notes are available for educators only.

CSS 11: Strategy.

Interviewing the protagonist and collecting information from secondary resources such as company documents, company and competitor websites, industry reports and online databases like Euromonitor International.

The case explores the metamorphosis of JK Masale from a small-scale family business in India to a regional player. Over a period of six decades, JK Masale (JKM) has emerged against the backdrop of a fiercely competitive spice industry. India, being a confluence of varied regional cultures, poses a diverse consumption pattern. It varies to a great extent with respect to the specific food habits prevalent in each climatic zone of the country. While the brand had successfully captured the Eastern Market and the western market of the country, Mr. Vikash Jain, Managing Director of JK Masale, contemplated to venture in Southern India and introduce new product categories. The case delves into one of the major challenges faced by JKM over the brand architecture and labelling across product categories. Thus, the case provides an excellent opportunity for budding managers to: analyse the company’s performance in the backdrop of a dynamic competitive environment; understand the nature of strategic decision-making and its appropriateness for a small family-owned business; evaluate a brand amongst brands on the architectural framework and select appropriate brand architecture for new products; and understand applicability and risks associated with growth strategies.

The case study can be positioned in both undergraduate and postgraduate level programs for courses on marketing strategy and brand management. Primarily, this case would be ideal to discuss brand relationship and brand architecture in the given context. Instructors have an option to cover concepts like market structure, company analysis, growth strategies and emergent and deliberate strategy through the case.

The purpose of this paper is to provide an early assessment of India’s South-South cooperation for trade and technology (SSTT) with East Africa, focusing on Ethiopia, Rwanda, Kenya, Uganda and Tanzania. It aims to analyse the role of SSTT in providing support to targeted sectors.

The paper examines SSTT, focusing on India and East Africa over a specific period (2000–2016) of its emergence, and extends the public sponsorship literature in international business (IB) to better understand the relationship between SSTT and value addition – applying to a particular case study of SSTT interventions in spices.

The paper highlights SSTT as a pathway to support value addition in global value chains (GVCs). Trade between India and East African countries has grown, with three developments over the period of analysis in particular: shifting trade patterns, growing share of intermediate goods trade and differences in GVC insertion. However, East African exports are largely of lower value. Capacity building to support processing capability and thriving markets can encourage greater value addition. Preliminary findings suggest early gains at the margins, as SSTT interventions have been focusing on capacity boosting with buffering and bridging mechanisms for increased volume of trade. Moving up the value chain however requires that specific value-enhancing activities continue to be targeted, building on regional capacities. Our high-level case study for spices suggests that activities are starting to have a positive effect; however, more focus is needed to specifically target value creation before export and in particular higher levels of processing.

While findings are preliminary, policy implications emerge to guide SSTT interventions. There is capacity for building higher value-added supply chains as is evident among East African countries that trade with each other – future SSTT programmes could tap into this and help build capacity in these higher-value value chains. Future SSTT programmes can take a comprehensive approach by aiming at interventions at key points of the value chain, and especially at points that facilitate higher value addition than initial processing. An example is that Ethiopia and Rwanda are likely to benefit from an expanded spice industry, but the next phase should be towards building processing for value-addition components of the value chain, such as through trade policies, incentivising exporters to add value to items before export. From a development perspective, more analysis needs to be done on the value chain itself – for instance, trade facilitation measures to help processers engage in value chains and to access investments for increasing value add activities. (iv), Future research should examine more closely the development impacts of SSTT, namely, the connection between increased trade, local job creation and sustained innovation, as it is these tangible benefits that will help countries in the Global South realise the benefits of increased trade.

The paper underlines how the SSTT approach can contribute to the critical IB and GVCs literature using a theoretical grounded approach from public sponsorship theory, and with a unique lens of development cooperation between countries in the global south and its emerging impact on development outcomes in these countries.

The present study provides evidence on export advantages of horticultural commodities based on competitiveness, trade balance and seasonality dimensions.

The study delineated horticultural commodities in terms of comparative advantage, examined temporal shifts in export advantages (mapping) and estimated seasonality. Product mapping was carried out using the Revealed Symmetric Comparative Advantage (RSCA) and Trade Balance Index (TBI). Seasonal advantages were examined through a graphical approach along with the objective tests, namely, modified QS-test (QS), Friedman-test (FT) and using a seasonal dummy.

Cucumbers/gherkins, onions, preserved vegetables, fresh grapes, shelled cashew nuts, guavas, mangoes, and spices emerged as the most favorable horticultural products. India has a strong seasonal advantage in dried onions, cucumber/gherkins, shelled cashew nut, dried capsicum, coriander, cumin, and turmeric. The untapped potential in horticulture can be addressed by handling the trade barriers effectively, particularly the sanitary and phytosanitary issues, affecting the exports. Proper policies must be enacted to facilitate the investment in advanced agricultural technologies and logistics to ensure the desired quality and cost effectiveness.

Commodity-specific studies on value chain analysis would provide valuable insights into the issues hindering exports and realizing the untapped export potential.

There is no holistic and recent study illustrating the horticulture export advantages covering a large number of commodities in the Indian context. The study would be helpful to the stakeholders for drawing useful policy implications.

Decolonizing the curriculum is an important topic in education but what does it really mean to decolonize the curriculum? In this self-study, I reflected, with the help of a critical friend, on what decolonizing the curriculum could mean in the context of my biology education classroom using the Pedagogical Content Knowledge model by Davidowitz and Rollnick (2011) as the guiding framework. From these reflections, I came to the conclusion that decolonizing the curriculum is not about erasing the known facts and principles of science but rather, it is about contextualizing it by replacing the Eurocentric stories, texts, and examples among other things, with our own Afrocentric ones. Contextualizing our curriculum is, however, fraught with challenges which include underdeveloped indigenous languages available to be used as languages of instruction, lack of locally produced teaching and learning resources including textbooks, and lack of documented indigenous knowledge that curriculum implementers can use in their teaching in order to make it contextually relevant. In this chapter, I share insights from my reflections.

Using cross-sectional household survey data, this paper aims to determine the impact of food price increases on poverty in Indonesia.

This paper uses the quadratic almost ideal demand system applied to the 2013 Indonesian household survey data. The impact of food price increase on household welfare is calculated using a welfare measure, compensating variation.

Three food groups with the most outstanding price impact on poverty, rice, vegetables and fish, were studied. The 20% increase in the price of each food group causes an increase in the headcount ratio by 1.360 points (rice), 0.737 points (vegetables) and 0.636 points (fish). Maintaining food price stability for these food groups is very important because the more the price increases, the more the impact on poverty. Food price policies in rural areas are also more critical than in urban areas because the impact of food price increases in rural areas is higher.

This paper does not consider the positive impact of rising food prices on food-producing households.

Implementing appropriate poverty alleviation policies through food policies for main food groups and social protection.

Promoting rural development policies and agricultural growth.

This paper contributes to the existing literature by providing empirical results regarding the impact of domestic food prices increase on poverty in Indonesia.

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.

This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.

This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.

Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.

The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.

Using the American and the French time-use surveys, we examine whether people have a preference for a more diversified mix of activities, in the sense that they experience greater well-being when their time schedule contains many different activities rather than is concentrated on a very small number. This could be due to decreasing marginal utility, as is assumed for goods consumption, if each episode of time is conceived as yielding a certain level of utility per se. With returns to specialization, people would then face a trade-off between efficiency and diversity in choosing how to allocate time. We examine these issues and investigate potential gender differences, considering both instantaneous feelings and life satisfaction.

Depression is one of the most overlooked psychiatric disorders among middle-aged and elderly men. Saffron (Crocus sativus L.) stigmas are a favorite and common spice that is used as an antidepressant, an anti-inflammatory and a sexual stimulant. This systematic review aimed to provide a comprehensive survey of the effects of saffron on depression in middle-aged and elderly men.

The authors searched Web of Science, PubMed, ProQuest, Cochrane, Science Direct, Scopus and Google Scholar databases to gather any relevant studies published from 1980 to September 2022. This review included studies that examined the relationship between depression and testosterone concentration (four studies) or saffron’s effects on testosterone and depression (six studies).

Observational research showed an association between testosterone and depression in middle-aged and elderly men. Furthermore, animal studies have found that saffron increased testosterone levels and decreased depression in males. There is evidence that testosterone may contribute to the mood. Besides its antioxidant and anti-inflammatory properties, this study proposed scientific mechanisms that saffron may also play a protective role against depression through its influence on testosterone, in middle-aged and elderly men. The general use of saffron at high doses or for prolonged periods may cause side effects; therefore, it is important to consult a health-care professional before the recommended dosage and duration of saffron supplementation, especially if a person has any underlying health conditions or is taking medications.

This study provides researchers with an additional perspective for conducting clinical trials on the use of saffron to enhance the mood of elderly men with testosterone deficiency.