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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 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.

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.

Tourist destinations are constantly changing products, evolving as per the controls exerted by the stakeholders. The study aims to map the pattern of tourism development and identify the strategies formed at the destination over a seven-decade period for a state as a unit of analysis.

The paper evaluates tourism development through the tourism area life cycle (TALC) model and uses Mintzberg's strategy analysis process to identify strategies. The study involves time series analysis, pattern matching and explanation-building techniques. The TALC is plotted for the number of tourist arrivals from 1947 to 2019, and strategies are mapped for each stage.

The TALC shows a cycle-recycle pattern of tourism development. The research revealed several strategies at different stages. Both the central and state governments and entrepreneurs, distinctively and in conjunction, have formed strategies. The pattern shows the period of piecemeal and global strategic changes contributing to tourism development.

The research unearths the strategies that drive the development curves of TALC, emphasising the integration of TALC with other theories. The research also assesses the strategy formed in the pre-tourism stage.

The research brings to light the use of TALC as a strategic road-mapping tool. In addition, the study emphasises the significance of global and piecemeal strategic periods and stakeholder's regulatory and operational roles.

The research uses a unique methodology that maps the strategies, periods of strategic changes and incremental strategies for each stage of TALC, along with identifying the stakeholders.

This chapter explores the empirical and empathetic approaches employed by a group of fieldworkers from Japan who collaborated with individuals from different parts of Southeast Asia. Their objective was to address shared societal challenges and mentor the next generation of future talents. Additionally, research administrators at Kyoto University conducted an online survey and organized study group meetings focused on Science, Technology and Innovation (STI) coordination, engaging approximately 700 partners in ASEAN. While formal job guidelines for hiring full-time research administrators are rare in the region, many researchers and government officials in ASEAN recognised the importance of these coordination skills and values in advancing STI projects. Coordinating ASEAN-Japan projects has demonstrated that practical experiences with skilled professionals and strong interpersonal skills aligned with Asian cultural values that prioritize conscience and altruism. As a next step, the region will require appropriate human resource training and assessment programs tailored to local STI needs.

Background: Commodity-driven deforestation is a major driver of forest loss worldwide, and globalisation has increased the disconnect between producer and consumer countries. Recent due-diligence legislation aiming to improve supply chain sustainability covers major forest-risk commodities. However, the evidence base for specific commodities included within policy needs assessing to ensure effective reduction of embedded deforestation.

Methods: We conducted a rapid evidence synthesis in October 2020 using three databases; Google Scholar, Web of Science, and Scopus, to assess the literature and identify commodities with the highest deforestation risk linked to UK imports. Inclusion criteria include publication in the past 10 years and studies that didn't link commodity consumption to impacts or to the UK were excluded. The development of a review protocol was used to minimise bias and critical appraisal of underlying data and methods in studies was conducted in order to assess the uncertainties around results.

Results: From a total of 318 results, 17 studies were included in the final synthesis. These studies used various methodologies and input data, yet there is broad alignment on commodities, confirming that those included in due diligence legislation have a high deforestation risk. Soy, palm oil, and beef were identified as critical, with their production being concentrated in just a few global locations. However, there are also emerging commodities that have a high deforestation risk but are not included in legislation, such as sugar and coffee. These commodities are much less extensively studied in the literature and may warrant further research and consideration.

Conclusion: Policy recommendations in the selected studies suggests further strengthening of the UK due diligence legislation is needed. In particular, the provision of incentives for uptake of policies and wider stakeholder engagement, as well as continual review of commodities included to ensure a reduction in the UK's overseas deforestation footprint.