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The research methodology used for this case study follows a comprehensive approach, combining both primary and secondary sources to ensure a well-rounded understanding of the subject. Primary sources include in-depth interviews with the founders of the company, providing valuable firsthand insights into their experiences and decision-making processes. Multiple company visits were also conducted, enabling a closer examination of the operational aspects and allowing for a more holistic perspective on the case. Complementing these primary sources, secondary sources were used, consisting of a diverse array of articles from leading journals, newspapers, magazines and other reputable sources. These secondary sources offer a broader context and perspective, enriching the case study’s content and ensuring a robust foundation for classroom discussion and analysis.

True Elements was a clean health food brand that emerged from the vision of Mr Sreejith Moolayil and co-founder, Mr Puru Gupta, who recognized the potential of promoting healthy foods in India inspired by the health-conscious lifestyle that they observed during their work tenure in China. The co-founders began their entrepreneurial journey in 2011 with “Healthy World” kiosks inside IT company campuses in Delhi, Mumbai and Pune. However, early challenges surfaced as the target market narrowed. Undeterred, the founders sought innovative solutions to expand their reach and created “True Elements” – a brand that resonated with health-conscious consumers given its positioning as a clean and minimally processed food brand devoid of chemicals, preservatives and added sugars. True Elements excelled in the online market and catered to a few offline markets. To sustain and augment their success, the entrepreneurs sought a strategic partnership and succeeded with Marico Ltd. However, challenges remained on the horizon. One was the need to appeal to a new target group: the 25–45 age group with a lower monthly income of INR 30,000. Another pressing question was exploring the entry into the modern trade sector.

This case can be taught in undergraduate and post-graduate business management programs for marketing, strategy and innovation and entrepreneurship related courses. Apart from that, this case can also be discussed in incubator programs as cases highlighting entrepreneurship can facilitate discussions among early-stage founders, providing practical insights and lessons for their ventures. This case also can be discussed very effectively in management classes for working executives.

This study aims to examine how the telepresence of tourists using immersive technology affects responsible travel behaviour at natural heritage sites by exploring the role of feelings.

This study proposed a conceptual model that was empirically tested. Data was collected through online and offline surveys from 672 respondents who used AR/VR while visiting the natural heritage sites. PLS-SEM was used to analyze the data using SmartPLS 4.0.

The findings of this study highlight how feelings are processed as information when tourists are exposed to immersive technologies. These feelings, in addition to perceived value and destination attractiveness, affect responsible travel behaviour.

This study adds to the literature by offering insights concerning the tourists’ feelings related to responsible travel that can be evoked by getting involved in the virtual worlds. The findings suggest how managers can use immersive technology-based campaigns to promote responsible travel at natural heritage sites.

The literature does not elucidate the role of feelings and its dimensions (emotions and metacognitive experience) in explaining the effect of immersive technology in evoking responsible travel behaviour in the context of tourism. The current study addresses this gap and extends prior research by theorizing that feelings-as-information is the missing link between why tourists behave in a certain way, given a specific immersive stimulus.

This study aims to emphasize green energy-driven solutions to address environmental sustainability issues, particularly to promote the uptake of electric vehicles (EVs). This study intends to investigate user adoption of EVs as the existing predicament of converting car owners to EV buyers, demanding a push to create a facilitating environment for EV uptake.

A survey-based quantitative study involving 330 car owners and potential buyers was conducted involving four predictors, i.e. financial benefits, social influence, charging infrastructure and range consciousness. Environmental concerns and socio-demographic factors such as age, family income and gender were considered as moderators between these predictors and EV adoption intention. Partial least square structural equation modelling was used to analyse the proposed relationships.

The findings indicated that financial benefits (ß = 0.169, t = 3.930), social influence (ß = 0.099, t = 2.605), range consciousness (ß = 0.239, t = 3.983) and charging infrastructure (ß = 0.142, t = 4.8) significantly impact EV adoption. Family income was the most significant moderator with a large effect size (F square = 0.224), followed by environmental concern (F square = 0.182) and age (F square = 0.042) having a medium moderation effect and, subsequently, gender (F square = 0.010) as a mild moderator.

By analysing environmental concerns as a moderator, this study fosters a novel understanding of how environmental concerns impact EV adoption, which has not been explored. Additionally, the empirical assessment of the socio-economic and socio-demographic factors of EV adoption helps to offer a consumer perspective to the government and policymakers in undertaking initiatives to promote EV adoption.

Recent technological advancements, often linked to Industry 4.0, require organizations to be more agile and innovative. Blockchain technology (BT) holds immense potential in driving organizations to achieve efficiency and transparency in supply chains. However, there exist some insurmountable challenges associated with the adoption of BT in organizational supply chains (SC). This paper attempts to categorically identify and systematize the most influential challenges in the implementation of BT in SC.

This study resorts to an extensive literature review and consultations with experts in the field of supply chain management (SCM), information technology and academia to identify, categorize and prioritize the major challenges using VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) and Combined Compromise Solution method (CoCoSo).

The top three classes of challenges revealed in this study are privacy challenges (PC), infrastructure challenges (IC) and transparency challenges (TC). Maintaining a balance between data openness and secrecy and rectification of incorrect/erroneous input are the top two challenges in the PC category, integration of BT with sustainable practices and ensuring legitimacy are the top two challenges in the IC category, and proper and correct information sharing in organizations was the top most challenge in the TC category.

Future scholars and industry professionals will be guided by the importance of the challenges identified in this study to develop an economical and logical approach for integrating BT to increase the efficiency and outcome of supply chains across several industrial sectors.

The microfinancing sector is infamous for being prone to high credit risks due to loan defaults by its poor borrowers. Conversely, the sector is also criticized for creating debt traps for the poor. The dual nature of these peculiar problems in microfinancing causes the market failure phenomenon. Therefore, the current study explores whether public policy intervention is required to address market failure.

The study undertakes a critical review of existing literature, the news, the policy documents and other publicly available information to shape the viewpoints in this study. Constructive criticism is used to build arguments to arrive at a conceptual framework that depicts how public policy should interact with markets to address the peculiar problems of the microfinancing sector.

The findings indicate that market failure in microfinancing is real and pressing. Therefore, public policy is invited, though in its limited form. While the policy intervention may help the formal microfinancing arena by regulating the interest rates, the policy administration in the informal sector is likely to fail. Therefore, the policy should attempt to create an environment of inclusiveness. Policies that rely on coercion are not recommended. In the long run, subsidies via policy intervention are discouraged. Instead, the policy should motivate the microfinancing sector to become self-reliant.

The study is one of its kind to provide perspectives on specific market failures and policy interventions in microfinancing, particularly in economies where formal and informal sectors coexist and are equally crucial.

Though academic study on the subject is still in its early stages, there is growing interest in using blockchain technology for transforming the supply chain. The academic literature is divided and yet only includes studies evaluating how the supply chain has changed organizations. To comprehend the new phenomena, this study aims to investigate the factors of blockchain technology in driving supply chain transformation. To be more precise, the authors developed from the literature the most prevalent criteria for determining if supply chain transformations are ready to be scaled up.

This study followed a combination of two multi-criteria decision making methods evaluation based on distance from average solution and complex proportional assessment) methodology in this research: planning, investigating, executing out, establishing a rating of the criteria and evaluating it.

The study shows that the “organizational driver” and the “technology driver” are the factors most important to the transformation of the supply chain, whereas the “financial driver” and the “regulatory driver” are less important. This study also makes some managerial recommendations to address the factors impeding the supply chain’s transformation. Each factor’s significance was explored, and a proposed study agenda was also presented.

Although the main forces behind the transformation of the supply chain have been recognized, further research into statistical correlation is required to confirm how the various elements interact.

This research aids decision-makers in comprehending the key forces behind supply chain transformation. Managers and decision-makers might better predict and allocate the necessary resources to start the road toward digitization and make well-informed choices once these aspects have been investigated and understood.

In light of the pandemic’s effects on the world and the increase in businesses embracing the digital economy, the supply chain transformation is more important than ever. Beyond blockchain deployment and the pilot studies on digital transformation, there is a gap. The topics and factors this study uncovered will operate as a framework and recommendations for more theoretical investigation and practical applications.

Despite ongoing reports of insider-driven leakage of confidential data, both academic scholars and practitioners tend to focus on external threats and favour information technology (IT)-centric solutions to secure and strengthen their information security ecosystem. Unfortunately, they pay little attention to human resource management (HRM) solutions. This paper aims to address this gap and proposes an actionable human resource (HR)-centric and artificial intelligence (AI)-driven framework.

The paper highlights the dangers posed by insider threats and presents key findings from a Leximancer-based analysis of a rapid literature review on the role, nature and contribution of HRM for information security, especially in addressing insider threats. The study also discusses the limitations of these solutions and proposes an HR-in-the-loop model, driven by AI and machine learning to mitigate these limitations.

The paper argues that AI promises to offer many HRM-centric opportunities to fortify the information security architecture if used strategically and intelligently. The HR-in-the-loop model can ensure that the human factors are considered when designing information security solutions. By combining AI and machine learning with human expertise, this model can provide an effective and comprehensive approach to addressing insider threats.

The paper fills the research gap on the critical role of HR in securing and strengthening information security. It makes further contribution in identifying the limitations of HRM solutions in info security and how AI and machine learning can be leveraged to address these limitations to some extent.