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After reading this case study, the students will be able to identify the various choices available in social e-commerce using network marketing, interpret data-driven decisions in social e-commerce and evaluate their role in scaling business, analyse cost and revenue management in value segments, evaluate technology adoption among the masses using appropriate communication structures and develop customer relationships and manage their sentiments in the era of social media.

DealShare became a unicorn in 2022 and targeted the rural and low-income groups. Based on a networking model for customer acquisition and a hyperlocal supply chain model, DealShare is increasing its customer base at a rapid pace. However, profitability was still a challenge, and converting high volume into high value continued to be a daunting task. This case study delves deep into the challenges co-founder Sourjyendu Medda and the DealShare team faced. It seeks to address key issues: how should DealShare leverage customer network for faster customer acquisition and how should they increase ticket size and profitability? As a data-driven business, what advantages does DealShare have in influencing customers’ buying behaviour using data? Dependence on social media could have a cascading effect on “word of mouth”. How can they manage customer complaints and increase engagement?

This case study has the potential to be used in different settings. In strategic cost management, this case study can demonstrate strategies for cost management in the value-conscious segment. This case study can be used in marketing management courses while teaching “positioning” in business-to-consumer markets and CRM. For second-year management students, this can be used in entrepreneurship and strategic management courses to demonstrate the network effect in social e-commerce start-up businesses. This case study is also relevant for various course modules in graduate management programmes to demonstrate the power of data-driven decision-making in business.

Teaching notes are available for educators only.

CSS 8: Marketing

The case study aims to provide students with an understanding of the challenges a business faces when operating in India. In conclusion of this study, students should be able to know why franchising is such a common way of delivering services to end users, describe the “place” decisions of physical channels, and be familiar with the strategic and tactical location considerations and devise a growth strategy to expand the business.

Situated at Tito’s Lane in North Goa, Tito’s was the discotheque founded by Tito Henry D’Souza in 1971. The company offered restaurant, concert space and nightclub services to music and party lovers from diverse locations. Ricardo D’Souza and David D’Souza (both brothers) spearheaded the business. Ricardo understood the growth of markets and the factors driving the growth in India. The key factors driving the Tito’s and pub, bar, café and lounge business in India were rising disposable incomes among Indians, nightlife parties by young individuals and preference for quality food and alcoholic beverages among the customers. By seeing the opportunities in 2022, Ricardo considered expanding its business across India. How should Ricardo move to expand its business and offerings? What strategies should they devise for the growth of the business?

This case study is designed for use in undergraduate programs like Bachelor of Business Administration. It is ideal for strategy and services marketing. Theoretical frameworks like the Ansoff matrix are suitable for analyzing the case study to understand the growth of the business.

Teaching notes are available for educators only.

CSS 8: Marketing.

This paper aims to analyse the factors influencing migration, the labour migration process and the status of migrant laborers in the informal sector, particularly those working in brick kiln factories. It will shed light on the precarious nature of their work, often characterized by informal and verbal contracts. The paper examines occupational and environmental health hazards affecting the labourers and their impact on their well-being, the vulnerability of women in the precarious work environment and the associated health risks in brick kiln factories in India.

The study relies primarily on primary data collection, supplemented by secondary literature and documents. Balangir district was chosen as the research region due to its historical deprivation, underdevelopment and the historical prevalence of environmental distress, leading to distress-driven migration. To gather primary data, 40 respondents were selected from five selected blocks in Balangir district, resulting in a total of 200 respondents. In addition, in-depth interviews were conducted with 35 individuals across the selected blocks, with approximately seven participants from each block. In addition, interviews of 10 kids were taken and around 10 key informants including the trade union leaders, intellectuals and civil society activists.

Migrant labourers, including men, women and children, face significant health issues and are exposed to similar occupational health hazards. Internal migrant women workers are more vulnerable as they face critical health risks during pregnancy in host areas due to unfavourable working conditions and limited access to health-care services. Factors such as strenuous work, long working hours, poor nutrition and inadequate maternal care contribute to adverse outcomes such as spontaneous abortion, premature delivery and abnormal postnatal development.

The brick kiln industry presents a distressing reality for men who are highly vulnerable to occupational accidents, and women workers are exposed to sexual abuse, exploitation and violence. The prevalence of physical harassment, ranging from leering to rape, is alarmingly high among women. These incidents not only inflict physical harm but also cause severe psychological trauma and increase the risk of sexually transmitted diseases. Despite the existence of laws aimed at protecting women’s rights and addressing sexual offences, the workers often remain unaware of their rights. This lack of awareness further compounds the vulnerability of women workers and perpetuates their exploitation in the workplace.

To address health issues comprehensively, interventions should encompass the entire migrant population, including men and children. Strategies should focus on improving access to health-care services, promoting occupational health and safety measures, ensuring proper immunization and nutrition for children and addressing the broader social determinants of health. Empowering women with knowledge about reproductive health and rights, raising awareness about available health-care services and strengthening health-care providers’ capacity to cater to migrant populations are crucial steps towards addressing health disparities.

Urgent interventions and policies are needed to address the health vulnerabilities of internal migrant workers and women workers. It is required to ensure health-care accessibility, improving working conditions, ensuring access to maternal care and essential supplements and providing health-care services for both pregnant women and their children, regardless of migration status.

The study focused on precarious health and occupational hazards and accidents faced by migrant workers. It highlights women migrant labourer’s and children’s vulnerability in the Brick Klin sector, which is a value addition to the existing knowledge in social science.

Online privacy pertains to an individual’s capacity to regulate and oversee the gathering and distribution of online information. Conversely, online privacy concern (OPC) pertains to the protection of personal information, along with the worries or convictions concerning potential risks and unfavorable outcomes associated with its collection, utilization and distribution. With a holistic approach to these relationships, this study aims to model the relationships between digital literacy (DL), digital data security awareness (DDSA) and OPC and how these relationships vary by gender.

The participants of this study are 2,835 university students. Data collection tools in the study consist of personal information form and three different scales. Partial least squares (PLS), structural equation modeling (SEM) and multi-group analysis (MGA) were used to test the framework determined in the context of the research purpose and to validate the proposed hypotheses.

DL has a direct and positive effect on digital data security awareness (DDSA), and DDSA has a positive effect on OPC. According to the MGA results, the hypothesis put forward in both male and female sub-samples was supported. The effect of DDSA on OPC is higher for males.

This study highlights the positive role of DL and perception of data security on OPC. In addition, MGA findings by gender reveal some differences between men and women.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2023-0122

Today’s world is struggling with the hardship of climate change that has drastically disturbed human life, wildlife and the earth’s biological system. This study aims to show how implementing climate change mitigation strategies and environmental protection measures can ensure sustainable development through collaborative efforts between governmental authorities and the nation’s populace.

An extensive literature review of studies is conducted from across the world concentrating on holistic, sustainable development, enabling a showcase of various conferences, action plans initiated and resolutions passed. VOSviewer software is used to quantify the results of bibliometric analysis and cluster analysis. A total of 260 research studies released between 1993 and 2022 on the Scopus platform are quantified in terms of topmost publications, collaborations among authors, citations index and year-wise publication. The search string has keywords including “climate change,” “sustainable development” and “environment protection.”

The study results revealed a steep increase in research publications in the last three years, from 2017 to 2021, which serves as the basis of the emergence of high-impact articles. The most cited document in this context throws light on assessing vulnerability to climatic risk and building adaptive capacity. It also draws attention to voluntary carbon markets’ rationale while condemning emission trading systems for climate change due to structural flaws, negative consequences and questionable emission-cutting effectiveness. Low energy demand, zero energy buildings and shared socioeconomic pathways should be implemented as strategies for sustainable development.

This study provides a significant opportunity to construct a valuable addition to mitigate climate change. Also, it shows a positive and significant correlation between mitigation and adaptation policies by analyzing publication efforts worldwide considering local climate risks and national adaptation mandates.

The originality of this study lies in its comprehensive approach, combining literature review, bibliometric analysis and cluster analysis to provide insights into current research trends, challenges and potential strategies for addressing climate change and promoting sustainable development. The study’s emphasis on the correlation between mitigation and adaptation policies adds practical significance to its findings.