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The purpose of this paper is to undermine the role of cellular technology, government and the funding agency to deliver reliable and cost-effective health services for the people living in the bottom of pyramid and remote areas of the country where quality healthcare facilities are not available. The people living in rural Bihar (India) have a limited education and are reluctant to visit the female healthcare centers. The Ananya Bihar project has employed volunteers from the same community and aid from the foundation and government to improve the maternity and neo-natal healthcare initially in eight districts of the state.

The study reviewed various m-health projects and m-education projects with a detailing of the Anaya Bihar Project initiated by Melinda Gates foundation and Government of Bihar, India. The study uncovers technical, operational aspects and methodology followed by Ananya. It has detailed the best practices followed by the project. The study also features the capability of mobile as a tool to reach the masses in most cost effective way.

The use of mobile application with the association from the social worker has been tremendously successful in maternity and child healthcare in the state of Bihar, India. The application includes educating the user’s about the healthcare, training for midwives, alerts related to vaccination and thereby reducing the mortality rate and improving the maternal healthcare for the people from the bottom of pyramid. The project has created awareness among the rural families and has improved the maternity healthcare in the eight districts of Bihar, India. They were also planning to expand the project in other states of India.

The study is exploratory in nature and has not involved primary data collection and statistical analysis. The study has compiled the data and information available.

The present study may be used as a reference to the organization working on mobile healthcare projects to understand the best practices of m-health project. The study also explains the role of various stakeholders (as Ananya-Bihar was a collaborative effort of Social trust, Technical experts, Network service provider, Community, State Government and the People) in the success of the project.

The study explains the role of technology for the benefit of people. In the present case mobile healthcare initiated by the foundation has been very effective in dealing with maternity healthcare in rural Bihar, where people cannot afford expensive healthcare facility. The only silver lining is increasing tele-density at the most affordable rate in the globe, with funding from NGOs and full support from government. Such types of m-healthcare projects will support the government in delivering quality healthcare to the people who are living below poverty line and deprived of basic healthcare facilities.

The study details the methodology and technical details of Ananya Mobile health care platform.

This study aims to examine the current state of academic research pertaining to the role played by artificial intelligence (AI) in the achievement of a critical sustainable development goal (SDG) – poverty alleviation and describe the field’s development by identifying themes, trends, roadblocks and promising areas for the future.

The authors analysed a corpus of 253 studies collected from the Scopus database to examine the current state of the academic literature using bibliometric methods.

This paper identifies and analyses key trends in the evolution of this domain. Further, the paper distils the extant literature to unpack the intermediary mechanisms through which AI and related technologies help tackle the critical global issue of poverty.

The corpus of literature used for the analysis is limited to English language studies from the Scopus database. The paper contributes to the extant research on AI for social good, and more broadly to the research on the value of emerging technologies such as AI.

Policymakers and government agencies will get an understanding of how technological interventions such as AI can help achieve critical SDGs such as poverty alleviation (SDG-1).

The primary focus of this paper is on the role of AI-related technological interventions to achieve a significant social objective – poverty alleviation.

To the best of the authors’ knowledge, this is the first study to conduct a comprehensive bibliometric analysis of a critical research domain such as AI and poverty alleviation.

The principal purpose of this study is to analyze the consumer emotions on virtual merchandising in the context of social consumption ecosystem driven by value and lifestyle across the big middle consumer segment.

The qualitative information has been collected from 114 respondents selected through snowballing technique within the metropolitan area of Mexico City. A semi-structured research instrument was used to conduct the in-depth interviews online.

The results of the study indicate that technology-led virtual merchandising stimulates arousal and merriment among consumers, which converges the self-image congruence and appearance similarity. The subjects of the study have endorsed that visual stimulus leading to self-image and body image congruence develop consistent arousal and merriment, which lead to positive purchase intentions and buying decisions and inculcate the perception as seeing is experiencing.

The samples drawn for this study may also limit the possibilities of generalization of the study results and map the consumer behavior in a predetermined pattern.

This study is founded on the theoretical maxims of theory of visual perceptions, cognitive theory of reasoning, theory of appearance and reality and Heider’s balance theory and contributes to these theories by explaining the relationship between the social self-concept and self-image congruence.

Firms retailing online fashion apparel should also be engaged in developing user-generated contents through communications on social media encouraging experiential videos, slogans and reviews.

This paper significantly contributes to theoretical and practical implications on virtual shopping, emotions and beliefs and consumption culture.

The past few decades have seen a gradual convergence in corporate governance norms the world over, entailing a discernible shift towards shareholder primacy models. It holds particularly true of developing countries, many of which have steadily amended corporate governance norms to enhance the scope of shareholder rights. This is usually justified through the rationale that increasing protection for foreign investors and shareholders would mean greater investment in capital market and overall financial market development. In India, the shift coincides with a series of fundamental economic and financial policy reforms initiated in the 1990s: collectively and loosely referred to as “liberalisation”, this process marks a paradigm-shift from a tightly controlled welfare economy to one considerably more laissez-faire in its orientation. A fallout of which was that the need to attract and sustain foreign investments acquired an unprecedented significance. The purpose of this paper is to help the readers understand in this larger context the corporate law reform initiatives in India, particularly those pertaining to shareholder rights and allied issues.

This paper empirically tests the hypothesis that enhanced shareholder protection leads to greater levels of investments, and financial developments generally. It then uses regression analysis to detect if the change in corporate governance, making it more shareholder-friendly, has had any effect on growth in financial market. It is divided into two broad parts. The first tracks the evolution of corporate governance norms in India. A robust qualitative and quantitative analysis is used to determine the tilt towards a shareholder primacy regime that Indian corporate governance regime now displays. The second chapter deals with the regression analysis where the outcome variable is financial market growth, and explanatory variable is the change in the governance regime with relevant control variables.

The authors find that change in shareholder primacy corporate governance has little effect on financial market growth in India. The authors would suggest that instead of changing the law in books, more emphasis should be given to implement those regulations and increase the overall rule of law.

This is the first time that such a wide-scale study has been conducted in India, using Bayesian methods. It ought to be of immense value to professionals and academics both.

Marketing Communication.

At the undergraduate level, this case can be used in marketing courses such as Marketing Fundamentals, Marketing Management, Marketing Communication and Consumer Behavior. This case may also be used for Master's level students for Quality when focusing on safety/security in offices and factories.

This case is used to introduce the concept of B2B and B2C marketing and explore the possibilities of converting an industry that essentially uses B2B marketing communication to choose B2C options. This case is also important for creating awareness on safety and preventive measures in the face of a fire crisis.

Understanding the role of marketing communication. Differentiating between B2B and B2C markets. Exploring the application of B2C marketing communication in the fire suppression systems market in the Middle East.

Teaching notes.

Communities of Practice (CoPs) are increasingly being created to facilitate knowledge mobilization in organizations. This paper aims to elucidate an underexplored aspect of participation in mandated CoPs – identity reconciliation. Specifically, the authors explore how actors reconcile their existing identities with becoming members of new knowledge mobilization CoPs.

The authors conducted a longitudinal qualitative case study over a 12-month period to explore identity reconciliation practices during the formation of the “ED CoP” – mandated by policymakers to mobilize knowledge between process improvement advisors and clinicians from various hospitals. Observation and interviews allowed us to uncover “front stage” and “backstage” practices of identity reconciliation.

The findings reveal two key unexpected modes of identity reconciliation – “distancing” and “peripheral lurking”. These modes resulted in different trajectories of participation of two of the key participant groups – “veteran” improvement advisors and “veteran” clinicians.

Different modes of identity reconciliation of different participants impact the formation of CoPs and how knowledge mobilization occurs within them. This paper offers a sensitizing lens for practitioners creating CoPs which enhances awareness of hidden identity practices, and recommendations to enable practitioners to effectively facilitate CoP formation.

This study suggests that identity reconciliation is an integral aspect of CoP formation, and essential for knowledge mobilization within CoPs. Whereas studies on CoPs in the knowledge management literature have mostly assumed that collaboration produces beneficial knowledge mobilization outcomes, the findings build a more nuanced picture of the processes involved in producing these outcomes.

The principal objective of the study is to analyze the influence of ethnicity, culture and collective intelligence in entrepreneurial creativity, innovation and marketing of artisanal beer in Mexico.

The qualitative data have been gathered by conducting four workshops with twelve respondents in each workshop across four states of Mexico comprising Mexico City, Puebla, Queretaro and Guadalajara. These workshops were held for four hours during the pre-lunch period over the weekends, which was participated by a mix of entrepreneurs and consumers.

Artisanal entrepreneurship is driven by the culture, ethnicity, collective intelligence and frugal innovations. Ethnic products generate patriotic feeling and consumption for a social cause to encourage artisans at the grassroots with the local tags. Results also indicate that social media and crowd cognition play an important role in developing creative artisanal beer.

This study is founded on the theoretical maxims of social learning theory (SCT), social cognitive theory and theory of creativity. The contextual interpretation of SCT explains the socialization of concepts by modelling emotions and behavior to derive structural experiences as observed in artisanal entrepreneurship.

Entrepreneurs can develop brand emotions, boost anthropomorphic feelings and inculcate the sense of nationalism among consumers to market ethnic brands and develop social consciousness towards consumption of “Made in Mexico” products.

Artisanal beer face major challenge of customer outreach by enhancing the brand proximity and ethnic values. Ethnic products hold a strong image in niche market and need to be stimulated by the experience sharing through social media and community interactions.

This research study significantly contributes to the existing literature on ethnic entrepreneurship and creativity using innovative research approach.

Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts.

Exploratory sequential mixed methods involving two studies were completed on behalf of ParticipACTION, with the authors developing the research instruments and the collection of the data undertaken by research agencies. Study 1 was the secondary analysis of qualitative data from five focus groups with different demographic compositions that followed a common question guide. Study 2 was a secondary data analysis of a pan-Canadian online survey with a sample (n = 1,475) representative of the overall adult population that assessed awareness of, and attitudes toward, ParticipACTION, Body Break, physical activity and sport participation. Path analysis tested a proposed model that was based on previous research on attitudes, brand and loyalty. Further, multi-group path analyses were conducted to compare younger generations with older ones.

The results provide direction and understanding of the importance of nostalgia in marketing sport participation programs across generational cohorts. For instance, in the four parent-adult focus groups, unaided references as well as frequent and detailed comments regarding Body Break were observed. Similarly, Millennials reported that Body Break was memorable, Canadian and nostalgic, with a mix of positive and negative comments. The importance of nostalgia was supported sequentially via results from the national survey. For example, while 54.1% of the 40–54 age-group associated ParticipACTION positively with Body Break, so did 49.8% of the 25–39-year age group, most of whom were not born when the promotion ran. Further, brand resonance was found to explain 4% more variance in moderate-to-vigorous physical activity (MVPA), the proxy for sport participation, for younger people compared to older people.

Results provide direction to brands, properties and agencies around the use of nostalgia in sport marketing campaigns and sponsorship efforts. For brands seeking to sponsor sport properties to alter their image with potential consumers in a new market, associating with a sport property that many view as nostalgic could improve the impact of the campaign. On the sport property side, event managers and marketers should both identify existing assets that members or fans are nostalgic about, as well as consider building nostalgia into current and new properties they develop.

This research is valuable to the sport marketing and sponsorship literature through several contributions. First, the use of nostalgia marketing, and nostalgia in general, is novel in the sport marketing and sponsorship literature, with future research in nostalgia and sponsorship recommended. Second, the potential to adopt or adapt Body Break to other sport participation and physical activity properties is empirically supported. Finally, the finding that very effective promotions can have a long-lasting effect, both on those who experienced the campaigns as well as younger populations who only heard about it, is notable.

This paper aims to propose a “Four-F (finding facts, fostering alternates, fulfilling implementation and feasibility testing)” action plan to global food service businesses (FSB) such as restaurants (dine-in/take away) to build resilience during times of global crises. The 2019 Coronavirus disease and FSBs apply as working examples elaborating the proposed Four-F action plan with several managerial implications for the internal and external stakeholders of FSBs.

The method involves reviewing and coding 108 articles using the PRISMA approach, then applying findings to develop the Four-F action plan integrating multiple theoretical concepts (such as stakeholder, crisis management and dynamic capabilities).

There are two key findings. First, though all four crisis phases should be considered by decision-makers as part of their contingency planning process, the pre and post-crisis stages need higher attention. Second, the Four-F action plan provides specific recommendations to FSBs stakeholders (consumers, suppliers and government) for each crisis phase (pre-crisis, crisis emergence, crisis occurrence and post-crisis).

To the best of the authors’ knowledge, this is the first paper that has incorporated multiple theoretical frameworks (stakeholder theory, crisis management and dynamic capabilities) within the FSBs context and provided the Four-F action plan for decision-makers to understand and manage crisis phases.