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The key learning objectives are as follows: analyze Mamaearth’s growth trajectory in the Indian market, illustrate the meaning of a direct-to-consumer (D2C) brand, analyze the importance of social media in building a D2C brand, analyze the challenges and advantages associated with a D2C brand, analyze growth and expansion options available with Mamaearth and evaluate the strategies for Indian start-ups in the beauty and personal care space.

In 2016, what began as a quest to find safe baby care products for the first-time parents Varun and Ghazal, turned into an entrepreneurial opportunity. The couple started Honasa Consumer Private Limited at Gurugram, which owned the brand Mamaearth. Conceived as a D2C brand for mothers opposed to harsh baby care products, it debuted with just six baby care products with exclusive online availability. For the brand to grow, it recreated the marketing mix to be perceived as a brand for all ages. The step successfully garnered a customer base of over 1.5 million consumers in 500 cities and a valuation of INR 1bn within four years of operations. In February 2021, Mamaearth became a brand with INR 5bn annualized revenue run rate and aspired to double it to INR 10bn by 2023. Though Mamaearth debuted as a D2C brand, after tapping around 10,000 retail stores, the Alaghs realized that many consumers still preferred transacting in the offline space. Alaghs decided to expand by acquiring a robust offline space in 100 smart cities in India. Would it be wise for Mamaearth to take forward their offline expansion plans? Alternatively, would an aggressive product innovation coupled with a more substantial online presence be a more sustainable proposition?

The case study is appropriate for Post Graduate Diploma in Management/Master of Business Administration level courses of second year in strategic brand management, digital marketing, integrated marketing communication and marketing strategy. The case stuudy may also be useful for prospective entrepreneurs planning to embark upon a D2C venture. The case study elaborates on the emergence, marketing and branding of Mamaearth. The case study helps students understand the meaning of a D2C brand and the growth options available in the Indian market for a D2C brand from the perspective of Mamaearth.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This paper aims to concentrate on recent innovations in flexible wearable sensor technology tailored for monitoring vital signals within the contexts of wearable sensors and systems developed specifically for monitoring health and fitness metrics.

In recent decades, wearable sensors for monitoring vital signals in sports and health have advanced greatly. Vital signals include electrocardiogram, electroencephalogram, electromyography, inertial data, body motions, cardiac rate and bodily fluids like blood and sweating, making them a good choice for sensing devices.

This report reviewed reputable journal articles on wearable sensors for vital signal monitoring, focusing on multimode and integrated multi-dimensional capabilities like structure, accuracy and nature of the devices, which may offer a more versatile and comprehensive solution.

The paper provides essential information on the present obstacles and challenges in this domain and provide a glimpse into the future directions of wearable sensors for the detection of these crucial signals. Importantly, it is evident that the integration of modern fabricating techniques, stretchable electronic devices, the Internet of Things and the application of artificial intelligence algorithms has significantly improved the capacity to efficiently monitor and leverage these signals for human health monitoring, including disease prediction.

This study aims to explore the influence of health-care service quality on customers’ perceived value, satisfaction, effectiveness and behavioural intention concerning district health centres (DHCs) in Hong Kong. This research also intends to assess customers’ perception of the subsidy scheme and its influence on the relationships amongst the aforementioned constructs.

The convenience and snowball sampling approaches were adopted, and the self-administered questionnaire was sent to 309 customers of DHCs.

Service quality attributes in terms of staffing and procedures positively increased customers’ perceived value and staffing, procedures and operations. Physical facilities positively promoted customers’ satisfaction, consequently improving DHCs’ effectiveness and behavioural intention. However, core treatments and services of DHCs did not impact customers’ perceived value and satisfaction. Furthermore, customers receiving subsidies exhibited a more positive perception than those without subsidies.

Health-care organisations are advised to strategically allocate resources (staffing, facilities and procedures and operations management) to optimise overall performance outcomes. DHC operators could reinforce the core services of DHCs and health-care voucher subsidies to local citizens so as to enhance the effectiveness of DHCs and behavioural intention of customers.

This study integrates the input–process–output approach in measuring the effectiveness of and customers’ behavioural intention towards newly established DHCs.

Gamification design is considered an effective way of changing users' health behavior and improving their health management performance. Even though numerous studies have investigated the positive effect of gamification competition on users, little research has considered gamification's ineffectiveness and negative effects. In particular, how gamification competition affects users' technological exhaustion remains unclear.

According to flow theory and related research on gamification, this study discusses the nonlinear relationship between gamification competition and users' technological exhaustion. Furthermore, the authors analyze the moderating effect of user type (socializers and achievers) and users' health condition on this nonlinear relationship. Based on flow theory, the authors propose a series of research hypotheses. To test all research hypotheses, the authors collected information from 407 users via a questionnaire as the data for this study.

The empirical results found a U-shaped relationship between gamification competition and technological exhaustion. Technological exhaustion gradually decreases as competition increases until reaching the lowest point; after that, technological exhaustion gradually increases as competition increases. Further, being a socializer and health condition play a moderating role in the U-shaped relationship between competition and technological exhaustion.

This study's findings not only enrich the related research in flow theory and gamification, but also contribute to the effective design of gamification in health management platforms.

This study aims to examine nurses’ motivation for leadership and explore important challenges nurses face in leadership positions.

Semi-structured interviews were conducted with 20 nurses in leading positions. Thematic analysis was used to analyse the data.

Nurse leaders are recruited from clinical settings, and the transition process from clinical nurse to leader is demanding. Their motivation for leadership seems to be in human values and caring for others. Lack of strategic focus might be a challenge. Nurses in leadership positions emphasize the importance of good relationships with the staff and require an increased focus on strategic leadership.

Studies have revealed the frustration associated with the role of a nursing leader. According to an evaluation of a clinical leadership development programme, nurses were found to be inadequately prepared for their roles. They had not experienced positive role models, they felt overwhelmed and they regarded colleagues and nursing management structures as unsupportive. There is a need for further research into effective measures to strengthen nurse managers.

The role of leaders has changed over time. There are now increasing requirements and objectives with regard to laws, action plans, improvement projects and cost-effectiveness. A nurse leader has both many tasks and great responsibility. Good leadership relies on skilled nurse leaders meeting statutory requirements in patient care and delivering good quality and patient-safe services. Engaging in process-oriented guidance, such as mentoring, is one way to become more aware of oneself as a professional leader (Mathena, 2002).

By identifying and understanding the specific challenges that nurse leaders face, this study can contribute to the development of interventions and strategies to improve leadership practices, thereby enhancing organizational effectiveness.

The purpose of this study was to determine the factors associated with functionality, a clinical criterion that could predict frailty in the elderly people in a rural context.

This project is a cross-sectional descriptive analysis of 342 adults of age >60 years who are residents of Putumayo province in Colombia. Information regarding demographic characteristics, medical history, health perception and current illness was collected. The Mini-Mental State Examination (MMSE) protocol was used to perform cognitive evaluation; the Yesavage Geriatric Depression Scale was used to establish depressive symptoms; and the Hamilton Rating Scale was used to assess anxiety level. Questionnaire was used to evaluate performance on instrumental activities of daily living that lead to functional independence [daily life questionnaire (DLQ)]. The medical outcomes study scale was used to assess social parameters.

A moderate and negative correlation was found between the DLQ score and age (r = −0.49; 95% CI: −0.57 to −0.47), whereas a positive correlation was found with education (r = 0.17; 95% CI: 0.07–0.27). Older adults with economic independence achieved a higher score in functional performance than those with economic dependence (standardized mean difference = 0.55; 95% CI: 0.33–0.77). This study observed a moderate correlation a moderate correlation between the MMSE cognitive performance (r = 0.56; 95% CI: 0.48−0.63) and the depressive symptomatology of Yesavage Scale (r = −0.36, 95% CI: −0.44 to −0.26). Finally, the structural model determined that age (r = −0.37), economic dependence (r = −0.383) and cognitive state (r = 0.309) determine the functional component.

This study provides empirical support about older adults living in rural contexts, around the functionality variable from a multidimensional approach, highlighting the sociodemographic and cognitive variables. Consequently, the policy of social support in older adults must be oriented toward the development of a range of divergent intervention strategies.

The study deals with the assessment of functionality in the elderly people from an interdisciplinary approach in the rural setting which presents a greater risk of physical and socioeconomic vulnerability. Therefore, the community, the health professionals and the government entities should help implement active aging programs for this population.

The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.

The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries.

The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes.

Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.