Search results

This case study aims to simulate the learners’ thoughts about the earnest comprehension of sustainable brands with zero waste policy. It will further prompt them to anatomize the growth strategy of a sustainable brand, as it delineates the challenges faced by a woman ecopreneur. In response to these causative conundrums, the incumbent would be able to develop an understanding on the evolving landscape in context to the association between meeting consumer expectations, brand positioning and its channelization towards growth and revenue generation. Furthermore, the learners will be able to analyse the stages of product life cycle of a sustainable product and recommend an effective strategic plan to meet the consumer expectations and achieve desired growth by the application of Kano model.

Thenga was a home-grown brand from Kerala (God’s own country) founded by Maria Kuriakose, a native of Kerala in 2019. Unlike other brands, which were using coconut as a source of flesh, water and oil, Kuriakose came up with an idea of using the tossed shells of coconuts which eventually used to end up at landfills. These shells were crafted into aesthetics by the team of Thenga while adhering to the zero-waste policy. The brand gained momentum with the overwhelming positive response from the natives of Kerala and carved a way across the boundaries of Kerala, gradually reaching to every corner of India. Kuriakose thought of scaling the brand in the international boundaries as well. Within no time, the brand was a success. However, over the time, the brand was confronted with two broad dilemmas. First, non-uniformity in the sizes of the products, especially in bulk orders where maintaining uniformity was essential. The customers complained that there was no uniformity in the size of the products because for gifting purposes, they wanted all the products to look alike. And second, selecting the stringent quality shells because the ones exposed to sun for a very long time were not ideal for crafting the products due to the cracking of the shells, thereby affecting their durability. It became difficult addressing to these complex issues because the shells were nature’s creations. These issues were very different from the managerial dilemmas. Would the perspectives of management provide a solution? Kuriakose had to find a way out in the long term for the survival of the brand especially during its growth phase.

The case study is relevant for students in disciplines of entrepreneurship, green marketing, brand management, corporate social responsibility and strategy. It is designed for advanced MBA/PGDM and capstone courses. The case study also addresses the elements of customers’ perceptions towards innovative products and can be used as an addition for marketing courses dealing with strategies to improve the awareness and adoption of sustainable products.

Teaching notes are available for educators only.

CSS 4: Environmental management.

At the end of this case study discussion, the learners should be able to identify the five-step consumer decision-making process, comprehend the role of consumer involvement and decision rules in determining the consumer choice sets, identify branding elements and cues critical to building a brand proposition, recognize the difference between point-of-parity and point-of-differentiation when building a brand proposition, develop comprehensive segment profiles in terms of their demographics, psychographics, usage and consumer–brand relationships and examine the merit of a psychographic versus benefit-based brand positioning and implication of the brand positioning on the firm’s branding and business strategy.

Country Delight, co-founded by Nitin Kaushal and Chakradhar Gade, tackled dairy industry challenges by embracing a direct-to-home consumer model, emphasizing consumer insights and maintaining stringent quality standards. In 2022, the company embraced “Live Better” as its brand mantra, advocating for healthier lifestyles. The next leg of the brand’s journey thus mandates crafting a distinct, user-specific brand promise that affiliates with the business strategy. The central dilemma revolves around identifying the consumer segment/s for a sustained relationship. While recognizing consumer pain points, the challenge emerges in aligning the brand proposition with the diverse interpretations of “Live Better” among consumers. The quest for the right brand persona prompts crucial questions about uniting distinct segments and devising a coherent communication strategy. Can Country Delight formulate a universally resonant brand promise that harmonizes across all consumer groups? Will the risk of diverse interpretations lead to fragmenting Country Delight’s brand narrative?

This teaching activity is aimed at Masters of Business Administration-level courses in marketing management, consumer behavior and brand management.

Teaching notes are available for educators only.

CCS8: Marketing.

The racialized gendered body in consumer culture invokes the construction of identities and representation of beauty through embodiment practices. As companies hone in on consumer racial marker distinctions to enhance uniqueness as otherness for profit, an analysis of hair products marketed for Black hair textures provides an opportunity to analyze how products use these at the intersection of race, gender, and beauty. This study uses constructivist grounded theory to analyze the product names and long descriptions for 124 shampoos marketed for Black hair textures on the websites of two major retailers to answer the following questions: What message does the discourse of shampoo product descriptions marketed to Black hair textures communicate about beauty? What message does the discourse of shampoo product descriptions marketed to Black hair textures communicate about Blackness? How does this discourse define the embodiment of Black beauty through hair? The results reveal that the racialized gendered body in consumer culture invokes the construction of identities and representations of beauty through embodiment practices. Through advertisements and product descriptions, beauty companies create ideal images of the lived experiences achieved through consuming beauty products. By constructing visual interpretations of racial signifiers through text, marketing strategies encourage the consumption of otherness, creating a racialized space for Blackness consumption. Combining the five senses with the descriptions of shampoo products marketed for Black hair textures helps us see how beauty embodiment practices reinforce racialized and gendered practices to subjugate the Black body.

Specific teaching and learning objectives include to identify factors influencing market expansion decisions and recommend appropriate entry modes, understand factors in the international business environment that contribute to success or failure of international businesses in developing countries, evaluate strategies enabling international businesses to sustain market presence in developing countries and overcome local competition, analyze the concept of local responsiveness in international business operations and suggest strategies for internationalizing domestic companies from developing countries.

The McDonald’s case examines the challenges associated with market expansion by global brands. The case occurs during the early-globalization era in the 1990s. Barbados, a developing country, is the site for potential expansion. Prospective investors, the Winters, are desirous of establishing a McDonald’s in Barbados. They need to thoroughly analyze the previous experience of McDonald’s against the host country’s current international business environment, e.g. political, economic, cultural and competitive environment. This case analysis provides a framework for understanding the multifaceted reasons behind McDonald’s exit from Barbados, considering the complex interplay of political, economic, sociocultural, technological and legal factors in the international business environment. The case equips the instructor and students to explore the risks of international expansion, particularly in developing country markets. The case study on McDonald’s failure in Barbados highlights the need to thoroughly examine one’s market entry strategy and available information on the host market and be more locally responsive regarding tastes and preferences. The case study also presents essential lessons for firms and planners from developing countries. Local firms innovated and enhanced their operations in response to the threat from the entry of the global fast-food giant. Yet, they did not seek to internationalize once McDonald’s exited the Barbadian market. The case study, therefore, considers strategies firms from developing countries could utilize to penetrate markets from developed countries.

At the undergraduate level, the McDonald’s Barbados case can be used in international business classes to highlight risks in the international business environment and the need for a carefully planned and executed market entry strategy.

Teaching notes are available for educators only.

CSS5: International Business.

In recent years, natural dyes have attracted significant attention globally because of growing public awareness of the environment and health hazards associated with synthetic dyes. Natural dyes can provide special aesthetic qualities as well as the ethical significance of a product which is environmentally friendly. By keeping this burning issue in mind, this study aims to explore the dyeing properties of various unexplored environmentally friendly natural dyes.

In this study, the aqueous extract of coconut leaves is used for dyeing purpose. The silk and jute fabrics were dyed with the extract alone as well as in combination with metal salts as mordants by employing pre-, meta- and postmordanting techniques. The dyeing properties of the colored samples were evaluated by measuring their color strength; CIEL*a*b* values; and color fastness to washing, light and rubbing.

A yellow shade was achieved when the fabric samples were dyed solely with the extract. However, shade variations were observed when different mordants and mordanting techniques were applied. In all the cases, metallic salts improved the color fastness properties of dyed samples to washing, light and rubbing especially for the silk fabric.

To the best of the authors’ knowledge, this is the first report on a natural dye extracted from the leaves of coconut. Leaf as the source of dye has added an extra advantage, as it is reproducible and can be collected easily without harming the plants. The reported dye could be an attractive choice for sustainable and eco-friendly dyeing.

This research focuses on the development and characterization of oil-wetted spun-bonded polypropylene (PP) non-woven filters for improved air intake systems in automobiles. The study aims to enhance engine performance, durability, fuel economy and emission reduction by addressing key aspects such as contaminants filtration efficiency, loading capacity, pressure drop, temperature performance and longevity.

The research methodology involves the utilization of textile fabrics, particularly oil-wetted spun-bonded PP non-woven filters, renowned for their effective particle collection capability from intake air. Experiments were conducted using a Box–Behnken design with three variables – oil concentration, areal density and dust quantity – each at three different levels to establish correlations with the filter’s dust holding capacity (DHC) and pressure drop.

The findings indicate that immersing particles in oil-coated medium significantly enhances the filter’s DHC. Notably, castor oil as a coating demonstrates remarkable results, with a 97.53% increase in DHC and a high particulate matter filtration efficiency of 94.12%.

This study contributes to the originality of research by emphasizing the importance of oil density in determining the filter’s DHC and filtration efficiency. Furthermore, it highlights the superiority of castor oil over coconut oil-coated filter media, advancing air intake and/or filter systems for automotive engines.

The purpose of this study is to assist brand and product managers in selecting appropriate ingredient names for environmentally friendly products. It investigates the effects of unfamiliar ingredients on consumers’ evaluations of environmental friendliness and their purchase intentions, based on the cue consistency theory.

Five experimental studies (n = 968) were conducted to achieve the research objectives. Study 1 found that consumers tended to avoid choosing unfamiliar ingredients. Study 2 examined the impact of ingredient familiarity on consumers’ perceived greenness. Study 3 investigated the mediating role of perceived naturalness. Studies 4 and 5, respectively, explored the moderating effects of emphasizing the importance of technology in environmental conservation and product category.

The findings indicate that when environmentally friendly products are labeled with unfamiliar ingredients (vs. familiar), consumers’ perceived greenness and purchase intentions decrease. This effect is mediated by perceived naturalness. Moreover, the negative impact of unfamiliar ingredients is mitigated by emphasizing the importance of technology and the high-tech product category.

This paper reveals the unique role of unfamiliar ingredients in shaping consumer attitudes toward environmentally friendly products. Based on cue consistency theory, it uncovers how unfamiliar ingredients influence the perceived greenness of environmentally friendly products through perceived naturalness. Furthermore, the paper demonstrates the impact of emphasizing the importance of technology (emphasis vs. control) and product category (high-tech vs. low-tech) on consumer attitudes and behaviors toward environmentally friendly products.

This study aims to investigate the impact of varying the number of minimum quantity lubrication (MQL) nozzles, wind pressure, spindle speed and type of lubrication on surface roughness, fatigue life and tool wear in the drilling of aluminum alloy 6061-T6.

The effect of using different lubricants such as palm oil, graphene/water nanofluid and SiO₂/water in the MQL method was compared with flood and dry methods. The lubricant flow and feed rate were kept constant throughout the drilling, while the number of nozzles, wind pressure and spindle speed varied. After preparing the parts, surface roughness, fatigue life and tool wear were measured, and the results were analyzed by ANOVA.

The results showed that using MQL with four nozzles and graphene/water nanofluid reduced surface roughness by 60%, followed by SiO₂ nanofluid at 56%, and then by palm oil at 50%. Increasing the spindle speed in MQL mode with four nozzles using graphene nanofluid decreased surface roughness by 52% and improved fatigue life by 34% compared to the dry mode. SEM results showed that tool wear and deformation rates significantly decreased. Increasing the number of nozzles caused the fluid particles to penetrate the cutting area, resulting in improved tool cooling with lubrication in all directions.

Numerous attempts have been made worldwide to eliminate industrial lubricants due to environmental pollution. In this research, using nanofluid with wind pressure in MQL reduces environmental impacts and production costs while improving the quality of the final workpiece more than flood and dry methods.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-01-2024-0021/

This study aims to develop a high-performance nanofluid that can be used in titanium alloys machining. Titanium alloys are difficult-to-cut materials and difficult to be lubricated. This study explored the lubrication performance of various carbon nanoparticles in water-based lubricants for titanium alloys.

The lubricating and antiwear properties of the developed cutting fluid were tested by a tribo-tester. The lubricant performance was evaluated through friction coefficient, wear volume and surface quality. The lubrication mechanism was analyzed through surface morphology, wettability and bonding analysis.

The lubricating performance of four kinds of carbon nanoparticles on titanium alloys was tested and the results showed that single-layer graphene had the smallest COF and wear volume. The interaction between nanoparticles and debris was an important factor that influenced the lubrication performance of nanoparticles for titanium alloy. Moreover, the hybrid nanofluid with graphene and spherical graphite in a ratio of 1:2 achieved a balance between lubricating performance and price, making it the optimal choice.

The developed lubricant containing carbon nanoparticles that can lubricate titanium alloys effectively has great potential in machining titanium alloy as a high-performance cutting fluid in the future.

This paper fulfills an identified need for water-based lubricant for titanium alloys considering the bad tribological properties.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-04-2024-0124/

This study aims to analyze the policies and strategies used by governmental organizations to address the impacts of climate change in informal neighborhoods, kampungs, such as Bukit Duri and Melayu in Jakarta, Indonesia, focusing on canal and river flooding mitigation and infrastructure development. The research examines the displacement of residents due to the demolition of informal settlements along riverbanks, the role of different governmental organizations and the implications of these policies on affected communities.

This study uses the theoretical framework of environmental injustice to evaluate the strategies used by the Indonesian Government to address climate change adaptation in Jakarta, with a specific focus on the problem of flooding and its impact on displacement. By analyzing the history and outcomes of flood mitigation policies, this paper assesses the government’s strategies related to infrastructure, evacuation and socialization. In doing so, the study examines the social impact of these policies on affected communities. Furthermore, social listening and media analysis of Twitter data and various news outlets are conducted to gain insights into the living conditions and experiences of displaced residents in two public housing projects.

The study revealed the challenges faced by the government in implementing policies for climate change adaptation and flood mitigation in Jakarta, including a lack of community engagement with residents of the Kampungs in the decision-making process for relocation. Despite government efforts and providing low-cost apartments (rusuwana), the analysis sheds light on the various forms of injustice that result from the government’s approach to climate change adaptation in Jakarta.

This study examines social justice issues in Jakarta’s informal neighborhoods and explores locally driven efforts vs government-mandated policies for managing natural hazards and adapting to climate change.