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After completion of the case study, the students will be able to[1] review the industry analysis using Porter’s five forces and strength, weakness, opportunities, threats framework and understand how a firm can achieve a competitive advantage, analyze the stakeholder theory and the salience of stakeholder mapping for enterprises with large number of stakeholders, apply the Mendelow framework of stakeholder mapping in this context and integrate it with stakeholder engagement for small enterprises and examine and evaluate how new age enterprises can engage better with stakeholders to provide a higher value creation.

Ayushi Srivastava started her enterprise, Beeyond Foods, in early 2021 with the aim to provide unadulterated, raw honey to consumers. She also wanted to help the beekeeping community by providing the beekeepers with a fair price for the procurement of honey from the bee hives. Beeyond Foods was a small enterprise in India that sold two variants of honey to consumers. The first variant was sourced from the Himalayan region of India, whereas the second was sourced from the Western Ghats of India. The primary distribution channel was trade fairs, where Srivastava would assemble her stall and sell honey to potential customers. Furthermore, a part of the sales was also driven by an electronic channel, which was through the company website. Customers could place their orders, and the honey would directly be delivered to their homes. With a successful start to the business, Srivastava was interested to scale her business and reach more customers. However, she was mindful that there were multiple stakeholders involved in the business. Srivastava had to study the values and needs of each stakeholder, while simultaneously formulate a strategy to expand her reach. This case study is designed to teach the concept of stakeholder value creation for small business enterprises.

This case study is well suited for an entrepreneurship and strategy course at the postgraduate (Master of Business Administration) level. This case study can also be taught in a marketing course.

Teaching notes are available for educators only.

CSS3: Entrepreneurship.

The objective of this study was to evaluate Brazilian consumers’ perceptions of stingless bee honey and the drivers involved in this product choice.

Three projective techniques were applied to 480 consumers who answered a rating task about liking, health, sustainability, quality taste, and utilization as ingredients, fulfilled completion sentences, and performed a hard laddering task.

The results showed a significant increase in the expected liking and flavor, and consumers perceived stingless bee honey as more sustainable, of higher quality, and more beneficial to health. Health, sustainability, and taste are the main drivers of purchasing this type of honey, and consumers are aware that it costs a premium price. In the value chain involved in choosing stingless bee honey, the appreciation of native bees, flavor, nutritional value, medicinal properties, producer appreciation, and curiosity were strong aspects for choosing the product. These aspects lead consumers to feel good, have peace of mind, feel like protecting nature and planets, and longevity.

Honey is popular worldwide, but stingless bee honey has little information on how consumers perceive it and on the purchasing decision chain. The results of the present study provide important information to enhance the consumption of this product with social and environmental importance and the growing demand for natural products that replace refined sugars.

The effects of country-of-origin (COO) cues on product evaluations are well documented. However, research on the relative effects of COO compared to other geographical indicators, such as region-of-origin (ROO), on food purchases is still limited. This study investigates how geographical origin labels influence consumers' perceptions of product value and authenticity of foreign food, as well as subsequent purchase intention (PI) and willingness to pay premium prices (WTPPP). The moderating role of health consciousness on these relationships is also examined due to the coronavirus disease 2019 (COVID-19) pandemic.

This study uses a between-subjects experimental design conducted with 300 middle- and high-income Chinese consumers aged between 25 and 50 years. Hypotheses were tested using structural equation modelling.

Whilst under both COO and ROO cues, all five product values positively influenced consumers' WTPPP, only functional, economic and novelty values influenced PI. The ROO cue performed significantly better than the COO cue in eliciting functional, economic and novelty value perceptions, which triggered stronger PI and willingness to pay a premium price. These relationships were mediated by product authenticity (PA) and moderated by consumers' health consciousness (HC).

Because food labels provide salient product information that facilitates consumers' evaluation of products, marketers should assess which product value perceptions they wish to enhance and then choose the appropriate geographical indicators for their labelling strategies.

This study identifies the effects of COO and ROO cues on product values, authenticity, PI and WTPPP. It also provides valuable insights into the role of HC on consumers' purchase decisions, which also aids in understanding the impact of global crises on food purchases.

This paper aims to explain and demonstrate how the Repertory Grid Technique (RGT) and Honey’s Content Analysis (HCA) can make new contributions to the field of Operations and Supply Chain Management (OSCM). The proposition involves integrating these complementary analyses to fortify the rigor of qualitative research and establish robust data analysis protocols to identify the main attributes of interviewees regarding a phenomenon while understanding in their perspective how these attributes impact the desired analysis outcome.

This study uses examples with rich empirical data from 40 interviewees across two organizations. The examples use a protocol that allows the grouping of meanings from different knowledgeable individuals and capturing relevant constructs related to an outcome.

The combination of RGT and HCA permits researchers to effectively identify and analyze the constructs individuals and groups utilize to comprehend the subject matter under investigation. Consequently, these techniques present a structured means to conduct grounded theory investigations and interpretive research, thereby enabling the iterative development of the preliminary conceptual models necessary for OSCM field advancement.

We present two examples in which the protocol is applied to the field of OSCM. These examples illustrate that the techniques provide valuable opportunities for OSCM research, particularly for addressing the limitations related to sample size. Ultimately, RGT and HCA complement quantitative methodologies by uncovering nuanced variations and micro-foundations within firm- and network-level phenomena, offering insights essential for advancing our understanding of OSCM dynamics in specific contexts.

The purpose of this study is to consider the dynamics of Casson–Walters-B alongside gyrotactic microorganisms through the investigation of antibacterial and antiviral mechanisms using silver nanoparticles (AgNPs). The Casson fluid and Walters-B flow from the penetrable plate to the boundary layer (BL) in this analysis. The antiviral and antibacterial mechanisms of AgNPs were separately examined in this study.

The physical phenomenon of this problem was analyzed with partial differential equations (PDEs). These PDEs were changed into ordinary differential equations (ODEs) to further explain the significance of pertinent control parameters. The set of equations is solved numerically by implementing the spectral relaxation method (SRM). SRM is a numerical technique that uses the basic techniques of Gauss-Seidel. The SRM first decouples and linearizes the coupled nonlinear set of ODEs.

In this finding, it is found that the thermal radiation parameter produces higher temperatures within the BL to cause blockage in viral replications. It is found in this study that the magnetic parameter assisted in disinfection by lowering the antiviral and antibacterial mechanisms within the momentum BL. This is evident from the reduction in the velocity and momentum BL as the Casson and Walters-B parameters increase.

This paper is unique because it examined the antiviral and antibacterial mechanisms by using AgNPs. Prior to the authors’ understanding, no study of this type was conducted in the past. To the best of the authors’ knowledge, no other study in the past has examined the mechanisms of antiviral and antibacterial separately within the BL. Also, the simultaneous flow of Casson (honey) and Walters-B fluids were considered flowing through the vertical porous plate to the BL.

Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.

Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.

Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.

This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.

Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.

To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.

The indigenous and sustainable knowledge possessed by the tribal people and communities plays an extremely important role in the conservation of the climate. As per the United Nations Sustainable Development Goals (UN SDGs), tribal communities play an important role in preserving traditional knowledge, culture, food practices and textiles. The remains of the Indus Valley civilisation highlight the importance of the culture and religion. Animism and the worship of nature to achieve success in routines and tasks have been practised by these tribes for centuries. India is a mosaic of more than 705 different colourful tribes, and each of these tribes has their own identity that differentiates it from the other tribes. With increasing ecological complexities, the knowledge owned by the tribes is extremely useful in the preservation of the climate. This chapter seeks to explore the various hues and colours that constitute the mosaic of Indian tribal culture.

This current review examines the scientific literature report on non-timber forest products (NTFPs) commercialisation and forest conservation in different jurisdictions.

A systematic review using Scopus-indexed articles on NTFP commercialisation and forest conservation was done using the PRISMA framework.

The review categorised the factors influencing the commercialisation of NTFPs and forest conservation into five broad factors and sub-factors: socioeconomic, market-based, ecosystem, cultural and institutional factors. The scholarly publications on NTFP commercialisation and forest conservation have been undulating, with two years recording no publication on the subject matter under review. Besides, China and India in Asia are leading in the number of publications on NTFPs’ commercialisation. The review revealed ambivalence and symbiotic relationship among the factors influencing the commercialisation of NTFPs and forest conservation. Specifically, tenure arrangement, strict regulations to forest entry, market information asymmetry, bureaucracy in certification acquisition, seasonality and distance were identified as barriers to NTFPs’ commercialisation. While market demands for NTFPs increased, NTFPs’ prices and unsustainable harvesting activities were threats to forest conservation. Policymakers should focus on safeguarding customary property rights and indigenous knowledge in forest conservation, designing workable capacity-building schemes for NTFP entrepreneurs and reducing the cost and processes in certification acquisition.

There are reviews on NTFPs’ commercialisation and livelihoods, but a synergy between NTFPs’ commercialisation and forest conservation for forest policy direction is yet to be done in the literature. Also, while earlier studies systematically reviewed literature on NTFPs’ commercialisation, they did not relate the studies to forest conservation.

The study attempts to investigate the role of social media in spreading awareness regarding ayurvedic immunity boosters (AIB) and changes in diet. Further, the study examines the factors affecting the willingness to pay for ayurvedic immunity boosters (WPIB) during the pandemic and new normal situation with the moderating effect of the “fear of COVID-19 infection.”

The data were collected from millennials in two phases, i.e. the first phase (1 July–August 2021) with 300 respondents and a second phase with (June–August 2022) 257 respondents. An online questionnaire was shared with millennials using the snowball sampling technique. Descriptive statistics with SPSS and SmartPLS 4.0 software were applied to analyze the data.

The results found a variation in AIB content sharing on social media during 2021 and 2022. Results found that respondents reported significant changes in their lifestyle and diet, like consuming honey, khada, tulsi tea, etc. In 2021, health consciousness and trust significantly affected WPIB, whereas in 2022, only health consciousness was substantially affected. Fear of COVID-19 infection moderates the relationship between health consciousness, perceived fear and willingness to pay for ayurvedic products, whereas the effect on consumer preference and trust remains insignificant.

Results could help ayurvedic product manufacturing companies understand the consumers' mindset and the factors that stimulate consumers to buy these immunity boosters. Ayurvedic advertisers should design unambiguous messages that focus on health consciousness and have trustable components to encourage consumers to adopt a healthy lifestyle.

This is one of its kinds of studies that presents the contrasts of how the COVID-19 crisis has significantly changed individuals' dietary intake and affected lifestyle patterns.

Wearable medical devices (WMDs) are improving people’s health and well-being in a noble way, as these aid in effective personal health monitoring, remote surveillance and overall illness management. Despite its wider applicability and usage, it is prevalent that users discontinue its usage, which presents an obstacle in the proliferation of such vital innovations among the masses. Therefore, relying on the expectation-confirmation model (ECM), this study aims to delve deeper to explain the factors that motivate users to continually use WMDs by incorporating novel variables, namely, health belief, health information accuracy and privacy protection.

The study proposes and tests an extended ECM perspective to predict the continuance intention (CI) of WMDs among users. By using structural equation modelling using SmartPLS, the authors tested the model on Indian people (n = 451) who had an erstwhile experience of using WMDs.

The study results show that confirmation of users’ expectations positively impacts their usefulness and satisfaction towards WMDs. Moreover, satisfaction towards WMDs is the strongest predictor of users’ CI, followed by perceived usefulness. Interestingly, personal factor such as health beliefs reveals a greater influence on perceived usefulness than technological factors like health information accuracy and privacy protection.

The study findings demonstrate the significance of using the expectation-confirmation perspective in technology-based studies in general and WMDs, in particular. This study aids by offering an integrated model of WMD’s continued usage intention for the users, in addition to practical implications for marketers and policymakers.

A paucity of research exists when understanding the predictors of CI for WMDs. This study fills this gap and adds to behavioural literature by offering a noble viewpoint involving an extended ECM perspective.