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On completion of this case study, students will be able to describe a circular economy and cross-marketing; discuss the common strategies under the circular economy paradigm; describe the benefits and risks of cross-marketing brand alliances and their strategic implications; examine the role of growth strategy in driving the growth of an organization; classify what constitutes the elements of a strategy for HelpUsGreen LLP; and discuss measures to be considered while selecting a partner for a cross-marketing brand alliance.

HelpUsGreen LLP was a start-up founded by Karan Rastogi in 2019, which manufactured incense sticks using the circular economy model. After deflecting from his earlier partner in 2019 and after approximately two years of effort, Rastogi expanded his business of making incense sticks using a circular economy model. Students through this case can step into the shoes of Rastogi, who, as of 9 January 2023, was in Kanpur and was in an urgent need to replicate a similar circular economy model in different cities. With over 21,060 tonnes of temple flower waste recycled, 210 tonnes of chemical pesticides offset and 100% natural products delivered, multiple opportunities emerged at the cross-marketing brand alliance and new product segment levels. Rastogi entered into several cross-marketing brand alliance arrangements and tasted success. Rastogi believed that choosing the right partner for cross-marketing was key to successful cooperation. Considering cross-marketing as a way forward, he urgently needed to develop a strategy that aligned with his mission to take HelpUsGreen LLP’s circular economy model to other parts of the country. Students should take into consideration the data regarding the processes at HelpUsGreen LLP that helped Rastogi restart from scratch and make assumptions to decide the growth route for entering different cities.

This case can be used as an introductory case in a post-graduate class on growth strategy for a business based on the circular economy model, as it delineates the challenges faced by a firm while creating a circular economy and managing its growth phase. The case can also be used in an entrepreneurship management course and a strategic management course. This case allows students to learn about the circular economy and challenges faced by the company during the growth phase. Thus, the case can be used for covering multiple perspectives related to growth strategy (e.g. the application of Ansoff matrix), for defining what is cross-marketing brand alliance and discussing what measures need to be considered while selecting a partner for cross-marketing brand alliance, and it is ideal for teaching the elements of strategy.

Teaching notes are available for educators only.

CSS 11: Strategy.

This study aims to explore the relationship between folk religious place-making and the development of urban public spaces and summarize its influence on community network construction and daily behavior to discover the authentic practices and role of folk faith culture in social space.

Taking Macau's Shi Gandang Temple and its belief culture as an example, on-site research, historical evidence and interviews were used to elaborate and analyze the processes of place-making, social functions, management mechanisms and folk culture to establish a new perception of folk religious place-making in contemporary urban spaces.

The article argues that the culture of folk beliefs profoundly influences urban spaces and the social management system of Macau and has a positive significance in building the local community and geopolitical relations. In addition, it suggests that the participation of folk religious places in local practices is important as key nodes and emotional hubs of local networks, reconciling conflicts between communities of different backgrounds and driving urban spaces toward diversity while forming a positive interaction and friendly cooperation between regional development and self-contained management mechanisms, governance models and cultural orientations.

This study takes an architectural and anthropological perspective of the impact of faith on urban spaces and local governance, using the Shi Gandang Temple in Macau as an example, to complement related studies.

This study acclaims the social entrepreneurship based on cow rearing experiential tourism in Himachal Pradesh. This study aims to illustrate the role of indigenous cows in the Indian society, especially in the Northern Mountain regions by taking Kangra district of Himachal Pradesh as an exemplar. This study highlights the relevance of experiential tourism that elucidates on the basis of cow tourism pertaining to health, mental and spiritual rejuvenation. Lastly, the paper is an attempt to integrate social entrepreneurship and cow tourism highlighting the relevance of experiential economy in empowering the local community.

The case study elucidates on the whence of Swadeshi Kamdhenu Gaushala (SKG), an initiative of Mr Rishi Dogra and Mr Rajesh Dogra, their immaculate micro-management and its benefits to the local community. It highlights how SKG is uplifting the socio-economic standards of the local villagers and providing a distinctive learning experience of indigenous knowledge to visitors. This study is qualitative in nature that uses narrative analysis of secondary data to recognise the importance of indigenous Indian cows, and case study analysis of interviews of SKG proprietors to understand the micro-management, production of organic products and community engagement in their social entrepreneurship.

The SKG is not only helping the local community in their livelihood but also creating value and positioning to the place on the tourist map. This study sheds some light on the importance of cow products in sectors such as agriculture, green energy and for human health and nutrition. The study also crystallizes the challenges faced by the cow rearers, at last the paper sorted out the benefits of cow tourism and how it can result in community empowerment and development.

The case study on SKG helps us in understanding the importance of social entrepreneurs in community empowerment and also the intervention of tourism in the sector that can bring new and different vertical to the tourism industry with experiential learning of the tourist, which results in knowledge sharing about the benefits of Indian cows and helps in creating and placing such destinations on tourist maps. This study attempts towards contributing to the existing knowledge, highlighting the benefits of social entrepreneurship and cow tourism for the society in general and local community in particular.

The purpose of this study reports the effects of aspect ratio (AR) on mean flow characteristics of the cruciform orifice jet.

The aspect ratio is the height-to-width ratio of the lobe of the cruciform shape. The aspect ratios considered are 0.25, 0.5, 0.75, 1, 2, 3 and 4. The turbulent jet flow is issued through an orifice being fitted to the jet tunnel facility. The velocity measurements are recorded with the help of pitot-static tube connected to a digital manometer setup. The Reynolds number calculated using the equivalent diameter 50.46 × 10^–3 m and exit velocity 51.23 m/s was 1.75 × 10⁵. Based on the experimental data, the streamline velocity decay plots, the potential core length (PCL), mean velocity profiles and velocity half widths were plotted, and discussions were made based on the measured data. A smoke-based flow visualization was carried out at moderate Reynolds number 5396.

The PCL remains almost constant for the aspect ratio 0.25:1 and then starts decreasing for the aspect ratio 1:4. The decrease in PCL indicates improved mixing. The off-center peaks are found along the major axis in mean velocity profiles for almost all cruciform jets. More than one axis switching occurs and can be identified by the crossover points. The location of the first crossover point shifts forward, and the second crossover point shows an oscillating trend. The flow visualization exhibits the jet evolution, and the distance up to which the jet maintains the cruciform shape is increased with the aspect ratio.

The experiments are limited to air in air jet under isothermal conditions.

The cruciform orifices can be used as fuel injectors and in air-conditioning systems, thereby improving efficiency and energy usage.

The aspect ratio effects on PCL and axis switching are used to explain the mixing characteristics. Flow visualization was also used to support the discussion.