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Poor health conditions are a major factor in perpetuating poverty on the Pine Ridge Indian Reservation. This chapter explores the ways in which market-based health care delivery systems shirk health care costs of Lakota households on the periphery of the market economy. Furthermore, the economic value of health care services provided by these same marginal households is understated because market-based health care privileges commodified biomedicine. Examining economic activity beyond formal market integration reveals how households least able to bear the costs of health care subsidize the market economy at the expense of their own efforts to move out of poverty.

This paper aims to study the impact of research and development (R&D) activities on the financial performance of Indian pharmaceutical companies listed with the national stock exchange (NSE) of India by conceptualizing R&D’s impact and financial performance framework (RDiFPF).

Strongly balanced panel data set was used for the period of 1999–2020 on the basis of secondary data subscribed from a reputable Capitalline, a corporate database as well as individual company-wise annual report extract for cross-validation.

The paper presents a novel conceptualized framework called RDiFPF with the help of financial performance related variables: sales turnover, return on assets, return on equity and market capitalization, where R&D impacts in a significant manner on the financial performance of the NSE-listed Indian pharmaceutical companies. The paper finally establishes a link between R&D activities and financial performance with respect to the Indian pharmaceutical companies listed with the NSE.

The suggested framework opens new dimension of research with respect to R&D, innovative practices in the pharmaceutical business and financial performance. The research can also be used in teaching and may be beneficial for framing public policy. Though the study has been carried out in Indian context, it might have implications in the emerging economies.

To achieve financial returns, pharmaceutical companies need to adopt appropriate endeavour to invest substantial amount on R&D to bring innovation in the pharmaceutical business.

A better allocation of R&D expenditure has the potential for bringing new medicine, which can cure unknown diseases and impact on the lives of the patient fraternities.

The contributions of the paper are twofold: on the one hand, the author proposes a framework where emphasis has been provided on the R&D investment in the pharmaceutical business and, on the other hand, significant financial performance has been shown which motivates every R&D-centric pharmaceutical companies. Notably, the novel RDiFPF framework, which has been proposed in this study, may ignite and inspire the pharmaceutical business leaders as well as entrepreneurs to take R&D and innovation in pharmaceutical business for impacting human lives as well as to enjoy significant financial returns by providing health-care solution for treating novel diseases and disorders.

Health is a fundamental populations’ need and an integral part of the socio-economic development of a country. However, it is required to explain the growing role of the private sectors in addressing various health care needs. The purpose of this paper is to analyse potential contribution, criticalities and conditions of success of public-private partnership (PPP) as a strategy to face the complexity of nationally relevant Italian and Indian service systems.

The methodology is built upon the basis of the viable systems approach (VSA) integrated with the fundamental interpretative elements of service science and service-dominant logic to contextualize interpretation to the management of service systems benefitting from recent advances in these research fields.

A VSA-based general framework of reference is built that is useful for analysing any relational context in which different aims and expectations need to be harmonized to make the collaboration effective. On the basis of this framework, first insights on Italian and Indian health care PPPs are proposed, highlighting key elements of analysis and criticalities that may challenge a positive conclusion on health care PPPs.

The implications of the study are both theoretical and practical. From a theoretical perspective, the study contributes to the scholarly understanding of complex health care system in Italy as well as in India with particular reference to the public-private collaboration phenomenon. It also suggests theoretical approaches in the form of a generic VSA-based framework as applicable. From a practical perspective, the study stimulates managers to a critical reflection about current health care management approaches which are reflected in the adoption of PPPs solutions.

The paper discusses relevant worldwide decision-making challenges, such as the equality in the populations’ access to health service, suggesting managers the way to create conditions of consonance among the diverse stakeholders for a successful health care PPPs.

Health-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services for a better health outcome and guide them throughout their health-care journey to achieve a higher quality of life. The purpose of this study is to understand the progress and trends in healthcare marketing strategy (HMS) literature between 2018 and 2022, with a special emphasis on the pre- and post-Covid-19 periods.

The authors examine 885 HMS-related documents from the WOS database between 2018 and 2022 that were extracted using a keyword-based search strategy. After that, the authors present the descriptive statistics related to the corpus. Finally, the authors use author co-citation analysis (ACA) and bibliographic coupling (BC) techniques to examine the corpus.

The authors present the descriptive statistics as research themes, emerging sub-research areas, leading journals, organisations, funding agencies and nations. Further, the bibliometric analysis reveals the existence of five thematic clusters: Cluster 1: macroeconomic and demographic determinants of healthcare service delivery; Cluster 2: strategies in healthcare marketing; Cluster 3: socioeconomics in healthcare service delivery; Cluster 4: data analytics and healthcare service delivery; Cluster 5: healthcare product and process innovations.

This study provides an in-depth analysis of the advancements made in HMS-related research between 2018 and 2022. In addition, this study describes the evolution of research in this field from before to after the Covid-19 pandemic. The findings of this study have both research and practical significance.

To the best of the authors’ knowledge, this is the first study of its kind to use bibliometric analysis to identify advancements and trends in HMS-related research and to examine the pattern before and after Covid-19 pandemic.

The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring successful investments by multinational pharmaceutical firms. This paper predicts doctors’ prescribing intentions based on communication relationship among factors for late entrant branded drugs, compared with pioneering brand choice, for treating chronic diseases such as hypertension.

The constructs were validated with structural equation model for a sample set of 151 doctors from private hospitals in the National Capital Region of India.

This research reveals communication drivers and draws on theory to suggest that the doctor’s behavioural prescription intentions, subject to social influence from their colleagues, leads to lower adoption responses.

Given that limitations on sample size are often unavoidable, this study reveals that, due to the availability of substituting brands, alternate therapeutic routes and lack of availability of a practical guide for prescription, a communication model needs to be developed and validated.

Furthermore, managers of pharmaceutical firms should differentiate between the effects of direct and indirect communication–integration efforts for minimizing uncertainty in drug adoption in the context of the fragmented and unpredictable Indian market.

A late entrant may lose its dominant market share to alternate brands from other suppliers due to communication gaps in an unstructured market, leading to low adoption intentions. The study provides business theorists, drug marketers and health-care professionals with unique insights into specific communication drivers of prescribing decisions, aimed at ensuring reliable and appropriate drug adoption in Indian markets.

Focusing on the Indian context, with the increase in the amount of data and its analysis in health-care knowledge management (KM), the privacy concerns rise which results in loss of trust of an individual in e-health-care systems. Privacy issues in health care, specific to India, are caused by prevalent complacency, culture, politics, budget limitations, large population and infrastructures. Because of these factors, data security requires a backseat that allows easy access to confidential information. Furthermore, the prevalent culture affects health-care disclosure in India. In many cultures, disclosing sensitive personal health-care data is considered ill mannered. This leads to discrepancies in the recorded health-care data and a decrease in the level of treatment meted out. The results and statistics of treatments given do not match the records because of inaccurate data reporting. With the significant rise in the analysis and use of technology in health-care KM systems, it is important to understand the perception of KM in terms of its use and awareness about data sharing in the KM system. The purpose of the paper is to measure the perception of privacy issues in the context of Indian healthcare management systems.

To measure the perception of the use of the KM system, a set of 20 questions was circulated with a sample size of 337 which includes health-care researchers, doctors, practitioners and patients. The questions focused upon the use, share the sensitive health data in the KM platform. All the demographic information such as age, sex, religion, occupation is recorded. The privacy of the individual is maintained while circulating the questionnaire. The usage of health KM system and its privacy is measured through means and t-test.

The results of the t-test were found positive. This research study finds that the privacy factor is important among the Indians to share the information with the KM repository. It is also found that medical practitioners or data custodians are not much serious about sensitive data is being stored for analysis. From the statistical perception of usage of KM and its privacy, new architecture and privacy guidelines were suggested which can be considered in future research.

From the literature review, the questionnaire has developed which can help policymakers and hospital administrators collect information about KM processes in health-care organizations, and this can result in higher performance of health organizations. The privacy factor can also be included in typical health KM architecture ensure that while knowledge acquisition process, privacy of individual or organization can be maintained.

KM enhances the value of corporations and business industries through knowledge production, distribution and provides reliable access to the knowledge resources. KM in health care can comprise a confluence of formal methodologies and techniques to facilitate the creation, identification, acquisition, development, preservation, dissemination and finally the utilization of the various facets of a health-care enterprise’s knowledge assets. According to IBM Global executive report in the year 2012, the entire health-care system has changed from diseases-centric to patient-centric. India is emerging in terms of revenue and employment in the health-care field. The advances of information and communication technology help the health-care sector streamline for data structure and access and health analytics.

In India, the KM is frequently used in health-care industries majorly by health-care practitioners and professionals. As health-care data and knowledge are considered to be sensitive, the privacy of an individual while using the data cannot be compromised. The proposed empirical work will provide a solution in determining the main barriers of implementing privacy policies that need to be solved first and to ensure effective implementation of KM in the health care of India.

This paper aims to explore the relationship between owner-manager or leader’s ambidextrous leadership style and its effect on human resource management (HRM) practices, contextual ambidexterity and knowledge-intensive small- and medium-enterprises (SMEs) strategic agility.

This study presents an in-depth qualitative case study analysis of two knowledge-intensive SMEs from India’s information technology and health-care products industry serving a range of global clients. Using the theoretical lenses of empowerment-focused HRM practices, ambidextrous leaders, contextual ambidexterity and strategic agility, semi-structured interview data of leaders, managers and employees of the case organizations were analysed. Through a two-staged analytical process, we abductively developed a novel conceptual framework at the intersection of the above theoretical lenses.

The findings suggest that the knowledge-intensive SME’s strategic agility, ambidexterity and empowerment-focussed HRM approach was influenced by the owner-manager or leader’s ambidextrous leadership style and their philosophy towards managing people and had a positive impact in creating a culture of trust, participation, risk-taking and openness, and led to delivering innovative products and services as well as several positive employee-level outcomes.

Recent literature reviews on HRM In SMEs highlight several gaps, including the impact of owner-manager or leader’s philosophy of managing people in shaping HRM practices and employee outcomes. This paper thus adds to the existing literature on HRM and knowledge-intensive SMEs.

Knowledge is a key success factor in achieving competitive advantage. The purpose of this paper is to examine how mobile health technology facilitates knowledge management (KM) practices to enhance a public health service in an emerging economies context. Specifically, the acceptance of a knowledge-resource application by community health workers (CHWs) to deliver breast cancer health care in India, where resources are depleted, is explored.

Fieldwork activity conducted 20 semi-structured interviews with frontline CHWs, which were analysed using an interpretive inductive approach.

The application generates knowledge as a resource that signals quality health care and yields a positive reputation for the public health service. The CHW’s acceptance of technology enables knowledge generation and knowledge capture. The design facilitates knowledge codification and knowledge transfer of breast cancer information to standardise quality patient care.

KM insights are provided for the implementation of mobile health technology for frontline health-care professionals in an emerging economies context. The knowledge-resource application can deliver breast cancer care, in localised areas with the potential for wider contexts. The outcomes are valuable for policymakers, health service managers and KM practitioners in an emerging economies context.

The legacy of the mobile heath technology is the normalisation of breast cancer discourse and the technical up-skilling of CHWs.

First, this paper contributes three propositions to KM scholarship, in a public health care, emerging economies context. Second, via an interdisciplinary theoretical lens (signalling theory and technology acceptance model), this paper offers a novel conceptualisation to illustrate how a knowledge-resource application can shape an organisation’s KM to form a resource-based competitive advantage.

Drawing on the extant literature that suggests marketing imperfections are an opportunity to create and establish a foundation for sustainable entrepreneurial prospects and sustainability, this study aims to delineate a marketing mix strategy for Indian medicinal and aromatic plant (MAP) resources to optimize the benefits derived from their existing MAP business and address its marketing imperfections.

A case study research design was used to investigate the MAP sector, and 37 in-depth interviews were conducted to collect the primary data. Given the study’s exploratory nature, an inductive approach was used for data analysis, and conventional qualitative content analysis was performed to analyze the data.

The findings reveal that a marketing mix strategy is relevant for linking MAP businesses to the country’s sustainable livelihood options, entrepreneurial prospects, resource management and the economy and for improving the sector’s global competitive position.

To the best of the author’s knowledge, this study is the first to explore and present a marketing mix strategy for Indian MAP resources. Thus, it extends the marketing and entrepreneurship literature regarding natural resource businesses to advance sustainable entrepreneurial prospects and sustainability. The study concludes by offering strategic clues for implementing the marketing mix strategy in the Indian MAP sector and businesses.

The purpose of this paper is to develop an improvised sustainable health-care model by integrating best practices, innovations and new dimensions to the present public health-care system – National Rural Health Mission (NRHM) – for improving the health status of the bottom of pyramid (BoP) in India.

The contribution of NRHM in ensuring the availability of health-care services and improving health indicators has been assessed. Some unique proven models of excellent health-care services and innovations have also been considered in designing an improvised health-care model. The empirical context takes the use of case study research methodology. The data have been extracted from various relevant papers, reports and websites.

Despite substantial augmentation in health infrastructure and human resources, increased local engagement and technology integration, the progress in health indicators during the NRHM has not been fairly better than that before. The present paper provides an improvised model that integrates all the potential stakeholders such as Government, Private health-care services providers, pharmaceutical and insurance companies and BoP community itself to ensuring 5As rather than 4As (Prahalad, 2004) in rural health care.

This study has relied mainly upon the secondary sources of data and some published case studies. The model is a hypothetical framework designed exclusively for rural setups of India.

The study shows the ways and invites all the stakeholders to come forward and build hybrid partnerships not only to develop society but also to develop sustainable BoP markets and earn profits.

The paper brings forth the aspects of achievements and limitations of NRHM in improving BoP health status, and it develops an improvised model to achieve the BoP-health objectives.