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Purpose: The study aims to extract insights into five significant industries, pharmaceutical, space, defence, renewal energy, and information technology (IT), which have huge potential to make India achieving a five trillion-dollar economy in the future.

Design/methodology/approach: The authors focus on future-driven industries which are not only making India a third highest gross domestic product (GDP) producer country but also reviewing the different aspects of these industries and how they can assist India in achieving a five trillion-dollar economies along with determining India’s self-reliance through different governments initiatives in this direction.

Findings: The findings highlight the importance of inclusiveness of policymakers, stakeholders, private players, foreign investors, and the masses. Their significant contributions especially in the pharmaceutical, space, defence, renewal energy, and IT sectors in terms of creativities, innovations, intellect, executions, implementations, and improvements can assist India in achieving its five trillion-dollars economy soon.

Practical implications: This study offers (1) convincing insights into five key industries, pharmaceutical, space, defence, renewal energy, and IT, which have huge potential to increase total GDP volume shortly and (2) the investment areas for the masses where they can see their world not only self-reliant but also will see huge growth in their invested amount in these industries in future.

Originality/value: The insights of five key industries, pharmaceutical, space, defence, renewal energy, and IT, highlight that India has the potential to achieve a five trillion-dollar economy in the future; however, it does not ignore the significant contribution of other industries in making of total GDP.

To develop a fuzzy causal model of enterprise flexibility dimensions in a case study of Indian pharmaceutical industry.

The eight dimensions of enterprise flexibility were identified based on literature review. Fermatean fuzzy decision-making trail and evaluation laboratory (FF-DEMATEL) technique is applied to develop the cause-and-effect interrelationship model among various enterprise flexibility dimensions.

The information technology flexibility, supply chain flexibility, technical flexibility and marketing flexibility are found to be causing/influencing other flexibilities and contributing to overall enterprise flexibilities. Therefore, more attention needs to be paid to develop and sustain them for competitive advantage.

Fermatean fuzzy sets offer more flexibility and more accurate handling complex uncertain group decision making. FF-DEMATEL is a more accurate method to develop inter-dependencies and causal model than ISM, TISM. Ratings from the limited number of decision experts (DEs) from few pharmaceutical firms were done. Future study should take bigger sample of firms and more number of DEs to generalize the findings.

The model will help managers in pharmaceutical industry to prioritize the dimensions of enterprise flexibility to achieve agility, responsiveness, resilience and competitive advantage.

To the best knowledge of the authors, causal modeling enterprise flexibility dimensions using FF-DEMATEL has been studied for the first time in a developing economy context.

Protection of intellectual property (IP) is important to leverage its commercial potential. This study aims to examine and comprehend the level of understanding of intellectual property rights (IPR) among Indian academics. The study covers three main aspects – awareness level of IP among Indian academics, comprehending if the current state of knowledge about IP is useful for commercialization and whether the current knowledge of IP activities among Indian academics is sufficient to support their professional career and generate revenues from their inventions.

A structured methodology was contemplated and applied. A cross-sectional study with a convenience sampling method was adopted. The duration of the study was six months from March to August 2021. A total of 500 Indian academics were approached, of which 116 responded with a response rate of 23.4%. A structured questionnaire was administered to the participants to understand their level of knowledge about IP. Furthermore, the data analysis was performed based on descriptive analysis.

The study findings revealed that the awareness among the participants about IP was minimal. The underlying reasons could be academics did not focus on generating IP through novel research, awareness of basic knowledge about IP was considerably low and inadequate to support their professional career, primary focus was on which publications are considered as one of the important criteria for performance management, national policies do not encourage collaborative research between university and industry that may lead to potential IP generation and the Indian academic set-up expects multitasking by its faculty members.

To the best of the authors’ knowledge, this paper is an original contribution, based on the study carried out by the authors to understand the awareness of IP activities among Indian academics.

The use of technology in 4th industrial revolution is at its peak. Industries are trying to reduce the consumption of resources by effectively utilizing information and technology to connect different functioning agents of the manufacturing industry. Without digitization “Industry 4.0” will be a virtual reality. The present survey-based study explores the factual status of digital manufacturing in the Northern India.

After an extensive literature review, a questionnaire was designed to gather different viewpoints of Indian industrial practitioners. The first half contains questions related to north Indian demographic factors which may affect digitalization of India. The latter half includes the queries concerned with various operational factors (or drivers) driving the digital revolution without ignoring Indian constraints.

The focus of this survey was to understand the current level of digital revolution under the ongoing push by the Indian government focused upon digital movement. The analysis included non-parametric testing of the various demographic and functional factors impacting the digital echoes, specifically in Northern India. Findings such as technological upgradations were independent of type of industry, the turnover or the location. About 10 key operational factors were thoughtfully grouped into three major categories—internal Research and Development (R&D), the capability of the supply chain and the capacity to adapt to the market. These factors were then examined to understand how they contribute to digital manufacturing, utilizing an appropriate ordinal logistic regression. The resulting predictive analysis provides seldom-seen insights and valuable suggestions for the most effective deployment of digitalization in Indian industries.

The country-specific Industry 4.0 literature is quite limited. The survey mainly focuses on the National Capital Region. The number of demographic and functional factors can further be incorporated. Moreover, an addition of factors related to ecology, environment and society can make the study more insightful.

The present work provides valuable insights about the current status of digitization and expects to facilitate public or private policymakers to implement digital technologies in India with less efforts and the least resistance. It empowers India towards Industry 4.0 based tools and techniques and creates new socio-economic dimensions for the sustainable development.

The quantitative nature of the study and its statistical predictions (data-based) are novel. The clubbing of similar success factors to avoid inter-collinearity and complexity is seldom seen. The predictive analytics provided in this study is quite elusive as it provides directions with logic. It will help the Indian Government and industrial strategists to plan and perform their interventions accordingly.

This study aims to test the market anomaly of herding behavior driven by the response to supply chain disruptions in extreme market conditions such as those observed during COVID-19. The authors empirically test the response of the capital market participants for B2B firms, resulting in herding behavior.

Using the event study approach based on the market model, the authors test the impact of supply chain disruptions and resultant herding behavior across six sectors and among different B2B firms. The authors used cumulative average abnormal returns (CAAR) and cross-sectional absolute deviation (CSAD) to examine the significance of herding behavior across sectors.

The event study results show a significant effect of COVID-19 due to supply chain disruptions across specific sectors. Herding was detected across the automotive and pharmaceutical sectors. The authors also provide evidence of sector-specific disruption impact and herding behavior based on the black swan event and social learning theory.

The authors examine the impact of COVID-19 on herding in the stock market of an emerging economy due to extreme market conditions. This is one of the first studies analyzing lockdown-driven supply chain disruptions and subsequent sector-specific herding behavior. Investors and regulators should take sector-specific responses that are sophisticated during extreme market conditions, such as a pandemic, and update their responses as the situation unfolds.

This study is centered on the identification of the most appropriate Technology Adoption (TA) model for investigating the adoption of Industry 4.0 technologies within pharmaceutical and related enterprises. The aim is to facilitate a smooth transition to advanced technologies while concurrently achieving environmental sustainability.

Selection of a suitable TA theory is carried out using a hybrid multi-criteria decision-making (MCDM) approach incorporating PIvot Pairwise RElative Criteria Importance Assessment (PIPRECIA) and Fuzzy Measurement of alternatives and ranking according to Compromise solution (F-MARCOS) methods. A group of three experts is formulated for the ranking of criteria and alternatives based on those criteria.

The results indicate that out of all six TA models considered unified theory of acceptance and use of technology (UTAUT) model gets the highest utility function value, followed by the technical adoption model (TAM). Further, sensitivity analysis is conducted to confirm the validity of the MCDM model employed.

Challenging times like COVID-19 pointed out the importance of technology in the pharmaceutical and healthcare sectors. TA studies in this area can help in the identification of critical factors that can assist pharmaceutical firms in their efforts to embrace emerging technologies, enhance their outputs and increase their efficiency.

The novelty of this research lies in the fact that the utilization of a TA theory prior to its implementation has not been witnessed in existing scholarly literature. The utilization of a TA theory, specifically within the pharmaceutical industry, can assist enterprises in directing their attention toward pertinent factors when contemplating the implementation of emerging technologies and achieving sustainable development.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

This study empirically aims to examine the relationship between Bangladesh’s pharmaceutical industry growth and macroeconomic indicators such as the inflation rate, gross domestic product (GDP) growth, foreign direct investment (FDI) inflows, exchange rate and export growth through the long- and short-run relationship.

Using the time series data from 1986 to 2020, this study was developed based on the autoregressive distributed lag (ARDL) framework for co-integration. In contrast, the Toda–Yamamoto Granger Causality approach was also used for finding the direction of causality.

This study used the ARDL bounds test, which found strong co-integration among the variables, indicating a long-term relationship between them. In the long run, inflation, exchange rate and export growth significantly positively influence the pharmaceutical industry’s growth. Surprisingly, an FDI inflow has a negative impact. In the short term, the exchange rate and GDP growth were found to influence the growth of the pharmaceutical industry positively. Bidirectional causality between the growth of the pharmaceutical industry and the exchange rate was also identified using the Granger causality approach.

This paper emphasizes developing the policy as well as making concrete decisions regarding the development of the pharmaceutical industry and economic development in Bangladesh. The results also highlight the necessity for strategic macroeconomic management to support this sector’s long-term development and global competitiveness.

To the best of the authors’ knowledge, this paper is conducted to identify the short- and long-run relationship of pharmaceutical industry development with the economic indicators and progress, where no study has been found on this dimension.

This study aims to empirically examine environment, social, and governance (ESG) as an effective strategy to reduce major impediments for a corporation in the form of costs of capital (COC) and systematic risk, especially for emerging markets such as India.

A sample of 114 Indian firms from eight prominent industries based on Thomson Reuters classification (TRBC) are used in the study. A panel regression with industry-fixed effects is carried out to account for industry heterogeneity. For robustness, the authors also carry out a matched sample analysis.

The authors observe a negative and significant relationship between ESG performance with COC and systematic risk, respectively. For the pillar-wise analysis, the authors observe that only governance performance is negatively and significantly related to COC whereas the environmental and social performances are negative and insignificant. For ESG pillar level analysis for beta, the authors observe that all pillars are negative and significant, thus making a case for how firms can fine-tune their ESG strategies according to each pillar.

As the ESG concept is still in a very nascent stage, data availability is a definite challenge in India.

As ESG is increasingly becoming relevant for multiple stakeholders, this study aims to provide evidence that can potentially guide the regulators, practitioners, and academicians to address the contemporary needs of these stakeholders, while also doing good for the firm in the traditional sense.

The transition to a sustainable economy is a challenge for emerging economies, especially for a country like India where stakeholders are not only varied but also huge in number. With this study's contribution towards an incremental understanding of ESG, Indian regulators and policymakers can bring forward mandates as to ESG compliances that are rewarding for the firms and give them enough impetus towards complying with ESG norms.

The extant literature on ESG majorly discusses the relationship between ESG performance and financial performance. This study addresses the lacuna of the relationship of ESG with COC and beta in the Indian context.