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Purpose branding is a concept that has gained momentum in recent years. It is a marketing innovation that has the potential to change why and how companies work. Still, academic research on purpose branding is scarce. This paper aims to increase awareness about purpose branding and showcase how it can be implemented successfully through account of Hindustan Unilever Limited (HUL).

The study is based on qualitative research and case analysis of HUL by examining its published reports, its parent company’s trade publications, press articles and relevant studies in indexed journals.

Purpose branding is a marketing innovation that delivers increased value to all stakeholders. The account of HUL reveals that purpose branding reaps economic rewards for the organization.

A study by Havas Media group involving 300,000 customers across 33 countries found that the customers would not care if 74% of brands in the world disappeared. In such a context, purpose branding provides a way to make the brand meaningful and play a worthy role in consumers’ lives. HUL’s brands that used this approach grew by 69% and accounted for 75% of its overall growth, showing how other organizations can imbibe it into their brands.

Despite many trade publications on this trending topic, there is limited academic research on purpose branding. This paper focuses on understanding this concept and demonstrates its successful use by an organization.

In this work, generation control of an isolated small hydro plant (SHP) is demonstrated by applying optimal controllers in speed governor and hydraulic turbine system. A comparative analysis of application of fuzzy PI (FPI) and PID controller is conferred for generation control (both power and terminal voltage) of an SHP. The controllers are designed optimally by using crow search algorithm (CSA) and novel hybrid differential evolution crow search algorithm (DECSA). The purpose of this paper is to settle the voltage and real power to improve the quality of the power.

In this work, the controllers (PID and FPI) are implemented in speed governor and excitation system of SHP to regulate power and terminal voltage. Differential evolution and CSA are hybridized to enhance the performance of controller to refurbish the power and terminal voltage of SHP.

The proposed DECSA algorithm is applied to solve ten benchmark functions, and the effectiveness of DECSA algorithm over CSA and DE is demonstrated in terms of best value, mean and standard deviation. CSA and DECSA algorithms optimized controllers (PID and FPI) are used to design SHP with the capability to contribute power and voltage of better quality. The comparative analysis to substantiate the competence of DECSA algorithm and FPI controller is demonstrated in terms of statistical measures of power and voltage of SHP. Robustness analysis is performed by varying all system parameters to prove the effectiveness of the proposed controller.

The proposed algorithm and FPI controller are applied individually to improve the quality of the power of SHP. DE, CSA and DECSA algorithms are implemented to solve benchmark equations. The solutions of all benchmark equations contributed by DECSA algorithm is converged rapidly and having minimum statistical measures as compared to DE and CSA algorithms. The DECSA algorithm and FPI controller are proposed with superior competence to enhance the generator performances by conceding undershoot, overshoot and settling time of power and terminal voltage. DECSA-based FPI controller contributes a noticeable improvement of the performances over other approaches.

This research would like to address the issues associated with individual entrepreneurial orientation, which involves entrepreneurial leadership and entrepreneurial ability as the key determinants of MSME growth. It will also explore both mediating and moderating roles of employee motivation and government intervention, respectively during the pandemic situation.

A purposive sampling technique was applied during pilot study and during the final data collection phases. Exploratory Factor Analysis (EFA) was conducted using varimax rotation to reduce a large number of variables into a smaller set of interpretable underlying factors. Further CFA and SEM are respectively applied to examine the psychometric properties of the scales and test the hypotheses of the research model.

The study's findings revealed a favourable association between entrepreneurial orientation, business financing, management, market practices, and MSME growth performance. The results support the notion that government policy plays a significant role as a full moderator.

Although the MSME sector receives government support, its implementation requires a skilled leader who can run the business profitability. The findings support this objective.

This paper seeks to give important insights into one of the understudied but quickly expanding MSME entrepreneurship, and how this environment influences individual entrepreneurial orientation and the formation of entrepreneurial leadership. This opens up a previously unexplored area for fresh insights and future study on enhancing entrepreneurship development research and practice for the MSME sector.