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All aspects like finances, marketing strategy, competitors, etc. have been taken into account to provide the readers a complete and realistic image about the working, decisions and their outcomes for boAt. Secondary data has been used from blogs, company website and other sources in this study.

This case presents boAt’s growth in the Indian market because of India’s exponentially growing customer base in the tech and audio industry. This case brings to light all the factors considered and the business decisions to be made while growing in the market. The challenges faced by boAt after they entered the market and the company’s business decisions to overcome these challenges are also discussed. This case provides an opportunity for students to understand the dynamics associated with expanding in a competitive market to maintain growth and maximize profits.

This case is suitable for undergraduate and postgraduate students and can be used for courses in strategy, marketing, entrepreneurship and business management.

The purpose of this paper is to demonstrate the development of key supply chain capabilities in the Indian public sector-run liquefied petroleum gas (LPG) supply chain. This case study has relevance to emerging markets grappling with problems caused by monopolies and subsidies. Furthermore, this case study not only aims to improve operations of the LPG supply chain, but also re-designs its supply network to meet customers’ expectations. It illustrates value creation through growth in non-domestic sales, a reduction in consumption of subsidized LPG as a consequence of better understanding of customer needs and customer diversity, process re-engineering and deployment of ICT systems, and change management and capability building across various LPG stakeholders.

An interpretive research methodology is applied, using an illustrative single case study of the Indian public sector-run LPG supply chain. The research methodology is iterative and exploratory in nature, consisting of a back and forth process between extant literature and the field, as well as in-depth discussions/interviews with senior management, distributors, and consumers.

Key supply chain capabilities of an integrated and seamless ICT system, detection and blocking of duplicate/ghost connections, the capping of entitlements, and coordination and collaboration across various stakeholders result in value creation for all stakeholders. When such collaboration across stakeholders’ spans both vertically and horizontally through the supply chain, change management and capability building drive value creation through policy interventions and initiatives.

This study provides an illustrative example of meeting customers’ expectations, increasing consumer convenience, and improving service levels, amidst the complex subsidy challenges in LPG distribution in India. The economic and environmental benefits, as well as increased customer satisfaction, from policy interventions regarding value creation in supply chains, have implications for similar public sector-run schemes.

As a result of the various policy changes, the LPG subsidy was restricted to legitimate customers, reducing the fiscal burden on the Indian Government. Furthermore, seamless ICT-introduced efficiencies for government, distributers, and customers were attained.

This research articulates the capture, creation, and appropriation of value through the deployment of new supply chain initiatives in a large, complex environment, in particular the public sector-run LPG supply chain.

In India, recently on December 11, 2013, the Supreme Court re-established a ban on gay sex following a four-year period of decriminalization that had helped bring homosexuality out of the closet in this communally conservative country. In the light of such prosecution and denial of lesbian, gay, bisexual, and transgender (LGBT) human rights in India, this chapter presents a library manifesto of action for progressive change in support of this marginalized and “invisible” population.

Content analysis of online news articles published during November 14, 2013–January 14, 2014 in The Times of India (http://timesofindia.indiatimes.com/india), one of India’s most popular English newspaper, identifies proactive economic, educational, legal, political, and social actions libraries can adopt as agents of human rights protection to integrate a social justice agenda on behalf of this subjugated population.

This chapter presents an action-based manifesto consisting of realities experienced by sexual minorities in India and future economic, educational, legal, political, and social actions libraries can take on their behalf.

This research showcases the meaningful role of the library and information science professions in potentially shaping community-wide progressive changes to address the information needs and expectations of underserved populations who are marginalized owing to conservative laws, policies, practices, and politics. It also adopted an innovative strategy in library circles and human rights research of examining online news articles to explore the relevance of the information found in the news covered related to the adoption of an archaic law denying equal rights for sexual minorities in India.

Purpose – In this chapter, we compare the cases of India and Russia as they address the spread of HIV-AIDS in their respective countries. The countries, former Cold War allies, have embarked upon a path toward economic liberalization in the past decade and a half. In Russia's case, this came with political upheaval. In India's case, liberalization started with tentative steps and reached more full-blown economic and social liberalization in recent times. Both have also had to deal with the rapid spread of HIV-AIDS within their societies which brings with it the threat of derailing recent economic progress.

Methodology – A comparative case-study method is used to make comparisons between these countries which are facing similar challenges but whose approaches to them differ.

Findings – The chapter looks at how the government and a tradition-bound society in both cases have addressed the crisis. While both governments are recently becoming more serious about sustainable responses to the spread of the disease, in India's case this response has been buttressed by social liberalization unleashed by recent economic success.

Contributions to the field – We argue that social liberalization, as in the case of India, has made an impact in terms of the spread and acceptance of prevention education. This has positive implications for those countries where liberalization has changed traditional societies and where these changes are being used to battle the HIV-AIDS crisis.

Strategic Marketing Management. This case is also relevant for discussion in other courses like brand management.

Postgraduate Management students.

Just before the official launch of “no-negative” news edition by Dainik Bhaskar Corp. Ltd, there was widespread speculation that the group was risking too much by going against the set convention of the newspaper industry. The common belief in the industry was “If it bleeds, it leads” and “good news is no news”. While endeavoring to do away with this perception, the management needed answers to questions like “Would it really be an attractive proposition for the readers?”, “Was the group compromising the role and responsibilities of press in presenting the truth to the world?” and “How would it add value to the brand?” The entire debate was pivoted around the sustainability of positive marketing strategy and “Is it a good idea to go forward with No Negative?” For decades, Dainik Bhaskar was known for its strategy of capturing untapped markets or denting into monopolistic markets and become a leader. This case is an odyssey of moving away from the “me-too” to category (positive newspaper) positioning. The main objective of this case is to build the concept and rudiments of positive marketing in practical perspectives using the backdrop of the Hindi newspaper industry and its largest player breaking the myth “only negative news sell”. Besides this, the case also evolves the process of institutionalizing positive marketing in organizations.

The primary objective of teaching through this case is to make students aware and understand the emerging strategy of positive marketing and its ability to break through the present clutter in the market. It also elaborates on how companies can use this tool for differentiating themselves from others.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing.

This paper aims to examine the strategic issues of risk for independent theatrical film distributors in the Hindi film industry in India.

The study adopted qualitative grounded theory approach to explore contextually relevant strategic issues of risk for independent theatrical film distributors. Semi-structured in-depth interviews with Hindi film distributors helped to gain explorative insights about the risk behaviour of film distributors operating in Mumbai “circuit”.

The findings suggest that risk faced by distributors is a function of product (film content) features, contractual terms, resources such as finance and strength of strategic alliances with the producers. The study develops a business risk model for the film distributors from a series of propositions.

The paper contributes to the literature on motion picture industry by highlighting the importance of distribution risk in the film value chain.

The purpose of this study is to find out the reasons why companies achieve different results in following different business excellence (BE) models. This has been done using a case study method, selecting to illustrate the actions taken and the results achieved by two role model companies, one following the Malcolm Baldrige model (MBM) and the other following the European Foundation for Quality Management (EFQM) model.

The research design adopted is as follows: examine the literature of Total Quality Management (TQM) and BE, with specific reference to practices and happenings in Indian industry, to identify the key themes; analyse the research questions RQ1and RQ2 as mentioned above, using the learnings from the literature survey in a qualitative way. The analysis is done using chronological developments in TQM, BE and linking them with the happenings in Indian industry in a cause–effect way; develop a “source to sink” framework to track the various actions implemented by companies to drive BE in their quest to performance excellence, and to analyse the root causes for the success of the actions; illustrate the conclusions through two case studies, of two different companies from India, on the varied results achieved from following two different BE models, one, the MBM by Tata Steel, and, two, the EFQM by BHEL, both award-winning companies, for instilling “excellence” in performance; and develop a model to correlate the observations from the companies using two constructs, identifying latent variables and actions that have been taken to address the outcomes of the variables.

The findings show that the actions taken by the companies are different, under the two models. The reasons for these different actions have been described, and the impact of these on the latent variables and outcomes have been tracked. There are six reasons why the results are different.

The study has highlighted the efforts by two role model companies. These are “comparisons of the best in the business” in their respective industries. However, one needs more studies to verify and establish whether the six reasons described are the ones which are most impactful. More companies need to be studied, and, based on the outcomes, one can establish the “best choice of the BE model” for Indian companies.

The results of the study show that using different BE models can affect the results. A non-optimal choice may lead to longer time and lower results.

Excellent companies are sustainable, which means that they eliminate waste, operate in an environmentally friendly manner and address social issues. Speedily achieving excellence can lead to faster use of sustainable operations.

The work is original in the following ways: data collection through assessment teams; experience through personal engagement; identifying six reasons and two constructs which could lead to different results.

The Olympic Gold Quest (OGQ) was founded as a Non-profit to support Indian athletes in their quest to win Olympic Gold medals by bridging the gap between the best athletes in India and in the world. The support from OGQ has been instrumental to India in winning its highest number of medals at any summer Olympics. Buoyed by this success, OGQ has set up a target of achieving eight Olympic medals at the 2016 Rio Olympic Games. With OGQ relying on donations to support the athletes, the challenge is to market the Olympic cause by creating, communicating, and delivering the right offering for its donors.