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This case study has been written to illustrate the basic difference between goods and services, the difficulties of customer education in a developing county and the transition from goods to goods-cum-services for a company.

This is an ideal case to be taught in the second class of service marketing at the BBA level and will highlight the differences between goods and services in the same company.

Haseen Habib is a company selling a combination of products and services in Pakistan. It is involved in the supply of fire protection equipment together with the provision of training and other facilities to enable organizations to take a proactive approach to disasters caused by fire and the appropriate response in case of a fire related disaster. This dimension of business is still in the infancy stage in Pakistan, and few people actually realize the need for fire protection services. Safety, risk management and risk prevention are often matters which take a backseat in the corporate, industrial, residential and commercial spheres. The emphasis is on dealing with the aftermath of events rather than to prepare them in advance. The company has a very clear vision and mindset which aims at taking a proactive approach toward managing and preventing risk. They are the pioneers of the safety industry in Pakistan and hold a strong work ethic. The company imports its equipment from the USA, China and Europe. Their target market mainly includes high risk sectors including oil and gas, chemicals, textiles, paint, nuclear and defense. The product portfolio included firefighting equipment like fire extinguishers, safety items which included head-to-toe safety attire for industrial workers and fire alarm systems including smoke detectors. The company also provides different levels and kinds of training and has experienced staff trained abroad in state-of-the-art techniques. However, in Pakistan, investment in risk management is often considered unnecessary, and in such a situation, imparting knowledge is a considerable challenge. The case can be used to study a number of topics. It can be used in a services marketing class to highlight the ways in which services marketing differs from conventional marketing of goods. It can also be used in disaster management courses or to reflect the status and position of developing countries, such as Pakistan, in dealing with unexpected disasters and catastrophes.

Following are the expected learning outcomes: to appreciate the difference between goods and services; to understand the issues in moving from a goods-oriented to a service-oriented company; to understand the challenges facing Haseen Habib in the context of customer education, keeping in mind it is functioning in an emerging marketing with a particular socio-cultural context; and to propose a way forward for Haseen Habib.

CSS 8: Marketing.

Economics, entrepreneurship, pricing and marketing strategy, print industry in Pakistan.

Undergraduate and first-year graduate level.

The main theme of the case revolves around decision-making by the publisher, Bilal Lakhani, as he operates in conditions of an oligopolistic market. The case focuses on the set-up of a major English-language newspaper, The Express Tribune, in conjunction with the internationally branded and well-regarded International Herald Tribune by a well-known business group of Pakistan. The group already has a major Urdu newspaper, which has been operational for 15 years, and three television channels, as well as a host of other non-media-related businesses. The case tries to go behind the reasons for setting up an English-language newspaper in a market which already has at least five major existing ones and where literacy is not that widespread. Also, experience in much of the rest of the world would suggest that newspapers – i.e. the print media – are in decline, especially because of the rise of the Internet and social media as means for providing news, information and entertainment. The case is set in Karachi, Pakistan's media capital and, in particular, in an organization that has been involved in the business of media for several years. It currently runs the country's second most-circulated Urdu newspaper, Daily Express. Specifically, the time period is three weeks after the paper, The Express Tribune, was launched into a market with a few competitors and high brand loyalty for existing competitors. The publisher of the paper, Bilal Lakhani, is questioning his pricing decision right after the launch of the paper and there are a series of reasons he is looking into on how he set the original price and why should he reduce the price of the paper now.

Students should be able to see, understand and analyze: challenges faced by entrepreneurs of starting an initiative which has a largely unreliable and untested audience; the extent of interdependence in an oligopolistic industry and how it influences the current and future decision-makings of an entrepreneur or any other firm for that matter, especially in a developing economy; the personnel, financial production and regulation issues involved in setting up assembly/ delivery systems that deliver a product for mass use, i.e. a newspaper; and the pricing and marketing strategies involved in the launch and subsequent successful operation of a product, in this case, a newspaper.

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

Islamic Banking has been in the limelight since the recession of 2008. Although around for a long time, it is enjoying a renaissance of sorts. This case provides an introduction.

EMBA and/or MBA introduction to banking, senior semester undergraduate, specialization in Islamic Banking.

This case is written in the form of an interview with Meezan Bank, one of the leading financial institutions in the Islamic banking sector. It is based on primary as well as secondary data obtained via interviews and documentary analysis.

This is an analytical case and not a decision-making one. The main theme of the case revolves around analysing what Islamic banking is, the challenges that Meezan has faced, the pros and cons of doing business this way and the future issues it can face.

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 7: Management Science.

The purpose of this study is to examine the impact of interest free micro credit loans on the lives and business of the female borrowers.

Both primary and secondary data have been used. Case studies of four different female entrepreneurs have been included as part of the research. The observation was conducted over an extended period of time. Subsequently, interviews were conducted with four beneficiaries to know the role played by interest free micro credit loans in improving (or not!) their lives and businesses.

Interest free micro credit loans played a significant role in bringing a positive change in the lives of the borrowers. Clients mentioned that “zero interest rate” and “flexible repayment schedules” were the main reason for obtaining loans from this source. Further, they suggested that there is a need for training/workshops, feedback/monitoring, networking and online repayment system to make interest free micro credit loans more successful.

The focus of the study is limited to only four female borrowers in Karachi. Future studies can include other cities and cross-gender comparisons for better understating.

This study will help microfinance organizations to assess the problems faced by the borrowers; it will also shed light on the motivations of borrowers.

Interest free micro credit loans were provided to women entrepreneurs in a social experiment and implications were observed.

The policy approach in Pakistan with regard to combating the informal economy has remained quite myopic and skewed in its reliance on measures informed by the rational economic-actor theory as opposed to the social-actor approach. Thus, this study attempts to evaluate and synthesise the two alternative policy approaches and formulate a more theoretically integrative understanding of the subject.

The authors gather data from 600 micro-entrepreneurs operating in the retail and wholesale sector of Lahore, Pakistan, which is then analysed using an ordered logit regression technique.

In contrast to more developed countries, the finding here is that higher perceived penalties have a highly significant and positive impact on the level of formality of Pakistani micro-entrepreneurs. The perceived risk of detection, meanwhile, has only a moderately significant impact on the micro-entrepreneurs level of formality. Likewise, the level of vertical and horizontal trust has a positive but moderately significant impact on the level of formality. Nonetheless, both the vertical and horizontal trust exhibit a very significant moderating effect on the relationship between the use of penalties and the level of formality, that is, the higher the level of trust that the micro-entrepreneurs have in the state and other businesses, the lower is the effectiveness of punitive measures.

Deterrence is an effective way to enhance the level of formality in the case of the Pakistani context. Nonetheless, the authors imply that without building trust, this overreliance on punitive and detective measures can actually be counter-productive. A combined and congruent (not sequential) use of voluntary compliance measures is thus warranted.

It is a unique attempt to evaluate and synthesise the global policy theorisations in a non-mainstream and antagonistic climate, such as Pakistan.