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After completion of the case study, the students will be able to analyze the role of industry in strategic decision-making, examine the information and make judgments with the use of different models such as political, economic, social, technological, environmental & legal (PESTEL) and Porter’s five forces and formulate a marketing strategy for the future move of Diwan & Co. using the Company, Competitors, and Customers (3Cs) model.

This case study is about young entrepreneur Mr Mansha Ram, who was working in the battery industry and was contemplating launching a new product. A gap was found after extensive research. The research showed that there is a gap between sustainable, reliable and cost-efficient batteries in the market that must be filled. To discuss this opportunity, a meeting was called where all managers talked about their concerns, considering the cost constraint as well as shifts in Pakistani battery industry trends. Ram was a key person who had to decide whether to launch the product or not. Should he go for a new initiative and launch lithium-ion batteries or capitalized on existing technology, which was lead acid batteries? Which path should he take considering all the macroenvironmental factors, electric vehicles or renewable energy?

This case study can be taught in the final year of undergraduate classes and the first year of MBA classes. This case study is particularly designed for students to understand how a company makes decisions while keeping in view the macro- and microbusiness environment. Even if some businesses do not have cost constraints, these businesses still face the impact of other factors on their businesses, for that purpose, the case study will provide insights into why a comprehensive industry analysis is important. Furthermore, this case study keeps in view the competitiveness of the market and its impact on the decision-making of companies.

Teaching notes are available for educators only.

CSS 8: Marketing.

A pitch deck for Girlythings has been provided as a supplementary material for this case. Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes

In the light of the case and the accompanying case questions, the students should understand the following: socio-cultural perspectives in adopting the use of taboo products in an emerging economy and a conservative society such as Pakistan; role of government and non-governmental agencies in influencing policy framework; the application of the theory of planned behavior in channeling positive attitudes toward the use of personal hygiene products; peculiarities of formulating an expansion strategy for entrepreneurial ventures; and idiosyncrasies of developing effective business pitches.

Founded in early 2018, Girlythings was a young startup spearheaded by Tanzila Khan. It aimed at not only improving the availability of sanitary products in the emerging Pakistan market but, over and above, also removing the stigma attached to the topic of menstruation in the society. While the startup was still nestled at an incubation center, the protagonist faced the utmost challenge of deciding the fate of the venture due to the taboo nature of the product. This case is a rich description of the stigma that prevails on the topic of women health in conservative societies like Pakistan. It will help students appreciate the idiosyncrasies of operating in emerging markets and spearheading ventures that deal with sensitive issues.

This case is geared toward undergraduate students enrolled in courses of strategy, strategic marketing and entrepreneurship.

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 3: Entrepreneurship

Body image perception is a complex cognitive process that involves several different dimensions. This has necessitated several studies to have different findings about each dimension, therefore. This is because body image perception is a continuous and constantly evolving process. The development of self-concept depends largely on positive or negative perception of body image in today’s time. This paper aims to develop an instrument to measure beliefs and attitudes of people involved in the perception of body image, defined as the perception that a person has of their physical self and the thoughts and feelings that result into a positive or negative self-concept.

The factorial structure, reliability, content validity and impact of gender on factor structure of body image perception scale (BIPS) were examined among university students (N = 200) in study, with male (n = 100) and female (n = 100) population. Self-made instrument BIPS was used.

Exploratory factor analysis using direct obliman method based on principal component analysis indicated a three-factor, 20-item scale including subscales 1) negative feeling; 2) public perception; and 3) future success. BIPS exhibited decent reliability (0.789) and content validity in both male and female university students, suggesting a highly significant difference between the two genders on BIPS.

The major limitation was that the sample was obtained from student population; therefore, it will not be entirely correct to generalize it to the whole population of Pakistan. Future studies need to include samples from different populations in Pakistan to bring out a more generalized view and try to minimize the variances in sample as much as possible for better results. Finally, the sample was drawn only from educated and young adult males and females (age ranging 17–28). Middle age and old age people must be included in future study. Also, in this study incremental and discriminant validity can be computed by comparing results on BIPS with any other body image questionnaire.

This standard instrument can be efficiently used for the research purpose and will enable the researcher to identify the positive and negative feelings and attitudes of male and females towards their body image and towards the development of healthy self-concept. The scale can be used by clinical psychologists and medical health professionals to help assess and treat their patients more accurately.

All in all, it can be suggested that the findings received illustrated that body image perception differs significantly among both men and women in Pakistani culture. The newly established version of BIPS with its high reliability indicates that the scale can be used in future as well with diverse populations to assess whether which among them hold either positive or negative self-concept of themselves based on their body image perceptions. Moreover, as the psychometric strength of the scale is well established, it can be used with future researches by health psychologists, dietitians and nutritionists to identify body image concerns among young males and females, especially in individuals with eating disorders.

In most developing countries like Pakistan, the gap between rich and poor has widened over time. This polarization in the society hinders economic growth and acts as a barrier for development and well-being. The proportion of income distribution varies across the population sub-groups in Pakistan. Therefore, it is important to study the income distribution effects across the four provinces of Pakistan.

This study attempts to explore the root causes of income inequality and its changes in a dynamic context across the four provinces of Pakistan over a decade (2005–2006 to 2015–2016) by using a regression-based inequality decomposition method.

Age, gender and higher education are the most prominent factors explaining the level of inequality across the four provinces of Pakistan. Higher education enhances the level of inequality in all provinces but contributes negatively to its changes except for Balochistan. Skilled agricultural and fishery workers in Balochistan have contributed significantly to reducing the level of inequality over the decade but not to its changes. Healthy contribution of the unpaid family workers in economic activities has reduced the level of inequality in Punjab and Balochistan and contributed positively to the change in income inequality. Employer or self-employed workers enhance the level of income inequality but contribute negatively to its changes for Punjab and Balochistan.

To date, inequality literature on Pakistan focuses on economic growth and poverty. A handful studies focus on the determinants of income inequality in a static context. This study goes beyond the static decomposition tools and attempts to explore the determinants of inequality in a dynamic context.

The peer review history for this article is available at https://publons.com/publon/10.1108/IJSE-09-2021-0573.

Gaslighting a form of abusive manipulation both emotional and psychological is a growing phenomenon in recent times. However, as of yet, there is a scarcity of a valid and reliable instrument which can measure the severity of gaslighting in victims of interpersonal relationships abuse. The purpose of this study is the development of an instrument which can effectively measure gaslighting in victims and is psychometrically reliable and valid.

Since the aim of the study was the development of a scale first a sample of eight women who were victims of domestic abuse was taken for the focus group. Afterwards using purposive sampling a sample of 20 women for the pilot study and a sample of 150 women for the main study was taken with age range 18–40 (M = 23.38, S.D = 4.03). For the development of scale theoretical basis along with a focus group was conducted to establish an item pool. Afterwards, subject matter experts helped in establishing contend validity followed by Velicer’s minimum average partial (MAP) method and maximum likelihood factor analysis (FA) was performed for the establishment of the factorial structure of the instrument.

Velicer’s MAP method and Maximum Likelihood FA suggested two factor structures including peer disagreement and loss of self-trust. Instrument displayed high alpha reliability of α = 0.934, with α = 0.927 and α = 0.854, for the subscale, respectively.

Though all necessary steps were taken to minimize the limitations of the present study, however, some limitations do exist which needs to be addressed. The foremost limitation of the present scale is that it is being developed with only a female sample, however, the inclusion of a male sample in future studies can help in identifying whether men also are victims of gaslighting from peers and other family members or not. The second limitation is of validity though necessary validities have been established future studies should study on establishing further validities to further refine the instrument. Additionally, the scale has only been validated and tested on female samples future studies should be conducted on other specific groups or samples to develop norms. Moreover, testing the scale on other cultures could also help in establishing cross cultural validation of the instrument. Finally, though the scale assumes a higher level of scores suggests a higher level of victimization, a proper cutoff score can help in further identifying proper victims from the normal level of gaslighting.

The present instrument has its applicability in several domains the most important being in the criminal justice system as gaslighting comes under gaslighting and even in the UK is considered as a criminal offense. This instrument can help in determining the severity of gaslighting in victims. Likewise, it can be used in clinical settings for psychologists to identify possible cases of gaslighting victims which can enable them to provide specific help and treatment for them. Moreover, researchers can also benefit from the instrument as it can enable them to explore gaslighting with other possible variables which can help them explore the concept of gaslighting even further.

This paper is a novel study and has been completed with the purpose of evaluating the effects of gaslighting in victims of interpersonal relationships abuse as the earlier measures are either not psychometrically valid or cannot be generalized to a wider population. The present established scale is an effort to construct an instrument that can be used worldwide.

The purpose of this study is to advance the prevalent leadership–creativity perspective by examining respectful engagement as a missing link between transformational leadership and employees creativity in the tourism and hospitality industry of Pakistan.

Data were collected from 288 supervisor–subordinate dyads of hotel and tourism industry in Pakistan. Partial least square structural equation modeling (PLS-SEM) technique was used to validate the measurement model and to test the proposed hypotheses using SmartPLS 3.0.

The results suggest that transformational leadership and respectful engagement are significantly related and that respectful engagement fosters employee creativity. The study further confirmed that respectful engagement mediates the relationship between transformational leadership and employee creativity.

Besides theoretical contribution, the study has several managerial implications for the tourism and hospitality industry. Globally, in the tourism and hospitality industry, the service selling proposition is largely based on creativity. Hence, the study suggests the managers of tourism and hospitality industry should adopt a transformational leadership style to achieve a sustainable competitive advantage of creativity. The study further recommends the managers capitalize on their transformational leadership style to observe respectful engagement in the workplace, which in turn can encourage employees to behave creatively.

Theoretically, this paper contributes to the existing body of knowledge in a couple of ways. Firstly, while several empirical studies have discussed the impact of transformational leadership on employee creativity, and various mediating models have also been tested in this regard, little effort has been made to study the links between transformational leadership and employee creativity despite existing awareness about the importance of respectful engagement for employee creativity. Thus, the current study examines employee creativity with the lens of transformational leadership and respectful engagement. Secondly, the study integrates the theories of transformational leadership, employee engagement and employee creativity.

The purpose of this paper is to empirically investigate the relationships between career competency, career resilience and career success. The study further examines the mediating role of career resilience on the relationship between career competency and career success.

Data were collected from 284 Islamic bank employees across Pakistan through a cross-sectional, self-reporting, online questionnaire. Partial least squares structural equation modeling was used to test the proposed hypotheses using Smart PLS version 3.0.

The study’s results indicate that career competency is a significant predictor of career resilience, and that career resilience is subsequently a significant predictor of career success. Further, the results of the structural equation model analyses supported the proposition that career resilience mediates the relationship between career competency and career success.

Human resource practitioners and managers can increase the likelihood of their employees’ career resilience by focusing on developing career-related competencies – an antecedent of career success.

The study clarifies prevailing misconceptions that assume a direct linear relationship between career competency and career success by establishing, through empirical evidence, that success is not an ultimate outcome of competence. In addition, it proposes an oversimplified model of the competence–resilience–success relationship.

The purpose of this paper is to examine the impact of three modes of globalization, i.e. trade globalization, financial globalization and technological globalization, separately on income inequality on the Asian emerging economies.

The study uses Hecksher–Ohlin and the Stolper–Samuelson theorem as a theoretical model for the relationship between globalization and income inequality. The study uses pooled least square (POLS) and instrumental variable least square (IVLS) estimation technique but prefers the IVLS over POLS due to the problems of omitted variable biased and endogeneity. Due to unavailability of data for all the Asian emerging economies, the study uses the following 11 countries, i.e. Bangladesh, China, India, Indonesia, Malaysia, Pakistan, Philippines, Sri Lanka, Singapore, South Korea and Thailand, from 1980 to 2014 for the trade and technological globalization model and from 1990 to 2014 for the financial globalization model.

Trade globalization significantly contributes to reduce income inequality in the Asian emerging economies. The impact of financial globalization on income inequality suggests that financial integration causes an increase in income inequality. Therefore, the benefits of financial globalization are not evenly distributed among the rich and the poor. The impact of technological globalization significantly contributes in the reduction of income inequality.

Government has to invest in research and development activities, establish efficient financial system, reduce trade restrictions and provide subsidies that help to increase the volume of trade.

This study contributes in the existing literature by analyzing the impact of trade globalization, financial globalization and technological globalization on income inequality in Asian emerging economies. The study provides useful guidelines to policy makers and governments to make effective policies in relation to globalization and income inequality that lead toward economic growth and reducing income inequality.

The promotion of autonomous vehicles introduces privacy and security risks, underscoring the pressing need for responsible innovation implementation. To more effectively address the societal risks posed by autonomous vehicles, considering collaborative engagement of key stakeholders is essential. This study aims to provide insights into the governance of potential privacy and security issues in the innovation of autonomous driving technology by analyzing the micro-level decision-making processes of various stakeholders.

For this study, the authors use a nuanced approach, integrating key stakeholder theory, perceived value theory and prospect theory. The study constructs a model based on evolutionary game for the privacy and security governance mechanism of autonomous vehicles, involving enterprises, governments and consumers.

The governance of privacy and security in autonomous driving technology is influenced by key stakeholders’ decision-making behaviors and pivotal factors such as perceived value factors. The study finds that the governmental is influenced to a lesser extent by the decisions of other stakeholders, and factors such as risk preference coefficient, which contribute to perceived value, have a more significant influence than appearance factors like participation costs.

This study lacks an investigation into the risk sensitivity of various stakeholders in different scenarios.

The study delineates the roles and behaviors of key stakeholders and contributes valuable insights toward addressing pertinent risk concerns within the governance of autonomous vehicles. Through the study, the practical application of Responsible Innovation theory has been enriched, addressing the shortcomings in the analysis of micro-level processes within the framework of evolutionary game.

This paper aims to describe the lived experiences of modern urban mothers in Pakistan as they navigate shared motherhood responsibilities with family elders. This paper brings to light their feelings, fears and ambitions towards safeguarding the environment for the future of their children, by reconciling ancient traditions of their female elders with contemporary sustainable consumption practices.

This phenomenological study explores lived experiences of urban mothers through in-depth personal interviews. Their discourse explores sharing childcare responsibilities with family matriarchs, negotiating “green” parenting strategies between intergenerational parenting partners.

Navigating life through the intersections of modernity and tradition and ethical choices and consumerism, urban mothers integrate wisdom of their ancestors into their modern lives to mitigate the environmental degradation of today.

This study sheds light on a unique genre of green mothers, termed as the traditionally green eco-mom, which allows modern mothers and their female elders to synchronously adopt sustainable childcare behaviours that overcome intergenerational barriers by reconciling contemporary lifestyles with traditional wisdom.