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The shift in consumer focus towards green marketing mix elements is not a unique thing. Especially in recent times, most organizations are trying to implement green marketing strategies in order to influence customers as well as to reduce the negative impacts of environmental footprints. However, in recent times service marketing requires thorough implementation of a Green Marketing Mix as evidenced by Asian countries. However, research also claims that the use of a traditional green marketing mix is not a guarantee of success in the long run and therefore has been criticized by several researchers and scholars. Hence, there is a need to follow the Green-SIVA (Solution, Information, Access, and Value) concept in order to create a long-lasting impact on consumer buying and to discuss the application of tools in a more comprehensive manner. Although the linkage of Green-SIVA marketing might provide a new way to develop an effective marketing mix strategy for services. Hence, this chapter has been written purposely to discuss GMM elements with reference to the service industry of Pakistan and tries to develop an association with green-SIVA marketing practices in order to optimize service marketing practices.

This chapter presents theoretical and empirical studies that investigate the influence of digital culture on the educational process of university students where mobile devices and the internet have become increasingly present as resources in everyday school life. The researchers investigate how such devices and the internet interact with university environments in ways that change the more traditional academic practices, such as reading, writing, and studying. Moreover, in the context of what has been widely labeled as humanities studies, interest has grown in understanding how “culture” may be studied via varied strands of interpretative lines of inquiry, each configured by different methods and ways of reflection. At master education levels, digital technology becomes even more present as a means of academic activity and, as a result, amplifies the impacts of digital culture on contemporary university culture. The purpose of this work is to study the concept of culture, digital culture, and scholarly culture, and, on a second approach, to review aspects of the development of communication methods and their impacts on university educational environments. As a methodological theoretical procedure, this research builds on authors who have raised practical and scholarly cultural questions, such as Pierre Bourdieu, Pierre Levy, Raymond Williams, Roger Chartier, Anne Marie Chartier, and Bernard Lahire, among others. This study engages in empirical research with students in an Advertising and Marketing course in a private higher educational institution in the city of Araraquara, which is located in the “interior” of the state of São Paulo in Brazil.

Introduction: Cost competitiveness, customer focus, and sustainability compliance are essential for new-age firms to survive and succeed in the VUCA market environment. This study examines how automobile corporations have improved cost competitiveness, productivity, and product quality.

Purpose: This study examines the importance of cost competitiveness, customer focus, and sustainability compliance for the long-term survival of organisations in VUCA markets, looking at the practical efforts made by automobile corporations to enhance cost competitiveness, productivity, and quality.

Methodology: The study utilises a comprehensive analysis of the strategies and initiatives implemented by the selected automobile companies. It involves a review of relevant literature, case studies, financial data analysis, and interviews with key industry experts, providing a holistic understanding of the actions taken by these organisations to achieve their goals.

Findings: The study reveals that cost competitiveness, customer focus, and sustainability compliance are critical factors for the long-term survival and success of organisations in the automotive industry. The analysed automobile companies have undertaken practical efforts to improve cost competitiveness, enhance productivity, and ensure high-quality products, enabling them to navigate the challenges and maintain a competitive edge.

Significance: The findings of this study contribute to a deeper understanding of the importance of cost competitiveness, customer focus, and sustainability compliance in the automotive industry. It highlights the need for organisations to constantly monitor both qualitative and quantitative profit to avoid complacency and ensure long-term efficiency. The study’s insights are relevant to businesses operating in other sectors, as they face similar challenges in the VUCA market environment.

The purpose of the study is to conceptualize the model of the predictors of consumer willingness to purchase green products. This study used the underpinning theories related to consumer willingness by integrating the green concept in deriving the consumer willingness to purchase green products. Based on the underpinning theories of marketing strategies, it was found that marketing mix was still fundamental in business. Therefore, green marketing mix was proposed to describe the consumer's green purchase willingness. Furthermore, corporate social responsibility (CSR) plays an important role as the key to organizational strategy. Thus, CSR is also included in the proposed framework. As this is a conceptual paper, further empirical study needs to carry out to verify the proposed hypotheses. This study contributes to the market practitioners or entrepreneurs in terms of re-considering marketing mix and CSR in deriving customer willingness to purchase green products. This study extends the literature of behavioural intention by integrating green marketing strategies with CSR in determining consumer willingness to purchase.

The change in the technological environment within the macro-environment factors in recent years affects states, businesses, societies and individuals and concerns not only technology-based sectors but also many fields. In particular, trends such as artificial intelligence, metaverse, robotics, advanced connectivity, the Internet of Things, big data, small data, blockchain, cloud technologies and reality technologies, which are called new technology, are developing very quickly compared to the past and expanding their global usage areas. Creating strategies and policies without considering these factors creates problems in many areas. These problems are marketing, competition, cost, efficiency and productivity.

Reality technologies, which are the research area in this chapter and enable users to interact with the digital world, have a wide application area in the tourism industry. With technological tools such as smartphones and virtual reality (VR) glasses; personalisation, interactive experience, information gathering and decision-making; many different solutions are produced in areas such as education, service and security. Along with its many advantages, the disadvantages of reality technologies and the negative outputs of this transformation are significant for the understanding and future of the subject.

Literature has recognised entrepreneurship education as the main conduit through which entrepreneurial behaviours, attitudes and actions can be built, enacted and delivered. Since the founding of new ventures is largely a resourceful founder-driven enterprise, entrepreneurship education has largely centred on galvanising and shifting the mindsets and cognition of the entrepreneur. Yet, despite over 60 years of delivering entrepreneurship education programmes, hard evidence of the generation of high-growth-oriented and sustainable ventures has been scarce as student entrepreneurship intentions do not always translate into successful venture creation. This is largely because of the complexities of the practicality of entrepreneurial education particularly, the dissonance between acquired education in business schools and the knowledge and competencies needed in the entrepreneurial field. Such dissonance can be attributed to the lack of clarity on the pedagogical approach that most resonates with entrepreneurial action, the diversity in assessment methods and the scholarly illusion pertaining to how pedagogical approaches can be channelled to the generation of growth-oriented ventures. Drawing on Girox's concepts of transformative critical pedagogy (including pedagogy of repression), Socratic dialogue, Hegelian dialectic and Yrjö Engeström's transformative expansive agency, I demonstrate how a flipped transformative critical pedagogy can be harnessed in digitally enhanced learning environments to create new entrepreneurial possibilities for facilitating critical inquiry, complex problem-solving, innovation for the market and fostering tolerance for failure in ambiguous entrepreneurial contexts.

Introduction: A company or organisation must resolve various problems in the business environment for better operation in any corporate environment. Such issues are traditionally handled in multiple ways. A small sector unit with many employees encounters this corporate issue, for example, the handicraft sector. The impact of handicraft issues and their intensity, speed, and regularity is growing in our system.

Purpose: This chapter studies how small businesses might succeed in the handcraft industry in a volatile, uncertain, complex, and ambiguous (VUCA) environment. There is a lack of proper knowledge of how the VUCA affects business proficiency in the Indian handicraft sector. A novel business strategy for the handicraft sector, like other business proficiency called best practices in handicraft business in a VUCA environment, will be presented along with a discussion about VUCA environments. This considers both the individual influences of each particular word and the overall impact of VUCA.

Methodology: The study included a thorough literature analysis for three learning areas: performance improvement, including VUCA, and the leadership incorporation of risk and quality. Awareness in the trade will be examined in further sections, as the mastery of VUCA is achieved with various traditional and digital management ideas.

Findings: The research defined a new unorganised firm concept to maintain and succeed in a high VUCA environment in the handicraft sector, identifying 18 important success characteristics through a comprehensive literature review. The authors proposed a conceptual framework for fusing quality management to attain proficiency in the handicraft sector VUCA environment.