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The courses prominent in this context are: social media marketing, integrated marketing communication, internet marketing. For the students of internet marketing, the case may be focussed on understanding the dynamics of social media marketing.

The case shall be administered among students pursuing their post graduate degree in management.

The case reflects the importance of social media marketing and various successful campaign activities led by Mumbai Indians. It highlights how companies can connect with audience vide social media that provides instant feedback and direct connection with the target audience. The strategic frame that can be used to organize the campaign has been suggested by the authors in teaching notes, besides evolving the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel.

The case may be focused on understanding the dynamics of social media marketing. Management students would have a huge learning in terms of how social media campaigns are developed and effectiveness of social media campaigns. The case explains the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel which would be a learning for student studying online marketing.

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

Social Entrepreneurship.

This case study can be used on the module on introduction to social entrepreneurship for postgraduate students specializing in Social Entrepreneurship or Social Work.

This case explores the difference between social entrepreneurship and idealism. It captures the journey of Charlene Vaz and Kavita Gonsalves, two passionate young women, who formed “The Bake Collective” (TBC). Kavita and Charlene are both full-time employees, who spend their weekends and evenings running TBC and through bake sells raise funds for supporting social causes. The women have been able to get a teacher hired for differently abled children, provide water purifiers to victims of the Nepal earthquake, furnish a classroom in a school for less privileged children and provide teaching material for schools in over 400 villages in the State of Maharashtra in India. The case highlights the power of volunteering for a cause that can result in developing a social enterprise. It helps to unfold the steps undertaken to kick-start the cause as well as the risks involved in the start-up stage. It also discusses the measures that can be taken to mitigate the risks in the start-up phase and the ways by which social entrepreneurs can scale and grow their programme.

From this case, students will learn about the factors that lead to the germination of a social enterprise and identify characteristics of social entrepreneurs. They will be able to understand critical factors required to sustain start-up enterprises. The case will also enable students to explore systems and processes that need to be designed to sustain the start-up phase. Further, the case will help students to brainstorm on growth strategies for social enterprises.

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.

The purpose of this paper is to examine the impact of partial privatization on performance of state‐owned banks using data from the Indian banking industry during the period 1986‐2003, and test the hypothesis that privatization leads to improvement in performance even when the government retains controlling stakes.

Employing the technique of stochastic frontier analysis, bank‐specific estimates of total factor productivity were obtained, because they can be considered as a measure of performance, along with four accounting measures. Panel regression models were employed to assess the impact of partial privatization on these performance indicators.

Partial privatization was found to result in significant improvement in performance of state‐owned banks. This finding is robust to alternative model specifications and different techniques for controlling potential selection bias.

The paper focuses on the impact of partial privatization on operational and financial performance of banks. Future work could consider the effects on other aspects such as wages and financial development.

The results suggest that faced with political opposition to full privatization, even if the government does not relinquish control, the exposure to market discipline through partial privatization may be an effective way of improving performance of state‐owned banks.

This is the first work to examine the effects of partial privatization in the context of Indian banks and one of the very few to study this issue for any banking industry.

Twenty-first century has dawned with substantial achievements in population health outcome indicators in India. However, very little is known on patterns in causes of death in India. The paper aims to discuss this issue.

In this paper, data was drawn from two sources namely, National Family Health Survey (NFHS-1, 1992-1993 and NFHS-2, 1998-1999) and published reports of Survey of Cause of Death (Rural). Three-years moving average causes-of-death estimates were calculated based on World Health Organization classification of causes of death. Negative binomial regression models were fitted to capture the effect of socio-demographic and behavioural determinants of patterns in causes of death.

The leading causes of death were heart diseases, tuberculosis, asthma, paralysis, prematurity and cancer. Three-fifth of the deaths to children under the age of ten was from communicable, maternal, perinatal and nutritional conditions. On the other hand, about two-third persons aged 45 years and above were dying from non-communicable diseases. Female were at greater risk of dying from non-communicable diseases (IRR: 1.22, 95 per cent CI: 1.11-1.34, p < 0.001).

The epidemiologic transition in India has produced a shift in mortality from communicable, maternal, perinatal and nutritional conditions to non-communicable diseases, with little or no role played by injuries regardless of the level of all-cause mortality. Coupled with the effects of population age structures, other factors were also responsible for the bulk of the inter-regional disparities. These factors include differences in the populations’ health risks associated with the natural or built environments, prevalence of behavioural risk factors, or gaps in the capacities of health systems to respond to specific disease challenges, social stratification and others.

This paper described the trends, patterns and geographic variability in India’s causes-of-death profile in terms of communicable diseases, non-communicable diseases and injuries, and socio-economic and demographic determinants of patterns in the profile.

The purpose of this paper is to provide an overview of the legal, governmental and non-governmental, academic and digital initiatives in relation to the preservation, conservation and promotion of cultural heritage in India and some of the key challenges associated with it.

The research has been carried out by reviewing various resources available on the official websites of Government of India; Galleries, Libraries, Archives and Museums; and cultural and memory institutions to know their various initiatives at different levels to protect, preserve and promote the cultural heritage of the country.

As of now there are various initiatives in India being carried out by the government, non-governmental organizations, cultural and educational institutions, societies, individuals, scholars and artists to safeguard and promote various cultural heritage inheritances of tangible and intangible nature. However, there is no comprehensive list of all such efforts made to understand the efforts for cultural heritage protection. Further, it has been observed from the study that the need for creating a single-window cultural heritage information system, cultural heritage directory, metadata aggregators, community participation, educational campaigns, strong policies and legislations, comprehensive heritage management programs, consistent follow-ups and establishment and promotion of financial incentives embracing of digital technologies towards sustainable preservation and better accessibility.

The study is an attempt to explore the noted initiatives of India to protect and conserve the cultural heritage properties. The study is limited to various schemes, projects and digital initiatives brought by the country for safeguarding the cultural identity at different levels. This paper can introduce the topic to those who intend to do detailed studies on different aspects of heritage conservation in the country and its problems and solutions.

This paper may be of interest to scientists, academic, historians, heritage conservationists, practitioners, archaeologists, policymakers, culture enthusiasts, researchers and the government to have a perspective on initiatives in the country in protecting the cultural heritage assets. The study can introduce the current status and outcome of the existing programs for heritage conservation to new researchers and administrators to enable them for incorporation required aspects and make necessary modifications while formulating guidelines for cultural heritage protection and management.

To the best of the author’s knowledge, there is no such summaries and general discussion on the initiatives, status, problems and technologies involved in the heritage conservation context with an integrated view in India. This short study may be of help in reviewing and analyzing the potential of the initiatives in the cultural heritage conservation scenario of India for evolving foolproof policies and also for implementing them.

The Government of India’s National Policy of Education 2020 stipulates that in the following five years all stand-alone teacher education colleges will be required to convert to multidisciplinary higher education institutions. This calls for a complete overhaul of the country’s vast, diverse, and age-old system of teacher preparation. Evidence-based policy implementation is thus the need of the hour. This chapter attempts to aid the process by presenting insights from a comparative education research on pre-service teacher education (PSTE) of secondary school teachers at stand-alone teacher education institutions (TEIs) in the Indian city of Mumbai and university-based teacher education in the Chinese city of Hong Kong. Documentary sources, field visits, and 57 interviews form the basis of the findings. The dimensions for comparison include academic freedom and autonomy; pathways to PSTE; linkages of teacher education providers; and role and working conditions of teacher educators. The chapter deduces the core differences in teacher education at stand-alone TEIs vis-à-vis that at a university and draws out implications of shutting down the former. It concludes by laying down a road map for the effective universitization of teacher education in India that will result in genuinely improving teacher quality.

Urban tourism in megacities is a rather recent research topic. There is a dearth of literature on urban tourism in Indian megacities, especially Mumbai. Though much research has looked into slum tourism activities, other urban tourism aspects have been kept aside. The chapter aims to present a different perspective of leisure tourism in Mumbai. After introducing some contextual background information on the city, the chapter examines critically official tourism communication and policies by tackling the spatiality of tourism and the geographical clusters in the city. It attempts to understand the consumption patterns of various tourists' groups and looks into recent tourism developments.

This study reports on a four-month ethnographic project conducted among young Catholic women in Mumbai, India. Here, the author examines how the media consumption of participants is implicated in reconstituting Indian national identity. Because Hinduism is closely tied to conceptualizations of Indianness and because women continue to be marginalized in Indian society, Catholic women in India are viewed as second-class citizens or “not Indian enough” or “appropriately Indian” by virtue of their gender and religious affiliation. However, through media consumption that emphasizes hybridity, participants destabilize narrow definitions of Indian identity. Specifically, participants cultivate hybridity as central to an Indian identity that is viable in an increasingly global society. Within this formulation of hybridity, markers of their marginalization are reframed as markers of distinction. By centering hybridity in their media consumption, young, middle-class Catholic women (re)imagine their national identity in translocal cosmopolitan terms that subverts marginalization experienced by virtue of their religion and leverages privileges they enjoy by virtue of their middle-class status. Importantly, this version of Indian identity remains elitist in that it remains inaccessible to poor women, including poor women of minority groups.

Persuading “urban communities” and “sustaining” environmental risk reduction measures among them, always remains a challenge. Disasters are generally perceived as one‐time, long return period, high impact events. Even in the disaster struck areas, as the time passes, people tend to overlook the miseries of the past and continue to create risk. This paper seeks to examine how neighborhood environmental issues bring communities together and also sustainably reduce risk in Mumbai.

This diagnostic study is based on thorough literature survey backed with field visit to capture viewpoints of communities, local officials, civic society, etc. The urbanization pattern of Mumbai is elaborated with specific focus on city governance and recognizing environmental and disaster vulnerabilities. Recent flood in Mumbai is deconstructed to delve of specific role of communities and other stakeholders. Existing participatory mechanism known as ALM is construed to reflect on its role in risk reduction followed by suggestive course of action.

ALM as “municipal agency‐neighborhood group partnership” has helped people learn caring the areas beyond own housing premises and work together for locality problems. City government boosted this community‐led effort, as it was not only reducing burden on overstressed municipal services and reducing flood risk but also helping to let down epidemics and water‐borne diseases.

This study is based on field study from only one city of India. Inputs from other cities from the developing world may further enrich the research.

It is observed that with due encouragement and support from local government, the voluntary community action towards neighborhood level issues can be well mobilized and sustained for long‐term.

People‐centered approaches transcend across developmental disciplines and significantly contribute towards reduction of environmental and hazard risk.

This study aims to explore twin objectives. Initially, the study scrutinises the consequences of various pollution control acts and protocols signed by India to improve the air quality and then the study involves itself to investigate the aftermath of COVID-19 lockdown on the air quality of highly populated Mumbai city of India. The empirical analysis is facilitated by the application of Poirier’s Spline function approach on the secondary data compiled from the Maharashtra Pollution Control Board (MPCB). The corresponding structural shifting points are identified through the CUSUM of squares (CUSUMQ) test. The empirical results disclose that Kyoto Protocol and lockdown have positively influenced the air quality. This study ends with suitable policy prescriptions.