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This case study is designed to enable students to formulate the strategic planning process in relation to an organization’s resources; assess the critical tasks required for the company’s business planning for growth and market expansion; and examine the importance of the value delivery process for the company, its customer and its employees. At the end of the case discussion, students will learn how to plan their business in an emerging market by using their existing resources, where the business stands at present and where it may go in the coming future.

The case study discusses how Byju’s, an Indian multinational educational technology company, revolutionized student learning programs through its innovative strategic implementation. It explores the company’s growth and expansion strategy by considering a strength, weakness, opportunity and threats analysis. It elaborates on how Byju’s acquired various companies in India and other countries to become an international technology-based educational brand with 150 million users in 2022. The case study also highlights the marketing and promotional strategy used by the company on online and offline platforms. The case study elaborates on the value delivery process and its importance for customer and employee satisfaction. Despite its success in the Indian market, Byju’s faced tough challenges in the US and European markets, such as lower-than-expected growth rates and lower subscription numbers, even though it followed the same strategy as in the Indian market. The acquisition and celebrity strategy works in emerging economies such as India but not in developed countries. The company’s return on investment was down owing to the high costs it had incurred over the years on market acquisitions and marketing promotions. The growing competition was also expected to bring more challenges for Byju’s. New players such as Tata Studi and YouTube planned to enter the market. Byju Raveendran and his management group had to decide whether to maintain or change the current market offering to reflect market developments to satisfy their customers and employees. They also had to determine whether the main components of the marketing strategy, such as the company’s ongoing value delivery process and ongoing strategy toward the target audience, partners and rivals, are advantageous to the firm or not. The team was in dilemma whether the marketing planning process was going in the right direction and how to make all elements of its businesses more efficient in dealing with the issues. Raveendran kept asking questions about to what extent it is still possible to alter the marketing plan.

The case study is appropriate for discussion in courses such as marketing management, service marketing and strategic marketing management, whether they are part of an undergraduate program (Bachelor of Business Administration [BBA]), a postgraduate program in business management (Master of Business Administration [MBA]) or an executive-level program (executive MBA). The breadth of business topics addressed and the intricacy of the scenario make this case study best suited to be used after the semester as either a culminating project or as a seminar discussion for undergraduates (BBA). The case study can also be discussed in the marketing management course (graduation level) under the marketing and service strategy chapters.

CSS8: Marketing

Teaching notes are available for educators only.

This study aims to investigate the global issues of youth unemployment using bibliometric analysis covering the period from 1983 to 2022. There is a dearth of a bibliometric study analysis on unemployment, particularly youth unemployment even at the global level. The present study seeks to fill this gap by exploring the prominent studies related to youth unemployment at the global level.

Using VOSviewer software bibliometric results and the Scopus database, the study uncovered the most frequently cited, prominent and influential authors, as well as the institutions that have worked on youth unemployment and the most prominent keywords published on youth unemployment.

Nearly 80% of the research articles on youth unemployment were published from 2005 to 2022, and a significant increase in publication after 2012 is observed. Based on the published papers, the most studied determinants of youth unemployment are increased levels of regional economic advances, state demographics, relocation, household conditions, regional openness and export/import. Economic freedom, labour market reforms, economic growth, high proportion of part-time employment, active labour market policies, minimum wage norms, extent of bargaining scope and alignment are prominent determinants that reduce unemployment at large and improve labour market performance of youth in particular.

Bibliometric analysis, like the present study, can narrow down the most prominent sources of information on youth unemployment for beginners in this field of research.

This bibliometric study on youth employment assists researchers and policymakers in understanding and summarizing the necessary determinants of youth employment that are already being identified and studied based on practical evidence from the authors’ case study-based research work. The present study raises the issue of youth unemployment at large. It helps in identifying factors in one place and thus new researchers can use it as a starting point for their research on youth unemployment. It helps in providing clustering of factors. It highlighted the significant studies, authors and institutions working in this field.

On social implication, it can be argued that studies on topics related to human resources have a direct impact on society standards. By producing scientific knowledge that aids in the recognition of the complexities of human processes and behaviours, social science research significantly contributes to the enrichment of the community as a whole. When young people are unemployed, it causes social unrest and may increase crime and terrorism, all of which contribute to political instability. Youth unemployment causes psychological illness because of anxiety, alienation and depression. As a result, it causes social instability and necessitates immediate attention in all societies. The present study highlights that although the unemployment rate of youth is significantly higher in underdeveloped countries than the developed countries, their representation in the publication is significantly low. This under-representation of countries shows their lack of commitment to society in working on the issue of youth unemployment.

It is assumed that there are plenty of research studies on unemployment, particularly at the global level. However, various domains of researchers may require a bibliometric kind of analysis wherein they may get an idea about the prominent number of literatures arguing concerning issues at large, in the sense of “focused studies” covering the comprehensive viewpoint on youth unemployment. The paper aimed to emphasize the topic of youth unemployment, its development in the research field and the usefulness of bibliometric analysis in social sciences in general, and youth unemployment in particular.

Purpose: Students’ transition from education to employment is influenced by factors like the length and calibre of their education, demography, labour market conditions, and the general state of the economy. Regardless of the economy, education systems should seek to ensure that students have the skills required for the labour market. This will help them better transition from school to work. This study examines the work skills that companies require for entry-level positions in Romania.

Need for Study: Previously, text analysis studies treated the job market only for the IT industry in Romania. To understand the demand-side opportunities and restrictions, assessing the employment opportunities for young people in the Romanian labour market is necessary.

Methodology: A text mining approach from 842 unstructured data of the existing job positions in October 2022 for fresh graduates or students is used in this chapter. The study uses data from LinkedIn job descriptions in the Romanian job market. The methodology involved is focused on text retrieval, text-pre-processing, word cloud analysis, network analysis, and topic modelling.

Findings: The empirical findings revealed that the most common words in job descriptions are experience, team, work, skills, development, knowledge, support, data, business, and software. The correlation network revealed that the most correlated pairs of words are gender–sexual–race–religion–origin–diversity–age–identity–orientation–colour–equal–marital.

Practical Implications: This study looked at the job market and used text analytics to extract a space of skill and qualification dimensions from job announcements relevant to the Romanian employment market instead of depending on subjective knowledge.

Hikikomori is a multidimensional condition, characterized by voluntarily social withdrawal, impacting the relational dimension of life. The current study aims to examine secondary school teachers' beliefs, knowledge and needs on hikikomori and students' social withdrawal.

A qualitative method consisting of a semi-structured interview is adopted with 22 Italian secondary school teachers. The interview questions are focused on the beliefs, the profile, the conditions and the role of the school for adolescents socially retired.

Data are analysed using content analysis based on the grounded theory framework. Forty-nine codes emerged from the inductive analysis, which were sorted into the following categories: (1) Characteristics of hikikomori and social withdrawal; (2) Origin, causes and consequences; (3) Sources of information; (4) Socio-relational modalities; (5) Teachers' needs and role of the school. Teachers are aware of the educational issues and risks related to hikikomori and claim for more institutional support. Teachers reconsider the way of working in class for preventing the risk of self-isolation, supporting the development of social and emotional skills, and encouraging collaboration and positive exchanges among students. Participants mention a personalized student-centred method where families and external agencies support the school system.

Although several clinical and psychological interventions have been developed for treating the hikikomori’s self-isolation and concomitant mental disorders, few plans have been implemented for reducing the risk of adolescents' social withdrawal. Preventing hikikomori is crucial as well as to investigate the role and the needs of school teachers, and the current study has tried to explore these.

Despite a large volume of theoretical and empirical research, defining the ‘entrepreneur’ and ‘entrepreneurship’ within the cultural and creative sector, a sector with high heterogeneity in organisational and other aspects across its various segments remains challenging. In this regard, there should be a wide variety of differences in the characteristics and challenges of cultural entrepreneurs across industries, countries and regions. Nonetheless, the key role of the arts and cultural sector has increasingly piqued the interest of policymakers and the private sector, and it has been recognised for its importance within the South African economic landscape; as a result, the government has prioritised arts and culture as a pillar in their development strategies. Furthermore, while there has been some consensus over the past decade on what constitutes a creative industry, many questions about defining arts and cultural entrepreneurship still need to be answered, necessitating further definitional and policy coherence. As a result, some efforts at definitions are required to advance the sector and develop useful knowledge in policy formulation.

This chapter proposes an understanding of arts and cultural entrepreneurship as an exploration of a person, a community or a network's artistic resources (arts, creative and cultural) in value creation. It utilises meta-analysis, a non-empirical method, to review and analyse the existing literature. Further research is needed to investigate and evaluate the efficacy of established arts incubators, and the extent to which perceived entrepreneurial competencies affect organisational performance. Moreover, additional research is required to examine the entrepreneurial factors inhibiting or stimulating the influence on start-up financing (capital acquisition) in the South African arts and cultural industry.

Introduction: Skill development is crucial in developing economies by enhancing productivity and creating employment opportunities. At the macro level, it also leads to industrial development and economic growth.

Purpose: The research is to identify the types of skills required for increasing the probability of employability of labour. It also aims to define the challenges and opportunities in skill development to drive change.

Need of the Study: Studying opportunities and challenges for skill development in developing economies is essential for achieving sustainable economic growth, reducing poverty, increasing employment opportunities, and promoting global competitiveness.

Research Methodology: Some skills are recognised through research that has been published to determine the skill set needed to increase labour productivity. To draw lessons, some skill development initiatives by various companies are also identified and presented in case studies. Additionally, several government programs are available to assess the possibilities and prospects for skill development in the Indian market.

Practical Implications: The research will be valuable in micro and macro decision making. At the micro level, research is advantageous for a business person to initiate the skill development of its employees by using government schemes. Nations other than India can understand the policy framework for skill development.

Findings: The term ‘skilling’ has become fashionable. Due to the need for skill-based earnings data, only some studies examine the return on skill (ROS) of the labour market. Skill development plays a significant role in bringing change at the micro and macro levels. Hence it is necessary to exploit all opportunities for skill development.

This study aims to examine the relationship between knowledge management and career development in an era characterized by high levels of youth unemployment and a demand for specialized skills. Despite the increasing transition to a knowledge-based economy, there is a significant gap between young people’s skills and career readiness, necessitating an in-depth analysis of the role of knowledge management at the individual, organizational and national levels.

The authors conducted a qualitative study using the theory-context-characteristics-methodology approach based on a systematic literature review. The authors created an ecological framework for reflecting on knowledge management and career development, arguing for a multidisciplinary approach that invites collaboration across sectors to generate innovative and reliable solutions.

This study presents a comprehensive review of the existing literature and trends, noting the need for more focus on the interplay between knowledge management and career development. It emphasizes the need for businesses to promote the acquisition, storage, diffusion and application of knowledge and its circulation and exchange to create international business human capital.

The findings may help multinational corporations develop managerial training programs and recruitment strategies, given the demand for advanced knowledge-based skills in the modern workspace. The study also discusses the influences of education, experience and job skills on business managers’ performance, guiding the future recruitment of talents.

To the best of the authors’ knowledge, this review is among the first to assess the triadic relationship between knowledge management, career development and the global unemployment crisis. The proposed multidisciplinary approach seeks to break down existing silos, thus fostering a more comprehensive understanding of how to address these ongoing global concerns.

The aim of this paper is to provide insights and knowledge about the motivations and implications for social enterprises' participation in SIBs, particularly in terms of collaboration and partnership with the public sector, as well as the different positions on this issue. The overall aim, therefore, is to show how social enterprises and public organisations have interacted in the context of SIBs and what has been achieved by participating.

This multiple case study approach applies qualitative methods like observations and semi-structured and unstructured interviews.

The study shows that SIBs can be an option for financing social enterprises within a strategy of income diversification and resource dependency. Despite tensions and complexities, SIBs can renew the traditional funding relationship by adding innovation, strengthening the co-creation process and creating a stable relationship.

Research findings may lack generalisability due to the specific context in which the case study is rooted.

The paper offers practical implications in terms of insights and suggestions for social enterprises and the public sector interested in developing the scheme.

This paper adds the voice and perspective of social enterprises on the relationship with the public sector within the framework of SIBs initiatives.

The present study investigates the impact of opinion leadership and spirituality from three types of social media influencers (SMIs) on individuals’ intentions to conduct recycling. This research is driven by the opinion leadership theory demonstrated by influencer marketing.

This research applies a between-subject experiment to measure the impact of the proposed model. Each participant was exposed to a different influencer: an attractive influencer (Treatment 1, n = 101), an expert influencer (Treatment 2, n = 94), a religious influencer (Treatment 3, n = 99) and a control condition (Treatment 4, n = 102). An ANOVA post-hoc analysis was conducted to further assess the impact dynamics of each influencer based on different demographics such as age, income and level of education. More than 95% of the samples consist of Muslims.

Findings revealed the different dynamics of the effect of opinion leadership and spirituality on the intention to recycle from utilising different types of influencers. Samples derived from a high socio-economic background and exposed to the religious influencer (Treatment 3) have a relatively higher mean score. In general, younger participants with lower incomes and levels of education have less tendency to conduct recycling.

This research attempts to fill the gap in the impact of influencer marketing on green behaviour adoption with the inclusion of spirituality, which has been largely ignored in this context. It offers insights from the perspective of a developing economy that has one of the largest percentages of social media users in the world and from a country that regards a relationship with God as important.