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The steady dropout of senior women from the corporate ladder motivated us to gain insights into their opting out decisions. This exploratory study revealed internal aspiration as a contributory factor of opting out beyond the well-established push and pull factors.

Nineteen senior women executives who had opted out of successful careers due to their internal aspirations were interviewed and grounded theory was leveraged to derive the emergent themes.

The spirit of autonomy and strong personal value emerged as a common thread amongst the women and the basis for their opting out decision. These factors led these senior women to embark upon newer pastures, which included entrepreneurship, dedication to a cause, a passion or academics. The findings were mapped with the protean career concept.

Recommendations would help organizations reimagine and strengthen the existing interventions for the retention of women at the senior levels while simultaneously empowering the women to align their career with their aspirations.

The study uniquely identifies the protean career concept as the force behind the journey undertaken by these women executives. This is in contrast with the push and pull factors that have been vastly studied as reasons for the opting out decisions.

The swift emergence of digital entrepreneurs since the pandemic began motivated us to study how these individuals have overcome challenges in such a dynamic, highly competitive landscape. Emergent themes were mapped using a design thinking approach for understanding these entrepreneurs’ actions during the early days of their start-up organizations.

We selected a purposive sample of 24 digital business founders whose ventures were less than two years old from various domains. Manual thematic analysis was conducted to arrive at the themes, and the design thinking approach helped us to conceptualize the integrative model.

We arrived at six themes for understanding how digital entrepreneurs overcame the challenges they faced. We traced four of these themes to the existing literature, and two were newly emergent themes.

Given the findings of this study, practitioners may benefit from leveraging a design thinking approach before initiating their entrepreneurial journeys. This study may additionally propel the interest of founders seeking to grow their businesses into larger organizations across geographical regions.

This in-depth qualitative study is among the earliest to explore ways to overcome the challenges digital entrepreneurs face during the early stages of their ventures. The theoretical contributions of this paper are in the application of design thinking and the creation of a conceptual model in the field of digital entrepreneurship.

The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring successful investments by multinational pharmaceutical firms. This paper predicts doctors’ prescribing intentions based on communication relationship among factors for late entrant branded drugs, compared with pioneering brand choice, for treating chronic diseases such as hypertension.

The constructs were validated with structural equation model for a sample set of 151 doctors from private hospitals in the National Capital Region of India.

This research reveals communication drivers and draws on theory to suggest that the doctor’s behavioural prescription intentions, subject to social influence from their colleagues, leads to lower adoption responses.

Given that limitations on sample size are often unavoidable, this study reveals that, due to the availability of substituting brands, alternate therapeutic routes and lack of availability of a practical guide for prescription, a communication model needs to be developed and validated.

Furthermore, managers of pharmaceutical firms should differentiate between the effects of direct and indirect communication–integration efforts for minimizing uncertainty in drug adoption in the context of the fragmented and unpredictable Indian market.

A late entrant may lose its dominant market share to alternate brands from other suppliers due to communication gaps in an unstructured market, leading to low adoption intentions. The study provides business theorists, drug marketers and health-care professionals with unique insights into specific communication drivers of prescribing decisions, aimed at ensuring reliable and appropriate drug adoption in Indian markets.

This case analysis will make the audience aware of the sudden nature of the crisis, specifically the transboundary crisis. They will be introduced to the concepts of participative leadership and situational leadership. Majorly the audience would learn to remain composed in times of crisis and comprehend how a circumstance can transform a participatory leadership style into a situational leadership style. The case will allow the audience to brainstorm how to take innovative decisions to manage a crisis situation. The primary objectives of the case are as follows: ■ to understand a transboundary crisis and its characteristics to deal with it; ■ to visualise the application of participative and situational leadership and evaluate and analyse the most suitable leadership style during an unknown crisis; ■ to make the students aware of how to remain composed in times of crisis and, for instance, implementing the change of leadership styles per the situation's requirement; and ■ to make students learn to design innovative decision-making strategies to develop a crisis management plan for managing future crises.

The case highlights the successful management of the crises faced by a multi-specialty hospital named “Shukan-Caring Lives”, established in 2017 in Vadodara city of Gujarat, India. The case revolves around the Chief Operating Officer, his executive management body and the paramedical and medical staff of the hospital, who dealt with the grave Corona crisis. This case shows how the change in leadership style from participative to situational leadership style could manage the situation by taking brilliant initiatives and providing insightful solutions with a lot of dedication, showing how situational leadership can deal with the transboundary crisis.

The case is an excellent example of a transboundary crisis for any organisation and demonstrates a novel idea of transforming the participative leadership style into a situational leadership style as and when the need arises. The topics of transboundary crisis and management crisis can be taught in strategic management. At the same time, leadership styles and transformation of leadership style can be covered in organisation behaviour. Management development programmes can also include such kinds of cases to give exposure to crisis and its management. The target audience would be PG management students, management executives and senior-level managers in various courses.

Teaching notes are available for educators only.

CSS 11: Strategy.

The purpose of this paper is to cull out leadership lessons from one of India's oldest books on statecraft and economics – The Arthashastra by Kautilya – and present an Indian model of leadership which may be used by scholars and practitioners for leadership development in modern global context.

An analysis of Kautilya's teachings is done based on English translation of his original works by two eminent scholars. A model of leadership is derived on the basis of Kautilya's writings.

Kautilya presents a holistic perspective as he synthesizes the Eastern and Western approaches on leadership. His skill‐based and strategic approach gets support and direction from his value‐based, ethical considerations. Also, an in depth study of his writings shows that he was a precursor to a few leadership theories developed in the Western world in modern times.

Scholars have studied The Arthashastra as a treatise on economics, politics, diplomacy and statecraft. Lessons have also been drawn on a few aspects of management and leadership. There is no comprehensive commentary available on his views on leadership. In this paper, an attempt is made to develop a leadership model which integrates the Eastern and the Western approaches on leadership and can be used for leadership development in modern times.

COCO TANG India is an innovation-driven company. It takes inspiration from the humble coconut water that all of us are very familiar with and have drunk right from our childhood. The founders of the company, Dr Neelima, a dentist by profession and her husband Chaitanya who is a pharmacist have hit upon the idea of a coconut-based drink quite by accident.

When Dr Neelima was pregnant with her first child, the doctor advised her to take fresh coconut water. It was then that Dr Neelima discovered that fresh coconut water was a paradox, the water from a tender coconut is supposed to be fresh but in many cases is not as fresh as it should be. Coconuts are harvested from remote farms in Andhra Pradesh and sent to Hyderabad. And to top it all, the nutrition value of the coconut past its ideal window of consumption leaves a lot to desire. The price factor too is a dampener. It costs Rs. 25 to have tender coconut water in a metropolis like Hyderabad.

Dr Neelima and her husband developed the product idea from their search for a nutritious, healthy drink. Fresh, tender coconut pulp-based shakes, packed with nutrition, taste, health and at the same time make an aspirational product for the young, bubbly and restless youth of India.

This case deals with the problems, the trials and tribulations that these young first-time entrepreneurs faced and details the marketing efforts the young company is putting into survive in the dog eat dog world of fruit drink industry.

The case details the specific marketing-related problems the company faces and examines what the promoters are doing to overcome these problems, specifically related to the four Ps, that is, product, price, place and promotion. It looks in depth at the innovative marketing practices that COCO TANG India is deploying, including the use of the social media that enabled the COCO TANG India’s founder to win Junior Chamber International – Business Excellence Award for the year 2017–2018.

COCO TANG India is also the recipient of the Telugu book of records ‘certificate of national record’ as being the first brand to introduce Tender Coconut-based Mocktails and Milkshakes (A1).

This study aims to analyse the present situation of gender inequality in the workplace in India, examine the legal provisions that address gender inequality in India and evaluate and assess the recommendations made to eliminate gender imbalance at workplaces in India.

This study will adopt an exploratory research design to help identify and describe the most pressing problems and developments in the field. For this purpose, a secondary data collection approach is adopted. This study will acquire data through secondary means. This study will gather secondary data through the course of existing literature, judicial decisions and other authentic and published sources.

Legislative and judicial efforts alone are not enough to achieve gender equality. The mindset of people, in general, has to change through awareness. Unless a law is supported by public opinion, it cannot achieve its goal.

This study is limited to gender inequality in the workplace only. In addition, the judicial perspective on gender disparity in India is examined in this paper. As a result, the findings cannot be applied to other situations.

This study deals with gender inequality in the workplace from legal and judicial perspectives and discusses that social change can be brought only by enacting laws but by public awareness.

This study aims to explore and understand the challenges and opportunities presented by the rising demand for organic products in the context of toddy consumption and marketing.

This research examines consumer behaviour and decision-making patterns using decision tree analysis. A survey questionnaire based on established theories was distributed to individuals above the legal drinking age of 23 in Kerala, India, using purposive and random sampling.

The study found that people's fondness for toddy shop food plays a crucial role in their food choices. When the fondness is low, subjective norms can override personal preferences. But when the fondness is high, individual perceptions take precedence.

Using machine learning techniques, we created a compass to guide marketing strategies and cultural preservation efforts in toddy shops by considering the complex factors that influence consumer decisions.