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After completion of the case study, the students will be able to understand the complexity of diversification and market expansion strategies in a growing consumer-driven market context, apply strategic frameworks to analyze the Indian oral care market, analyze brand positioning principles to develop a marketing strategy for Aquawhite and evaluate and identify the pros and cons of the various decisions taken during market diversification.

This case study seeks to examine the market expansion dilemmas faced by Aquawhite, a brand in the oral health-care sector, and the role of key decision-makers in addressing these challenges. This case study aims to provide insights into the complexities of brand extension and market expansion strategies in the context of a developing consumer-driven market. This case study is structured as a qualitative analysis based on publicly available information, including Aquawhite’s historical data, market trends and industry reports. Additionally, insights from relevant interviews with key stakeholders within the company have been considered to present a comprehensive view. This case study highlights the dilemmas faced by Aquawhite as it navigates market expansion. It reveals the critical role of Nikhil Nanda, the managing director in addressing these dilemmas and shaping the brand’s future. This case study emphasizes the need for a strategic approach that balances market dynamics with brand identity.

This case study is suitable for use in undergraduate and postgraduate-level courses on marketing management and strategic management. This case study provides insights into brand development, market entry and expansion strategies. It can be used to discuss the marketing mix, segmentation and targeting, as well as competitive analysis.

Teaching notes are available for educators only.

CSS 8: Marketing.

Today, as we hurtle towards imminent planetary destruction in the age of the Anthropocene, we believe it may be instructive to try and understand if the ancient science of spirituality can prove useful in humankind's ability to change course, even at this late hour. We argue that such a paradigm shift is critically essential for human survival and that without the inner transformation proposed by this science, it may prove impossible to build a society based on the principles of liberty, equality and fraternity. This chapter draws from foundational texts and authoritative sources across multiple religious traditions, based upon which it outlines a brief sketch of the ancient science of spirituality. We begin with an account of the differentia specifica of this science, where we delve into what kind of science this is. Since it is centrally concerned with inner transformation, we briefly outline the theory of change embedded in this science and the kind of rejuvenation it enables, which makes it possible for us to clearly perceive the key elements and the structure of reality. We then spell out the impact this has on the nature of human action, continually teasing out implications for policy and practice in our time. We provide a few concrete illustrations of the same. Inter alia, we also show how many of these insights can be found even within modern scientific and philosophical traditions, thereby indicating possibilities of convergence and synthesis between ancient and modern science, following thereby the guidance of genuine spirituality.

In 2015, NESTLÉ India underwent a major crisis as the product which contributed to nearly 30% of its sales had to be taken off the shelves. Maggi—the go-to convenience food for all generations (especially kids and young adults)—which had entered the market in 1983, was banned. With a market share of 70-80% before the ban, NESTLÉ, which got the ban lifted in November 2015, had to undergo the task of winning back the lost market. Over a period of 8 months after its relaunch, the brand regained about 60% of its market back, but the question is how could such brand disaster be avoided in future? The case revolves around a major brand recovering from a brand disaster, and whether they did it well enough or could the situation have been managed better. It also enquires as to what road should be taken forward from here. It notes the action taken by the government against the brand and leaves it to the judgment of the readers if the actions taken against the brand were a little too harsh, solely because MNCs are usually considered a soft target in India. The readers must also understand and analyse the different brand relaunch strategies that were adopted by NESTLÉ and the next steps that should be taken by it.

This case study will allow students to critically analyse and develop entry strategies into untapped foreign markets. The case study was designed to introduce students to identifying and analysing information related to target markets for expansions in international business.

The main objectives of this case are to evaluate and make the “Go Global” decision for the company; to take a position on entry timing for a company for entering an overseas market; to select a country for entry based on cultural, administrative, geographic and economic analysis and other relevant factors; and to evaluate a firm’s readiness for exports.

This case study on Satya Pharmaceuticals presents a typical dilemma faced by small and medium enterprises (SMEs) in emerging markets such as India while exploring the untapped overseas markets to expand their business. Satya Pharmaceuticals produced over-the-counter Ayurvedic medicines. With the onset of the COVID-19 pandemic, the consumer preference for Ayurvedic products had increased globally. Home country governments’ emphasis on exports and conducive consumer preferences created an opportune time for such SMEs to explore uncharted markets with a propensity for herbal medicines. Amidst strict regulations regarding safety, efficacy, labelling and packaging norms, along with a subjective understanding of the consumers’ sentiments regarding alternate medicines, SMEs had to select their target market carefully for their products to be successful overseas. This case study presents the basic information that entrepreneurs needed to explore the foreign markets. It revolved around checking firms’ preparedness to explore foreign markets, identifying target markets, timing the entry and entering those markets.

This case is appropriate for graduate-level courses in management that offer subjects such as international business.

Teaching notes are available for educators only.

CSS 5: International business.

The purpose of this study is to examine the various factors that influence the productivity (PR) of employees who worked remotely in the United Arab Emirates (UAE) during the COVID-19 pandemic.

This study adopts a quantitative approach to analyze data collected online from 110 respondents using the snowball sampling technique during the pandemic. The analysis of the data is conducted using the structural equation modeling (SEM) technique of Smart PLS (Partial least squares) to evaluate the direct and moderating variables.

The results indicate that direct variables such as workload, job satisfaction, work–life balance and social support have a significant positive impact on employee PR in the UAE. However, the analysis of the moderating variable indicates that job level is not a significant moderator of the above relationships. The findings, generally, provide support for social exchange theory.

The findings of this study will help businesses of various domains in a variety of industries in understanding the core factors that should be considered to enhance the overall PR of their employees while working from home. Businesses can achieve their organizational goals by ensuring steady growth even during uncertain times.

This paper answers the question of whether remote working affects employee PR during the pandemic in an emerging market, namely the UAE. The current study contributes to the existing literature by combining the variables investigated in previous studies into a single study and by considering job level as a moderator variable.

Positive experiences with working from home (WFH) during the Corona pandemic (COVID-19) have motivated many employees to continue WFH after the pandemic. However, factors influencing employees' WFH intentions against the backdrop of experiences during pandemic-induced enforced working from home (EWFH) are heterogeneous. This study investigates factors linked to information technology (IT) professionals' WFH intentions.

This mixed-methods study with 92 IT professionals examines the effects of seven predictors for IT professionals' WFH intentions. The predictors are categorized according to the trichotomy of (1) characteristics of the worker, (2) characteristics of the workspace and (3) the work context. Structural equation modeling is used to analyze the quantitative survey data. In addition, IT professionals' responses to six open questions in which they reflect on past experiences and envision future work are examined.

Quantitative results suggest that characteristics of the worker, such as segmentation preference, are influencing WFH intentions stronger than characteristics of the workspace or the work context. Furthermore, perceived productivity during EWFH and gender significantly predict WFH intentions. Contextualizing these quantitative insights, the qualitative data provides a rich yet heterogeneous list of factors why IT professionals prefer (not) to work from home.

Reasons influencing WFH intentions vary due to individual preferences and constraints. Therefore, a differentiated organizational approach is recommended for designing future work arrangements. In addition, the findings suggest that team contracts to formalize working patterns, e.g. to agree on the needed number of physical meetings, can be helpful levers to reduce the complexity of future work that is most likely a mix of WFH and office arrangements.

This study extends literature reflecting on COVID-19-induced changes, specifically the emerging debate about why employees want to continue WFH. It is crucial for researchers and practitioners to understand which factors influence IT professionals' WFH intentions and how they impact the design and implementation of future hybrid work arrangements.

Researchers, academicians and practitioners are trying to make employees more mindful, as mindfulness brings a lot of excellence to work. This study aims to unwrap and decode the mindfulness procedure by identifying the crucial steps to ease the process for employees and organisations.

The qualitative research method assessed 20 semi-structured interviews with mindfulness experts in India and abroad. Interpretive phenomenological analysis was used to analyse the content generated by the data collection.

Though the understanding of mindfulness is univocal and standard, this investigation fills the gap of initial groundwork concerning thoughtlessness, as it remains a less observed area in earlier research in mindfulness. This research study also found organisational ways to enhance mindfulness in the system, such as ostentatious listening, detail orientation, deep discussions, one task at a time, etc.

The study is unique in that it explores the perceptions and views of mindfulness coaches and masters and tries to demystify the procedure of being mindful in organisations.

After completion of the case study, the students will be able to[1] review the industry analysis using Porter’s five forces and strength, weakness, opportunities, threats framework and understand how a firm can achieve a competitive advantage, analyze the stakeholder theory and the salience of stakeholder mapping for enterprises with large number of stakeholders, apply the Mendelow framework of stakeholder mapping in this context and integrate it with stakeholder engagement for small enterprises and examine and evaluate how new age enterprises can engage better with stakeholders to provide a higher value creation.

Ayushi Srivastava started her enterprise, Beeyond Foods, in early 2021 with the aim to provide unadulterated, raw honey to consumers. She also wanted to help the beekeeping community by providing the beekeepers with a fair price for the procurement of honey from the bee hives. Beeyond Foods was a small enterprise in India that sold two variants of honey to consumers. The first variant was sourced from the Himalayan region of India, whereas the second was sourced from the Western Ghats of India. The primary distribution channel was trade fairs, where Srivastava would assemble her stall and sell honey to potential customers. Furthermore, a part of the sales was also driven by an electronic channel, which was through the company website. Customers could place their orders, and the honey would directly be delivered to their homes. With a successful start to the business, Srivastava was interested to scale her business and reach more customers. However, she was mindful that there were multiple stakeholders involved in the business. Srivastava had to study the values and needs of each stakeholder, while simultaneously formulate a strategy to expand her reach. This case study is designed to teach the concept of stakeholder value creation for small business enterprises.

This case study is well suited for an entrepreneurship and strategy course at the postgraduate (Master of Business Administration) level. This case study can also be taught in a marketing course.

Teaching notes are available for educators only.

CSS3: Entrepreneurship.

The study attempts to investigate the role of social media in spreading awareness regarding ayurvedic immunity boosters (AIB) and changes in diet. Further, the study examines the factors affecting the willingness to pay for ayurvedic immunity boosters (WPIB) during the pandemic and new normal situation with the moderating effect of the “fear of COVID-19 infection.”

The data were collected from millennials in two phases, i.e. the first phase (1 July–August 2021) with 300 respondents and a second phase with (June–August 2022) 257 respondents. An online questionnaire was shared with millennials using the snowball sampling technique. Descriptive statistics with SPSS and SmartPLS 4.0 software were applied to analyze the data.

The results found a variation in AIB content sharing on social media during 2021 and 2022. Results found that respondents reported significant changes in their lifestyle and diet, like consuming honey, khada, tulsi tea, etc. In 2021, health consciousness and trust significantly affected WPIB, whereas in 2022, only health consciousness was substantially affected. Fear of COVID-19 infection moderates the relationship between health consciousness, perceived fear and willingness to pay for ayurvedic products, whereas the effect on consumer preference and trust remains insignificant.

Results could help ayurvedic product manufacturing companies understand the consumers' mindset and the factors that stimulate consumers to buy these immunity boosters. Ayurvedic advertisers should design unambiguous messages that focus on health consciousness and have trustable components to encourage consumers to adopt a healthy lifestyle.

This is one of its kinds of studies that presents the contrasts of how the COVID-19 crisis has significantly changed individuals' dietary intake and affected lifestyle patterns.

Social exchange and social learning theories are widely used in many disciplines, but there is little research on the relationships between supervisor support and job performance in a developing context. Therefore this study aims to examine the links between supervisor support and job performance with the mediating role of psychological factors; empowerment and self-confidence.

Data for this study were collected from 364 employees working at Pakistan Telecommunication Company Limited. Partial least square structural equation modeling was used for the analysis.

The results revealed that supervisor support stimulates job performance. Empowerment and self-confidence both partially mediate the relationships between supervisor support and job performance.

This study adds to the current body of literature by providing insight into the influence of perceived supervisor support on job performance through the mediating role of psychological factors.

To the best of the authors’ knowledge, this is one of the very few studies exploring the relationships between supervisor support and job performance in developing contexts, particularly focusing on the mediating mechanisms of empowerment and self-confidence.