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After completion of the case study, the students will be able to appreciate and understand why brands are an essential asset to the company and how they can enhance business value, understand the factors needed to grow brands in the growth stages and evaluate the choices that start-up companies have to grow their brand in competitive and growing markets.

Mamaearth was born as a direct-to-consumer brand in 2016 by a couple who could not find chemical-free, safe products for their child. The company that introduced as a baby-care brand soon consolidated itself to play in the space of personal care category (targeting millennials), and by 2020, it was earning majority of its revenue from skincare. It started by leveraging the power of social media space and online commerce and slowly moved to be a national brand with offline footprint and mass-media communication. In its growth journey, it acquired many brands and launched a few to cater to the specialized needs of its target audience. As the company grew, attracted impressive investors and started clocking profits, it aspired for an initial public offering (IPO). Varun and Ghazal Alagh, the founders of Mamaearth, knew that to refloat an IPO and to grow the company further, they needed to redefine their portfolio and marketing strategy. They had a choice to either invest in building a broader portfolio – organically or inorganically – or expand across geographies. Both were an option, albeit expensive, which could cost Mamaearth its profitability.

This case is intended for discussion in undergraduate and graduate management courses.

Teaching notes are available for educators only.

CSS 8: Marketing.

The coronavirus disease 2019 (COVID-19) pandemic has had a big impact on organisations globally, leaving organisations with no choice but to adapt to the new reality of remote work to ensure business continuity. Such an unexpected reality created the conditions for testing new applications of smart home technology whilst working from home. Given the potential implications of such applications to improve the working environment, and a lack of research on that front, this paper pursued two objectives. First, the paper explored the impact of smart home applications by examining the factors that could contribute to perceived productivity and well-being whilst working from home. Second, the study investigated the role of productivity and well-being in motivating the intention of remote workers to use smart home technologies in a home-work environment in the future.

The study adopted a cross-sectional research design. For data collection, 528 smart home users working from home during the pandemic were recruited. Collected data were analysed using a structural equation modelling approach.

The results of the research confirmed that perceived productivity is dependent on service relevance, perceived usefulness, innovativeness, hedonic beliefs and control over environmental conditions. Perceived well-being correlates with task-technology fit, service relevance, perceived usefulness, perceived ease of use, attitude to smart homes, innovativeness, hedonic beliefs and control over environmental conditions. Intention to work from a smart home-office in the future is dependent on perceived well-being.

The findings of the research contribute to the organisational and smart home literature, by providing missing evidence about the implications of the application of smart home technologies for employees' perceived productivity and well-being. The paper considers the conditions that facilitate better outcomes during remote work and could potentially be used to improve the work environment in offices after the pandemic. Also, the findings inform smart home developers about the features of technology which could improve the developers' application in contexts beyond home settings.

Mobile apps usually have a short lifespan, and this prevents the majority from surviving long enough to generate revenue for their developers. To address this issue, this study aims to recognize the role of engagement and immersion and develops a cognitive-affective theoretical framework to associate these factors with the lifespan of an app. Moreover, the authors focus on gaming apps because of their dominance on mobile platforms, and because a few of them become lucrative while the majority perish within a few weeks.

This study uses a longitudinal survey-based approach to collect data on one of the popular gaming apps (Pokémon Go), which received international attention. The design focuses on identifying factors that extend the lifespan of the app and affects users’ decision to continue or stop using the app over time. The authors use the survival analysis and structural equation modeling to analyze the theoretical framework.

The authors find the centrality of the users’ experience of immersion to extend the mobile app lifespan. Engagement influences immersion and immersion predicts users’ decision to continue or stop using the app. Users’ experience of immersion increases the probability of the apps’ survival by 12%.

To the best of the authors’ knowledge, this is the only study that proposes a theoretical framework, meticulously investigates the factors that can lead to survival of a mobile app and uses longitudinal data for the empirical analysis.

This study aims to argue that user’s continued use behavior is contingent upon two perceptions (i.e. the app and the provider). This study examines the moderating effects of user’s perceptions of apps and providers on the effects of security and privacy concerns and investigate whether assurance mechanisms decrease such concerns.

This study conducts a scenario-based survey with 694 mobile cloud computing (MCC) app users to understand their perceptions and behaviors.

This study finds that while perceived value of data transfer to the cloud moderates the effects of security and privacy concerns on continued use behavior, trust only moderates the effect of privacy concerns. This study also finds that perceived effectiveness of security and privacy intervention impacts privacy concerns but does not decrease security concerns.

Prior mobile app studies mainly focused on mobile apps and did not investigate the perceptions of app providers along with app features in the same study. Furthermore, International Organization for Standardization 27018 certification and privacy policy notification are the interventions that exhibit data assurance mechanisms. However, it is unknown whether these interventions are able to decrease users’ security and privacy concerns after using MCC apps.

This study aims to identify how ICT appeared as an emergent business strategy and to investigate the impact of ICT adoption factors on the perceived benefits of micro, small and medium enterprises (MSMEs).

A total of 393 responses from Indian small and mid-size enterprises (SMEs) were collected for the final analysis. The study presents the partial least-squares structural equation modeling with the Chi-square test and descriptive analysis as a methodology based on numerous independent variables and one dependent variable.

The findings indicate that ICT adoption during and following the COVID-19 pandemic is constant in nature of the enterprise. Moreover, the results indicate that different adoption of ICT factors influence on perceived benefits of organizational performance of Indian MSMEs that lent good support except for the regulatory framework.

The implications of the current research help Indian MSMEs to take investment decisions in various technologies that help the organization. Furthermore, managers and practitioners help the organization in deciding which technology adoption factors are more critical to the betterment of the organization.

The study found certain ICT adoption factors that have a significant role in organizational performance in Indian MSMEs. Moreover, during COVID-19, investigate ICTs' role as a business strategy.

Purpose: Nowadays, many terms like computer vision, deep learning, and machine learning have all been made possible by recent artificial intelligence (AI) advances. As new types of employment have risen significantly, there has been significant growth in adopting AI technology in enterprises. Despite the anticipated benefits of AI adoption, many businesses are still struggling to make progress. This research article focuses on the influence of elements affecting the acceptance procedure of AI in organisations.

Design/Methodology/Approach: To achieve this objective, propose a hierarchical paradigm for the same by developing an Interpretive Structural Modelling (ISM). This paper reveals the barriers obstructing AI adoption in organisations and reflects the contextual association and interaction amongst those barriers by emerging a categorised model using the ISM approach. In the next step, cross-impact matrix multiplication is applied for classification analysis to find dependent, independent and linkages.

Findings: As India is now focusing on the implementation of AI adoption, therefore, it is essential to identify these barriers to AI to conceptualise it systematically. These findings can play a significant role in identifying essential points that affect AI adoption in organisations. Results show that low regulations are the most critical factor and functional as the root cause and further lack of IT infrastructure is the barrier. These two factors require the most attention by the government of India to improve AI adoption.

Implications: This study may be utilised by organisations, academic institutions, Universities, and research scholars to fill the academic gap and faster implementation of AI.

Farmer producer organisations (FPOs) are considered as a strategy to improve the livelihoods of small farmers through economies of scale by providing collective strength to farmers for improved access to production technology, value-addition services, high-quality inputs and marketing services for improving their incomes. This study investigates the impact of FPO membership on organic farming household's income in Northeast India.

This study uses field survey data collected from all four districts of Sikkim. Primary data were obtained from a survey of 560 organic farming households, 280 of which are FPO members and the rest 280 are non-members. Propensity score matching (PSM) is used to estimate the impact of FPO membership on net returns, return on investment (ROI) and profit margin.

Results show that the FPO members had, on average, Rs. 7,254–8,133 higher annual net returns, 4.6–4.8% higher ROI and 8–8.4% higher profit margin than the non-members. The findings confirm that FPO membership has a positive and significant impact on net returns, return on investment and profit margin. Also, heterogeneity analysis indicates that FPO membership has larger positive impact on relatively bigger farmers and female-headed households.

As the study was based on a cross-sectional survey, the findings may be subjected to some limitations.

This study is based on a novel data set, collected specifically to examine the economic impact of FPO membership on organic farming in India.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-06-2023-0451

A woman's nutritional status significantly determines her overall well-being. The authors critically examine the trends — including socioeconomic disparities — in undernutrition among Muslim women in India, a notably socio-economically disadvantaged group. The authors also investigate trends and variations across the dimensions of caste, place of residence (rural/urban), education, economic status and geographic regions.

The analysis leverages the nationally representative National Family Health Surveys (NFHS) of India conducted between 1998 and 2021. The authors examined poor–rich ratios, concentration indices, disparity ratios and predicted probabilities of being underweight (captured using Body Mass Index).

From 1998 to 2021, there has been a decline in undernutrition prevalence among Muslim women. However, stark socioeconomic variations persist. While the prevalence has decreased over time across all socioeconomic groups, disparities — both within and between groups — remain significant and, in many cases, have expanded. For certain socioeconomic subgroups (e.g. Muslim women with no formal education or those in the Central and Northeast regions), the disparity doubled between 1998 and 2021. In regions like the South, where undernutrition prevalence is low or has reduced, disparities remain significant and generally have increased.

To the authors’ knowledge, the study is the first to provide a comprehensive examination of the prevalence, trends and socioeconomic disparities in undernutrition among Muslim women in India over the past two decades.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-04-2023-0320

Achieving tenure security is a global challenge impacting cities of the global south. The purpose of this paper is to evaluate the role of technology-enabled solutions as an enabler for the tenure rights of slum dwellers.

In this paper, we adopted a case study approach to analyze the use cases for technologies aiding India’s securitization of land tenure. The flagship state mission of Odisha, named the Jaga Mission, and that of Punjab, named BASERA – the Chief Minister’s Slum Development Program – were used as cases for this paper.

It was found that technologies like drone imagery and digital surveys fast-tracked the data collection and helped in mapping the slums with accuracy, mitigating human errors arising during measurement – a necessary condition for ensuring de jure tenure security. The adoption of a technology-based solution, along with a suitable policy and legal framework, has helped in the distribution of secure land titles to the slum dwellers in these states.

Odisha’s and Punjab’s journey in using technology to enable tenure security for its urban poor residents can serve as a model for the cities of the global south, dealing with the challenges of providing secure tenure and property rights.

This paper aims to report the effect of titanium oxide (TiO₂) particles on the physical, mechanical, tribological and water resistance properties of 5% NaOH-treated bamboo fiber–reinforced composites.

In this research, the epoxy/bamboo/TiO₂ hybrid composite filled with 0–8 Wt.% TiO₂ particles has been fabricated using simple hand layup techniques, and testing of the developed composite was done in accordance with the American Society for Testing and Materials (ASTM) standard.

The results of this study indicate that the addition of TiO₂ particles improved the mechanical properties of the developed epoxy/bamboo composites. Tensile properties were found to be maximum for 6 Wt.%, and impact strength was found to be maximum for 8 Wt.% TiO₂ particles-filled composite. The highest flexural properties were found at a lower TiO₂ fraction of 2 Wt.%. Adding TiO₂ filler helped to reduce the water absorption rate. The studies related to the wear and friction behavior of the composite under dry and abrasive wear conditions reveal that TiO₂ filler was beneficial in improving the wear performance of the composite.

This research paper attempts to include both TiO₂ filler and bamboo fibers to develop a novel composite material. TiO₂ micro and nanoparticles are promising filler materials; it helps to enhance the mechanical and tribological properties of the epoxy composites and in literature, there is not much work reported, where TiO₂ is used as a filler material with bamboo fiber–reinforced epoxy composites.