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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 key learning objectives are as follows: analyze Mamaearth’s growth trajectory in the Indian market, illustrate the meaning of a direct-to-consumer (D2C) brand, analyze the importance of social media in building a D2C brand, analyze the challenges and advantages associated with a D2C brand, analyze growth and expansion options available with Mamaearth and evaluate the strategies for Indian start-ups in the beauty and personal care space.

In 2016, what began as a quest to find safe baby care products for the first-time parents Varun and Ghazal, turned into an entrepreneurial opportunity. The couple started Honasa Consumer Private Limited at Gurugram, which owned the brand Mamaearth. Conceived as a D2C brand for mothers opposed to harsh baby care products, it debuted with just six baby care products with exclusive online availability. For the brand to grow, it recreated the marketing mix to be perceived as a brand for all ages. The step successfully garnered a customer base of over 1.5 million consumers in 500 cities and a valuation of INR 1bn within four years of operations. In February 2021, Mamaearth became a brand with INR 5bn annualized revenue run rate and aspired to double it to INR 10bn by 2023. Though Mamaearth debuted as a D2C brand, after tapping around 10,000 retail stores, the Alaghs realized that many consumers still preferred transacting in the offline space. Alaghs decided to expand by acquiring a robust offline space in 100 smart cities in India. Would it be wise for Mamaearth to take forward their offline expansion plans? Alternatively, would an aggressive product innovation coupled with a more substantial online presence be a more sustainable proposition?

The case study is appropriate for Post Graduate Diploma in Management/Master of Business Administration level courses of second year in strategic brand management, digital marketing, integrated marketing communication and marketing strategy. The case stuudy may also be useful for prospective entrepreneurs planning to embark upon a D2C venture. The case study elaborates on the emergence, marketing and branding of Mamaearth. The case study helps students understand the meaning of a D2C brand and the growth options available in the Indian market for a D2C brand from the perspective of Mamaearth.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

The case study has several objectives: to gauge the evaluation of the direct-to-consumer industry in the economy of India, to analyse the competition of the brands, to ascertain the evolution of smaller direct-to-consumer (DTC) brands on the purchasing capacity of consumers, to analyse challenges in branding in Tier 2 and 3 cities and to evaluate the strategic branding decisions of Mamaearth.

During her pregnancy, Ghazal Alagh and her husband Varun Alagh, the co-founders of Mamaearth, were looking for some good and natural products for their baby’s skincare. However, she could not find products that were 100% safe. Hence, as a concerned mother, she started using a few hands-on home remedies for her baby, which were 100% organic, and then the idea clicked to her to start a baby care brand named Mamaearth, which later also included personal care products. The company started as a DTC/internet-first brand in 2016, which only used to sell products online without any intermediaries when it was still trying to make its way in the market and was aware of the stiff competition by giants such as Hindustan Unilever and Proctor & Gamble, who were ruling the market for decades. When the COVID-19 pandemic hit, the market saw a shift in consumer buying patterns. There was greater use of e-commerce touch points for shopping, as various digital platforms such as the official site of products, social media and mobile platforms were used by consumers during the pandemic, leading to digitalization in buying and digitalization of consumer shopping journey. These technology platforms were expected to play a substantial role in reaching and creating consumer awareness, transaction and retention post-COVID according to reports by Deloitte 2020. Moreover, such a shift in behaviour amidst the COVID-19 pandemic shot up sales of this DTC brand and made itself the big shot it is today, where they were looking to get into an initial public offering in just seven years of its launch. They re-evaluated their strategy, which helped them become the biggest brand in no time.

This case study is suitable for Doctor of Philosophy students.

Teaching notes are available for educators only.

CSS 8: Marketing.

There is growing recognition that effective project control systems (PCS) are critical to the success of projects. The relationship between the individual elements of PCS and successfully achieving project objectives has yet to be explored. This research investigates the enablers and barriers that influence the elements of PCS success and drive project objectives.

This study adopts a mixed approach of descriptive analysis and regression models to explore the impact of six PCS elements on project outcomes. Petroleum and chemical projects in Saudi Arabia were selected as a case study to validate the research model.

Data from a survey of 400 project managers in Saudi’s petroleum and chemical industry reveal that successful PCS are the key to achieving all project outcomes, but they are particularly critical for meeting project cost objectives. Project Governance was identified as the most important of the six PCS elements for meeting project objectives. A lack of standard processes emerged as the most significant barrier to achieving effective project governance, while having skilled and experienced project team members was the most significant enabler for implementing earned value.

The study offers a direction for implementing and developing PCS as a strategic tool and focuses on the PCS elements that can improve project outcomes.

This research contributes to project management knowledge and differs from previous attempts in two ways. Firstly, it investigates the elements of PCS that are critical to achieving project scope, schedule and cost objectives; secondly, enablers and barriers of PCS success are examined to see how they influence each element independently.

The purpose of this study is to develop a conceptual framework for defining the notion of “physical integration” regarding the Iranian bazaar as the main component in the structure of traditional Iranian cities. Applying this conceptual framework to the historical bazaars in the cities of Kerman and Shiraz, this study seeks to pave the way for restoring the physical integrity of such historical districts.

The research was conducted in two phases. First, there was a review of the theoretical background of physical integration followed by the analysis of the corresponding qualitative contents and the validation of the proposed conceptual framework as confirmed by 15 local experts. The second phase tested the validated framework in two case studies based on maps, historical documents and field observations.

The findings show that the physical integration of historical bazaars can be undertaken in morphological, visual-aesthetic and functional aspects. The proposed conceptual framework is capable of dealing with the different aspects of physical integration in historical districts on a meso-scale.

The theoretical implications of this study concerning the physical integration of traditional bazaars address urban design, urban planning and multi-disciplinary historical geography. The study also has practical implications for the integration of bazaars in historical urban regeneration projects via design guidelines.

This study emphasizes the importance of physical integration as a multi-dimensional concept, facilitating it to deal with the physical quality and the characteristics of historical districts, particularly bazaars. It also highlights the role of the Iranian bazaar as a unifying structure in the historical districts.

By integrating the conservation of resources and the emotion-as-social-information theories, this study aims to question whether the leader’s effort to calm down when team members perceive intra-team conflict (ITC) may have a counterproductive effect on their interpersonal functioning. Specifically, the authors investigated whether team members with higher individual perceptions of ITC would be more likely to experience interpersonal strain (ISW) when their team leaders downregulate or suppress their emotional responses (i.e. high interpersonal modulation of emotional responses [MER]). A further objective of the study was to examine whether this exacerbating effect would be conditional on the leader’s sex.

Data were collected from 236 white collars nested in 48 teams (Msize = 6.23; SDsize = 2.69) and their respective team leaders (56.7% men) of a large organization providing financial services.

Multilevel model results showed that team members confronted with higher ITC experienced higher ISW levels, especially when the leader’s interpersonal modulation of team members’ emotional responses was high (vs low). This effect was stronger when the interpersonal modulation was enacted by women (vs men) team leaders.

This study moves an important step forward in the conflict and ISW literature, as it is the first to identify a leader’s MER and sex as key boundary conditions under which ITC is related to team members’ ISW. The implications of these findings for theory and practice are discussed.

The aim of this study is to investigate the mediating effect of learning orientation on the market orientation and business performance of industrial Small and Medium Enterprises (SMEs) in the metal-mechanic and wine sectors in southern Brazil, an emerging economy country.

Survey data were collected from 309 Brazilian managers of SMEs in the metal-mechanic and wine sectors. The study analyzed overall model fit and causal relationships by confirmatory factor analysis and structural equation modeling.

The survey results show that there is a positive and significant relationship between the variables market orientation, learning orientation and business performance in the investigated sectors. Learning orientation mediates the relationship between market orientation and business performance.

This article provides insight to guide industrial managers of Brazilian SMEs in the metal-mechanic and wine sectors in a prosperous region with a thriving economy. The mediating effect of learning orientation can help managers in their commitment to learning, market vision and open-mindedness in teams that work with multiple orientations.

Few studies focus on analyzing the mediating effect of learning orientation in industrial SMEs in the metal-mechanic and wine sectors. This article differs from others due to the relationships between the constructs, LO mediation over MO and BP, relevance of the investigated sectors for the region and multiple guidelines for managers of the investigated SMEs. Previous studies are scarce on the indirect effect of LO on MO and BP in developing countries.

The purpose of this paper is to investigate the behavior of a non-Newtonian nanofluid caused by peristaltic waves along an asymmetric channel. Additionally considered is the production of thermal radiation and activation energy.

The equations of momentum, mass and temperature of Sutterby nanofluids are obtained for long wavelength. By taking into account the velocity, temperature and concentration, the formulation is further finished.

Analyses of the physical variables influencing flow features are represented graphically. The present investigation shows that an enhancement in the temperature ratio parameter results in an increase in both the temperature and concentration. The investigation also shows that the dimensionless reaction rate significantly raises the kinetic energy of the reactant, which permits more particle collisions and as a result, raises the temperature field.

Due to their importance in the treatment of cancer, activation energy and thermal radiation as a route of heat transfer are crucial and exciting phenomena for researchers. So, the cancer cells are killed, and tumors are reduced in size with heat and making hyperthermia therapy a cutting-edge cancer treatment.

This paper aims to examine the specific role that partnerships play in the relationship between adaptation strategy, international experience, and export performance of handicraft firms in an emerging country setting. The authors' purpose is to identify the key factors that may contribute to the success of export activities of small handicraft companies in international markets.

Drawing on a non-probability sampling technique, the authors collected survey data from 410 handicraft companies located in Morocco. The authors' conceptual model, which draws on the network theory, was tested using covariance-based Structural Equation Modeling by means of AMOS 24 Software.

The results indicate that adaptation marketing strategy and partnerships impact positively the export performance of handicraft firms. Partnerships also play an intermediary role by partially (fully) mediating the relationship between adaptation strategy (international experience) and export performance.

This study may assist marketers and entrepreneurs in handicraft companies to better understand the causal relationship between adaptation strategy, marketing experience and export performance of entrepreneurs' firms. Managers in these companies should be aware of the importance that partnerships play in boosting the export performance through marketing practices and experience.

The authors' paper contributes to the scant literature on the adaptation marketing strategy and export performance and the intermediary role of partnerships in the specific context of handicraft businesses operating in North African emerging markets, namely Morocco.