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Introduction: In today’s world of increasing competition, diminishing product differentiation, higher customer expectations, easy product replacements and lowering brand loyalty, organisations are evolving new marketing strategies for economic, societal and sustainability. Cause-related marketing (hereafter referred to as CRM), a strategic sustainable philanthropic practice, is the upcoming form of CSR. CRM plays an instrumental role in achieving self-brand connection and brand loyalty.

Purpose: To explore, integrate and interconnect concepts of CRM and self-brand connection to get more insights into the imperative role of CRM strategy in developing self-brand connections that can lead to brand loyalty in the most sustainable way. For this, CRM and self-brand connection, as proposed by societal marketing and branding literature, were explored. This chapter is a propositional inventory where the researcher has explored the antecedents of CRM strategy and its role in developing brand loyalty through self-brand connection.

Methodology: This chapter is centred upon the existing literature on sustainability, CRM and branding to understand better the relationships between dimensions and consequences of CRM and its interlinkage with brand loyalty.

Findings: The literature recommends that selected dimensions: Cause-brand fit, product type, altruistic motivation and brand credibility determine the effectiveness of CRM strategy. It also establishes the profound impact of attitude towards brand, brand perception and brand distinctiveness on self-brand connection. A theoretical framework based on the existing literature represents an amalgamated groundwork for developing effective, sustainable CRM strategies in conjunction with the self-brand connection. The proposed framework is distinct as no study conjoins the abovementioned concepts and aims to comprehend whether this integration is brand loyalty.

This chapter investigates pandemic impact in a variety of industries, including food, travel, education and pharmaceuticals, considering elements such as isolation, emotions and social influences, which can lead to panic buying. The goal of this research is to ascertain how COVID-19 influences the buying decisions of customers. Additionally, the study aims to identify consumer consumption trends for a spectrum of products and services, including fast-moving consumer goods (FMCGs), entertainment, pharmaceuticals, travel and tourism. A comprehensive review of different research papers is done to conclude. The papers considered are from 2020 to 2022. Different keywords are used to search the relevant papers such as ‘pandemic’, ‘COVID-19’, ‘behaviour’, ‘impulsive’, etc. TCCM framework has been applied while reviewing the articles. During the isolation, consumer behaviour moved to panic buying and stockpiling, favouring organic basics, and encouraging e-commerce, as well as economic nationalism favouring made-in-India products. This study helps in knowing the reasons for change in consumers' behaviour for different products and services due to unforeseeable situations like COVID-19 and can find possible ways to deal with them. Business owners learn about changing consumer purchasing behaviours and how to modify products. The government can change policies to improve medical tourism and social protection.

Introduction: Cost competitiveness, customer focus, and sustainability compliance are essential for new-age firms to survive and succeed in the VUCA market environment. This study examines how automobile corporations have improved cost competitiveness, productivity, and product quality.

Purpose: This study examines the importance of cost competitiveness, customer focus, and sustainability compliance for the long-term survival of organisations in VUCA markets, looking at the practical efforts made by automobile corporations to enhance cost competitiveness, productivity, and quality.

Methodology: The study utilises a comprehensive analysis of the strategies and initiatives implemented by the selected automobile companies. It involves a review of relevant literature, case studies, financial data analysis, and interviews with key industry experts, providing a holistic understanding of the actions taken by these organisations to achieve their goals.

Findings: The study reveals that cost competitiveness, customer focus, and sustainability compliance are critical factors for the long-term survival and success of organisations in the automotive industry. The analysed automobile companies have undertaken practical efforts to improve cost competitiveness, enhance productivity, and ensure high-quality products, enabling them to navigate the challenges and maintain a competitive edge.

Significance: The findings of this study contribute to a deeper understanding of the importance of cost competitiveness, customer focus, and sustainability compliance in the automotive industry. It highlights the need for organisations to constantly monitor both qualitative and quantitative profit to avoid complacency and ensure long-term efficiency. The study’s insights are relevant to businesses operating in other sectors, as they face similar challenges in the VUCA market environment.

Introduction: Sustainable marketing practices foster a company and its stakeholders’ environmental, social, and economic well-being while promoting products and services. An integrated approach to sustainability recognises these three interdependent pillars, seeking to unite together. Investing in renewable energy has triple-bottom-line benefits – reducing greenhouse gas emissions, creating jobs, and promoting economic growth. Sustainable marketing practices can be a win-win for companies and the environment.

Need of the Study: Studying and understanding the sustainable development goals (SDGs) are crucial for India and worldwide. Sustainable marketing is becoming increasingly important for companies as they seek to meet the growing demand for sustainable products and services. Sustainable marketing practices can help businesses reduce environmental impact, promoting eco-friendly products and services.

Purpose of the Study: The study focused on achieving the SDGs requires addressing all three pillars of sustainability together. The study explored the different sustainable marketing practices that companies adopt worldwide, how they contribute to environmental, social and economic stability, the benefits of such practices, and the challenges companies face in implementing them.

Methodology: The study is based on secondary data – 10 companies, out of which 5 brands are among the top 10 brands (Souromi, 2023) and 5 are within the top 20 international sustainable brands (Fashinza, 2020) belonging to the textile industry worldwide, were chosen and their sustainable marketing practices were identified and analysed.

Findings: The study highlights standard sustainable marketing practices adopted by different companies worldwide in the textile industry, exploring the contribution of sustainable marketing practices in achieving SDGs.

As the areas of fashion marketing are transforming, fashion show research needs to be recognised, to understand its prevalence, changing form and influence on the consumer behaviour. The paper studied the promotion strategies for the brand and products of fashion designers in Bahrain, in particular the fashion shows, its digital versions, and the factors influencing their choice. The study was conducted using the qualitative method and the detailed semi-structured qualitative interview method was employed and sample of designers and a prominent modeling agency were selected by purposive sampling technique. In-depth interviews with designers were structured to understand the fashion industry, participation in fashion shows and preference of mode of fashion show. Interviews were conducted with the modeling agency, to understand the prevalence of fashion shows, and the execution and demand of organising fashion shows. The data gathered were supported by the relevant secondary data and document analysis and presented. In the study both the forms of the fashion show viz., live and digital are discussed and compared. The digital fashion show and similar forms as short films, videos, on social media seem to be more promising, with minimum requirement of set design, wider reach, economic, ease of execution. The research suggests that physical and digital fashion shows have their advantages and disadvantages, with the choice ultimately based on the brand's goals and resources. As technology advances and the fashion industry changes, digital fashion shows are likely to play an increasingly important role in the future.

Purpose: This study examines sustainability communication’s direct and indirect effects on consumer loyalty and brand reputation. It also aims to identify sustainable practices that enhance consumer behaviour and brand reputation.

Methodology: The study used a cross-sectional survey design and collected data from 500 participants through an online survey. The survey included measures of sustainability communication, consumer loyalty, brand reputation, and demographic variables. Structural equation modelling (SEM) was used to test the hypothesised relationships between the variables.

Findings: The results of the SEM analysis suggest that sustainability communication has a direct and positive effect on consumer loyalty, which in turn positively impacts reputation. Furthermore, the study identifies specific sustainability practices, such as reducing the carbon footprint and promoting ethical sourcing, that can positively influence consumer behaviour and brand reputation.

Implications: The study underscores the significance of adept sustainability communication for fostering consumer loyalty and boosting brand reputation. Focusing on initiatives like loyalty programs and personalised offers can harness this connection. Additionally, the research identifies critical sustainable practices – carbon reduction, ethical sourcing, and renewable energy investment – that foster positive consumer behaviour and brand reputation.

Originality/value: This study provides new insights into the mechanisms by which sustainability communication can influence consumer behaviour and brand reputation. The study identifies the importance of consumer loyalty as a mediator between sustainability communication and brand reputation. It recommends companies seeking to enhance their brand reputation through sustainability practices.

Purpose: This research investigates how producers of fast-moving consumer goods (FMCG) in Karachi, Pakistan, embrace sustainable manufacturing and consumption practices.

Study design/methodology/approach: This study employed a mixed research design, incorporating both qualitative and quantitative approaches. The primary method of data collecting utilised in this study was semi-structured interviews. The survey sampled 11 FMCG manufacturers, and the data were analysed using thematic analysis.

Findings: The research revealed that economic variables were crucial in adopting sustainable consumption and production (SCP) practices among Karachi’s FMCG businesses. The economic reasons were motivated by the notion that adopting sustainable practices could result in financial benefits and enhanced market competitiveness. The research additionally discovered that consumer preferences were pivotal in stimulating sustainable practices within the FMCG business. Manufacturers indicated that adopting sustainable products and packaging was driven mainly by consumer demand.

Originality/value: This study contributes to the literature on SCP within the FMCG business. It offers valuable insights into the factors influencing sustainable practices and customer preferences. This study emphasises the importance of economic, social, and environmental aspects in fostering sustainable practices within the FMCG industry, specifically focusing on developing nation environments such as Karachi. This study’s findings can contribute valuable insights for policy formulation and decision-making processes about SCP within Karachi’s FMCG business and other similar contexts.

Introduction: Micro, small, and medium enterprises (MSME) have long been viable in the Indian economy. In the case of post-COVID-19, 20–40% of MSMEs in government can be permanently closed. The state should pay special attention to MSMEs for survival (Min, 2023).

Purpose: This chapter provides a framework for MSMEs to study industry challenges in Punjab and to discuss the conceptual framework and road map for future MSMEs in Punjab.

Need for This Study: The COVID-19 pandemic has drastically impacted the variable economic activities within the world. This study is responsible for explaining the different vulnerable sectors related to small- and medium-sized enterprises. On the other hand, this study is an analytical and descriptive research in nature.

Methodology: A mixed method of data collection has been used in this chapter. The data have been collected by floating a questionnaire to the various entrepreneurs of MSMEs. Secondary data have been collected through the Internet.

Findings: Through this research, we could analyse the MSMEs’ conceptual framework, the challenges they face, and the industrial units’ future roadmap.

Practical Implications: This research is mainly considered a clear explanation of current competition and market access challenges that small- and medium-sized enterprises face. This situation is derived due to the COVID-19 pandemic, so many enterprises are trying to find their exit ways. On the other hand, some MSMEs are trying to focus on the online business market to make some profit and to overcome the loss.

Introduction: The pandemic era has given rise to emerging VUCA factors, characterised by volatility, uncertainty, complexity, and ambiguity. Navigating the impact of these challenges is essential for adapting and thriving in a post-pandemic world; therefore, it is important to identify VUCA factors.

Purpose: The purpose of this study is to identify and analyse the VUCA factors that emerged during the COVID-19 pandemic, focusing on sectors such as hospitality, tourism, education, construction, manufacturing, Information Technology, healthcare, and automobiles.

Need for the Study: Analysing emerging VUCA factors is crucial for businesses to prepare for unforeseen events. While VUCA factors were previously studied during significant events like the Greater Recession, BREXIT, and demonetisation, the pandemic has presented unprecedented challenges, making the identification of emerging VUCA components crucial.

Methodology: The methodology involves reviewing articles and research papers to understand the pandemic’s impact on various sectors. The findings provide insights into prominent VUCA factors and their implications for businesses, contributing to existing knowledge.

Findings: This research uncovers the challenges organisations encountered in the pandemic’s VUCA environment, offering insights into uncertainties and strategies for survival. It highlights the importance of adaptability, resilience, and innovation in overcoming VUCA’s negative impacts and establishing a new business paradigm.

Practical Implications: This chapter is essential in providing valuable insights for organisations, policymakers, and businesses on crisis preparedness, emphasising the significance of agility, robust contingency planning, and sector-specific considerations. Reviewing operations and implementing backup plans, businesses can develop effective strategies for long-term resilience and success in the face of unforeseen disruptions.

The UK government has taken the lead in accelerating the capacity of higher education to engage with sustainability accounting and adopting a novel systematic approach toward a collective implementation of and contribution to Sustainable Development Goals (SDGs). The UN SDG 16 “Peace, Justice & Strong Institutions” promotes the (re)building of effective and accountable institutions. In line with the institutional logics metatheory, we provide empirical evidence on how the alignment between social mechanisms alongside the reputation of higher education institutions (HEIs) and SDGs on transparent and responsible service (SDG 16) affect the students' overall experience. Using a sample of 142 UK HEIs, interpretative content analysis and ordinary least squares, the results show that integrating HEIs' responsible-oriented research agenda proactively with high sustainability reputation adds significantly to greater student satisfaction.