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The learning outcomes are as follows: to understand how organizations can leverage the built-in brand equity; outline the challenges of extending a strong brand; and ability to think about the core-essence of the brand impact and its perception among customers before deciding to extend.

JML was a 74-year-old company and was a No.1 player in the domestic market and No. 4 globally. It maintained this leadership position through a robust product portfolio and serving new needs and opportunities. Customers associated JML's products (buses and trucks) with high-quality performance, sturdiness & reliability. JML had a well-established brand – “Callisto”, in the heavy bus segment but saw an opportunity in light buses, which could be used within the city and for school and office commute purposes. They launched Callisto Lite, a variant of successful Callisto buses, in 2015 for cashing this opportunity. Though initially, the brand showed positive signs but soon lost the novelty value and saw low returns on marketing investments. Callisto Lite was also diluting the strong brand equity of the successful parent brand. The management was undecided as to what to do. Should they move out of the segment or continue? Each had its own pros and consequences, and the decision was not easy.

The case can be used in an undergraduate or a post-graduate management program to teach the core concepts of branding and brand extension. The case can be used in an introductory marketing course or elective courses like Brand Management and Marketing Strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

Differences in institutional environment and governance structures pave the way for heterogeneous nature of different businesses; this, in turn, shapes the way various sections of society act toward each other enacting their responsibilities. Taking into account the unique institutional environment and governance structures of firms in developing economies, this paper aims to build on the “stakeholder theory” to address the issue of the implementation of corporate social responsibilities (CSR) practices in these economies, particularly India. This paper also aims to uncover the saliency (legitimacy and power) of different stakeholder groups on different aspects of a firm’s CSR activities. Further, as most of the firms in developing economies are family-run firms, the paper examines role of organizational leadership in shaping firms’ CSR strategies.

Integrating literature on “stakeholder theory” and CSR, this paper examines the implementation of different CSR practices by family-run firms in India. This paper uses survey research to collect data from 80 privately held family firms operating in apparel and textiles industry in India. The data have been collected from respondents holding top leadership positions in the sample firms.

The findings indicate that pressure from primary stakeholders (i.e. customers, employees and shareholders) and CSR-oriented leadership belief significantly influence organizational implementation of CSR practices, whereas pressure from secondary stakeholder (i.e. community groups and non-governmental organizations) was found to be insignificant. Further, CSR-oriented leadership belief moderated the relationship between primary stakeholder pressure and organizational implementation of CSR practices. The findings equally highlighted lower saliency of secondary stakeholder’s legitimacy and power because of weak institutional mechanisms, while on the other hand, the primary stakeholders exert considerable power because of the direct nature of transactional legitimacy, further accentuated by the governance structure in family firms.

This paper is among the very few studies that address the issue of CSR among family-run businesses in developing economies. Existing frameworks on analyzing firm’s implementation of CSR practices does not recognize the inherent heterogeneity among different stakeholder groups. Recognizing that different stakeholders have different levels of influence over firms, this paper categorized the stakeholders’ groups into primary and secondary to analyze their differential impact over firms. Additionally, given the critical role of leadership belief in the implementation of CSR practices, this paper analyzed the moderated effect of CSR-oriented leadership belief toward developing a more robust model of CSR implementation.

The jurisprudence concerning the regulation of mergers and acquisitions in the Indian context, from the perspective of competition law, is vast. Mergers and acquisitions in India have been regulated by the Indian Companies Act, the Monopolies and Restrictive Trade Practices Act and several sector specific legislations. After their notification in June 2011, Ss. 5 and 6 of the Competition Act read with the Combination Regulations of 2011 is the primary law that currently governs this field. In this paper, the authors, using a comparative perspective, analyse whether the present legal regime is effective in tackling the problems associated with regulating mergers in the Indian and international context. These problems include identifying the appropriate market definition, devising an effective test to weed out mergers that cause an “appreciable adverse competition”, understanding the roles of the multiple sector‐specific regulatory bodies, inter alia. It is concluded that the present regime does not deal with several of these important concerns.

The approach is both analytical and comparative. This paper provides an in‐depth study of a recent development in the law relating to mergers and acquisitions in India, which has cross‐border implications.

The paper shows that the application of Ss. 5 and 6 of the Indian Competition Act has serious flaws which need to be ironed out.

As the notification is recent, there is no substantive writing in the field. This paper bridges that gap. Also, this paper provides comparative perspectives, juxtaposing the Indian regime with the US and EU regimes where applicable.