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The learning outcomes of this case study are as follows: to understand the concept of social commerce and how it is different from e-commerce business, to discuss the unique features of Meesho’s social commerce model, to understand concepts of entrepreneurship (e.g. addressing the gap through business, pivoting), to understand the dynamics of online grocery market and e-commerce market and to apply business strategy concepts to make recommendations.

This case study presents Meesho, an organization in social commerce in India. Meesho was founded by Indian Institute of Technology graduates Vidit Aatrey and Sanjeev Barnwal in the year 2015 to help the small business owners with online selling. It was initially launched as an app that connected local retailers to the customers. Owing to low customer interest and low profit margins, they pivoted the business to a reseller app that facilitated the individuals and small retailers to resell the wholesalers’ products (unbranded and long-tail products) to the customers on social media channels. However, the tough competition from other start-ups in social commerce and retail giants such as Amazon and Flipkart who targeted the same customers impacted their growth. After receiving a funding of US$300m, the founders were considering if they should enter the e-commerce market and directly compete with giants such as Amazon and Flipkart or extend the product line to the online groceries market and compete with dominant players such as BigBasket and Blinkit. Through this case study, the students could be provided an opportunity to evaluate a situation, apply the strategic management concepts and make a recommendation on the strategic plan.

The case study can be taught in the business and strategy courses at the graduate and postgraduate levels in business schools. It is also suitable for the entrepreneurship course with focus on e-commerce start-up and sustainability, which is also taught at the MBA level. This case study can also be used in executive development programs for abovementioned courses.

Teaching notes are available for educators only.

CSS 11: Strategy.

This study aims to examine the links between carbon emissions, electric vehicles, economic growth, energy use, and urbanisation in 15 countries from 2010 to 2020.

This study adopts seminal panel methods of moments quantile regression with fixed effects to trace the distributional aspect of the relationship. The reliability of methods is confirmed via fully modified ordinary least squares coefficients.

This study reveals that fossil fuel use, economic activity, and urbanisation negatively impact environmental quality, whereas renewable energy sources have a significant positive long-term effect on environmental quality in the selected panel of countries.

The main limitation of this study is the generalisability of the findings, as the study is confined to a limited number of countries, and focuses on non-renewable and renewable energy sources.

Finally, this study proposes several policy recommendations for decision-makers and policymakers in the 15 nations to address climate change, boost sales of electric vehicles, and increase the use of renewable energy sources.

This study calls for a comprehensive transition towards green energy in the transportation sector, enhancing economic growth, fostering employment opportunities, and improving environmental quality.