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The case study is based on field data including semi-structured interviews with the main protagonist and related stakeholders of Karan Handicraft, a leather craft artisan enterprise. After informed consent, the interviews with the craft artisan entrepreneurs of Karan Handicraft were conducted, transcribed and analysed verbatim in the respondents’ native language, Kutchi Gujarati. The authors also used archival data given by the company. In addition, secondary data from industry reports and business magazines was used to create the case.

The case investigates the impact of digital technologies on the small handicraft artisan entrepreneurs by focusing on a family-run business of a leather craft. It traces the evolution of Karan Handicraft, based in Kutch district of Gujarat, India from the year 2007 to 2023. The third-generation artisan entrepreneur Karan Marvada attempted exploring the new-age social media platforms to showcase the products, modified his product designs to attract a new customer-base and adapted to digital marketing. However, in the wake of the crowding in the handicraft cluster, the central business problem that Karan was grappling with was, if he should scale up his artisanal entrepreneurial stint using electronic commerce (e-commerce) as a medium. Another allied issue is in such a scale-up, should he use e-commerce, i.e. as a medium of communication only or as a medium of both communication and delivery. While the latter may lead to scale, it may raise the challenge of not being able to preserve the traditional values of his ancestral business.

This case involves various issues that arise in entrepreneurship management, such as decisions related to growth strategy (remain small and unique vs become large and mass scale), to maintain a physical presence vs digital presence and the form of digital presence, are dwelt upon. The case is aimed at graduate students in an entrepreneurship or family business course. It could also be taught in other courses that focus on innovation and social entrepreneurship.

Srikumar Misra founded Milk Mantra as a milk producing and selling company in the state of Odisha, India in 2010. The company subsequently diversified into milk-based products such as yogurt and cottage cheese and spread its foray into the neighboring states. In 2014, the company had to overcome a few challenges from the macro environment as well as think of a marketing and communication strategy to gain competitive advantage.

The case is based on the primary research and has been developed using interviews of the company representatives and documents made available from the company. Wherever required, written permission has been obtained from the company representatives.

This case could be a part of the Marketing Management course in a graduate/undergraduate program in Business Management. The case could also be a part of a Brand Management or Integrated Marketing Communications course in the same program for specialized subjects such as branding a generic product or brand communications. This case could also be used for a short discussion in a distribution and logistics course.

The specific topics, which could be facilitated through this case, are the 4 Ps of marketing, distribution and marketing strategy. The case also relies on the theories of branding and marketing communication.

The challenges and factors of household adoption and the use of alternative energy sources have been a point of discussion among researchers. The purpose of this study is to apply a variant of the unified theory of adoption and use of technology (i.e. UTAUT 2) to explore the effect of various constructs that influence technology adoption on the consumers’ intention to adopt (and use) solar power generators (SPG) at the household level and the subsequent switching behavior.

Based on survey data collected from six cities in India (n = 1,246), factor analysis and structural equation modeling are applied for data analysis and testing the study hypotheses.

The results of the structural equation model found UTAUT constructs performance expectancy, effort expectancy, social influence and hedonic to positively affect behavioral intentions to adopt SPG. However, facilitating conditions and perceived value was not found to affect behavioral intentions to adopt SPG. Behavioral intentions to adopt SPG was found to positively influence the switching behavior.

The present study augments the domain of alternative energy usage behavior by applying the UTAUT 2 in the adoption of alternative energy sources (namely, solar) and subsequent switching behavior from traditional sources at the household level.

The findings from the present study will guide the marketers and policymakers on the consumer attitudinal and behavioral aspects of solar energy usage at the household level and subsequent switching behavior.

The present study is novel as it moves beyond household-level behavioral intention to use solar energy and includes the switching behavior to shift to solar power from traditional energy sources.

The major issues discussed in the case are related to first-mover advantage, segmenting, targeting and positioning and marketing strategy.

The case could be discussed in a postgraduate program for marketing and brand management and also for strategic management. It could also be used for an executive development program for marketing and business strategy.

The present case is on the Renault Duster, a compact SUV (sports utility vehicle) launched by Renault India in 2012. Equipped with attractive design, innovative features and smart technology, the company used buzz marketing and social media marketing to promote the brand. Competitive pricing of Duster attracted both premium hatchback and sedan buyers in India as the company realized both sales and awards. However, sales started declining from the second half of 2013, and competition used both pricing strategy and exhaustive mass media advertising to compete with the Duster. The other cars from Renault India could not replicate the success of the Duster, which was contributing to around 80 per cent of the total sales of the company in India. Renault thus faced the challenge of losing their ground in the Indian market if they could not revive the sales of the Duster.

Product differentiation and brand positioning (the case is a good example of first-mover advantage); market segmentation and creating a new segment; branding strategy and the role of marketing communications in the same; analyze the role of a long term growth strategy and how it influences product/marketing strategy (business strategy course); understand the probable threats of business due to overdependence on one product (business strategy course); understand the impact of inter-firm rivalry on brandsuccess (business strategy course).

Teaching notes areavailable for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

The purpose of this paper is to employ a two-step approach to investigate the bi-directional causal linkage between: economic growth (measured by GDP) and public expenditure on health; public expenditure on health and infant mortality rate (IMR); and economic growth and IMR in the Indian context.

The present study uses econometric analysis, namely, panel cointegration and Granger causality on 20-year panel data on 16 major Indian states to investigate the causality.

The results suggest GDP to Granger cause public expenditure on health both in the short run and in the long run, but public expenditure on health to Granger cause GDP only in the long run. Further, public expenditure on health and economic growth were found to Granger cause IMR in the long run. However, the reverse linkage from IMR to public expenditure on health and/or economic growth was not significant.

The present study provides support to the existing literature on the effects of economic growth on health expenditure and health outcomes but also raises a question on the time required to realize the same.

The findings have implications for policy makers on the time frame and application of health expenditure to achieve better results.

The present study is one of the first to test the tripartite linkage between economic growth, public health expenditure and health outcomes at a state-level analysis.

The present study aims to understand the role of the network of a woman entrepreneur in helping the business during a crisis with a focus on the stakeholders, namely, the suppliers and the customers.

Case study method is used to address the research objectives and a case of a woman entrepreneur based in India is selected for the same purpose. An interpretive approach is used to understand the underlying phenomenon.

The analysis of the case illustrates how the three major aspects of the network, i.e. content, governance and structure, manifest from the supplier and the customers’ side and how do the same change during a crisis and may help the entrepreneur to overcome the crisis.

The present study contributes to the theory of “network success hypotheses of entrepreneurship theory” by offering a manifestation of the same during a crisis faced by the entire network of the entrepreneur.

The findings provide insights on how an entrepreneur can use innovative ways of rethinking of the strategies during a crisis without compromising on the basic philosophy of the company.

The present study is one of a kind to identify the interplay between the entrepreneurial networks both from the customer and supplier sides of the firm during a crisis.

This study aims to explore the process of women entrepreneurship in India from a social perspective using the concept of entrepreneurship as emancipation.

An interpretive approach is applied to address the study objectives, and based on an inductive method, the non-economic antecedents that led women to start entrepreneurship ventures are explored using 33 in-depth interviews. The study explores beyond the motivations and investigates the social process through which a women entrepreneur passes through after taking the decision to start a business venture.

Major findings indicate entrepreneurship as a change process where changes in both the entrepreneur and her social surroundings are observed with time. More detailed analysis reveal opposing (the entrepreneur) social forces in the initiation phase but more supportive social set up in the later phases of the entrepreneurship. The results support the process of entrepreneurship as emancipation (with stages such as seeking autonomy, authoring and declaring).

The present study supports the concept of entrepreneurship as an emancipation process, and how it unfolds as a gendered process in a society where women (in general) are still not treated as equals.

The study has practical implications for entrepreneurs and their stakeholder networks.

The findings have novel social implications on how a broader social structure has an influence on the entrepreneurship journey of a woman.

To the best of the authors’ knowledge, this is the first study to explore the phenomenon of entrepreneurship as an emancipation for women entrepreneurs of elite families in a developing nation who have started their business from non-economic needs.

The present case study discusses the multi-branded strategy of hotels by the Indian Hotels Company Limited (IHCL) in 2012. The brand architecture of the group in 2012 consisted of four brands, namely Taj, Vivanta, Gateway and Ginger. However such brand architecture posed quite a few challenges for the group such as positioning, sustain the different brands and avoiding brand dilution since both The Gateway and Vivanta had a tag “by Taj” which could erode the premium associations of the parent brand.

The case is based on secondary research and has been developed using published information collected from online and offline sources. Wherever required, written permission has been obtained from the copyright holders (Exhibits VII-IX). Direct quotes have been properly cited from original sources.

This case could be a part of the Marketing Management course in an undergraduate Program in Business Management. The specific topics which could be facilitated through this case are Segmenting, Targeting and Positioning. The case could also be a part of a Brand Management course in the same program for specialized subjects where it could illustrate the concept of Brand Architecture. In case of an Executive Education Program, this case can be used to facilitate issues in Marketing as well as Brand Management.