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This chapter provides an exhaustive analysis on the development of cricket in China in order to advance existing theories of cricket's development and consider future implications for the international game. Adapted from two journal articles of He and Malcolm (2021) and He et al. (2023), it structures the development of cricket in China according to two key historical era: cricket as an ‘expatriate-only’ game and cricket as an ‘Asian Games sport’. The first era, cricket as an ‘expatriate-only’ game, is constructed according to three key phases: early development; post-war and the ‘opening-up’ era. The second era, cricket as an ‘Asian Games sport’, is constructed according to five periods: budding period (2003–2005), peak period (2006–2010), stable period (2011–2014), trough period (2015–2018) and revival period (2019–present). This paper offers a broadened examination of cricket's development in China, contending that cricket in the country (specifically the mainland) manifests itself in two distinct forms, that is, first, it survives as a grassroots sport, sustained by a resilient expatriate diaspora community. Second, it exists as a sport primarily directed by the state and bolstered by the Asian Games and deeply integrated into the Chinese educational system. It concludes that the degree to which the co-existed motives of multiple stakeholders aligned and misaligned, and the interdependence with the unstable ‘Asian Games sport status’ will serve as the cornerstone for cricket's future in China and contribute significantly to the international sport's global development.

For many Indians who played cricket in their backyards or whatever little spaces they had in their locality, the red Stumper ball became their ticket to the local version of the game. This form of cricket involved self-created rules, tailored to the available space or the mood of neighbours who may or may not return the ball if it were to land on their field. This photo essay follows the journey of ‘Mahanadu XI’, a group of young men, mostly from subaltern communities, who play cricket on the banks of the Krishna River in Vijayawada. The photographer, driven by his teenage memories as a cricket enthusiast who religiously followed test matches and one-day games on TV, captures their story through a series of interactions spanning three months from April to June 2023.

For decades, consumer identification and motivation, either alone or jointly, have been essential constructs for behavioral researchers. The resultant output is significant in terms of both quality and quantity. However, at a deeper level, a lack of conceptual clarity in the relationship between these constructs has led to theoretical and practical irregularities, which this study aims to address.

An online questionnaire was distributed to sport consumers aged over 18 participating in an online panel, prompted 293 completed responses. Structural equations modeling was used to examine the data.

Findings show that identification mediates the effects of intrinsic and extrinsic motivation on sport supporters’ loyalty and explain 90% of the variance in that construct. In addition, identification mediates the adverse effects of extrinsic motivation on loyalty and strengthens loyalty when levels of satisfaction decline.

This study extends previous work by providing a theoretical perspective that clarifies the relationship between motivation and consumer identification; deepens theory by empirically observing the relationship at different levels of consumer satisfaction; and presents a parsimonious, valid and reliable method that managers can leverage to strengthen sport supporters’ loyalty.

The primary objective of this research is to identify and analyze the influence of digital marketing practises on performance of business of manufacturing enterprises in Delhi-NCR. A quantitative and descriptive research design was implemented in this study. 368 participants from various enterprises were chosen. Questionnaires were used to collect data on the benefits and challenges which are perceived of digital marketing, as well as usage and business performance of these enterprises. SPSS v24.0 is utilized to carry out statistical analysis on the collected data. The study discovered that advantages and problems of digital marketing practices influenced the usage of digital marketing. Furthermore, the execution of digital marketing had a prominent influence on sales and total number of customers of these enterprises, and this relationship was moderated by type and size of businesses. It was discovered that using digital marketing strategies increased business profits by raising digital marketing awareness among consumers and various industries. It made digital marketing easier to implement in various businesses. However, research should be conducted for appropriate generalization in a larger scale.