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After working through the case, the students should be able to understand Indian political economy and the brand building process of NaMo; identify the media mix strategies used to build the brand NaMo in India; evaluate possible future growth strategies for brand NaMo; and compare and contrast brand NaMo with business brands.

Narendra Modi popularly called as NaMo was the current Prime Minister of India. He belonged to Bhartiya Janata Party (BJP) which won India’s general elections in two consecutive terms 2014 and 2019. NaMo was recognised worldwide for his prudence in leading the country to greater heights of achievement. NaMo started his political journey as the worker of BJP at a tender age. His rise in political career was akin to flagship brand overtaking the parent brand. All the steps taken in the past to position himself as a cult brand, will it fortify to NaMo’s victory in 2024 general elections? Business firms may follow NaMo’s strategies. What can the business brands emulate from NaMo to market and position themselves? Can political success be transpired to business success?

This case is designed for use in a graduate-/postgraduate-level marketing course in segments on brand management, brand expansion and the marketing strategies of a market leader. The case can also be used in a brand management course to discuss brand management models (e.g. Keller’s brand resonance pyramid and brand value chain). This case has particular application for classes that focus on brand equity, STP for any brand (segmentation, targeting and positioning) and brand value chain. The case looks in detail at the Indian political market and brand building process of NaMo and examines competitive moves since its inception. This case can be used in brand management, media management courses. The dilemma can be explained as part of a marketing course for postgraduate and executive programmes.

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CSS 8: Marketing.

This paper examines the time-varying efficiency of nine major Middle East and North Africa (MENA) stock markets namely Egypt, Bahrain, UAE, Jordan, Saudi Arabia, Oman, Qatar, Morocco and Tunisia during times of COVID-19 pandemic outbreak and vaccines.

The authors use two econometric approaches: (1) autocorrelation tests including the wild bootstrap automatic variance ratio test, the automatic portmanteau test and the Generalized spectral test, and (2) a non-Bayesian generalized least squares-based time-varying model with statistical inferences.

The results show that the degree of stock market efficiency of Egyptian, Bahraini, Saudi, Moroccan and Tunisian stock markets is influenced by the COVID-19 pandemic crisis. Furthermore, the authors find a tendency toward efficiency in most of the MENA markets after the announcement of the COVID-19's vaccine approval. Finally, the Jordanian, Omani, Qatari and UAE stock markets remain globally efficient during the three sub-periods of the COVID-19 pandemic outbreak.

The results have important implications for asset allocations and financial risk management. Portfolio managers may maximize the benefit of arbitrage opportunities by taking strategic long and short positions in these markets during downward trend periods. Policymakers should implement the action plans and reforms to protect the stock markets from global shocks and ensure the stability of the stock markets.

Purpose: Preserving a country’s culture is crucial for its sustainability. Handicraft is a key draw for tourism destinations; it protects any civilisation’s indigenous knowledge and culture by managing the historical, economic, and ecological ecosystems and perfectly aligns with sustainable development. It has a significant role in creating employment, especially in rural regions and is an essential contributor to the export economy, mainly in developing nations. The study focuses on the skills required and existing gaps in the handicraft industry, its development and prospects by considering women and their role in preserving and embodying the traditional art of making handicrafts.

Approach: A framework has been developed for mapping and analysing the skills required in the handicraft sector using econometric modelling; an enormous number of skills have been crowdsourced from the respondents, and machine learning techniques have been used.

Findings: The findings of the study revealed that employment in this area is dependent not only on general or specialised skills but also on complex matrix skills ranging from punctuality to working in unclean and unsafe environments, along with a set of personal qualities, such as taking initiatives and specific skills, for example polishing and colour coding.

Implications: The skills mapping technique utilised in this study is applicable globally, particularly for women indulged in casual work in developing nations’ handicrafts industry. The sustainable development goals, tourism, and handicrafts are all interconnected. The research includes understanding skills mapping, which provides insights into efficient job matching by incorporating preferences and studying the demand side of casual working by women in the handicraft sector from a skills perspective.

This study demonstrates a practical use of Actor-Network Theory (ANT), showing methodological, predictive and unforeseen issues that emerged during the data collection and analysis phases and how they were addressed during the development of this research.

Based on the research of reapplication of a “tecnologia social” (TS) of entrepreneurial education, this article explores the author’s reflections on the adoption of ANT as a theoretical-methodological approach, highlighting the practical implications of a social material theory during fieldwork.

The adoption of ANT places the researcher in front of methodological issues not always foreseen in the research design. Four moments to a practical path through the engagement of ANT agency are highlighted: the network of actors, monitoring of actors, interpretation of data collected and writing results. These moments correspond to methodological issues that the authors faced during the practical journey of the research. At each moment, the challenge aroused is discussed and the methodological choice chosen to address the issue is presented.

The engagement with ANT has enormous potential in the study of management and organizations phenomenon, but its methodological implications in practice are still challenging. The authors seek to share this investigation and engagement in ANT so that other researchers have a reference and a starting point to employ and engage in this theoretical-methodological lens. Thus, it may be possible to anticipate certain difficulties in future research designs and to glimpse at potential developments and paths that the research may lead.

This essay examines how two Marxist anti-colonial intellectuals from Portuguese India and French India – Aquino de Bragança and V Subbiah – differentially theorized movements for independence from colonial rule. Through the analysis of primary source documents in French, Portuguese, Italian and English, I compare V Subbiah's Dalit, anti-fascist anti-colonial Marxism to Aquino de Bragança's internationalist anti-colonial Marxism. Both theorists' approaches have similarities in (1) theorizing the relationship between fascism and colonialism given that the Portuguese Empire was administered by Salazar's Estado Novo and the French Empire was under Vichy rule, (2) rethinking Marxism to better fit the Global South context and (3) intellectual and political connections to Algeria were critically important for theory and praxis. Despite the distinct geographic and social spaces in which they lived and worked, both produced remarkably similar theories of anti-imperialism.