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Case study
Publication date: 26 July 2023

Medha Kulkarni, Leena B. Dam and Bharat Pawar

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…

Abstract

Learning outcomes

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.

Case overview/synopsis

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?

Complexity academic level

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.

Supplementary materials

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

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 13 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 9 September 2020

Ankur Kashyap and Juhi Raghuvanshi

In the wake of COVID-19, most of the countries at present, are in a dilemma whether to extend lockdown at the cost of economy or to improve the hard-hit economy by lifting the…

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Abstract

Purpose

In the wake of COVID-19, most of the countries at present, are in a dilemma whether to extend lockdown at the cost of economy or to improve the hard-hit economy by lifting the lockdown. It is indicated by the reputed organizations and medical fraternity that corona will stay here for a longer period contrary to the earlier assumptions. Hence the purpose of this study is to suggest a strategy which balances both preventive measures and economic losses to control the pandemic.

Design/methodology/approach

There is a need for the identification of the critical success factors (CSFs) for developing COVID-19 preventive strategies to control the pandemic with an economy-centric approach.

Findings

The six CSFs identified are “Effective communication”, “Social distancing”, “Adopting new technology”, “Modify the rules and regulation at workplace”, “Sealing the borders of the territory” and “Strong leadership and government control”.

Research limitations/implications

The study has a vital contribution to literature as no previous study has identified CSFs for developing COVID-19 preventive strategies while focusing on the economy.

Practical implications

Further, these identified CSFs are helpful in medium and longer-term planning which is required to rebalance and re-energize the economy following this epidemic crisis.

Originality/value

The study has given a model that depicts the cause and influence relationship between the key factors in the system under question. The importance of study increases many fold, as resources are limited and the outcome of the study could be used to channelize the resources effectively.

Propósito

A raíz del surgimiento de COVID-19, en la actulidad la mayoría de los países se encuentran en un dilema entre extender el confinamiento a costa de la economía o mejorar la afectada economía levantando las cuarentenas. Diversas organizaciones incluyendo la comunidad médica indican que el coronavirus permanecerá por un período más largo, contrario a las suposiciones anteriores. En este contexto, es muy necesaria una estrategia que equilibre tanto las medidas preventivas como las pérdidas económicas.

Diseño/metodología/enfoque

Existe la necesidad de identificar los factores críticos de éxito (CSF) para desarrollar estrategias preventivas de COVID-19 para controlar la pandemia con un enfoque centrado en la economía.

Resultados

Los seis CSF identificados son “Comunicación efectiva”, “Distanciamiento social”, “Adopción de nuevas tecnologías”, “Modificar las reglas y regulaciones en el lugar de trabajo”, “Sellar las fronteras del territorio” y “Liderazgo fuerte y control gubernamental”.

Implicaciones de la investigación

Este estudio tiene una contribución relevante para la literatura, ya que ningún estudio anterior ha identificado CSF para desarrollar estrategias preventivas de COVID-19 mientras se enfoca en la economía.

Implicaciones prácticas

Además, los CSF identificados son útiles en la planificación a mediano y largo plazo que se requiere para reequilibrar y reactivar la economía después de esta crisis epidémica.

Originalidad/valor

El estudio ha proporcionado un modelo que describe la relación de causa-efecto entre los factores clave del sistema analizado. La importancia del estudio se hace más evidente ya que ante recursos limitados, los resultados podría utilizarse para canalizar los recursos de manera eficaz.

Objetivo

Como resultado do surgimento do COVID-19, a maioria dos países está atualmente em um dilema entre estender o confinamento às custas da economia ou melhorar a economia afetada suspendendo as quarentenas. Várias organizações, incluindo a comunidade médica, indicam que o coronavírus permanecerá por um período mais longo, ao contrário das suposições anteriores. Nesse contexto, uma estratégia que equilibre medidas preventivas e perdas econômicas é muito necessária.

Desenho/Metodologia/Abordagem

É necessário identificar os Fatores Críticos de Sucesso (CSF) para desenvolver estratégias preventivas ao COVID-19 para controlar a pandemia com uma abordagem centrada na economia.

Resultados

Os seis CSF identificados são “Comunicação eficaz”, “Distanciamento social”, “Adoção de novas tecnologias”, “Modificar regras e regulamentos no local de trabalho”, “Selar as fronteiras do território” e “Liderança forte e controle governamental”.

Implicações da pesquisa

Este estudo tem uma contribuição relevante para a literatura, uma vez que nenhum estudo anterior identificou a CSF para desenvolver estratégias preventivas ao COVID-19 com foco na economia.

Implicações práticas

Além disso, os CSF identificados são úteis no planejamento de médio e longo prazo necessário para reequilibrar e reativar a economia após esta crise epidêmica.

Originalidade/valor

O estudo forneceu um modelo que descreve a relação causa-efeito entre os fatores-chave do sistema analisado. A importância do estudo fica mais evidente uma vez que, diante de uma situação de recursos limitados, os resultados poderiam ser usados para canalizar recursos de forma eficaz.

Article
Publication date: 8 February 2021

Anselmo Ferreira Vasconcelos

Anecdotal evidence suggests the growing need for wise people and organizations, which are fully dedicated to building up the greater good more than ever before. The purpose of…

Abstract

Purpose

Anecdotal evidence suggests the growing need for wise people and organizations, which are fully dedicated to building up the greater good more than ever before. The purpose of this study is to broaden the role of wisdom by triggering an aware and genuine concern toward building wisdom capital (WC) within organizations.

Design/methodology/approach

First, this endeavor draws upon key issues of wisdom theory literature, namely, the nuances of its general aspects, basic components, other relevant issues and practical wisdom construct. Second, it suggests a conceptual model through which both workers and organizations may help to build up a solid WC. In addition, some research propositions are also suggested. Finally, it proposes some avenues of research and presents the conclusions.

Findings

The notion of WC may help individuals and organizations to keep the right path. To some degree, it reminds us that individuals exist to contribute to something greater than themselves through their potentialities, skills and capabilities. The theoretical background of WC urges the individuals to engage in meaningful projects and challenges to improve the human condition.

Practical implications

Seemingly, managers and CEOs still have a narrow view about what wisdom embraces. Accordingly, it is important to keep in mind that to enhance individual wisdom capital (IWC), concerted efforts are required toward human training and development to improve the organizations and their decision-making systems. Overall, this frame suggests that it is vital to accumulate a WC for the survival and thriving of individuals and organizations. As theorized, WC is a very useful, rich and sense-making form of capital to gather.

Originality/value

Overall, this article attempts to broaden wisdom theory within organizations by presenting the definition, meaning and scope of WC and its by-products, i.e. IWC and organizational wisdom capital. Hence, it focuses on two levels and describes specific means and ends related to each stance. At last, the proposed variables may be carefully managed and monitored to engender a new business paradigm, that is, the general well-being.

Details

International Journal of Organizational Analysis, vol. 30 no. 2
Type: Research Article
ISSN: 1934-8835

Keywords

Abstract

Details

Social Sector Development and Inclusive Growth in India
Type: Book
ISBN: 978-1-83753-187-5

Abstract

Details

Latino College Presidents: In Their Own Words
Type: Book
ISBN: 978-1-78350-142-7

Article
Publication date: 9 January 2024

Mohamed Malek Belhoula, Walid Mensi and Kamel Naoui

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Book part
Publication date: 1 June 2007

Winifred Rebecca Poster

Workplace temporalities are being reshaped under globalization. Some scholars argue that work time is becoming more flexible, de-territorializing, and even disappearing. I provide…

Abstract

Workplace temporalities are being reshaped under globalization. Some scholars argue that work time is becoming more flexible, de-territorializing, and even disappearing. I provide an alternative picture of what is happening to work time by focusing on the customer service call center industry in India. Through case studies of three firms, and interviews with 80 employees, managers, and officials, I show how this industry involves a “reversal” of work time in which organizations and their employees shift their schedules entirely to the night. Rather than liberation from time, workers experience a hyper-management, rigidification, and re-territorialization of temporalities. This temporal order pervades both the physical and virtual tasks of the job, and has consequences for workers’ health, families, future careers, and the wider community of New Delhi. I argue that this trend is prompted by capital mobility within the information economy, expansion of the service sector, and global inequalities of time, and is reflective of an emerging stratification of employment temporalities across lines of the Global North and South.

Details

Workplace Temporalities
Type: Book
ISBN: 978-0-7623-1268-9

Content available
Book part
Publication date: 28 September 2023

Abstract

Details

Digital Transformation, Strategic Resilience, Cyber Security and Risk Management
Type: Book
ISBN: 978-1-80455-262-9

Book part
Publication date: 20 March 2023

Olufunmilayo Arewa

In October 2020, Zambia failed to make a $42.5 million interest payment on $1 billion in Eurobonds maturing in 2024, becoming the first African country to default on its debt…

Abstract

In October 2020, Zambia failed to make a $42.5 million interest payment on $1 billion in Eurobonds maturing in 2024, becoming the first African country to default on its debt obligations in the aftermath of COVID-19. Zambia's default highlights the fragmented nature of governance in sovereign debt markets. The Zambian default also underscores the continuing impact of colonial hangover in former colonies in Africa. Fragmented governance and colonial overhang create incentives for both debtors and creditors that contribute to cycles of sovereign debt. These cycles of debt pose a particular hazard to residents within countries that issue such debt. In African contexts, this has led to flows of funds for debt repayment that may significantly jeopardize the well-being of people who are already poor. Zambia's default also reflects the increasing need of African countries to navigate among different external actors, particularly China, which has given loans throughout Africa for varied projects, including infrastructure lending as part of its Belt and Road Initiative. The Zambian default draws attention to the significant amount of Eurobond debt African countries have incurred in recent years and the burdens that such debt may impose. The circumstances of Zambia's default, as well as recent disputes about external debt in Mozambique, reflect continuing issues about transparency and public scrutiny of sovereign debt transactions and the broader societal impact of debt internally within African countries and in relations between African countries and varied external powers.

Details

Imperialism and the Political Economy of Global South’s Debt
Type: Book
ISBN: 978-1-80262-483-0

Keywords

Book part
Publication date: 20 March 2024

Reetika Dadheech and Dhiraj Sharma

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…

Abstract

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.

Details

Contemporary Challenges in Social Science Management: Skills Gaps and Shortages in the Labour Market
Type: Book
ISBN: 978-1-83753-165-3

Keywords

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