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The purpose of this paper is to explore the best practices for Purple Hiring, a new paradigm for workplace inclusivity that emphasizes the recruitment and retention of Persons with Disabilities (PWD).

The paper is based on a review of existing literature and interviews with experts in the field of disability inclusion.

This paper explores the best practices for Purple Hiring, including tailored interview processes, assistive technology integration, flexible work arrangements, mentorship and peer support, accessibility audits and design thinking, inclusive leadership training, diversity and inclusion committees, collaborative partnerships, recognition and awards and continuous learning and adaptation.

Purple Hiring is a new paradigm for workplace inclusivity that has the potential to transform the way the people work and live. By embracing the unique talents and capabilities of PWD, organizations can create a more diverse, equitable and productive workplace.

This article focuses on research carried out on gender discrimination and biasness in the workplace in order to understand how gender discrimination can have far reaching consequences on the careers of working women. It looks at five aspects of this issue, namely workplace harassment, hiring, maternity leave, women in leadership roles, and the experience of marginalised women. Although a global issue, this article looks at gender discrimination from Indian Context.

This article is descriptive in nature, that studied the arguments of other researchers and elaborated understanding from those articles considering gender discrimination and gender bias at the workplace.

It was found that despite an intense and growing call for gender equality at the workplace, to provide its female workforce with adequate freedom to work and protection from conservative opinions and biases that keep women out of the workforce. Several women have taken over top positions in companies; regardless, a lot more work remains to be done. Bringing in legislative changes is of utmost importance, as it will ensure that women have legal routes to protect their rights. There also needs to be more research undertaken in the field of gender discrimination to understand how structural changes can be established in companies.

The current study is unique, every industry faces this challenge, which is considered one of the critical challenges. Practitioners, experts, strategists, also fall into the game of gender discrimination and biasness.

This study aims to explore consumption practices of new middle-class Indian women to explicate how they are challenging traditional social norms and redefining their identity through their consumption practices.

A total of 32 semi-structured and photo-elicitation interviews were conducted with new middle-class women between the age group of 23 and 40 years in India.

This study illustrates how the doing of consumption practices that involve creating, controlling, knowing and transforming is enabling new middle-class Indian women to undo gender disparities embedded in hegemonic patriarchal social order. Also, the study provides new insights into how class and symbolic capital intersect gender to redefine middle-class women’s feminine self.

This study specifically illustrates how new middle-class women are using consumption practices to uplift their position in household; bring about new modes of social interface; and identity expression and a reversal in gender roles.

The conflation of women’s independence with consumerism underlines the need for marketers to position consumer goods in a manner that strengthens women’s self and alleviates cultural perceptions of women as subordinate to men in the household. Indian market has considerable growth potential for publicly visible brands that affirm the elevated social status of women and allow them to effectively demonstrate their capital resources.

An under-researched consumer segment is explored by focusing particularly on the intersection of discourses of women’s individuality with that of their consumption practices. Additionally, pioneering use of photo-elicitation technique coupled with hermeneutic approach enabled to elicit effectively women’s reflections on their behaviours, values and motivations underlying their consumption practices.

The learning outcomes of this paper is as follows: to identify unique selling points of a growing business for attaining competitive advantage; to understand the role of segmentation for Wellness Zone Headmasters (WZH); to explore different strategic choices for successful expansion of business; to help students understand the concept of customer satisfaction in a competitive industry; and to understand the importance of differentiation as a major deciding factor for the future of a business.

In March 2020, Kumud Goel, one of the directors of WZH, a chain of wellness spa and salon in Jammu and Kashmir (India), was considering different marketing strategies to grow her existing business. The company had opened two new outlets in the past two years and was looking at increasing its customer base. Kumud was concerned about keeping her customers satisfied in a highly competitive industry. She was aware that differentiation was critical for future growth. In what ways could WZH differentiate itself from its competitors at a time when the market was exploding? Could customer segmentation be the solution? What measures would WZH need to take to increase its repeat customers?

The case is appropriate for use in a 90-min class in a Masters in Business Administration-level management course and for undergraduates, especially marketing majors and in a module on marketing strategy and customer value.

Teaching notes are available for educators only.

CSS 8: Marketing.