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This case is primarily intended fior students to evolve ideas in context to the challenges catering to a green fashion clothing line selling their products in the emerging economy of India wherein the masses are far behind considering the sustainable value of their products. In response to these challenges, the learners would be able toanalyze the influence of internal and external enhancers and inhibitors on a sustainable fashion brand to improve its scalability; articulate the factors influencing diffusion of sustainable fashion apparel; and formulate a strategic plan to aid in the growth and scalability of the brand and building micro-economies that will thrive in the future.The case also addresses topics like consumer attitude toward sustainable fashion clothing line and pricing challenges faced by such brands in developing economies like India.

This case describes the challenges faced by the co-founders, Sanghamitra and Mayuree, who introduced a sustainable fashion apparel brand called Econic. Marketing and sales of Econic’s products came with a bundle of challenges, and it was not easy to convince customers about the authenticity, quality and pricing of these products. Indian consumers had less awareness of the value of sustainable fashion clothing thereby presenting a huge challenge for Econic to flourish and sell their products in India. Thereafter, the brand aimed at expanding beyond the geographical boundaries of India. This further led Econic to face a cutthroat competition from various established players with comparatively huge market shares. Majority of Econic’s sales arose from expatriates or outlanders. Considering the response of local impediments and constraints from India, Sanghamitra began targeting the foreign markets. She saw global expansion as an opportunity for driving the brand’s growth. Eventually, Econic witnessed nascent success when the founders started exporting their products in the markets of UAE [1] and USA [2]. Contrarily, the brand’s co-founder Mayuree felt that it was too early for the brand to enter international market, and instead, it would be more sensible to focus attention in India itself. The approach of both the co-founders seemed paradoxical. At one point, Econic was facing a fierce local competition for their products. How could the brand increase awareness and acceptance of its products was an area of concern for Sanghamitra. Second, expanding into international market posed certain other challenges. The key dilemmas encountered by the co-founders continued to remain that which growth strategy should Econic adopt; how could Econic ascertain to set foot into which market; what were the likely scalability challenges they faced by entering international market; and what could be the finest marketing strategy for their brand.

The case is relevant for students in disciplines of green marketing, principles and concepts of sustainability, climate change and development, corporate social responsibility, marketing and strategy. It is designed for advanced MBA/PGDM and capstone courses.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

Amidst the COVID-19 pandemic, education has shifted to online teaching and learning. Interactivity is a crucial tool used to make online education effective. This study empirically examines the role of interactivity in higher education and its influence on students' behavioral outcomes, specifically focusing on soft skills and personality upgradation.

A quasi-experimental research design was carried out for post-graduate students undergoing a business communication course from four major institutions. For analysis, t-test, confirmatory factor analysis (CFA) and partial least squares structural equation modeling (PLS-SEM) have been employed. Experimental research has established the causal relationship between interactivity, personality and soft skill upgradation (SSU).

It was found that the theoretical structural model has a rational model-fit validity. Resultantly, practitioners may use prior knowledge of virtual community (VC) members to enhance web interactivity, thereby increasing social identity and social bonds in a group for more meaningful and effective delivery of online courses.

The major limitations lie in its context-dependent nature, predominantly influenced by the pandemic-induced mandatory online learning. The study's cross-sectional design also inhibits its ability to assess goal-directed behaviors over time, necessitating further longitudinal research.

The study is one of the pioneering pieces of research that examines the role of pre-defined grouping and enhanced web interactivity in VCs in the context of online learning, especially during the COVID-19 pandemic. Integrating theories of web interactivity, social bond theory (SBT) and social identity theory (SIT) provides a novel understanding of cognitive and social influences that drive meaningful online discussions and their impacts on knowledge enhancement and personality development. Its findings have implications for the design of effective online learning environments and e-learning pedagogy, contributing to the growing domain of information and communication technology (ICT)-enabled education.

The peristaltic motion for Carreau fluid by means of an infinite train of sinusoidal waves traveling along the walls of a circular cylindrical flexible tube is investigated. The fluid is subjected to a constant transverse magnetic field. A perturbation solution is obtained for the case in which Weissenberg number is small. The effects of Hartmann number, Weissenberg number, power‐law index and amplitude ratio on the pressure rise and the friction force are discussed. The trapping limit and the trapping occurrence region at the centerline decrease by increasing Hartmann number but they are independent approximately of Weissenberg number and power‐law index.

This study used an integrated framework that incorporates the technology acceptance model (TAM) (Davis, 1989), the theory of planned behavior (TPB) (Ajzen, 1991) and trust to examine factors that mainly influence consumers' intention towards the use of smart technologies in tourism and hospitality (T&H) industry. The Internet of things (IoT), artificial intelligence (AI), virtual reality systems, augmented reality systems, etc. are the Smart 4.0 technologies generally used in T&H industry these days.

Convenience sampling approach was employed in this study. Data were collected over the Internet using a survey instrument by posting the questionnaire link on social network web pages of travel agencies from November 10, 2021, to December 30, 2021. In the opening statement of the questionnaire, we have explained about the Smart 4.0 technologies so that every respondent could understand what we mean by Smart 4.0 technologies.

The findings show that conjoining the TAM and the TPB with trust resulted in a robust model for explaining customers' intention toward using smart technologies in the T&H industry.

Smart technologies have become one of the most profitable e-commerce applications. This study examines and integrates the various advantages of smart technologies for the consumers in T&H industry, as well as providing insight into the intentions of Indian consumers. Hence, this study gives significant information to IT companies, online travel agencies, tour operators, travel agents, T&H planners and other stakeholders on Indian consumers' behavioral intentions (BIs).

This study tested the utility of the extended model in predicting consumers' intention towards the use of smart technologies in T&H industry. As far as the authors' knowledge is concerned, this is the first study that predicted intention of Indian consumers towards the use of smart technologies in T&H industry by integrating TAM, TPB and trust.

This study aims to investigate the comparative importance of factors influencing the customer shift behavior from conventional to Islamic banking for consumer finance in Pakistan.

First, a comprehensive analysis of the existing literature was conducted to identify a broad range of factors related to customer shift behavior. Through an expert sampling, 14 essential factors were chosen for further investigation. Second, a questionnaire was developed using the analytical hierarchy process (AHP). This questionnaire was then distributed among customers who had previously been using conventional banking services but had made a shift toward Islamic banking. The purpose of this questionnaire was to gather data and insights regarding their motivations and decision-making process behind the shift, and a sample 215 customers are taken in the study.

The results of AHP depicts that the religiosity is a most important factor influencing customers to shift from conventional to Islamic banking, and the second most important factor is pricing. The other subsequent important factors are reputation of the bank, marketing and promotion, service quality, behavior of banks staff, Shariah compliance, management, convenience, fastness and charges/fees. Whereas documentation, ambiance and recommendation are found least important factors to patronize Islamic banking.

The study recommends Islamic banks to create awareness, concentrating on religious factor to have a greater impact on growth of Islamic banking and shrinking of conventional banking. Further, it suggests Islamic banks to apply Shariah-recommended approach of doing business, to help community in best possible way and to launch differentiated marketing techniques to attract customers. It also proposes regulatory authorities to provide facilitation to Islamic banking business by providing level playing field similar to conventional banking, tax equality and conversion of public financing from conventional banking to Islamic banking.

The originality of this study lies in its comprehensive analysis of factors influencing consumer shift behavior from conventional to Islamic banking in the context of consumer finance in Pakistan. By using the AHP, the study provides a structured approach to understanding the relative importance of these factors. This is the uniqueness of the paper that it applies the AHP for the analysis. Furthermore, the study offers practical implications for Islamic banks and regulatory authorities to effectively address and capitalize on this consumer shift trend.

Purpose: Small and medium enterprises (SMEs) are the most significant contributors to maximum employment generation, the gross domestic product (GDP) of many countries, and the overall global economy. It is also evident that cyber threats are becoming a big challenge for SMEs, which is directly impacting global economy.

Methodology: Existing research inputs were accessed to understand current cyber threats for SMEs and their cybersecurity posture. Additionally, this research has collected the latest insights by taking direct inputs from SMEs and conducting a well-designed research survey. It has provided a few direct inputs to designing solutions for the SME segment. For analysis and recommendations, cybersecurity best practices and core cybersecurity concepts are considered at the centre of the solution.

Findings: Implementing existing cybersecurity standards or frameworks is not easy for SMEs, as they generally have limited resources and different priorities for their business when it comes to the implementation of any cybersecurity controls. Currently, many cybersecurity standards are not able to support the implementation of business domain-specific controls.

Practical implications: Along with the research findings shared in this chapter, as a resolution to the problems faced by SMEs, the authors will propose a new framework as a solution. This framework is designed using core concepts of cybersecurity such as confidentiality, integrity, and availability (CIA triad) as well as defence in depth (DiD) mechanisms in each layer of organisation. The authors will also share a high-level idea about how reliable artificial intelligence-based software can help identify recommended controls for particular SMEs.

Islamic banking as a financial institution has always been proclaimed to be different from conventional banking systems. This is mainly due to the prohibition of interest and emphasis on achieving social economic responsibility in society. However, in practice, Islamic banking practices in the UK seem to be far away from its paradigm version. The main purpose of this study is to evaluate user perceptions of Islamic banking practices in the UK.

To explore the understandings and perceptions of customers about Islamic banking practices in the UK an online questionnaire survey is used as the research approach in this study. The survey was conducted through a closed‐ended structured questionnaire.

The overall findings of this study suggest that Islamic banking in the UK is not fully aligned with the paradigm version of Islamic finance. The respondents generally agree with the view that the principle of profit and loss sharing element represents the true spirit of Islamic banking practices, however, due to the complex nature of Islamic banking products, they are unsure about the full benefits of this system. There is a high expectation among the respondents about the commitment and strong welfare role of Islamic banks in society. It is therefore suggested that through research, effective marketing and generating more awareness in users about Islamic finance, it is possible to achieve more from the Islamic banking paradigm.

This study is not only relevant to Muslims, but also to the banking regulators in the UK, as many conventional banks are now offering Islamic products and services alongside their routine interest‐based transactions. Hence there is a need for the regulators to understand the real nature of such practices by both the Islamic and conventional banks and establish a uniform regulation so that users are not ill‐treated by banks in the UK.

Aiming at understanding the effectiveness of leadership styles on workers' outcomes in safety-critical context, this study explores the impact of ethical leadership on safety and task performance under contingent effects of two safety-critical factors (i.e. perceived accident likelihood and perceived hazard exposure).

The study is cross-sectional in nature and survey questionnaire was used for data collection. Data were collected from 397 workers from ten organizations producing chemical products. Multiple hierarchical regression was performed to test the hypothesized relationships.

Results show that ethical leadership has positive association with workers' safety performance, safety attitude and task performance. Further, perceived accident likelihood moderated the influence of ethical leadership on workers' safety performance and attitude in such a way the association is strong when accident likelihood is high. Perceived hazard exposure moderated the link between ethical leadership and task performance such that higher hazard exposure decreases the effectiveness of ethical leadership.

Findings imply that managers can optimize employee safety for jobs associated with high safety-critical context through demonstration of ethical leadership behaviors. The study suggests that ethical leadership can prove to be important tool to improve workers' occupational safety well-being, which in turn helps them to improve their health and general well-being.

Contextualization of ethical leadership in safety-critical context is novelty of the study.

The purpose of this paper is to find analytic approximate solutions for time-dependent flow and heat transfer of a Sisko fluid.

The homotopy analysis method is used to find a family of travelling wave solutions of the governing non-linear problem.

The effects of different parameters on the velocity and temperature profiles are shown graphically.

The analytic solutions of the system of non-linear ordinary differential equations are constructed in the series form for various values of the power index.

There is an acute shortage of infrastructure to deal with fire hazard in big cities in Pakistan. Consequently, fire hazard poses a serious threat to economic and social activites in these cities. Unfortunately, the scale of this threat is not fully recognised in Pakistan despite the fact that recent fire incidences in different cities of Pakistan have resulted in considerable economic and life losses. The purpose of this paper is to present the results of a survey which was conducted in one of the largest cities of Pakistan to determine the nature and level of this threat. A critical evaluation of available resources with the Fire Brigade Department (FBD) to deal with the fire hazard in the city confirmed a lack of infrastructure facilities and adequate training. A conceptual framework model for fire risk management is proposed to reduce the level of this threat.

This study is based on a survey of fire exposed buildings in Karachi (one of the largest cities of Pakistan) and the analysis of available resources and infrastructure of FBD. A total of 13 sites were visited and interviews were conducted. Fire stations in the city were visited and an inventory of available resources was prepared. The data of fire incidents and human and economic losses were collected and analysed. Based on the findings, a conceptual framework model was suggested for fire risk management in the city.

The survey of the fire exposed structures indicated that negligence, violation of building codes, unawareness of safety measures, carelessness, and lack of training were the major causes of fire incidents. An acute shortage of facilities and infrastructure for fire fighting was noted. The recording mechanism of data related to fire incidents was found to be inadquate.

The paper is a small but original contribution to identify a potential hazard which is faced by the businesses and community in the city. This is the first attempt (to the best of authors’ knowledge) to mitigate the effects of fire hazard.

The suggested model can be employed by the authorities as a guideline to mitigate fire hazard in the country.

The paper provides valuable information on the fire incidents and human and economic losses in Pakistan. The suggested model can become helpful in reducing fire hazard in Pakistan.