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The learning objectives of this case study are listed below: • What is corporate social responsibility (CSR)? • The role of CSR in creating opportunities to growth. • Distinguish the ways in which social marketing evolved differently in urban and rural areas. • Obstacles in CSR • CSR beyond the competition.

The case of CSR by Reckitt Benckiser (RB) follows the marketing practices through purpose-led marketing through CSR. RB Pakistan Limited is a fast-moving consumer goods provider in Pakistan following a vision of the world where people are healthier and live well. The purpose is to make a difference by giving people innovative solutions for healthier lives and happier homes. This means they are expending their capabilities and investing in innovation to stay ahead of the game. RB is trying to achieve this vision by following the strategy of health and hygiene awareness in rural marketing through various types of communications, by introducing low price products to reduce diarrhea and open defecation. In urban areas, the young generation is the trend creators and they are much involved in awareness of state of the world. RB is committed in providing innovative solutions with the help of well-organized programs such as reaching new moms, educating them and providing awareness sessions in schools to students for handwashing practices. RB carries these activities with the help of non-government organizations and small support of Government of Pakistan.

This case is appropriate for MBA (Marketing) courses. The case explains the significance of CSR in capitalizing the growing trend and unleashing untapped areas and remaining competitive by providing innovative solutions. The case can be taught to the strategic marketing students.

CSS 8: Marketing.

Teaching Notes are available for educators only.

The study aims to inspect the impact of employees’ perception of corporate social responsibility (CSR) and their spiritual values on their affective commitment and job satisfaction, which in turn may promote organizational citizenship behavior. Furthermore, this study examines the moderating effect of Islamic work ethics to identify whether they strengthen or weaken the proposed associations.

A survey instrument was devised to collect data from employees. The statistical analysis of the data was conducted using the Smart PLS software. Additionally, the research uses the “Partial Least Square-Structural Equation Modelling (PLS-SEM)” technique.

The findings of the study suggest that employees’ perception of CSR exhibits a positive association with affective commitment and job satisfaction. Likewise, employees’ spiritual values demonstrate a positive and significant correlation with affective commitment and job satisfaction. Finally, the outcomes reveal that affective commitment and job satisfaction play a major role in fostering organizational citizenship behavior. Moreover, Islamic work ethics positively and significantly moderate the relationship between employee CSR perception and affective commitment and between employee CSR perception and job satisfaction.

This research study endeavors to fill the gaps in the current literature by investigating two crucial aspects of employees: their perception of CSR and spiritual values. Additionally, the study includes Islamic work ethics as a moderator to provide a more comprehensive understanding of how these factors contribute to fostering organizational citizenship behavior. This work highlights the significance of spiritual values and social responsibilities in employees’ lives and how Islamic work ethics shape their behavior accordingly.

Digital financial inclusion is a need of the recent era in order to flourish the growth of economies as well as businesses and individuals. Thus, varieties of digital technologies are launched to provide ease and leverage to customers’ financial needs. Among the well-known digital technologies, Fintech emerged as a well-known and accepted form of digital technologies. However, the acceptance level is much lower, especially in developing sides of the world like Pakistan where issues related to cyber-security are the major hindrance in the way of digitization and n-tier online payments. However, with a massive youth population, Pakistan also has the opportunity to use Fintech as the major tool for economic and social development. Therefore, this chapter has been written purposely to shed light on the importance, use, and role of Fintech in the growth of developing countries like Pakistan. The purpose is to increase the knowledge of youth about financial technologies especially Fintech so they may embrace their abilities with technological innovation, especially for their financial needs. On the other side, the chapter will also address the lack of research on this emerging trend to diverge the focus of researchers and academicians towards Fintech and its uses, scope, implications, and benefits for developing countries.

Green management initiatives are an influential factor for forward-thinking corporations across the globe. Human resource (HR) practitioners find incorporating sustainable development into HR practices a significant challenge, but green initiatives enhance environmental quality. This study aims to analyze the impact of green human resources management (GHRM) practices on hotel environmental performance (HEP) by incorporating environmental knowledge (EK) and individual green values (IGV) as a moderator.

The software Smart PLS has been used for data analysis, and partial least square-structural equation modeling has been used to assess measurement and structural models. Data was gathered from 329 white-collar employees of Pakistan’s guest service hotels.

The results reveal that GHRM practices positively correlate with employees’ affective commitment (EAC) and eco-friendly behavior. Also, employees’ eco-friendly behavior increases HEP, but EAC shows an insignificant association. Moreover, EK does not strengthen the relationship between GHRM practices and EAC and eco-friendly behavior. However, IGV strengthen the relationship between affective commitment and HEP.

The research suggests that management should embrace GHRM practices for better environmental performance. Hotels should ensure that all GHRM attributes, such as green recruitment, training and compensation, are rightly executed. They can help acquire and retain committed and eco-friendly employees whose environmental values and objectives are compatible with the organization.

It will provide insight into the role of the GHRM in fostering EAC and eco-friendly behavior that, in turn, influence environmental performance. Also, the theory of social identity has been incorporated to inspect employees’ behavior along with the moderating role of EK and IGV. It is crucial to understand two essential aspects in a developing country like Pakistan so that the hospitality sector can implement them efficiently in the future: how hotels protect the environment through their green practices and whether employees of a developing country depict eco-friendly behavior and affective commitment on the basis of GHRM.

This paper reviews scholarly literature on electronic banking (EB) research over a three-decade period. The focus of this review is to evaluate the intellectual structure and trends and unearth new areas in the research domain of EB.

Drawing data from the Scopus database, a bibliometric analysis was performed on 2,391 research articles published in the EB domain. The articles were examined and synthesized through volume analysis, citation analysis, authorship analysis and the level of collaboration, co-citation analysis and keyword co-occurrence analysis. A well-known bibliometric tool, VOSviewer, was used to create and analyse various bibliometric maps, networks and tables.

This study uncovers the temporal and spatial trends of publications on EB, the most influential documents, authors, productive publication outlets, countries in the domain, the status of collaboration and the major themes that have been studied in the literature. The publication trail over the years has been gauged using overlay visualization.

This paper highlights new concepts that have emerged in EB over the past three decades and suggests future avenues for research in this area.

Research in the domain of EB is empirical, with only a handful of studies being literature reviews. This is the first-of-its-kind study that aims to trace the development of electronic banking over the past 29 years, from 1994 to 2022, through bibliometric analysis and network visualization.

This study aims to find the determinants of internal and external customer satisfaction of Islamic banks of Pakistan through service quality indicators that are assurance, reliance, empathy, tangibility, responsiveness. Compliance has also been added as a determinant of customer satisfaction. In this study, customers are divided into two groups, internal customers are those who are an employee in the Islamic bank and also an account holder. While external customers are account holders only in Islamic banks of Pakistan.

In this study, a quantitative research approach is used for analyzing the behavior of internal and external customers of Islamic banks in Pakistan. The instrument which is used to analyze the study’s data, is a structured five-point Likert-scale questionnaire. The structural model was analyzed with the help of the partial least squares structural equation modeling approach.

This study concluded that internal customers of Islamic banking are well aware and have full information and their level of satisfaction is positive toward the bank’s services. While external customers feel satisfied while using the Islamic banking services in Pakistan. Service quality indicators are positively and significantly related to customer satisfaction in the external customer model. On the other hand, some of the indicators are not showing a significant impact on the internal customer multi-group analysis shows a difference of coefficients are insignificant between internal and external customers.

This study helps policymakers, to understand the behavior of internal and external customers of Islamic banking in Pakistan for creating favorable policies for an interest-free banking service.

This research study provides an analysis of the customer satisfaction of Islamic banks in Pakistan by dividing Islamic bank customers into two groups (internal and external customers). The purpose for dividing Islamic bank customers into two groups is that this study wants to highlight that external customer’s perception is the same as internal customers or not? Before this study, it is difficult to find single research on this topic, whereas only one study is find-out on the factors that affect internet banking adoption among internal and external customers.

The purpose of this study is to analyze the factors affecting startup development and the entrepreneurship ecosystem's contribution to it.

A quantitative methodology is used for data collection from different startup owners working across Pakistan. It is a cross-sectional descriptive study, which investigates the causal effect of variables at a definite point in time. Non-probability convenient sampling was used for selecting available startups from the incubation centers. The sampling framework consists of the founders of the startups that have been previously incubated at any of the selected incubation centers.

Regression analysis results from 165 responses of entrepreneurs and incubation centers demonstrate that the most important factors affecting startup development were financial access, government support, marketing challenges, education, technology and managerial skills in order of occurrence. Entrepreneurship ecosystem also proved to have a very positive impact on the relationship of these factors with startup development.

In this paper, the factors that affect the development of startup are analyzed and recommendations are provided.

This research is comprehensive, as we have collected data from actual entrepreneurs and incubation centers to explain how entrepreneurs initiate their startup business by considering their managerial skills. As such, this study is unique in that the data comes from newly developed incubations centers in one of South Asia's fastest-growing economies.

This paper aims to address the need for a more in-depth empirical investigation of exploring the link between the adoption of corporate social responsibility (CSR) practices and different aspects of customer behavior in a developing country. This paper develops a research framework and assesses the mediating role of trust, customer-company identification (CCI) and electronic-service quality (E-SQ) between customer perceptions of CSR and customer loyalty.

Working with a sample of 280 banking customers in Pakistan, partial least square based structural equation modeling is used to test the conceptual model.

Surprisingly, results suggest that CSR is not directly related to customer loyalty, which is contradictory to previously established findings conducted in developed countries. Thus, confirming a full mediation of CCI, E-SQ and trust in enhancing the effect of CSR on customer loyalty. The study also confirms that CSR is positively related to E-SQ, and E-SQ also directly affects CCI.

Banks should adhere to honest CSR practices and effectively communicate and advertise these practices to increase awareness and knowledge among the customers. Similarly, banks should advance in technological expertise to generate customer identification, which then leads to their loyalty.

Previous studies conferred short-term customer’s reactions, such as purchase intention and brand image. Still, this research discusses the long-term effect of CSR on customer behavior, such as the loyalty of the customers. Moreover, this is the pioneer study that investigates how CSR actions influence customer perceptions about E-SQ and how electronic services affect customer identification with a bank.