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This study investigates the association between workplace bullying and intention to leave. The study further attempts to understand the mediating and moderating roles of emotional exhaustion and supervisory support respectively on workplace bullying and intention to leave relationship.

Statistical tools like SPSS and PROCESS Hayes were used for the analysis. Techniques like CFA, regression, moderation mediation analysis were used.

Utilizing conservation of resources (COR) theory and a sample of 480 employees from hospitality sector in India, we found that WPB was positively related to intention to leave. We also found that supervisory support moderated the relationships between emotional exhaustion and intention to leave and emotional exhaustion acted as a mediator between workplace bullying and intention to leave.

First, for the survey self-report questionnaire was employed; hence, it may be biased due to the social desirability effect. However, the researcher has stated that for workplace behavior like an intention to leave and supervisory support, the self-report survey is applicable (Bennett and Robinson, 2000). This study is limited in scope to measure cause-and-effect relationship because it is a cross-sectional study. Therefore, in correlation, the chronological order cannot be established as data were collected at the same time.

First, the result of the study established that workplace bullying can result in high intention to leave which will adversely affect the organization in the long term. Therefore, it is necessary that managers and businesses need to act to reduce workplace bullying. The managers in the organization should facilitate the friendly work environment and implement practices that are detrimental to bullying behaviors.

Since workplace bullying not only affects the target but also the team’s success and organization and the society as a whole, the organization should think of exploring the impact of workplace bullying on team cohesiveness and organizational performance.

This study seeks to explore in more detail the problem of bullying in the hospitality sector in India. The impetus for the study was the growing concern that bullying is creating a lot of turmoil in the life of employees making them either face the situation by being emotionally strong or leave the organization.

Sudden and unannounced policy changes by the government that provide banks with windfall deposits creates a challenge in terms of resource deployment. In the process, there is an impact on their risk and returns. Using data on domestic Indian commercial banks, this study aims to examine the impact of such an announcement – the 2016 demonetisation episode – on bank behaviour.

Using data on domestic Indian commercial banks during 2010–2020, the paper investigates the effect of a sudden and unannounced policy change on their risk and returns. Using the demonetisation undertaken in November 2016 as a natural experiment, the paper applies the difference-in-differences methodology to tease out the causal impact.

The findings reveal a decline in risk and an increase in returns of state-owned banks, consistent with a flight-to-safety. The response differed in terms of market and accounting measures and across state-owned banks with differing levels of capital and asset quality.

Although several aspects of the demonetisation episode have been well analysed, its impact on banks – the main conduits of the exercise – and in particular on their risk and returns, is an unaddressed area of research. Viewed from this standpoint, this is one of the early studies to undertake a comprehensive empirical analysis on this aspect.

The key learning objectives are as follows: analyze Mamaearth’s growth trajectory in the Indian market, illustrate the meaning of a direct-to-consumer (D2C) brand, analyze the importance of social media in building a D2C brand, analyze the challenges and advantages associated with a D2C brand, analyze growth and expansion options available with Mamaearth and evaluate the strategies for Indian start-ups in the beauty and personal care space.

In 2016, what began as a quest to find safe baby care products for the first-time parents Varun and Ghazal, turned into an entrepreneurial opportunity. The couple started Honasa Consumer Private Limited at Gurugram, which owned the brand Mamaearth. Conceived as a D2C brand for mothers opposed to harsh baby care products, it debuted with just six baby care products with exclusive online availability. For the brand to grow, it recreated the marketing mix to be perceived as a brand for all ages. The step successfully garnered a customer base of over 1.5 million consumers in 500 cities and a valuation of INR 1bn within four years of operations. In February 2021, Mamaearth became a brand with INR 5bn annualized revenue run rate and aspired to double it to INR 10bn by 2023. Though Mamaearth debuted as a D2C brand, after tapping around 10,000 retail stores, the Alaghs realized that many consumers still preferred transacting in the offline space. Alaghs decided to expand by acquiring a robust offline space in 100 smart cities in India. Would it be wise for Mamaearth to take forward their offline expansion plans? Alternatively, would an aggressive product innovation coupled with a more substantial online presence be a more sustainable proposition?

The case study is appropriate for Post Graduate Diploma in Management/Master of Business Administration level courses of second year in strategic brand management, digital marketing, integrated marketing communication and marketing strategy. The case stuudy may also be useful for prospective entrepreneurs planning to embark upon a D2C venture. The case study elaborates on the emergence, marketing and branding of Mamaearth. The case study helps students understand the meaning of a D2C brand and the growth options available in the Indian market for a D2C brand from the perspective of Mamaearth.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This study aims to identify demographic characteristics, personal attributes and attitudes and social support factors that adversely or favourably affect the likelihood of career persistence amongst women workers of the Indian IT sector.

The research, grounded in the social cognitive career theory, analyses primary data collected from 850 women working in IT via a survey. Based on an original definition of career persistence, the sample was segregated into 427 persistent and 423 non-persistent women. Logistic regression was performed to test for the effect of various determinants on the likelihood of women being career persistent versus non-persistent.

Being married, having children, as well as high levels of belief in gender disadvantage and work–family conflict lowered the likelihood of career persistence amongst women. While being a manager, possessing high career identity, high occupational culture fit, positive psychological capital and family support boost the likelihood.

The study examines women's actual continuance in an IT career vis-à-vis exit from the workforce/IT field, rather than women's stated intent to persist/quit as previously investigated. It uses logistic regression to identify both hurdles and aids on the path of women's career persistence. The findings can help recognize women more likely to struggle, thus be a first step in targeted organizational interventions to plug a leaky talent pipeline.

The coronavirus disease 2019 (COVID-19) pandemic has become a global humanitarian challenge. This scourge has impacted people from all walks of life as well as every economic sector and activity, from travel to automotives, hotels to banking, and supply chain to retail. The pandemic has affected not only physical and mental health but also financial health. Studies have examined the pandemic's economic impact, but very few have examined its impact on personal finances. Efforts to contain the pandemic's spread, such as lockdowns, have resulted in suspended business operations throughout the world that have intensified joblessness. To prepare and protect people from such unforeseen situations, financial education and planning are necessary. We attempt to expand the evidence on this issue by applying a structural equation modelling approach to identify the mediating role of financial literacy programs in preparing and protecting household wealth against sudden worldwide setbacks. The research design is descriptive and exploratory using snowball sampling technique. The data was collected through an internet survey. In total, 400 survey responses were obtained. After testing the measurement model for key validity dimensions, the hypothesised causal relationships are examined in several path models. The results indicated that coronavirus awareness exerts a direct or indirect influence on the financial health of individuals through financial literacy. We conclude that financial literacy has a full mediating effect on the personal finance of individuals during the COVID-19 pandemic. The findings not only contributed to the need and understanding of financial literacy but also have managerial implications. Financial literacy programs provide investment advice and suggestions which are actionable and also work to help individuals to come out stronger in terms of knowledge and skill set when the COVID-19 crisis passes.

COVID-19 placed millions of employees under work-from-home/telework. Employers intend extending telework for the long-term, anticipating business benefits. But the benefits are impacted by employees' well-being/ill-being, which is affected by the satisfaction of psychological needs. In turn, need satisfaction is influenced by employees' personal/job attributes. As work-from-home's blended environment disrupts routines, the satisfaction of the psychological need for structure or routines was examined in this study, along with the effect of personal/job attributes.

Cross-section primary data were collected from 500 teleworking information technology employees from India and analysed using partial least squares structural equation modelling. Vigour and exhaustion represented well-being and ill-being. Telework self-efficacy, standardised job, technology assistance and supervisor social support were the determinants or personal/job attributes. Need for structure satisfaction was the mediator.

Telework self-efficacy, technology assistance and supervisor social support were positively associated with structure satisfaction. In turn, structure satisfaction was related positively with vigour and negatively with exhaustion, and thus mediated between personal/job attributes and vigour/exhaustion. Standardised job did not affect vigour, exhaustion or structure satisfaction.

Need for structure is mostly studied as a trait, with implications of greater/lesser preference for structure examined. However, this work acknowledges structure as a basic ubiquitous need. Everyone needs some structure. Hence, need for structure is researched from the novel perspective of its satisfaction. This paper also uniquely combines job demands–resources model which identifies personal/job attributes, with concepts of epistemic which posit the need for structure.

This paper aims to focus on how home-grown Indian companies explored the potential of Indian middle class and realized an opportunity to seize the market gap not catered by MNCs in India. Across three distinct business contexts, the authors describe the companies’ procedures of developing segment-specific offerings. Doing so, the authors outline novel strategies implemented by these companies to cater to specific needs of the segments.

Seizing Bandura’s (1986) framework that stresses on the role of cognitive, vicarious, self-reflective and self-regulatory processes, the authors develop a four-layered model of the Indian middle class consumers. Building upon this model, they took multiple case (three caselets) approach for illustrating the strategies of home-grown companies. The authors identify their potential to explore the unknown terrains of various market segments and rework with unique local solutions.

The study highlights the power of home-grown companies over MNCs in terms of better market understanding and realistic offerings best suited to their needs. Across the divergent business contexts the companies’ strategies have four features in common: customer targeting and developing; localization of business models, particularly services; relating the products to the Indian society; and ethnocentrism and pride.

This study gives priority to a “thick” description of the proceedings without claiming causality. The authors limit this qualitative investigation to pinpointing congruence and contradictions to previous established results.

A key implication of this paper is the relevance of linking firm’s strategy to social-psychological development of customers in emerging economies component. This study provides critical insights for both managers and policymakers on the economic and social upswing as socially responsible and ethical practices are likely to gain public awareness.

The study’s originality springs from understanding the domestic company’s strategies when facing the pressure of (mainly Western) MNCs entering the emerging economies markets. While the latter takes advantage of economies of scale, country of origin effects and the powerful brands, the home-grown businesses are forced to develop divergent advantages and capabilities. Notably, earlier literature focused on changed demand pattern brought by MNCs in emerging economies and not on later part whereby, home-grown companies carve a space for themselves with specially designed improved products and innovative strategies.

In this article, the authors consider the following nonlinear singular boundary value problem (SBVP) known as Lane–Emden equations, −u″(t)-(α/t) u′(t) = g(t, u), 0 < t < 1 where α ≥ 1 subject to two-point and three-point boundary conditions. The authors propose to develop a novel method to solve the class of Lane–Emden equations.

The authors improve the modified variation iteration method (VIM) proposed in [JAAC, 9(4) 1242–1260 (2019)], which greatly accelerates the convergence and reduces the computational task.

The findings revealed that either exact or highly accurate approximate solutions of Lane–Emden equations can be computed with the proposed method.

Novel modification is made in the VIM that provides either exact or highly accurate approximate solutions of Lane-Emden equations, which does not exist in the literature.

The purpose of the study was to find out the effect of authentic leadership on innovative work behavior among employees in the context of Indian startups that have gone global in the past one decade. The study also aimed to investigate the mediating effect of one organizational-level variable, i.e. organizational climate and one individual-level variable, i.e. readiness for change on the direct relationship between authentic leadership and innovative work behavior.

The study used survey method with a sample of 261 employees working in Indian startups that have gone global in the past one decade. Authentic leadership, organizational climate, readiness for change and innovative work behavior were measured using standardized questionnaires.

Structural equation modeling revealed that authentic leadership had significant direct effect on innovative work behavior and this effect was mediated by readiness for change. However, organizational climate had no significant effect.

The findings of the study have important implications for startups that employ millennials as employees and have plans to go global. Millennials have very different characteristics in the workplace and they regard authenticity in the leader very highly. Since they are assertive and they question everything, it becomes imperative for founder-leaders to exhibit authenticity in their actions, words and thoughts.

This is the first study in the context of Indian startups that have gone global by taking important variables of authentic leadership, readiness for change and innovative work behavior.

The main purpose of this study is to examine the synergistic impact of marketing orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore role of entrepreneurial qualification (moderating) and SO (mediating) in MO and BP relationship.

Nine hundred small and medium-sized enterprises (SMEs) owners/managers operating in Jammu District, North India, are contacted during October 2013 to February 2014.

The study identifies and confirms MO (marketing strategy, customer philosophy, operational efficiency and integrated marketing) and SO (defensive, proactive, analytical and risk-averse) as multi-dimensional constructs. Although both orientations have positive impact on SMEs performance, however, their synergistic impact is weak. In addition, the study also reveals that MO has direct and indirect impact (through SO) on BP. Lastly, there exists moderating role of entrepreneurial qualification between MO and SO.

The major limitation of the study is the focus on SMEs. Based on the strength of the relationships among the dimensions and sub-dimensions of the MO, SO and BP, replication and validation of research in service sector across the country and globe is required to generalise the results and to develop stronger theory.

This is the first empirical study to investigate the synergistic impact of two well-established notions – MO and SO. It provides empirical evidence for the claim that synergistic impact of marketing and SO on BP is weak, unlike their respective strong impact on BP. This study also clarifies roles of entrepreneurial qualification and SO in MO and BP relationship.