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This case study aims to stimulate the students’ thoughts about the introduction of sustainability and its importance in the travel and tourism industry and introduce the concept of resilience and building of dynamic capability of a venture from the perspective of an entrepreneur.

Established in 2009, India Someday was a fledgling travel company based in Mumbai, India. The team comprised passionate travellers who provided planning assistance for those willing to explore India independently. The company offered customised, personalised and tailor-made trips to create a memorable travel experience for travellers with differing budgets and age groups. Upon the launch of Asia Someday, an extension of the travel venture India Someday, Mr Asif Munshi shared a moment of relief as he shook hands with his co-founder, Mr Harsh Shirodkar. The pandemic significantly impacted the tourism industry, yet it fortified their entrepreneurial spirit and inspired them to bounce back with a dynamic and vigorous comeback and further strengthened the foundation of the endeavour. The expansion of their entrepreneurial venture marked the initiation of the second innings of their enterprise. Although the company had managed to stay afloat because of savings, it was soon depleted. But the withdrawal of the no-fly list and the gradual opening of borders brought a ray of hope for India Someday. Munshi was preoccupied with his thoughts about the future steps of his dream venture. With emails from his previous clients regarding travel plans to India, he could see that the prior impact of India Someday had not gone in vain. Although relieved with the commencement of people travelling, the future was uncertain and the founders knew that they had to be prepared to successfully operate their venture.

Tourism and hospitality courses/entrepreneur courses

Beginner

Teaching notes are available for educators only.

CSS 12: Tourism and hospitality.

Information Systems – IT Strategy Design and Implementation.

The case can be discussed in Marketing Management courses and IT Strategy classes in MBA, executives from NGOs who are participating in Management Development Programs, etc. It can also be used in entrepreneurship classes. The case serves as an illustration to entrepreneurship projects, and so this case can be discussed in training program for budding entrepreneurs intending to implement cloud in its IT infrastructure.

E-commerce is big nowadays in India. In e-commerce, particularly e-tail in India is witnessing a boom with players reporting achieving revenue targets earlier than anticipated. Though e-tail sites are now ubiquitous and dime a dozen with multiple offerings or specialized offerings, the e-grocery model is yet to take off on a large scale across India. E-grocery model has its unique challenges on both supply as well as distribution side unlike other e-tail business. As it deals with perishable items, it faces challenges in supply chain, procurement, inventory management, cold storage management, quality and logistics. To solve such problems, high degree of localization is needed for players in this business. It requires them to open up multiple warehouses at strategic locations in a city if they decide to have control over the goods they sell. Start-ups in this space face the problems in monitoring inventory levels across warehouses where they use disparate Point of Sales (POS) systems. There is a lack of synchronization among the POS applications across the warehouses for which they are able to take the benefit of economies of scale during procurement and distribution. Also, they face stock out and excess inventory across stock keeping units (SKUs). To solve this problem, a strategy is needed so that they can maintain data for all its warehouses through a single database and also by which they can scale up easily and at a lower investment without disturbing continuity in business.

Following are the learning outcomes: to learn about the business model and market ecosystem of an e-tailing business dealing in grocery items in a tier-II city in its introduction phase of organizational life cycle, to learn about various processes involved in online ordering of an item from an e-commerce website, to understand the various challenges faced by an organization dealing in e-tailing business in its introduction phase and to find out whether IT Strategy can be of help to overcome these challenges, to have an understanding of the Balance Score Card and Departmental Score Card, to understand how cloud can be of help to overcome the challenges and what are the possible cloud architectures to address such problems, to get an idea about how return on investment can be measured for finding feasibility of investment in cloud and to have the understanding of risk associated with implementing cloud and the cost of mitigating those risks.

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

CSS:11 Strategy.

The global non-attainment of the Sustainable Development Goal (SDG) 5 indicates the issue of rising gender inequality. Educated women shying away from the labor force is worsening it. The labor market dynamics might shape the female labor force participation (FLFP). The present study recommends a policy framework by analyzing this dynamism across 125 countries over 1990–2020.

The Two-step System Generalized Method of Moments is used to address endogeneity bias. Dynamism in policy environment is captured by relaxing the Ceteris Paribus condition in the empirical model.

Results show that the moderation of labor market factors has increased with the attainment of Secondary and Tertiary Education. Results also highlight that these factors promote FLFP through prospective opportunities but also hinder female participation through employer’s discrimination despite educational attainment.

Studies have examined the role of education on FLFP. However, prior research has not investigated the role of labor market factors in influencing the impact of education on FLFP. The consideration of these factors will help in addressing the global policy lacuna by recommending a policy framework for enhancing FLFP through internalization of the externalities exerted by the labor market factors, and thereby, help the countries attaining the SDG 5 objectives.

This paper aims to explore authenticity as a multidimensional construct from both consumer and service provider perspectives in the context of culturally themed restaurants in Kolkata, India.

Utilizing a phenomenological design, data have been collected through participant observation, photographs and semi-structured interviews in Bengali-themed restaurants over a two-year period.

By articulating the processes and dimensions that operate behind the narrative of authenticity, the findings display the interaction between market/cultural forces and the perception of authenticity. These reveal that authenticity embraces four major categories, namely, traditional, staged-form, postmodern and constructivist.

This study provides insights into the collective role of both consumers and service providers in mediating perceptions of authenticity. Theoretically, this study contributes to the literature by articulating four dimensions of authenticity.

Practically, this study assists marketers with insights into the balance of authenticity and the commoditization of culture.

As globalization weakens cultural boundaries and jeopardizes regional identities, there is a need for reassuring cultural continuity that upholds ethnic legacy for local consumers. Thus, this study provides theoretical and practical insights for both researchers and practitioners concerned about maintaining authenticity in a global marketplace.

The purpose of this study is to examine the socio-economic inequalities that exist in the use of unhygienic menstrual practices in India and its states, as well as to identify the contribution of various socio-economic factors that leads to these inequalities.

Data from the National Family Health Survey-5 (2019–21) for 240,285 menstruating women aged 15–24 years is used to examine the above objectives. The concentration index for unhygienic menstrual practices is calculated to measure the socio-economic inequalities, which are then decomposed into their determining factors.

The state of Punjab experiencing the highest level of economic inequality, followed by Telangana and Haryana. The results from decomposition analysis suggest that rural residence (13%), illiteracy (7%), poor economic status (53%), not reading newspaper (12%) and not watching TV (14%) contribute 99% to the total socio-economic inequality in using unhygienic menstrual practices in India. The contribution of economic status to total inequalities is more in all the states except for Kerala and Mizoram, where caste and residence play an important role.

This paper signifies the role of economic inequality in the use of unhygienic menstrual practices in India as well as the contribution of various socio-economic factors contributing towards these inequalities. The results from decomposition analysis suggest the need for unique health intervention strategies for different states following the evidence of major contributions to total inequalities in the use of unhygienic menstrual practices.