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Innovation thrives during crises. Covid-19 gives one such opportunity to the pharmaceutical industry. Product innovation gives an opportunity to beat the pandemic. However, process innovation using the concept of co-opetition can help the pharmaceutical industry create a win–win for the market and the industry. This chapter covers co-opetition strategies that pharmaceutical sector can follow to help the customers and marketers win this game. The chapter looks at various co-operation-based strategies including co-operation by division of markets, co-operation by sharing of distribution, co-operation through patent waivers and co-operation with complementary goods manufacturers. After the co-operation, comes competition. The chapter considers duopoly as a means to help divide the market for all to co-exist.

This study intends to investigate how an employee's proactive personality and a supervisor's idiosyncratic deals (i-deals) relate to their subordinates' affective commitment (AC) and occupational well-being (OWB), in light of the mediating role of subordinates' i-deals, using proactive motivation theory and the job demand–resource (JD-R) model as theoretical foundations.

The study consisted of 342 employees working in the hospitality industry. To examine the proposed model, the researchers used the structural equation modelling approach and bootstrapping method in AMOS.

The results affirmed the influence of subordinates' proactiveness on AC and OWB, but no direct influence of supervisors' prior i-deals on subordinates' AC and OWB was established. When investigating the mediational role of subordinates' i-deals, a partial mediation effect was found between subordinates' proactive personality with AC and OWB, whereas full mediation was established between supervisors' i-deals and subordinates' AC and OWB.

These findings shed light on how i-deals improve AC and OWB for both groups of supervisors and subordinates. In an era of increasing competition amongst organizations operating within the hospitality industry, i-deals serve as a human resource strategy to recruit, develop and retain talented individuals.

The novelty of this research lies in its specific investigation of the combined influence of proactive personality as an individual factor and supervisors' i-deals as an organizational factor on subordinates' i-deals within the context of the hospitality industry. Furthermore, it aims to analyse the potential impact of these factors on AC and OWB.

This study aims to examine how career commitment (CC) affects hospitality employees perceived subjective career success (SCS) using a serial mediation system that uses career resilience (CR) behaviour and self-efficacy (SE) as serial mediators.

To examine the proposed relationships, a comprehensive theoretical serial mediation model was constructed. The proposed hypotheses were tested on a sample of 316 hospitality employees from India using regression analysis (Process Macro Model 6) with 5,000 bootstrapping at 95% confidence interval.

The regression analysis confirmed a strong, positive relationship between CC and SCS. It also highlighted a significant indirect effect, involving a serial mediation through CR and SE, demonstrating how CC influences SCS.

Drawing from three prominent theories – career self-determination theory (CSDT), career construction theory (CCT) and the contextual action theory of career development (CATCD), this research underscores the importance of fostering career-committed behaviour among employees and advocating for strategic career development initiatives. Understanding CC elements may help firms retain and encourage individuals, which can boost job satisfaction and performance. Importantly, the results advocate for the implementation of targeted career development strategies and the promotion of career-committed behaviour within hospitality organisations. This, in turn, fosters resilience and competence, ultimately contributing to individual career success and organisational excellence.

A serial mediation model with CR and SE introduces a fresh perspective that, to the best of the authors’ knowledge, has not been extensively explored in previous research examining the relationship between CC and SCS.

The advent of e-retailing has created multiple options for customers. Hence, most important concern is to identify the experience which entices customers for repurchase from the one particular e-retailer. This paper tries to identify the customer experience with reference to activities happening post-purchase. The purpose of this paper is to develop and validate online post-purchase customer experience (OPPCE).

The methodology of this scale development study starts with skimming of relevant literature to identify the knowledge gap and prepare a theoretical background for the study. Then scientific method is applied for scale creation. First, items of the scale been identified through interviews of online shoppers and marketing experts. Then the major dimensions were identified through exploratory factor analysis applied on the data collected from active shoppers, who transacted online in last six months, with the help of a structured questionnaire survey. These data are analyzed through structural equation modeling to validate the scale.

The study yields that the scale for measuring OPPCE is multi-dimensional. It has six dimensions, i.e. delivery, product-in-hand, return and exchange, customer support, benefits and feel-good factors. The proper focus on the items of these dimensions can help e-retailers improve customer experience and increase repeat purchase.

Post-purchase activities have a significant impact on customer and their repeat purchase intensions. But it has not received its due attention particularly in the online context. Hence, this paper fills this knowledge gap and gives e-retailers a tool to enhance their customers’ experience.

The growing demands of work and life have shifted the concept of work-life balance to work-life integration (WLI). The success of integration depends upon the flexibility to perform the duties. This paper aims to explore the factors that affect WLI and the role of flexible work arrangements (FWAs) in the process of WLI.

Systematic literature review was used to explore the concept of WLI and FWAs. A bibliometric analysis was carried out with Bibexcel and VoSviewer.

This paper explained the organizational and personal factors that create the demand for WLI. The FWAs, perceived flexibility, technology and self-efficacy have important roles in WLI. The result of WLI can be enrichment or strain, depends upon how effectively the work-life domains are integrated.

This paper explores the work-life from both personal and organizational views. The findings of this paper will be useful to design the organizational policies and work arrangements that match the requirements of employees and organizations. This paper helps to develop the future research agenda of investigating the relations of WLI to performance, organizational policies and personal factors.

Corporate governance is the system by which companies are directed and controlled. Boards of directors are responsible for the governance of their companies. The shareholders' role in governance is to appoint the directors and the auditors and to satisfy themselves that an appropriate governance structure is in place. The responsibilities of the board include setting the company's strategic aims, providing the leadership to put them into effect, supervising the management of the business and reporting to shareholders on their stewardship. The board's actions are subject to laws, regulations and scrutiny by the shareholders in general meeting.

This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention.

This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction.

The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message.

This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition.

The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.