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Learning outcomes (objectives and outcomes) are as follows: to understand the brand positioning, brand building and category extension decisions of a pharmaceutical brand (operative in one of the most competitive and regulated industries in a developing country); to analyze the outcomes of decisions pertaining strategic sales, branding, marketing and strategic restructuring to overcome the challenges of growth; and to design strategic solutions for developing brand equity.

This case explores the strategy of launching and establishing a pharmaceutical brand in an industry that tends to be a highly technical and the most regulated industry. It depicts market research data, industry analysis, stiff competition and regulatory affairs, and elaborates various strategic decisions taken by the company. The primary data for the case is accumulated through in-depth interviews from six industry experts on pharma marketing who were well acquainted with Maple Pharma and secondary data is gleaned from substantive literature. Maple Pharmaceuticals launched Starpram, a high-growth, high-potential generic antidepressant brand (in the central nervous system category) containing Escitalopram molecule/chemical. It had expertise cum competitive advantage in cardiovascular and anti-diabetic streams, but such initiative appeared category extension, with the intention to diversify risk and expand the company to achieve greater economies of scale. The first year sales revenue for Starpram appeared too bleak to spur further product inaugurations. Consequently, strategic overhaul transpired to establish the brand in the highly fragmented pharmaceutical industry. The firm lacked experience in anti-depressants category, coupled with poor sales, marketing mix and overall marketing strategy. Eventually, the management exercised strategic restructuring to establish brand equity and observed growth.

Study levels/Applicability graduate (MBA), MS, PhD (management sciences).

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CSS 8: Marketing.

The qualitative study was conducted to examine work-family (W-F) balance practices in the collectivist culture of Pakistan. Keeping in view the context of Pakistan, three W-F practices, flexibility, childcare arrangement and social support, were studied by applying the theory of W-F balance.

In total, 16 In-depth interviews from the bank operating in three different cities in Sindh, Pakistan.

Data analysis showed that providing economic benefits and short working hours can achieve W-F balance. Nevertheless, the provision of flexibility in terms of short working hours is more important than economic benefits in balancing both domains of life. Secondly, the provision of childcare arrangements helps to balance work and home life. This practice favors females more compared to males. Thirdly, supervisor and co-worker support is most important in creating W-F balance than family support.

It is crucial to understand the W-F balance practices in developing countries; the bank should encourage policies related to flexibility, childcare arrangement and social support in Pakistan. In addition, banks should take the initiative to develop a way that facilitates the employees' social support, which should consequently help to achieve the W-F balance.

It is crucial to understand the W-F balance practices in developing countries; the bank should encourage policies related to flexibility, childcare arrangement and social support in Pakistan. Banks should take an initiative to develop a way that facilitates the employees' social support which should consequently help to achieve the W-F balance.

This research has a tremendous impact on society due to current changes in South Asian countries including Pakistan constitute a socio-cultural transition that directly affects working and family life.

Given the importance of W-F balance in recent times, the authors identified and extended the W-F balance practices in the collectivist culture of Pakistan. This study is novel and contributes to the W-F balance literature by considering most primary W-F balance practices that employees require.

Growing environmental challenge awareness among consumers is today's business reality that pushes for sustainable product development. Governments, industries, and consumers' attention are significantly moved from traditional products to eco-friendly product development. Green product development is the future for manufacturing businesses' survival in most markets. Green product development is an emerging phenomenon and, unfortunately, lacks theoretical and empirical research regarding effective organizational policies and practices for green product development. This study aims at filling research gaps towards green product development by highlighting green employee aspects influenced by leadership for sustainable business growth. The study hypothesized relations between the green effect of transformational leadership on green product development as an outcome through green behaviour, green climate, and green innovative creativity. Data was collected from small and medium enterprises (SMEs) of Karachi through a self-administered survey questionnaire. Results revealed significant support for hypothesized relations through the partial least square statistical tool. This study contributes theoretical and empirical advancement in past literature wherein leadership style influences employee behaviour that leads to predict product development from an environmental perspective. Study inferences suggest for visionary green leadership style for sustainable business growth. Limitations of this study regarding other variable inclusiveness, sampling, and geography are potential extensions for further scholarly investigation.

Women entrepreneurs are considered here as a backbone of economic growth and development. This research is conducted to explain the role of microfinance banks in women's financial, socioeconomic, and political empowerment. The sample was gathered from the customers of microfinance banks operating in the specific areas of Sukkur, Pano Aqil, and Khairpur districts of Sindh province. Women perception about the microfinance bank was found to be positive as they give positive feedback about the banks. According to the findings, limited knowledge about business and financial matters make it highly challenging for women entrepreneurs to start and run business smoothly. However, most of the women are living separate with their husbands, and due to more children, women enjoy freedom of mobility.

The available research works dealing with Halal food are centrally concerned with the Halal certification, logistics, export market, consumer awareness and business ethics with minimal study explores Muslim consumers’ purchase behaviour of Syubhah semi-processed food. The purpose of this study is to investigate the relationship between Muslim consumers’ knowledge on the wholesomeness, labelling, trust and purchase behaviour of Syubhah semi-processed food.

The study respondents are Muslim consumers in the semi and rural areas. Through a self-administered survey, 780 usable responses were successfully collected. The study hypotheses were analysed using the partial least squares structural equation modelling. Mediation analyses were conducted, focusing on the effect of trust on the relationship between consumer knowledge on the wholesomeness, labelling and purchase behaviour of Syubhah semi-processed food.

This study confirms that lack of knowledge on the wholesomeness and labelling among the semi and rural Muslim consumers influences them to purchase the Syubhah semi-processed food. Trust significantly plays a significant mediation role on the consumer Syubhah semi-processed food purchase behaviour.

This study confirms there is lack of knowledge among the semi and rural Muslim consumers on Syubhah semi-processed food. Such pessimistic indications of Syubhah food products carry varying consequences and implications for Muslim consumers, Halal food producers and the relevant religious authorities.

Women Entrepreneurship has received increasing attention over the past decade. In particular, a new area dealing with women entrepreneurs in the developing societies. The aim of this study is how is women entrepreneurship in developing economies? More specifically, we are excavating various questions at the individual and institutional level. The results of this study contribute to understanding the importance of the context on women entrepreneurs’ activities. Additionally, it systematically provides a comprehensive framework at multilevel analyses to cover all aspects of women entrepreneurship in developing countries. Ultimately, knowing women entrepreneurship in developing countries helps policymakers provide a firm ground for self-employment of women.

This paper aims to assess the impact of credit risk on the market values of private banks during the corona pandemic.

This study is identifying critical issues of credit risk at six great private banks. A conceptual framework is designed based on the Tobin Q model for investigating study hypotheses. Quantitative financial analysis methods have been used for processing data, such as financial ratios, arithmetic mean and multiple linear regression.

The most important result of this study is the lack of influence of credit risk on the market value of selected banks. Because the dimensions of credit risk have critical importance in increasing or decreasing the market value, these banks must continue to adopt quantitative financial analysis to measure credit risks to avoid their risk.

This study elaborates the need for financial indicators to help assess the market value of banks during the economic crises caused by the closure of commercial institutions during the corona pandemic. There is continued increase in bank credit to support these institutions, borrowers and cash withdrawals, which may affect their market reputation.

The effects of the COVID-19 pandemic on cities have transformed the lives of urban societies across the globe. One of such effects has been the redefinition of access and urban mobility patterns, exposing divides and inequalities along the lines of class, gender and social positions. In Latin America, long-term lockdowns and widespread containment-oriented restrictions have deepened already acute conditions of poverty and deprivation. Low-income and socially vulnerable households and individuals in countries such as Colombia find themselves unable, or in a disadvantaged position, to work from home, access goods and services securely and avoid transport modes that increase exposure to contagion. This chapter examines inequalities in urban mobility and access to essential opportunities in urban settings in Colombia, through data collected from 3,900 respondents to a web survey organised during the national lockdown in the country in April 2020. The chapter presents a Latent Class Analysis model exploring how intersecting differences in class, gender, ethnicity, age and other relevant socioeconomic characteristics, influence the degree of adaptability and capacity to adapt to the challenging conditions posed by COVID-19 for physical travel and carrying out everyday activities. Building on three distinct classes of mobility and access-related conditions, the chapter reflects on structural inequalities associated with Colombian cities’ urban form, functional and productive structures and its wide social gaps. The chapter builds on empirical findings to reflect on urban policy and discuss avenues for addressing social and spatial inequalities worsened by the pandemic.