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In the post-WTO era, the volume of international trade has grown in a good amount in India. At the same time, the continuous lowering and removing of the trade barriers of different forms create several impacts on poverty and inequality. In this chapter, we tried to capture the issues of inequality, specially the gender inequality, which has worsened a lot in the last two decades. In one side, trade openness enhanced the growth, but at the cost of increasing inequality. Theil index and Atkinson index both show an increasing trend of inequality. The Gender Inequality Index (GII) and the Inequality-adjusted Human Development or Gender Development Indices are also showing increasing inequality. The state-wise analysis of such inequality indices is varying a lot over the study period. This chapter throws some insight into these issues and concludes that in the post-WTO era income inequality has increased a lot with a very few exceptions. In some states (like Maharashtra, Gujarat, Karnataka, and Punjab) only export have increased the employment in the unorganized sectors. The study concludes that exports have generated additional employment and incomes in the economy, but these gains have not trickled down to the poor. The study is confined to Indian cases only and covers the time period 2000–2001 to 2018–2019.

The case study has several objectives: to gauge the evaluation of the direct-to-consumer industry in the economy of India, to analyse the competition of the brands, to ascertain the evolution of smaller direct-to-consumer (DTC) brands on the purchasing capacity of consumers, to analyse challenges in branding in Tier 2 and 3 cities and to evaluate the strategic branding decisions of Mamaearth.

During her pregnancy, Ghazal Alagh and her husband Varun Alagh, the co-founders of Mamaearth, were looking for some good and natural products for their baby’s skincare. However, she could not find products that were 100% safe. Hence, as a concerned mother, she started using a few hands-on home remedies for her baby, which were 100% organic, and then the idea clicked to her to start a baby care brand named Mamaearth, which later also included personal care products. The company started as a DTC/internet-first brand in 2016, which only used to sell products online without any intermediaries when it was still trying to make its way in the market and was aware of the stiff competition by giants such as Hindustan Unilever and Proctor & Gamble, who were ruling the market for decades. When the COVID-19 pandemic hit, the market saw a shift in consumer buying patterns. There was greater use of e-commerce touch points for shopping, as various digital platforms such as the official site of products, social media and mobile platforms were used by consumers during the pandemic, leading to digitalization in buying and digitalization of consumer shopping journey. These technology platforms were expected to play a substantial role in reaching and creating consumer awareness, transaction and retention post-COVID according to reports by Deloitte 2020. Moreover, such a shift in behaviour amidst the COVID-19 pandemic shot up sales of this DTC brand and made itself the big shot it is today, where they were looking to get into an initial public offering in just seven years of its launch. They re-evaluated their strategy, which helped them become the biggest brand in no time.

This case study is suitable for Doctor of Philosophy students.

Teaching notes are available for educators only.

CSS 8: Marketing.

This report provides a framework to better understand how constraints faced by companies and their customers in emerging markets can be converted into competitive advantage and thereby into factors for growth.

Based on a literature review, a framework is developed to understand how companies can generate competitive advantage from constraints that affect companies, their customers or both. The framework is explained with case studies of Indian companies and multinational organizations (MNCs) operating in India.

A multitude of constraints affect companies operating in emerging markets such as India. India is an emerging market where MNCs would like to have a presence but are deterred by constraints. Some of these constraints affect companies, while others affect customers. Although many multinational organizations are struggling to meet their business goals in India, many local companies and some MNCs have successfully navigated the constraints and managed to grow by building these constraints into their business models. They gained competitive advantage by either differentiating their products and services or modifying their processes.

We provide a framework that will guide executives on how companies can generate competitive advantage through products and processes by working around constraints. We also provide guidelines on how to sustain these competitive advantages generated from constraint‐driven strategies. Failure to include these constraints into business models will adversely affect the growth plans of companies operating in India and other emerging markets.

The paper makes a unique contribution in articulating how competitive advantage can be generated from the very constraints that threaten the growth of business. This study also makes a distinction between constraints that can affect companies and those that affect customers of goods and services. This understanding will guide executives on where to focus their efforts while navigating constraints. Further, this paper shows how executives can consider a parallel stream of innovation for growth while operating in emerging markets.

Empirical studies of the shareholder valuation impact of firms’ international joint venture (IJV) participation have usually emphasized firm‐specific factors, but rarely extended their analysis to location‐specific factors. This is a crucial omission because the two sets of factors are interconnected vis‐a‐vis their influence on firms’ performance. Yet, previous work has neither identified how the two sets of factors complement each other nor investigated the effect of these complementarities on the shareholder value of firms who enter into IJVs. This study attempts to fill these gaps. It develops a typology of IJVs and then performs cluster analysis on a sample of 241 equity IJVs. Results indicate eight clusters in the data, including three clusters with positive shareholder value. In deriving support for its six hypotheses, the study highlights both value‐creating and value‐neutral configurations of firm‐ and location‐specific variables.

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.

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.

To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.

The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.

The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.

To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.