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After completion of the case study, students will be able to understand the format of for-profit social enterprise working for menstrual hygiene sustainability and its contribution toward U.N. Sustainable Development Goals, to appreciate the company’s alignment with the triple bottom line framework, to analyze the blue ocean mechanism that the company has developed to create an impact and to critique the strategies the Asan Cups company could adopt to increase its market share and growth.

Asan Cups was a for-profit social enterprise founded by Ira Guha in 2021. The company crafted reusable menstrual cups from liquid silicone, sporting a patented design in India, the UK, Europe and the USA. Successfully retailing its products in India, the UK and Europe, Asan Cups operated on a bootstrap model with a compact team of four, led by its visionary founder. From the get-go, the company embraced a compelling 1-for-1 donation initiative. For every cup sold, Asan Cups generously donated another to women who could not afford it. Collaborating with nongovernmental organizations, schools, educational institutions and social workers, the company spearheaded campaigns to heighten menstrual hygiene awareness. This proactive approach aimed to boost the acceptance of menstrual cups among rural women and championed the cause of environmental sustainability. The company did not just stop at providing an eco-friendly alternative. Asan Cups fervently educated the masses on the detrimental environmental impact of traditional disposable period products like sanitary pads and tampons. Fast-forwarding to 2023, Asan Cups had garnered approximately 30,000 users, with the adoption rate steadily climbing. The company strategically used an education-intensive model to foster awareness about period products in collaboration with partners nationwide. However, being a for-profit entity, the founder, Guha, was at a crossroads. Balancing the need for profitability, there was mounting pressure to explore additional revenue streams and expand operations and market reach. The dilemma loomed large: opt for a quicker marketing strategy or stay true to the company’s foundational education-centered approach. This case study delves into the dynamic strategies, impactful operations and growth scenarios Asan Cups navigated since its inception. It examines the pivotal choices faced by the founder and explores potential strategies for sustained growth.

This case study can be used at both undergraduate and master’s levels. The case study will be handy for strategic management and business strategy courses and can also be used for social entrepreneurship, marketing and entrepreneurship courses.

Teaching notes are available for educators only.

CSS 11: Strategy.

This all-inclusive bibliometric study aims to highlight the importance and shift of the researchers and the society towards the sustainable menstrual products (SMPs). This study also provides insights for this taboo topic which needs to be addressed for improving the menstrual hygiene of women.

This study adopts a trio of systematic literature review, bibliometric analysis and content analysis of the research articles taken from the SCOPUS database. The influential journals, authors and countries were established with the bibliometric analysis. Most prestigious research articles were identified based on the page-rank analysis. The intellectual structure was established with bibliographic coupling through which various themes were identified. For the content analysis, thematic mapping and author keyword analysis was performed to gain deeper understanding of themes.

It was established that the taboo yet novel research domain of SMPs is a necessary step towards the improvement of hygiene of women as well as the economy. The products are here to stay making them a Classic; hence, more research normalizing their usage is necessary. From this analysis, research gaps providing directions to the researchers were identified.

To the best knowledge of the authors, this is the first study that provides a comprehensive review of the SMPs. The research methodology applied in this review involves the triad of systematic literature review, bibliometric and content analyses study that establishes an intellectual structure and provides an all-inclusive overview of this taboo research area.

This paper aims to find the best tools to influence the improvement of sustainability in food supply chains (FSCs) by conducting a systematic review of articles. The reader will learn how the different industry 4.0 tools (I4.0T) benefit the FSC and the limitations of each tool.

A review of 436 articles published during the period 2019 to 2022 referenced in the Scopus and Web of Science databases was performed. The review was limited to articles published in English and directly related to Industry 4.0, circular economy and sustainability in the food supply chain.

The results show different contributions of I4.0, with some being more influential than others in improving sustainability in FSCs; for example, Internet of Things and Blockchain have been shown to contribute more toward transparency, traceability, process optimization and waste reduction.

The paper's contribution consisted of ranking according to their importance and the I4.0T that affect sustainability in FSCs by classifying the aspects of each tool and the sustainability factors through a categorization by the Analysis Hierarchy Process.