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This study aims to analyze memes as valuable engagement and marketing communication tools in promoting over-the-top (OTT) platforms by monitoring users' sentiments and offering insightful information about their opinions by drawing themes from viral memes.

Content analysis of 1,230 user interactions was conducted using NVivo software on Instagram and Twitter pages from May 2022 to July 2023. Data were collected for sentiment analysis (consumer responses), and relevant themes (consumer interactions) were drawn which created the virality of memes.

Research findings reveal relevant themes, such as relatable, informative and interest-generating, that make memes go viral over social media. The sentiment analysis results showed that the intensity and strength of the positive comments were more substantial, contributing more to the virality of memes.

These findings provide themes for engaging content for OTT advertisers to boost brand recognition and engagement by strategically creating meme content and implementing better marketing communication.

This study uses factual data to offer new perspectives on viral meme propagation. It provides evidence that OTT marketers boost brand value and customer engagement through innovative customer-centric social media analysis.

Spiti Valley is a home to temples, untouched natural landscapes and is enriched in flora and fauna. This makes Spiti Valley an emerging ecotourism destination. The prime objective of this study is to analyse the development of ecotourism in the state of Himachal Pradesh, India, particularly in the region of Spiti Valley, Himachal Pradesh. This study provides an opportunity to examine the level of awareness about ecotourism among tourists. In order to achieve the objectives of the study quantitative methodology has been adopted. The data were collected through a questionnaire. The findings of the study indicate towards the awareness among the tourists regarding the environment and how everyone is playing their parts to conserve and protect the environment. The study also depicts the economic benefits of ecotourism to the region and how it can generate employment for the local people directly or indirectly.

The purpose of this paper is to determine the most efficient hotels in the Indian hotel industry, the competitive positioning of these hotels, and the factors that affect their efficiency change.

This study conducts a two-stage analysis and uses data envelopment analysis (DEA) and Global Malmquist productivity index (MPI) approach in the first stage to calculate the managerial performance of a panel of 63 Indian hotels in 2019–2020 and their efficiency change from 2009–2010 to 2019–2020. Bootstrapped generalized least square (GLS) approach is applied in the second stage to evaluate the impact of contextual variables on efficiency change.

Using the results of the first stage analysis, the authors categorized the 63 Indian hotels into 7 distinct clusters. These clusters represent different levels of competitiveness and pace of growth. The GLS regression reveals a U-shaped relationship between hotel size and efficiency change and a negative relationship between pro social investments and efficiency.

This is the first study in the hotel industry that has used global MPI as a measure of efficiency change in the first stage and GLS in the second stage. In the Indian context, to the best of authors’ knowledge, no such study exists.

In recent decades, organizations globally have faced challenges in adopting disruptive innovation. This chapter explores the relationship between change management and adopting disruptive innovations. Through a systematic analysis of existing literature, common themes and trends in this field are identified. The present study employs a bibliometric and content analysis of 77 publications to analyze the role of change management in the adoption of disruptive innovation. Additionally, a framework is presented to facilitate the understanding of how change management influences the adoption of disruptive innovations within organizations. The research highlights that embracing disruptive innovation is not straightforward; it demands a well-thought-out change management approach. This approach should emphasize cultivating an environment that encourages and nurtures innovation. Creating a culture that empowers employees to take risks and explore new ideas is crucial. Additionally, organizational culture, leadership, communication, and employee engagement emerge as critical factors for the successful adoption of disruptive innovations in the workplace. In summary, it is important to recognize that the successful adoption of disruptive innovations within organizations relies on the successful implementation of change management initiatives.

After reading and analyzing this case study, students will be able to describe the challenges of creating an electric vehicle (EV) start-up with the objective of zero-carbon emissions, identify opportunities and challenges for Satyadarshan Technologies & Services (STS) in enhancing the B2B customer base and sales volumes in the EV market, identify and assess government incentives to reinforce STS’s existing EV business and compose an understanding of and determine an ability to use various industrial marketing and promotion strategies for STS in the present environment.

STS was launched in 2020 to provide environmentally conscious urban commuting. Himanshu Purohit, the founder of STS, commenced an e-bicycle assembly unit and produced the first advanced electric drivetrain technology. The vision was to transform how people viewed mobility and make EVs the standard for a healthier globe. Nurturing a start-up with zero-carbon emissions was tedious due to limited infrastructure, high costs, low market acceptance and supply chain constraints. With the relentless pursuit of excellence, STS constantly pushed the boundaries and crossed the break-even ceiling in the year 2022. As a budding player in the souk, the company expected to gain a strong presence in the EV market with particular attention to the B2B customer segment. At the same time, the company aimed to ensure business sustainability by leveraging government incentives. The company needed to expand its corporate sales volume and craft a sustainable competitive advantage. Purohit recognized various challenges to the sustainability of STS that stood between the company's goals and their realization, particularly in achieving a sustainable move in the EV segment. Consequently, Purohit found himself at a critical juncture to pave the path toward the growth of the start-up. Eventually, analysis of the company's business challenges, industrial marketing and promotional strategies required strategic planning to appraise and evaluate the business model.

This case study is designed for new-age Master of Business Administration and executive management programs. It should be used in entrepreneurship and strategic management courses to discuss small innovative e-bike start-ups. This includes conducting a competitive analysis and self-assessing a firm's market-oriented strategies. Prima facie, undergraduate and postgraduate students are beneficiaries of this case. This case study may also be conducive to teaching how to initiate a sustainable and green vehicle business. This case study guides students entering the EV business, addressing industry-specific challenges and conducting market analysis.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.