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This case is written to help students understand the concept of segmentation, targeting and positioning in the context of the biscuit industry. The primary learning objectives can be identified as follows: understand the different categorisation in the biscuit market; analyse the basis of consumer segmentation in the biscuit market; analyse the marketing mix strategy of a firm; and highlight the importance of positioning.

Rao, the Director (Marketing) of Mayora India Private Limited, was in dilemma as to how to position Coffee Joy biscuits in the Indian market. The Indian market was intensely competitive with major players like Britannia, Parle and ITC capturing a major share of the market. Should he consider the only the south Indian market based on geography?” Or “Should he target the modern aspirational youth of the country who frequent “Starbucks”?

This case is appropriate for the use in postgraduate course on Marketing particularly on “Segmenting-Targeting-Positioning” (STP) module. The science of STP lies in the collection and analysis of market knowledge and research to understand consumer’s mind, whereas its art lies in generating various implementable alternatives so that the brand can find a place in the hearts and minds of consumers.

Teaching notes are available for educators only.

CSS8: Marketing.

This study aims to explore whether social entrepreneurial self-efficacy (SESE) mediates the empathetic concern (EC)–social entrepreneurial intentions (SEIs) relationship. In addition, drawing on institutional theory, the authors propose that the EC–SESE–SEI relationship is contingent upon perceptions of cultural support (PCS) towards social entrepreneurship in a society.

Data from 232 Taiwanese business and management undergraduates were used to test the proposed relationships.

SESE was found to mediate the relationship between EC and SEI. However, cultural support towards social entrepreneurship in society had a negative moderating effect on the EC–SESE–SEI relationship, suggesting that the EC–SESE–SEI relationship was stronger under conditions of low, rather than high PCS.

This paper provides further insights into not only the link between EC and SEI but also the conditions under which EC is translated into SEI. It also enhances the recent limited knowledge about how context and cultural attitudes and values towards social entrepreneurship shapes SEI.

Companies allowing employees to self-report business expenses face the risk of expense fraud because some occasionally engage in dishonest behavior to receive reimbursements for their use. Drawing on the technology acceptance model, this study aims to investigate the effects of perceived usefulness, perceived ease of use and perceived security on the trust in e-reimbursement systems and the relationship with honest disclosure intention.

A self-administered questionnaire was distributed to 254 respondents, with the partial least squares structural equation modeling used to analyze the data.

The findings showed that perceived security and perceived usefulness explained trust in e-reimbursement systems, whereas perceived ease of use had no significant effect on it. Corporate governance and trust in e-reimbursement systems have a positive relationship with whistleblowing intention. At the same time, corporate governance mediates the relationship between trust in e-reimbursement systems and honest disclosure intention.

This study sheds light on using e-reimbursement systems within organizations to prevent fraudulent reimbursements and offers recommendations to management on enhancing employees’ intention to engage in honest disclosure behavior through e-reimbursement systems.

This study aims to explore the relationship between proactive socialization behaviors (PSBs) and work engagement, with a specific focus on the mediating role of social capital resources (SCRs). Additionally, it investigates how proactive personality and perceived organizational support (POS) moderate the organizational assimilation of newcomers in Punjab, Pakistan, through the lens of self-determination theory.

A cross-sectional survey design was employed, with data collected from diverse organizations across cities in Punjab, Pakistan, including Bhimber, Gujrat, Gujranwala, Lahore, Jhelum, Kharian, Kotla, Mandi Bahauddin, and Sialkot. A total of 1,000 questionnaires were distributed, resulting in 619 valid responses. The sample primarily consisted of individuals with varying levels of work experience, contributing to the diversity of the data. SEM was utilized to analyze the relationships between the studied variables.

Results indicated a significant positive association between PSBs and work engagement among newcomers. SCRs were found to mediate this relationship, suggesting that proactive behaviors help newcomers accumulate social capital, which enhances work engagement. Moreover, the study reveals that proactive personality and POS significantly moderate the relationship between PSBs and work engagement, with stronger positive associations observed among proactive individuals and those perceiving higher organizational support.

The study underscores the importance of encouraging proactive socialization behaviors and strengthening organizational support systems to foster newcomer engagement and facilitate successful assimilation.

Understanding these dynamics can lead to the creation of more inclusive and supportive organizational environments, enhancing both individual well-being and organizational effectiveness.

This research offers new insights into the mechanisms through which PSBs impact work engagement, particularly through the accumulation of SCRs, and highlights the importance of proactive personality and organizational support as moderators.

In this chapter, I will outline the labels of giftedness and underachievement and present the theoretical debates surrounding these labels. A historicist examination of these labels follows, highlighting how the gifted underachievement (GUA) label emerges through the negation of “giftedness.” Subsequently, I explore the concept of GUA and its negative connotations, stemming from the positive valuation inherent in the term “giftedness” and its implications for what is considered “normal.” This chapter also reviews perspectives on shifting the focus away from the individual within the current paradigm of labeling giftedness and explores insights from systemic thinking and symbolic interactionism (SI). The conclusion underscores the necessity of a symbolic interactionist perspective to address the gaps in research on the labeling of giftedness and underachievement. Finally, I propose a generic definition that can be used in GUA research in the light of SI.

This study aims to develop and test a model of the antecedents, mediators and consequences of the glass cliff phenomenon through public sector service organizations in Iran to explore more insights on gender inequality in managerial positions.

The current research was conducted based on a mixed-method approach, using both qualitative and quantitative research designs. First, the qualitative method includes content analysis by conducting semi-structured interviews with 20 university professors and expert managers working in public sector service organizations in Iran. The outcomes of the qualitative phase lead to designing the conceptual framework and research hypothesis. Then, through a quantitative phase, 384 female managers working in public sector service organizations in Iran are selected using stratified random sampling and fill out the research questionnaire. The exploratory factor analysis was used to verify the model. Moreover, structural equation modeling, using AMOS 24, was used to test the research hypothesis.

The findings of the qualitative phase were represented in three categories including antecedents (e.g. the characteristics of women’s leadership, the selection of women based on meritocracy criteria, women’s preferences and organizational factors), mediation effect (e.g. succession planning, personal development planning and support networks) and consequences of the glass cliff phenomenon (e.g. positive and negative consequences). The results of the exploratory factor analysis show there are ten components, explaining 88.5% of variances. Moreover, the test of the structural model supports the direct effect of antecedents on the glass cliff phenomenon. The results also show the effect of the glass cliff phenomenon on consequences through mediation effects.

There are some limitations that can be addressed by other researchers. Accordingly, the limited number of female managers in Iran prevented larger quantitative research. Moreover, the current research only found casual and mediation consequences of the glass cliff phenomenon, and potential moderators were not considered in this study.

The present study’s innovations may include using a mixed-method approach to investigate the antecedents, mediators and consequences of the glass cliff phenomenon in this study and examining the model constructs in some public sector service organizations. This research may provide a deep understanding of the antecedents, mediators and consequences of the glass cliff phenomenon by finding new factors using a mixed-method approach.

The literature on the vocabularies of motive and associated concepts of accounts, neutralizations, and aligning actions has been exceptionally productive in documenting how actors mitigate the threat of stigmatization in a variety of circumstances. This paper reviews this literature that has been published since the last major reviews of this literature. It identifies two recent developments in the study of vocabularies of motive: account giving in situations of cultural ambiguity and in times of conflict. Taken together, this work yields several insights into how actors use motives to advance their goals. Finally, the chapter argues that the insights from this burgeoning body of work should be applied to the study of the culture wars. Such scholarship would help to further establish the importance of interactionist thought by correcting some of the limitations in current approaches to the study of cultural conflict that provides reified and overdetermined explanations.

In this paper, the author advocates recognizing, developing, and promoting “critical interactionism” as a legitimate and pragmatically useful scholarly project. The author argues that critical interactionism includes different interactionist traditions, critical approaches, methodological styles, and sensitizing concepts – as long as they tell us something about how power and inequality operate. I review two fundamental elements of this project that constitute its past and likely future: (1) theoretical interventions that excavate critical insights, diversify founders, integrate critical theories, and promote interactionism's usefulness for critical inquiry and (2) empirically grounded conceptual interventions that shed light on generic processes of inequality reproduction. Although the larger discipline of sociology continues to marginalize interactionism yet selectively adopt its principles, critical interactionism has the potential to break through what David Maines called the fault line of consciousness. The promise of critical interactionism is that it can simultaneously make interactionism more relevant to our discipline and make our discipline more relevant to the social world.