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This multiple case study aims to investigate the frugal business model innovation exemplified by three pioneering organisations in India: Aravind Eye Care System (AECS), ChotuKool and SELCO India. This study elucidates the key factors contributing to their success and explores the broader implications for frugal innovation in addressing societal challenges in emerging markets.

The authors use a qualitative case study methodology to analyse the approaches of AECS, ChotuKool and SELCO India towards product development, distribution strategies and financing mechanisms and their impact on underserved communities. Data is collected through archival research and analysis of secondary sources.

The findings of the study reveal common themes and unique characteristics of frugal business model innovation across the three organisations. Key findings include innovative approaches to product/service design, distribution channels tailored to reach underserved populations and the implementation of flexible financing mechanisms to make products/services accessible to low-income consumers.

This study enhances the understanding of frugal innovation in emerging markets and highlights the importance of affordability, accessibility and sustainability in driving positive social impact. Limitations include focus on only three case studies and the qualitative nature of the research, which may limit generalisability.

This study offers insights for managers and decisionmakers on implementing frugal innovation strategies to address societal challenges and promote inclusive growth in emerging markets. Key managerial implications include the importance of understanding local contexts, building partnerships and leveraging innovative financing mechanisms. The study provides guidance for practitioners and social entrepreneurs in developing scalable and sustainable solutions for underserved communities. Practical implications include the adoption of decentralised distribution models, customisation of products/services and investment in capacity-building and training programmes.

The study highlights the significant impact of frugal business model innovation on underserved communities, including improved access to essential services, enhanced quality of life and socioeconomic empowerment. Implications for society include the potential for frugal innovation to address pressing societal challenges and promote inclusive growth.

The originality and value of this study lie in its comprehensive analysis of frugal business model innovation across multiple sectors in the Indian context. By examining the experiences of AECS, ChotuKool and SELCO India, the study contributes to the literature on frugal innovation and provides actionable insights for businesses, policymakers and development practitioners seeking to create positive social impact in emerging countries.

The purpose of this paper is to measure the perception and satisfactions of consumers of the tourism product of Kashmir region and identify potential niche markets that could be used in the development of the destination’s positioning strategy.

The author used a case study methodology. Self-completion questionnaires were distributed to tourists visiting Kashmir region at the peak of the 2018 tourism season. The scales used were adapted from two authoritative sources. Data from 479 completed questionnaires were analysed quantitatively by a variety of statistical techniques, including factor analysis.

Four possible niche markets are identified that can inform the development of the destination’s positioning strategy: nature based, adventure, cultural and culinary. The overall conclusions and discussion of the findings should provide a case-based framework for the practical planning and implementation of positioning strategies in the tourism context.

The time frame of the study was five summer months in one year, and only actual visitors completed the questionnaire. The study did not assess their evaluation of the quality of the services provided and consumed.

The overall conclusions and discussion of the findings should provide a case-based framework for the practical planning and implementation of positioning strategies in the tourism context.

While the literature has described social entrepreneurs as overwhelmingly occupying a pivotal role in social entrepreneurship (S-ENT) process, there is a high inconsistency prevailing with respect to entrepreneurial traits, attitudes and skills of social entrepreneurs. One explanation for this may be the lack of a suitable scale measuring entrepreneurship orientation of social entrepreneurial individuals. The purpose of this study is to address this gap by proposing an initial assessment tool for individual S-ENT orientation (ISEO).

A mixed methods research design, along with a two-stage Delphi process, helped in generating appropriate constructs for ISEO. While the items for the first dimension of scale were directly derived from the Delphi study, the items of the remaining dimensions were mainly found based on the three individual entrepreneurial orientation dimensions presented by Bolton and Lane. By means of exploratory factor analysis, the final examination of the ISEO items was undertaken through a survey of 71 social entrepreneurs across India. The process eventually resulted in reliable and valid measures for four dimensions of ISEO.

The scale-development process eventually resulted in a 13-item scale, measuring four dimensions of ISEO (social passion, innovativeness, risk-taking and pro-activeness). By developing a set of relevant ISEO indicators, the study answers the call for a scale development of ISEO in S-ENT literature.

There is a need to further validate this instrument among other stakeholders (students) as well as in samples with different demographic characteristics across different regions of the country and the world. To further evaluate the reliability and validity properties and to confirm the newly established subscales and their relationship with the ISEO construct, there is need for conducting a confirmatory factor analysis using larger sample sizes.

The measurement of SEO at an individual level will assist in S-ENT education, training and development of present and prospective social entrepreneurs, as well as assist individuals who want to assess the strength of their orientation towards S-ENT. The understanding of ISEO at the individual level will be equally useful for S-ENT incubators, the government and other S-ENT stakeholders who are considering supporting S-ENT proposals.

The paper is the first to develop an ISEO scale which is based on empirical data in S-ENT field.

The purpose of this paper is to review state-of-the-art literature on product/brand positioning to re-examine the positioning concept and developing a more comprehensive definition from a theoretical viewpoint.

A systematic review of positioning was conducted. The review conformed to a rigorous set of core principles: it was systematic (organized according to a method designed to address the review questions), transparent (explicitly stated), reproducible and updatable and synthesized (summarized the evidence relating to the review question).

The literature review reveals that there is lack of coherent definition for positioning, and there is no mutual agreement among marketing scholars and practitioners about the exact meaning of the concept. Therefore, comprehensive definition of positioning encompassing the five underlying positioning perspectives (competition; empty slot/mind; consumers’ perception, differentiation and competitive advantage) is suggested.

This paper will be useful for academicians to analyze the current nature of academic research in this area and will provide an added advantage to managers to design and implement positioning strategies for their product/brands that will allow their organizations to gain competitive advantage. This study acknowledges limitations with respect to its exclusive search criteria, which might affect its generalizability.

Position and positioning is of relevance in society in broad terms, e.g. in sports, politics and culture. Positioning strategy is discussed and implemented in different industries (business-to-business and consumer), for all kinds of brands (including, for instance, corporate brands) and for “brands” in the very widest sense (such as places or people).

This is the first systematic review of positioning that provides a detailed understanding of the current state of positioning research on a single platform and also draws a comprehensive positioning conceptualization.