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Known for its motto “All Ages, All Races, All Genders,” MAC cosmetics reflects the brand’s commitment to inclusivity and diversity. It has been at the forefront of promoting a wide range of skin tones, ethnicities and gender identities in the beauty industry. If you have ever wondered about the secret behind the success of this mega-brand in the beauty industry, this case study aims to provide a comprehensive overview of the company’s history from its early days to the present and discusses the factors that might build or ruin a brand. Moreover, players in the industry will need to adapt to changing consumer preferences, focus on sustainability and leverage digital technologies to remain relevant and capture market opportunities. Therefore, would it be wise for MAC cosmetics to take forward their expansion plans in India, and what is the motivation behind the expansion? Alternatively, would the implementation of a proactive strategy for product innovation, combined with a stronger presence, result in a more viable and sustainable proposition?

This study relies on online resources for data collection. The data was collected from the secondary sources in the month of November and December 2022. Moreover, the information provided in the case study was validated and supplemented via using different websites, including the company’s website and social media profiles.

The commitment shown and the roles played will have a lasting impact on the society. Additionally, student will be able to learn when and how to seize opportunities, as well as how to manage obstacles that will arise in their entrepreneurial journey. Through this case study, they will be able to learn a variety of business strategies that can be implemented in emerging markets. The conclusion of the study provides the obstacles and hurdles faced by the industry in expanding in the Indian market. The potential solutions were made through providing information for the students, academicians, entrepreneurs and others to compete in the Indian market situation.

This is a real-world case that provides the audience with first-hand experience to comprehend the event and apply their knowledge to form a conclusion and is also effective for decision-making in the dynamic environment of the present day. However, the authors provide a comprehensive overview of the company’s history from its early days to the present and discuss the factors that might build or ruin a brand.

The primary objective of the present study was to develop an appropriate scale for evaluating LMX by investigating how individuals personally perceive and encounter distinct relationships (both high quality and low quality) with their supervisors, with a specific focus on the Indian context.

The scale was administered on a sample of 290 middle-level managers from two large manufacturing organizations located in North India.

The factors identified as important for the construct of leader-member exchange were affect, loyalty, and contribution.

The internal consistency reliability of the LMX contribution dimension is very low. Future researchers should add a few additional items to increase the reliability of the contribution scale of LMX scale so that it fulfills adequate criteria of reliability. Further, the supervisor–subordinate relationship from both supervisor and subordinate perspectives should also be examined.

This study has made significant advancements in the field of LMX. The findings will also be utilized by the authorities of the organization in focusing future training for its managers.

The findings of this research will help not only advancement in the field of LMX but will also help the manager using LMX to influence subordinates to have better knowledge on which factors to focus on to get better results.

Overall, the results of the current study provide evidence for the sound reliability and validity of the leader-member exchange scale with employees of Indian manufacturing organizations, supporting its use with these populations. Further, this scale is suitable not only in Indian culture but also in the Western cultural context, as the results corroborate the findings of Western scholars, indicating a fair level of cross-cultural validity. However, future research should also address the cross-validation of the factor structure of LMX on other samples and occupations.