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Marketing.

The case is intended for students pursuing post-graduate program in management and studying courses like marketing, brand management and product management.

This case discusses marketing decisions taken by Royal Enfield Motors Ltd for its popular motorcycle brand Enfield. Starting from the genesis of the brand and the company, this case deliberates the stage when it faced the dilemma of whether to shutdown, sell-off or revive the business. The situation was the outcome of unfavourable environmental forces and inappropriate strategies adopted by the company. This case notes how the company evolved its marketing mix to revive the brand.

The case study has been documented with the aim of helping students to: understand the making of an aspirational brand, analyse how a static offer and positioning can become obsolete in a dynamic marketplace, appreciate how pertinent marketing-mix improvements may lead to the revival of a decaying brand and company, learn about the risks associated with entering into a new market segment at the cost of an existing segment, analyse the viability of the business strategy in light of the competition from international players.

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This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

A recent study of workers in the city of Montreal showed that the mode of transport chosen by commuters has a major influence on their well-being at work, with cycling having far more positive outcomes than driving.

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The researchers analyzed factors affecting the adoption of the Leadership in Energy and Environmental Design (LEED) green-building certification system in Jordan, including financial performance of certified projects along with broader barriers that may impact developers’ interest in LEED.

The authors first reviewed online data for all LEED registered and certified projects in Jordan, recruited LEED-certified project stakeholders, collected documents related to LEED projects and conducted LEED category credit summaries, financial cost-benefit analyses and spot-checking reported values in local markets. The authors then visited projects sites and interviewed various project stakeholders to understand better stakeholders' decision-making processes concerning LEED and relevant factors (financial, branding, cultural, political, etc.).

Obtaining LEED certification in Jordan was financially feasible as evinced in both the quantitative analysis and interviews. However, the authors found that there was very limited interest in LEED among Jordanian developers. Barriers included widespread cynicism toward green building concepts as well as a lack of local expertise in installing and maintaining green technologies. To overcome these barriers, the authors recommend that green building initiatives place a greater emphasis on education and public-promotion activities.

The research data were limited to projects that had successfully achieved LEED certification. Broader qualitative research conducted across the Jordanian building community could provide additional insights, but such an investigation is beyond the scope of the current study.

The complexity of adapting a Western green building standard (LEED) to a non-Western context is discussed in detail. The findings suggest that understanding regional development challenges, local markets and cultural differences is vital for successfully implementing green building certification systems.

In 2010, Hero Honda (HH), the largest global two-wheeler manufacturing company (based on unit sales), terminated its 26 year old JV with Honda, effective 2014. In August 2011, HH, rebranded itself as “Hero”, with a nationwide campaign across media; over three months, the campaign was rolled out on 30 TV channels, leading websites, 200 radio stations, and 4, 000 cinema halls. Signages were changed in 4, 500 touchpoints over a weekend. The case documents the market and brand position of HH and its principal competitors, Bajaj and Honda in India, the rationale for ending the JV, the rebranding requirements, and the actions taken. Pedagogically, we evaluate the rebranding effort to sustain, create, and build consumer memories and emotions.

In the years following the 2009 recession, local governments in the US have struggled to adequately maintain and manage infrastructure projects. As a result, community organizations are using new tactics to increase social and financial support for specific projects in the hopes of capturing local government attention and motivating infrastructure project delivery. This chapter explores how one community organization initiated a consensus movement by using civic crowdfunding to mobilize resources for a specific infrastructure project. Based on a matched pairs case study with two protected bike lane (PBL) projects in Denver, CO, USA (one that used consensus movement tactics and one that did not), this analysis focuses on the emergence of a consensus movement and its implications for project stakeholders. As a consensus movement supporting infrastructure, I argue that the project-based nature is important in defining movement success. Additionally, I argue that the relationship between the social movement organization and the state is more important than a typical consensus movement because infrastructure delivery requires a high level of state coordination and resources. The implications of using a consensus movement to support a specific infrastructure project point to shifting roles between social movement organization and the state.

The article contributes to affective ethnography focussing on the fluidity of organizational spacing. Through the concept of affective space, it highlights those elements that are ephemeral and elusive – like affect, aesthetics, atmosphere, intensity, moods – and proposes to explore affect as spatialized and space as affective.

Fluidity is proposed as a conceptual lens that sits at the conjunction of space and affect, highlighting both the movement in time and space, and the mutable relationships that the capacity of affecting and being affected weaves. It experiments with “writing differently” in affective ethnography, thus performing the space of representation of affective space.

The article enriches the alternative to a conceptualization of organizations as stable entities, considering organizing in its spatial fluidity and in being a fragmented, affective and dispersed phenomenon.

The article's writing is an example of intertextuality constructed through five praxiographic stories that illustrate the multiple fluidity of affective spacing in terms of temporal fluidity, fluidity of boundaries, of participation, of the object of practice, and atmospheric fluidity.

Goa, a tiny state located along the western coast of India, is rich in cultural heritage and biodiversity. It boasts of a good network of roads and also some rustic experiences. However, the entry of new technology in terms of transport is difficult due to the strong links of people with nature and the desire to retain the natural setting for future generations. Thus, the devices or machines must also be resilient and sustainable in the long run. Good governance and infrastructural support can work wonders in the long run if this is supported.

Conversely, smart mobilities must be powered up through hydro, wind, solar, hydrogen, coal and lithium batteries. While the former four are ideal as they are renewable, the latter, which is coal-generated energy and lithium batteries, can deter nature as they have a large carbon footprint. While hydrogen if created through green systems will be more feasible and can be more sustainable to run electric vehicles (EVs). To top it up, the start-up India mission also has played a significant role in helping smart mobilities businesses to thrive in India. Therefore, the need to adopt smart mobilities dependent on green energy is important for this sector to succeed. This chapter also enlightens the reader through a case study about how BLive, an Indian EV start-up introduced smart mobilities in Goa, their mode of implementation, operations and challenges faced.

The purpose of this paper is to develop a gendered understanding of women's experience of a mass cycle tour event.

This research uses an ethnographic approach to explore women's experiences of a cycle tour event. Qualitative data are analysed through the conceptual framework of post‐structural feminism.

Key themes included the meaning of women's cycle tour experience as a “shared journey”, the centrality of the “body” in event design (comfort, safety, enjoyment) and an event culture of “respect” (encouragement, skill development, knowledge sharing).

This research is based on a particular sample of women who were largely Anglo‐Celtic, middle to lower middle class and middle aged Australians. Hence, this research does not claim to be representative of all women's experiences. Given the strong focus on quantitative research within event management, this research identifies the need for qualitative and feminist approaches.

The research findings identify a number of gender issues for professionals to reflexively consider in designing, promoting, managing and evaluating mass cycle tour events. The findings have implications for how active tourism events are conceptualised, promoted and managed as gender inclusive.

Developing a gender inclusive approach to events can broaden the participant target market and address equity issues relating to women's participation in physical activity.

There has been little exploration of the gendered experience or management of events in the literature. Hence, this paper contributes to empirical research and theorising of women's experiences of active tourism events.

Companies are adopting innovative methods for responsiveness and efficiency in the public transport sector. The implementation of air-taxi services (ATS) in the transport sector is a move in this direction. Air taxis have a two-pronged advantage as they can reduce travel times by avoiding traffic congestion and have the potential to reduce carbon footprint compared to traditional modes of public transportation. Many companies worldwide are developing and testing ATS for practical applications. However, many factors may play a significant role in adopting ATS in the transport sector. This paper attempts to unearth such critical success factors (CSFs) and establish the interrelationships between these factors.

Fifteen CSFs were identified by systematically reviewing the literature and taking experts' input. An integrated multi-criteria decision-making (MCDM) technique, Decision-Making Trial and Evaluation Laboratory-Analytic Network Process (DEMATEL-ANP [DANP]) was used to envisage the causal relationships between the identified CSF.

The results reveal that Govt Regulations (GOR), Skilled Workforce (SKF) and Conductive Research Environment (CRE) are the most influential factors that impact the adoption of ATS in the transport sector.

The research implications of these findings will help practitioners and policymakers effectively implement ATS in the public transportation sector.

This is the first kind of study that identifies and explores the different CSFs for ATS implementation in public transportation. The CSFs are evaluated with the help of a framework built with inputs from logistics experts. The study recognizes the CSFs for ATS implementation and provides a foundation for future research and smooth adoption of ATS.