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The establishment of a public sector enterprise in India is based on socialist philosophy, and socialist philosophy believes in the role of government as an agent for change and entrepreneurial function. A more practical definition of public enterprise is given by Friedmann, (1954) a well‐known jurist. He termed public enterprise as an institution operating a service of an economic or social character on behalf of the government but as an independent legal entity, largely autonomous in its management, though responsible to the public through government and parliament and subject to some direction by the government, equipped on the other hand with independent and separate fund of its own and the legal and commercial attributes of a commercial enterprise.

The establishment of a public sector enterprise in India is based on socialist philosophy, and socialist philosophy believes in the role of government as an agent for change and entrepreneurial function. A more practical definition of public enterprise is given by Friedmann, (1954) a well‐known jurist. He termed public enterprise as an institution operating a service of an economic or social character on behalf of the government but as an independent legal entity, largely autonomous in its management, though responsible to the public through government and parliament and subject to some direction by the government, equipped on the other hand with independent and separate fund of its own and the legal and commercial attributes of a commercial enterprise.

The purpose of this paper is to provide an instrument to measure the dimensionality of Indian expatriate adjustment.

In an effort to measure the dimensionality of Indian expatriate adjustment in the USA, Black's instrument was used in this paper.

The factor analysis gave a different factor structure from that proposed by Black. Expatriate scores did not merge into three dimensions of expatriates' adjustment; rather they merged into two dimensions. Unlike Black's study, interaction with host nationals was not found to be a separate dimension. A possible explanation is that linguistic skills and the presence of Indian diaspora support Indian expatriates during their interactions with Americans.

The exploratory character of this study with its small convenience sample of Indian expatriates makes the findings tentative.

The paper is a useful source of information for students planning to make a career in international business and practitioners already engaged in international business activities.

This paper fulfils an identified information need and offers help in expatriate adjustment.

The purpose of this research is to establish a conceptual model to understand the impact of Total Productive Maintenance (TPM) and Industry 4.0 (I4.0) on the transition of a Circular Economy (CE). Also, the paper explores the combined impact of TPM, I4.0 and CE on the sustainability performance (SP) of manufacturing firms.

The conceptual model is proposed using the dynamic capability view (DCV) and empirically validated by partial least squares-structural equation modelling (PLS-SEM) using 304 responses from Indian manufacturing firms.

The results suggest that I4.0 positively impacts TPM, CE and SP, also showing TPM's positive impact on CE and SP. In addition, CE has a positive influence on the SP of manufacturing firms. Furthermore, CE partially mediates the relationship between I4.0 and SP with TPM and SP. The study also identifies TPM, I4.0 and CE as a new bundle of dynamic capabilities to deliver SP in manufacturing firms.

The present research adds to the knowledge and literature on DCV by identifying the importance of CE in the settings of I4.0 and TPM, especially in the context of sustainability. Also, the current study offers a new set of dynamic capabilities and provides some significant future recommendations for researchers and practitioners.

Teaching Notes are available for educators only.

The learning outcomes are as follows: to understand the linkage between brand development and advertising/marketing communications plan; and to understand the critical role of branding for organizations and its clients against competition in a business-to-business environment.

The case presents a very dilemma faced by firms such as Bharat Oil Company in developing economies such as India. The public sector entities in India have always enjoyed state-vested power, authority and control. Employees in the organizations lack the appreciation for concepts such as branding and marketing communications. It is a similar situation with the case protagonist Deepak Dixit. The company has completed its first phase of marketing communications/advertising exercise for Prosell, the petrochemical brand. Deepak’s boss Aakash wants Deepak to prepare the marketing communications plan for the second phase of Prosell. Deepak’s meeting with the customers and line managers left him perturbed about the success of the first phase of brand Prosell. The case ends at a point where Deepak has to come up with a branding and marketing communications plan rather than an advertising plan. Research methods: this case is based on data gathered from primary interviews with the case protagonist (name disguised), five line managers and eleven actual business customers of the Bharat Oil Company. Secondary data has been collected from published reports and company website. The name of the company has been disguised.

Postgraduate, Executive, Undergraduate.

CSS 8: Marketing.

Introduction: Artificial intelligence (AI), the engineering of brilliant machinery, performs intelligent human intelligence tasks, such as learning and problem-solving. Insurance is a financial protection policy either for individuals or entities to reimburse losses from the insured company. The role of AI in insurance always helps enhance customer services and understand their behaviour.

Purpose: This chapter aims to determine the role of AI in the insurance industry in India. The insurance industry is expanding very fast, and to further increase its horizons, the part of the technology of AI is essential. However, this sector has initiated using AI technology and is expanding its scope to benefit the customers.

Methodology: The authors selected research papers of the last five years to review and determine how the technology changed during the period and how an increase in AI benefits the industry and facilitates delivering the best services, and understanding the customer’s needs and behaviour.

Findings: It has been found that the industry is moving very fast and adopting the AI technology methods to enhance customer services, betterment for growing India, and serve insurance services to the nation efficiently.

The purpose of this paper is to identify the impact of factors derived from the unified theory of user acceptance of technology (performance expectancy, effort expectancy, social influence, facilitating conditions, age, gender) and of those drawn from literature (perceived risk, perceived enjoyment and innovativeness) on the adoption of m-commerce in India. It also suggests implications of these for the consumer behavior theory practitioners and marketers.

Data were collected using an online survey from 321 respondents, split into two groups (high and low adoption level users) based on the usage scores of the four categories of m-commerce- location-based, transaction-based, entertainment and content delivery. Logistic regression technique was used to identify the prominent factors among the nine identified influencers to understand the differences between the two groups.

The findings of this paper are sample biasness, self-reported m-commerce adoption level, limited m-commerce categories and specific context.

Except the two factors of performance expectancy and facilitating conditions, all other variables discriminate between low and high adoption levels of m-commerce services in India. Social influence, perceived enjoyment and innovativeness were the three main factors that were found to have the most significant impact on the discrimination levels of m-commerce service users in India. Further, it was found that women and the younger generation users of m-commerce showed a greater propensity for adopting m-commerce practices.

Marketers need to focus on key factors like social influence, perceived enjoyment, perceived risk and effort expectancy to persuade the young and innovative consumer target groups increase their adoption of m-commerce services.

This is the first study of its kind to explore factors that distinguish users with low and high levels of m-commerce adoption, by taking into consideration all four categories of m-commerce (transaction-based, content delivery, location-based and entertainment). In doing so, it highlights the need for marketers to focus on factors beyond facilitating conditions and performance expectancy, to enhance the adoption of m-commerce practices.

The main purpose of this study is to provide a comprehensive review and critical insights of the application of fuzzy methods in modeling, assessing and understanding the various aspects of green and sustainable supply chains (SSCs).

The present study conducts a systematic literature review (SLR) and bibliometric analysis of 252 research articles. This study employs various tools such as VOSviewer version 1.6.10, Publish or Perish, Mendeley and Excel that aid in descriptive analysis, bibliometric analysis and network visualization. These tools have been used for performing citation analysis, top authors' analysis, co-occurrence of keywords, cluster and content analysis.

The authors have divided the literature into seven application areas and discussed detailed insights. This study has observed that research in the social sustainability area, including various issues like health and safety, labor rights, discrimination, etc. is scarce. Integration of the Industry 4.0 technologies like blockchain, big data analytics, Internet of Things (IoT) with the sustainable and green supply chain (GSC) is a promising field for future research.

The authors' contribution primarily lies in providing the integrated framework which shows the changing trends in the use of fuzzy methods in the sustainability area classifying and consolidating green and sustainable supply chain management (SSCM) literature in seven major areas where fuzzy methods are predominantly applied. These areas have been obtained after the analysis of clusters and content analysis of the literature presenting key insights from the past and developing the conceptual framework for future research studies.