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The learning objectives (or expected learning objectives and outcomes) are to be achieved by linking them with particular concepts, theories and models. These include conducting a situational analysis of the social business, namely, Lilly Apartments’ Welfare Association; explaining the characteristics and mindset of the leadership, particularly the social entrepreneurial leaders; analysing the conflict among the team members; and designing strategic solutions for combating crises and attaining operations’ effectiveness.

Lilly Apartments’ Welfare Association Karachi was registered under the Act of 1860 of the Government of Pakistan. The members established this Association to oversee the affairs of the maintenance of the apartments, including the provision of utilities, particularly water, sanitation, lifts, generators, parking, security and a park with a small play area for children. The front-burner issue of the Association consisted of mis-governance (causing underperformance), including maintenance of buildings within apartments; recovery of funds from the past executive committee (EC) members due to their massive corruption; managing defaulters’ issues (i.e., the members who did not pay their monthly maintenance fees) and deficiency of funds; inefficient and corrupt practices of the majority of the employees, including one manager and two supervisors; and task-related and personal conflicts between the leadership members. The EC of the Association was elected every year and presently it had only four months left. The research design used for this case study involved conducting 12 interviews, four each involving EC members, former EC members and senior residents, which were analysed to learn the challenges and achievements of the Association. Moreover, pertinent records of the Association were reviewed. The canons of research ethics and soundness were applied.

This case study is suitable for the students of social entrepreneurship or strategy or strategy and leadership. The study level is for graduates in management science, including MBA and EMBA students. This case study is suitable for teaching at any point but ideally near the middle or end of the aforementioned courses.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

Learning outcomes (objectives and outcomes) are as follows: to understand the brand positioning, brand building and category extension decisions of a pharmaceutical brand (operative in one of the most competitive and regulated industries in a developing country); to analyze the outcomes of decisions pertaining strategic sales, branding, marketing and strategic restructuring to overcome the challenges of growth; and to design strategic solutions for developing brand equity.

This case explores the strategy of launching and establishing a pharmaceutical brand in an industry that tends to be a highly technical and the most regulated industry. It depicts market research data, industry analysis, stiff competition and regulatory affairs, and elaborates various strategic decisions taken by the company. The primary data for the case is accumulated through in-depth interviews from six industry experts on pharma marketing who were well acquainted with Maple Pharma and secondary data is gleaned from substantive literature. Maple Pharmaceuticals launched Starpram, a high-growth, high-potential generic antidepressant brand (in the central nervous system category) containing Escitalopram molecule/chemical. It had expertise cum competitive advantage in cardiovascular and anti-diabetic streams, but such initiative appeared category extension, with the intention to diversify risk and expand the company to achieve greater economies of scale. The first year sales revenue for Starpram appeared too bleak to spur further product inaugurations. Consequently, strategic overhaul transpired to establish the brand in the highly fragmented pharmaceutical industry. The firm lacked experience in anti-depressants category, coupled with poor sales, marketing mix and overall marketing strategy. Eventually, the management exercised strategic restructuring to establish brand equity and observed growth.

Study levels/Applicability graduate (MBA), MS, PhD (management sciences).

Teaching Notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing.

The earth needs to go green as it clarifies that humans should adopt a sustainable lifestyle that will be friendly to the environment and society. The emerging stream of academic literature on “go green” adds a new perspective to the deep-rooted conception of entrepreneurship. The objective of green entrepreneurship is to follow the traditional concepts of entrepreneurship but also brings the additional potential for society and the environment. The present paper is designed to study the impact of personality traits and university green entrepreneurial support on green entrepreneurial intentions along with the moderating role of environmental values.

The data are collected by using the survey method, and the five-point Likert scale is used for this purpose. The statistical techniques applied to the dataset were confirmatory factor analysis and partial least square structural equation modeling.

The results revealed that personality traits are positively and significantly associated with green entrepreneurial intention, but risk-averse students depict insignificant results towards green entrepreneurial intention. Also, university green entrepreneurial support results in positive green entrepreneurial intention. Environmental values also strengthen the association.

Previously, researchers emphasized the entrepreneurial intentions for the sake of improving the economy, decreasing unemployment and promoting small ventures, but none focused on the green aspects of entrepreneurship. To date, we still lack knowledge regarding students' green entrepreneurial intentions and how personality traits and green support affect the intention. The focus of the present study is to sustain nature and ecosystems through green entrepreneurship by providing directions and economic and noneconomic gains for investors, entrepreneurs, students, universities and societies.

The learning outcomes are as follows: to analyze the multidimensional and complex crises, and market stature of a company that was a market and industry leader in a developing country; to evaluate and interpret the outcomes of decisions pertaining declining profits, outstanding receivables, branding, marketing and radical reforms to overcome the challenges of sustainable growth, customers and employees’ loyalty, market stature and leadership crises; and to design strategic solutions for sustaining its leadership position and combating severe challenges.

The purpose of this paper is to ponder upon various crises that Pakistan State Oil (PSO) was facing, so that learners can critically analyze, assess and design strategic solutions for it. PSO was the state-run market leader in the petroleum industry. The company had been struggling to combat multiple types of turmoil at a time. Its huge fund of receivables was blocked in circular debt that caused the company budget constraints and deficits. Due to a government policy shift, the demand for its furnace oil substantially reduced and profits plummeted. The countless internal and external crises posed severe menace to its competitive position vis-a-vis its rivals. This qualitative case study garners data from eight interviews from senior managers in the petroleum industry and adds content analysis technique to acquire pertinent data from renowned media sources and subsequent analysis. The drastic crises left PSO with dearth of funds and declining profitability. Consequently, due to limited marketing budget, creativity of its marketing team for devising effective marketing programs to raise market share was compromised. PSO underwent the issues of brand sustainability, sustainable growth, customers and employees’ loyalty, and market stature to financial and leadership crises. However, despite limitations, it still enjoyed a market leadership position among its rivals in the industry by occupying more than half of the chunk of market in the petroleum industry. This is a unique case study of a state-owned giant company facing multidimensional menaces. It offers tremendous learning opportunities for students who can devise creative strategic solutions and link theories and models with practice.

Graduate (MBA), MS, PhD (management and administrative sciences); Suitable for teaching in chapters: Anywhere but ideally near the middle or end of the above courses.

Teaching notes are available for educators only.

CCS 11: Strategy.

An individual’s standard of living is profoundly affected by industrialization and technology’s continuous revolution. At present, the environment is uncontrollable and global warming is increasing. Therefore, there is a need to protect the earth immediately as the lives of all creatures are at risk. The purpose of this paper is to determine the factors related to green purchase behavior (GPB) by incorporating religious values (RGV) as a moderator. Moreover, the moderating role of RGV has been incorporated so that the importance of RGV in the life of millennials can be examined.

Smart partial least square (PLS) has been used for data analysis, and PLS-structural equation modeling has been used to assess measurement and structural models.

The findings reveal that environmental concern, environmental knowledge and green perceived value positively and significantly affect attitude and subjective norm (SN). Moreover, attitudes toward the purchase of green products and SNs also show a positive and significant relationship with green purchase intention (GPI). In addition, GPI is also positively and significantly associated with GPB. However, green brand knowledge portrays a positive but insignificant relationship with attitude and SN. Finally, RGV does not strengthen the relationship between intention and behavior.

Religion is a strong predictor of individual behavior as people are emotionally connected with Islam’s teachings. Therefore, the study provides a unique contribution by adding RGV as a moderator in the model of TRA. Also, the authors targeted the specific generation, i.e. millennials, so that millennials’ behavior can be identified as it covers Pakistan’s large population. Also, millennials are the people who are more involved in decision-making.

This study aims to investigate two primary objectives. First, this study examines the influence of modified service quality dimensions on Islamic bank customer satisfaction using a compliance, reliability, empathy, assurance, tangible, operational efficiency, responsiveness (CREATOR) model. Second, the study explores the relationship between customer satisfaction, trust, loyalty and word of mouth (WOM) in Islamic banking of Pakistan.

The proposed model was analyzed using PLS-SEM-based approach. A total of 312 usable responses were used for data analysis.

The results indicate that all CREATOR dimensions have a significant positive impact on Islamic banks’ customer satisfaction. Similarly, this study also found a significant positive relationship between customer satisfaction, trust, loyalty and WOM. Overall, this study modified a well-established service quality framework by successfully implementing the CREATOR model in Islamic banking.

This study will provide helpful policy guidelines for Islamic bank managers improve their service quality and strengthen their relationships with existing and new customers. The authors are also sure that their proposed model will add value to the ongoing service quality literature by indicating the role of operational effectiveness in increasing customer satisfaction and promoting positive WOM.

This study aims to find the determinants of internal and external customer satisfaction of Islamic banks of Pakistan through service quality indicators that are assurance, reliance, empathy, tangibility, responsiveness. Compliance has also been added as a determinant of customer satisfaction. In this study, customers are divided into two groups, internal customers are those who are an employee in the Islamic bank and also an account holder. While external customers are account holders only in Islamic banks of Pakistan.

In this study, a quantitative research approach is used for analyzing the behavior of internal and external customers of Islamic banks in Pakistan. The instrument which is used to analyze the study’s data, is a structured five-point Likert-scale questionnaire. The structural model was analyzed with the help of the partial least squares structural equation modeling approach.

This study concluded that internal customers of Islamic banking are well aware and have full information and their level of satisfaction is positive toward the bank’s services. While external customers feel satisfied while using the Islamic banking services in Pakistan. Service quality indicators are positively and significantly related to customer satisfaction in the external customer model. On the other hand, some of the indicators are not showing a significant impact on the internal customer multi-group analysis shows a difference of coefficients are insignificant between internal and external customers.

This study helps policymakers, to understand the behavior of internal and external customers of Islamic banking in Pakistan for creating favorable policies for an interest-free banking service.

This research study provides an analysis of the customer satisfaction of Islamic banks in Pakistan by dividing Islamic bank customers into two groups (internal and external customers). The purpose for dividing Islamic bank customers into two groups is that this study wants to highlight that external customer’s perception is the same as internal customers or not? Before this study, it is difficult to find single research on this topic, whereas only one study is find-out on the factors that affect internet banking adoption among internal and external customers.

The construction industry and its activities harmfully affect the environment. Hence, adopting green building (GRB) practices can be helpful in achieving sustainable development goals. Therefore, this study aims to identify the factors affecting the intention to adopt GRB practices by extending theory of planned behavior (TPB).

Using non-probability purposive sampling technique, data was gathered from consultant and contractor engineers in the construction industry through a questionnaire. The analysis was done using partial least square-structural equation modeling technique on a useful sample of 290.

Findings revealed that the core constructs of TPB [i.e. attitude (AT), subjective norms (SUBN) and perceived behavioral control (PBC)] significantly affect the intention to adopt GRB practices. Moreover, government support and knowledge of green practices (KNGP) were found to be critical influencing factors on AT, SUBNs and PBC. Lastly, the findings confirmed that environmental concerns (ENC) play as a moderating between SUBN and intention to adopt GRB practices, as well as AT and intention to adopt GRB practices.

This study contributes to existing knowledge on GRB, offering evidence base for policy choices regarding climate change adaptation and mitigation in the construction industry.

This study provides insights from the perspective of a developing economy and confirms the applicability of TPB in the adoption of GRB practices. Moreover, this study confirms the moderation role of ENC in between TPB constructs and intention to GRB that is not tested earlier in the context of GRB. This study also confirms that government sustainable support positively affects PBC, and KNGP significantly affects SUBNs.

The purpose of the study is to investigate the relationship between international financial integration (IFI) index and democracy (DEM) in Pakistan by using long-time series data from 1975 to 2013.

The IFI index is constructed by principal component analysis. IFI consists of foreign direct investment (FDI), remittances (REM) and external debt (ED), whereas the Polity IV index is used for DEM. Johansen and the autoregressive distributed lag method for cointegration methods are used to find a long run relationship. Dynamic ordinary least square (DOLS), fully modified ordinary least square (FMOLS) and canonical regression (CR) have been used to find the nature of the relationship. Rolling window analysis has been done to find the year wise coefficients.

DOLS, FMOLS, canonical regression CR and cointegration results suggest a significant negative long-run relationship between IFI and DEM in Pakistan. Rolling windows analysis highlights that DEM has improved IFI in Pakistan from 2008 to 2013.

This study constructs an index for financial integration using principle component analysis on capital inflows, i.e. FDI, REM, ED, to explore the impact of DEM on IFI in Pakistan from 1975 to 2013. This study investigates for the first time ever the relationship between IFI index and DEM in Pakistan.

The restrictive measures related to the COVID-19 pandemic put a halt to everything across the world. The global crisis hit every sphere of life. The mobility restrictive nature of the pandemic was a major blow to the travel, tourism and hospitality industry. For a country like Pakistan, with an unstable economy and struggling tourism, the pandemic served as ground zero. This chapter critically examines tourism dimensions in Pakistan and how it sustained the impact of various crises. It pays attention to the concepts of vulnerability, social and community resilience, and adaptive capacity to provide a theoretical understanding of the revival of tourism in Pakistan. It also considers the impact of COVID-led measures on the tourism industry and corresponding initiatives of the government. The chapter concludes by arguing that Pakistan should carefully monitor and assess the current debates on tourism policies and practices. The chapter suggests that the national tourism strategy should incorporate a mechanism that can address tourism in crises in addition to addressing the environmental, socio-cultural and economic impact of tourism.