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The psychological empowerment theory of intrinsic motivation is the primary theoretical basis for the case. Other theories discussed include personality theories and transformational leadership theory.

This is a field-researched case, based on face to face interviews with V.G. Jayakrishnan. The author also visited Jayakrishnan’s institution and attended an event there. The author also relied upon archival data in the form of newspaper reports: both print and video. The case is based on events before July 31, 2017.

This case examines how entrepreneur V.G. Jayakrishnan, between 1995–2017, set up two successful, yet distinct businesses, namely, ICD (Institute for Career Development), a leading banking test prepping center in Kerala, India and JK Farms, a state-of-the-art dairy farm. Jayakrishnan’s vision and ability to think far ahead of his competition led to ICD becoming one of the most successful banking test prep centers in Kerala, India. Similarly, Jayakrishnan’s vision of scientific dairy farming allowed him to set up the state of the art JK Farms. The case allows students to examine the concepts of intrinsic motivation and transformational leadership.

The case can be used both at the graduate and undergraduate levels. At the graduate level, it can be used at the beginning of any leadership class to foster discussion about intrinsic motivation and transformational leadership. At the undergraduate level, it would be better positioned at the middle of the organizational behavior course after the students have discussed the chapters on motivation, leadership and personality in principal textbooks (Colquitt, LePine and Wesson, McGraw Hill, 2018).

Consumption and consumer behaviour are driven by social and cultural factors. The global movement against racism and skin colour bias has created a situation where companies need to relook at the way they are marketing skin lightening and cosmetic products in an emerging economy like India.

The case study was developed by collecting data from news articles and published research.

Johnson and Johnson in June 2020 decided to stop selling products under the category of Skin lightening popularly known as fairness creams in Asian markets, especially India. This created a dilemma for popular brands like Hindustan Unilever (HUL), Loreal and Procter & Gamble which have brands under this category. Among all these brands the biggest challenge is for HUL which is a major player in this segment. The case discusses the cosmetic industry in India and how HUL responded to this situation.

The case is intended for use in graduate-level courses in consumer behaviour, new product development, integrated marketing communication and marketing. Market environment, cultural and social factors and the importance of considering these factors in developing the product and marketing strategy is the focus of this case.

The objectives of the case study are to provide an overview of intellectual property rights and intellectual property rights in Indian context; understand the intellectual property rights implementation and challenges for implementing it in emerging economies; understand what would be the best approach that companies can adopt when the companies face backlash in such circumstances; and explore the scope for redefining the intellectual property rights in the changing global environment.

In December 2021, the Protection of Plant Varieties and Farmers’ Rights Authority (PPV&FRA) in India revoked the plant variety protection (PVP) certificate granted to PepsiCo India Holding (PHI) for its Lays variety potato (FL-2027, known as FC-5). The FC-5 variety possessed low moisture content which made it suitable for making potato chips. The controversy started with Pepsi suing the small and marginal farmers of Gujarat for alleged patent infringement and cultivating the patented variety. Pepsi’s legal suit against nine marginal potato farmers in Gujarat initiated the dispute over how intellectual property (IP) rights are used to intimidate small, marginal farmers and its infringement of farmers’ rights. But, on the other side, the interesting aspect was how IP infringement could be a setback for the companies that made the capital investment to develop the variety. The case study discusses the backlash Pepsi faced due to this IP rights legal suit and the punitive aspects of IP rights (IPR) law. Moreover, in the context of the global pandemic, the case study helped discuss the need to redefine the intellectual property rights regime keeping in mind global welfare.

The case is intended for use in postgraduate-level management courses in agricultural marketing, agribusiness, international business and economics. This study can help management students understand how IPR is defined, the apparent complexities associated with it and the adverse effect of it on small and marginal farmers in emerging economies.

Teaching notes are available for educators only.

CSS 5: International business.

This chapter explores a descriptive theory of multidimensional travel behaviour, estimation of quantitative models and demonstration in an agent-based microsimulation.

A descriptive theory on multidimensional travel behaviour is conceptualised. It theorizes multidimensional knowledge updating, search start/stopping criteria and search/decision heuristics. These components are formulated or empirically modelled and integrated in a unified and coherent approach.

The theory is supported by empirical observations and the derived quantitative models are tested by an agent-based simulation on a demonstration network.

Based on artificially intelligent agents, learning and search theory and bounded rationality, this chapter makes an effort to embed a sound theoretical foundation for the computational process approach and agent-based micro-simulations. A pertinent new theory is proposed with experimental observations and estimations to demonstrate agents with systematic deviations from the rationality paradigm. Procedural and multidimensional decision-making are modelled. The numerical experiment highlights the capabilities of the proposed theory in estimating rich behavioural dynamics.

The purpose of this paper is to present a clear picture of the key factors of blind via and through hole filling in electroplating, e.g. shape of via or hole, electroplating solution, process, as well as the developments of mechanisms and models.

First, the paper details the development trends and challenges of via filling. Then the research status of mechanisms, electroplating solutions, including base solution and additives, numerical model and mass transfer is described. Finally, through hole filling is briefly reviewed.

To achieve excellent via filling performance, the characteristics of the via or hole, the ratio of acid/copper, selection of additives and factors of mass transfer are comprehensively considered in terms of optimization of the electroplating process. It is beneficial to design vias with appropriate aspect ratios, to strengthen the adsorption of the accelerator in the via bottom, to inhibit the increase of surface copper thickness and to form butterfly-shaped copper in the centre of through holes. Optimized process parameters should be taken into consideration in superfilling.

The paper reviews different sets of additives, mechanisms and superfilling models for state-of-the-art via filling and the developments of filling for through holes.

The purpose of this paper is to determine the factors that influence patients’ long-term relationship with healthcare providers in healthcare delivery at hospitals.

Data were gathered using 170 patients in a cross-sectional survey with quantitative research methods at a public regional hospital. Results were obtained using descriptive analysis and regression analysis.

Generally, the study found that the health-related factors (the reception of staff, providers’ attitude, waiting time, competence and expertise and the hospital environment) that influence patients’ long-term relationship with the healthcare providers/hospital were statistically significant (p < 0.001). The findings showed that overall 90.0 per cent of the patients were very satisfied with the overall healthcare services at the hospital.

Limited sample size, lack of examination of healthcare providers’ perspectives and non-application of qualitative methods make it difficult to give a true picture of how these can enhance patients’ intent to keep a long-term relationship with the healthcare providers/hospital.

The paper suggests that health policymakers and practitioners need to enhance measures that will make patients satisfied leading to their long-term commitment and cordial relationship with the healthcare providers/hospital.

The study demonstrated how health-related factors will be associated with the patients’ agreement/intent to keep a long-term relationship with their service providers at hospitals. Thus, the overall hypothesis was true that there is a relationship between patients’ satisfaction with the healthcare experienced and their long-term relationship with healthcare providers/hospital.

This is one of the few studies conducted on the topic in the context of Ghana’s health sector. It recommends that there should be a good interpersonal relationship between healthcare providers and patients, as patients’ satisfaction is not based on only receiving treatment at the health facility.