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The COVID-19 pandemic presents unprecedented challenges for small and medium enterprises (SMEs) in emerging economies. This paper aims to examine how India's SMEs implement their strategic responses in this crisis.

The study uses dynamic capability theory to explore the strategic responses of SMEs. Strategy implementation theory helps to explain how they implement innovative practices for outcomes. A research model defines the COVID-19 challenges, strategic responses and performance outcomes. The study reports the findings of an initial pilot study of 75 firms and follow-up case study results in the context of COVID-19.

Firms choose their approaches according to their perceived market risks. Case studies illustrate that firms display diverse attitudes depending on their strategic direction, leadership vision and organizational culture. They achieve different outcomes by implementing specific styles of risk management practices (e.g. risk-averting, risk-taking and risk-thriving).

Although the study context is Indian SMEs, the findings suggest meaningful lessons for other emerging economies in similar crisis events. The propositions may be extended to future research in broad contexts.

Even in the extraordinary COVID-19 market crisis, SMEs with limited resources display their strategic potential by recognizing their unique capabilities, translating them into effective actions and achieving desirable outcomes.

In the COVID-19 pandemic, top leaders' mental attitude, strategic perspective and routine practices are contagious. Positive leadership motivates both internal and external stakeholders with an enormous level of collaboration.

This rare study of Indian SMEs provides a theoretical framework for designing a pilot survey and conducting a case study of multiple firms. Based on these findings, testable propositions are articulated for future research in diverse organizational and national contexts.

Indian patients have different medicine systems available at the service that alter their healthseeking behaviour (HSB). This study aims to examine the beliefs and behaviour of patients in India towards the healthcare system and how it affects their intention to use healthcare chatbots.

A survey instrument was developed from standard scales and validated by experts. The data was collected from 397 respondents in an urban area and tested using a structural equation model in SAS JMP software.

The study found that awareness and perception of chatbots and distrust on doctors and health systems impact trust in a chatbot. The results show that trust in chatbots influences the intention to use chatbots. The belief in alternative medicine systems and HSB also influence the intention to use chatbots. The study findings also imply that health-care chatbots should cater to HSB and the belief in alternative medicine.

The study was conducted only among the urban population because services based on technology are more available in metro cities. Bengaluru is considered the representative population of urban India.

The level of disruption that chatbots can provide to the healthcare system makes this study significant. The study findings will help to manage the factors that can enable chatbot inclusivity, as the current system is inaccessible to many patients.

This paper addresses an identified need to study patients’ trust in the Indian healthcare system and their intention to use chatbots. The level of disruptions these chatbots can cause in the health-care system is undeniable and patients’ trust in these chatbots will eventually transform the health-care sector.

After completing this case study, students will be able to understand the issues firms, brands and influencers face due to sponsorship disclosure regulation and the impact of self-regulation on firms engaging in influencer marketing, explain the challenges regulators face in ensuring compliance in an emerging market, explain Advertising Standard Council of India (ASCI)’s challenges in adopting influencer guidelines from emerged markets and recommend ethical theory (or theories) and strategies to firms engaged in influencer marketing.

This case study centers on Mr Manish Chowdhary, co-founder of WOW Skin Science, who started the beauty and personal care business with his brother Karan Chowdhary in 2015 in Bangalore, India. The company successfully built its brand through influencer marketing but faced challenges after the ASCI implemented new influencer guidelines. On May 31, 2021, he expressed disagreement with ASCI guidelines during an interview with Akansha Nagar from Buzz in Content, particularly the requirement to label every product or service received by influencers as an advertisement. He expressed concern about certain rules, fearing they might harm organic content and reduce viewership and followers. Subsequently, ASCI registered noncompliance cases against the company and communicated with them about complaints regarding influencer guideline violations. In this situation, Manish needed to evaluate his decision on noncompliance with regulation and required an action plan to strategically manage its influencer marketing campaign by incorporating ASCI’s guidelines. Overall, this case study highlights the journey of WOW Skin Science and its challenges with self-regulatory authorities over its influencer marketing strategy in an emerging market. Additionally, students can gain insight into the marketing communication ethics of a startup operating in an emerging market by embodying the protagonist’s role.

This case study is suitable for postgraduate level students pursuing a Master of Business Administration program. The difficulty level ranges from moderate to complex. It fits well into integrated marketing communication and marketing strategy courses. This case study discusses marketing ethics, advertising and promotion regulation.

Teaching notes are available for educators only.

CSS 8: Marketing.

The business sector plays a major role in achieving comprehensive economic development goals in emerging economies. Consequently, the effects of business responses to the COVID-19 pandemic are receiving increasing research attention from an organizational management development perspective. This article aims to examine the role of leadership in charting the course in an extraordinary crisis context.

Using institutional leadership theory, leadership contingency theory and dynamic leadership capability theory, the authors present a research framework that defines macrochallenges and organizational level responses and outcomes. The article adopts a case study approach, which includes the identification of four target companies and conducting in-depth interviews with senior management professionals within those companies at different time periods.

Based on the interviews, the steps that Indian companies adopted to respond to the COVID-19 challenge are identified. Expanding the insight from the case study, the findings suggest that although feeling overwhelmed at first, organizational leaders combine prudent (i.e. timely and speedy actions for survival first) and bold (i.e. future envisioning for expansion and growth) actions enabling these firms to weather two waves of the COVID-19 pandemic in India.

These multiple case studies are unique in exploring MNEs from different industries. This study also highlights the dynamic relationships between leadership practices, risk management strategies and performance outcomes based on a sound theoretical model and rigorous study methods.

The digital content distribution environment is undergoing a dramatic transformation due to the convergence of internet of things (IoT) and over-the-top (OTT) platforms, which provide users with personalised and immersive experiences. OTT streaming platforms have not only grabbed the attention of customers for entertainment and quality content for binge-watch but also successfully changed the industry market trends. An empirical analysis of the deployment of IoT technology in OTT platforms is presented in this chapter. This chapter tries to explore the perception of viewers towards adoption of IoT in OTT streaming platforms. The unified theory of acceptance and use of technology-2 (UTAUT2) model is the main framework for this chapter, and one-way analysis of variance (ANOVA) and stepwise regression is applied to analyse the responses. Findings suggested the consumer characteristics have significant effect on the attitude of the consumers. On the other hand, security and privacy issues with data become major obstacles. In order to balance innovation and user protection, the study concluded with recommendations for OTT service providers and legislators on how to support the responsible and successful implementation of IoT technology in the media and entertainment sector. The findings highlighted that viewers are adopting IoT while streaming OTT platforms. This chapter will help the interested parties and organisations by providing them insights regarding consumer behaviour across OTT services which they can utilise to formulate strategies.

In recent years, issues like untrusted or questionable sources of information are indisputably rampant in the digital era. The quality of information is now found to be challenging with its kind of issues, crisis and also clarity in which it requires to have a strategic scenario and practice to enhance quality assurance in order to creating safe cyber-spaces. The initiative to organise information at the organisational stage has widely emerged on the cyberspace. This paper aims to examine the insights of the element of trust in quality communication and information management to drive key performance indicator to support organisational sustainability. This approach is likely to play a significant role in enhancing critical inquiry in to issue of trust in information to ensure untainted integrity and quality assurance of the source of the information.

The preparation of this paper used a systematic literature review according to four phases, namely, identification, assessment or examination, extraction and interpretation. This approach was selected to advance critical inquiry into the most current topic on the trust for quality of information as way of strategic communication management to achieve safe cyber-organisational sustainability. The process was made through the various sources of peer-reviewed articles including journals, book chapters, books and conference proceedings. The literature review was carried out through the search for keywords such as trust in information, strategic communication and safe cyber-organisational sustainability.

The results revealed that the trust in quality of information with its wide range of initiatives could be enhanced as an initial attempt to embrace comprehensive approach in establishing strategic communication to ensure organisational sustainability and quality assurance of safe cyber space. The result further indicated three points, which follows development of virtual interaction with information management for safe cyberspace, enhancing continued predictability assessment in digital information process and practice and developing trust in information and quality of communication for organisational sustainability.

This paper is expected to give an insightful value in contributing to quality measurement of the strategic communication to promote trust in quality of information. Hence, the design to expand strategic management to support digital social connections in the cyber space. As a result, the profound contribution would also lead to enhancement of organisational sustainability in the digital era, amid technological trends.

The need to develop an approach to strengthen the trust in information in the digital cyberspace should focus on providing insights into the quality of information, authenticity and integrity to develop quality assurance for social connection. The awareness raising process in consolidating the trust in information has to start with exploring early social interaction in the digital age. This approach provides quality assurance to linking digital connection to develop trust in the quality of information. This would enable feedback to ensure accessibility and accuracy of quality of information dealing with critical elements relating to organisational sustainability.

The entire awareness in expanding the trust as information quality indicator has to be started with exploring the early social interaction in the digital age, to achieve quality basis on linking the digital connection as an attempt to build the information quality. This would give a feedback in ensuring the accessibility and accuracy of information quality together with dealing with an ultimate element to lead to the organisational longevity.

The leisure industry is colossally impacted by varied types of crisis. Assessing the volatility; an attempt is made towards disaster planning and a response system. This chapter indicates an all-inclusive integrated approach to deal with disasters and narrates conceptual and latest factual findings in the space of disaster management. An efficient and self-equipped attraction demands a competent and efficient disaster management system in place.

This chapter devises measures to deal with the capacity of a destination during pandemic and proposes recovering strategies for the leisure business. Destination governance and disaster management techniques are well explored in the proposed chapter.

An imperative study of this nature will determine the role of cultural perceptions of varied risk and threats in a pandemic scenario. Innovative practices of disaster governance and Post-disaster recovery strategies are crucial mechanisms for the sustenance of tourism and hospitality sector.

The conceptual ideas and outcomes obtained in this chapter helps policy makers not only to find new strategies to placate the negative impacts of COVID-19 on the organic image of tourist destinations but also assists in accelerating the recovery timeframe just after the pandemic.

This study aims to investigate the quality level of the leading three Public Administration Institutes’ (PAIs) websites in the Arab world.

A convenient sample of 203 Jordanian Government employees answered the questionnaire that assessed five quality dimensions (content, navigation, interface design, accessibility and educational purpose) for each website.

The website of PAI of Kingdom of Saudi Arabia recorded a high level in all quality dimensions, whereas the website of PAI of Jordan recorded moderate quality in all dimensions except for accessibility; the website of PAI of Egypt recorded a high level in all quality dimensions except for the educational purpose. Based on the qualitative analysis, participants agreed that the PAI website has the best quality, accessibility, navigation and design compared with the Egyptian and the Jordanian PAIs websites.

Designers of PAI websites should consider end users’ needs and regularly assess the website’s usability. PAIs developers should also establish more interactive portals to provide transparent and effective electronic services to users. The findings are significant in helping policymakers better understand the importance of distance training and learning using websites and platforms.

Developing a high-quality website enhances the relationship between the government and its employees, consequently establishing the credibility and trust of citizens in public services.

To the best of the authors’ knowledge, this is the first study that measures the quality of PAI websites in the Arab world. The findings provide more cross-culture evidence for the e-government and digital literature in helping policymakers develop more technology interactive platforms.

The purpose of this paper is to explore the different contextual and psychological determinants of organisational resilience (OR) in the context of global mobility in multinational enterprises (MNEs). Banking upon the conservation of resources theory, this paper studies how and when reattachment to work (RTW), work engagement (WE) and two types of presenteeism lead to OR. Further, in the backdrop of the post-pandemic world of work, this paper also conceptualises the conditional effects of trait resilience (TR), organisational support (OS) and expatriation type (ET) on the aforementioned linkages.

This paper develops a conceptual framework that depicts various antecedents of OR in MNEs. Several testable propositions are also offered alongside the model’s moderated mediation and moderated moderation relationships.

The conceptual framework depicts the causal relationships between RTW and OR, such that Flexible RTW increases OR through higher WE and functional presenteeism under the conditional influences of TR, OS and ET, whereas rigid RTW decreases OR through lower WE and dysfunctional presenteeism under the conditional effects of TR, OS and ET.

To the best of the authors’ knowledge, this paper is the first of its kind that explores the psychological and contextual antecedents of the OR of MNEs and offers numerous testable propositions. The nexus of unique relationships presented in the conceptual framework bridges a crucial gap in the literature that explores the complexities of the post-pandemic workplace in the context of global mobility.

COVID-19 pandemic is a global health emergency which posed new challenges to the organizations to adjust their ways of working by redefining approach to work culture. The objective of this paper is to study as to how COVID-19 has impacted organizational culture which can be sustained with good leadership style. The aim of the paper is to identify and analyze the change in organizational culture and leadership style flexibility adoption required during the pandemic.

This paper is based on qualitative research that focused on newspaper articles. In the paper, the authors made analysis of newspaper articles on NVIVO software published on culture and leadership from February to December 2021.

Three main themes that emerged across the study include the change in leadership perspective, organizational perspective and employee perspective to reshape the organizational culture. Companies that support on flexible working hours, work from home and virtual gatherings are likely to attract and retain the most talented employees.

The study gave useful insights to establish well-developed standard operating practices to manage the cultural change. The organizations which reinforce their leadership style to provide psychological support to its employees and amend the policies thereof, can best respond to the potentially damaging effects of COVID-19 to enhance the job satisfaction of its people.

The paper is among the very few studies that examined as how to sustain a good culture in an organization during tough times and how a leader should manage the entire team with the help of qualitative analysis through analysis of newspaper articles. The specific contribution of this paper is to align organizational culture with leadership based on democratic values and standards of legitimacy during tough times so that focus can be made on well-being of employees, strong work ethics and thereby increasing work commitment of the employees.