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The purpose of this paper is to develop a concept and design to cast Al alloys/metal matrix composites (MMCs) by continuous casting process. The various steps involved in the evolution of the design have been reported and discussed in this study.

On the basis of developed design concept, initial prototype design has been prepared in this study. The casting process's melt flow pattern was studied via computer simulation, and the resulting changes were implemented in the original design. The single-phase fluid flow pattern through bottom feeding technique is studied. The equipment was fabricated based on computer simulation and water modelling studies. Finally, validation was performed for the preparation of Al alloys/ MMCs after parameter optimisation. The results were observed in the optical metallography to confirm the alloying and Al MMC preparation.

The developed continuous casting process with bottom feeding technique for the addition of constituent particles shows more efficiency in comparison to the existing batch processes. The final manufactured setup demonstrates effective Al alloy/MMC production as the basis for final fabrication has been accomplished by both computer simulation and water model test. In addition, the microstructure exhibits homogeneous distribution, validating the reliability of the setup.

Integrating continuous casting with continuous reinforcement or master alloy addition is novel in this area. The constraints that batch production had that have been rectified will also lower the contemporary cost of production.

Purpose: This chapter provides a thorough explanation of the growth of community-based tourism in Bangladesh, encompassing its historical background, challenges faced, and potential strategies for future advancement.

Methodology: We employed a descriptive analysis based on the literature review of the development and expansion of community-based tourism in Bangladesh. This study looks at the development of community-based tourism (CBT) throughout history, as well as the innovative contributions made by Non-Governmental Organizations (NGOs) and local groups in CBT initiatives, government policies, international recognition, challenges encountered (such as environmental and economic concerns), and potential strategies for future expansion.

Findings: The chapter suggests various methods for future growth, including developing policies, involvement of the private sector, execution of marketing strategies, and empowerment of the community through training and enhancing their abilities.

Value: The study provides insightful information regarding the distinctive characteristics of community-based tourism in Bangladesh, drawing attention to the country's long-standing tradition of extended hospitality and cultural heritage. Moreover, the study analyzes the difficulties and opportunities that CBT efforts encounter in the region and the proposition of individualized solutions for sustainable growth.

Implications: This study not only improves the quality of experiences that tourists have, but it also gives a voice to underrepresented groups by prioritizing local communities. In addition, it instills a sense of ownership and pride in the community's residents, motivating them to make a long-term commitment to preserving the legacy of developing CBT in Bangladesh.

Management (interdisciplinary): corporate social responsibility/financial management/social entrepreneurship.

Undergraduate/MBA.

The case revolves around a Delhi-based non-governmental organization (NGO), GOONJ founded by 40-year-old social activist, Mr Anshu Gupta. Winner of several awards, this NGO is trying to highlight some ignored but basic needs of the poor by using the surplus of the cities (supply of discarded commodities: clothes, furniture, toys, waste paper, utensils stationary, etc. due to space constraints and the growing consumerism) to address scarcity of essential commodities to the poor in the rural areas and creating it as a powerful developmental resource. GOONJ has a number of collection centers across the nation through which the old clothes are collected. Thereafter, the clothes are washed, dried, repaired and packed and then reached to the far flung villages with help of partner grassroots NGO, panchayats, Indian army, etc.There are three key issues raised in the case:

• This NGO has been operating without any formal funding for last many years. With annual expenses over ten million, how does NGO operate so successfully. Also, it is interesting to find out how they are able to maintain cost of just 97 paisa (1 paisa=1/100 rupee) from the time old clothing is collected to the point where it has been delivered to a needy.

• The second issue about the synergy that is created by the NGO – corporate partnership. Further, this case also gives the audience to explore synergy between NGO and B-schools.

• To understand the problem areas of distribution management when so many different stakeholders are involved.

This NGO has been operating without any formal funding for last many years. With annual expenses over ten million, how does NGO operate so successfully. Also, it is interesting to find out how they are able to maintain cost of just 97 paisa (1 paisa=1/100 rupee) from the time old clothing is collected to the point where it has been delivered to a needy.

The second issue about the synergy that is created by the NGO – corporate partnership. Further, this case also gives the audience to explore synergy between NGO and B-schools.

To understand the problem areas of distribution management when so many different stakeholders are involved.

• To explore innovations in resource mobilization (sources of financing) and cost management.

• To appreciate the synergy created by forming partnerships between different stakeholders: NGO, corporate houses, B-schools.

• To appreciate issues and problems of distribution management – especially in the case when there are different stakeholders involved.

To explore innovations in resource mobilization (sources of financing) and cost management.

To appreciate the synergy created by forming partnerships between different stakeholders: NGO, corporate houses, B-schools.

To appreciate issues and problems of distribution management – especially in the case when there are different stakeholders involved.

Doubling farming households’ income through occupational diversification to the non-farm sector has been advocated to be of paramount importance in an agrarian economy such as India. The purpose of this paper is to analyse the effects of non-farm activities on rural household incomes in four different Indian states by using a propensity score matching technique and developing an endogenous switching model.

The research is based on secondary data taken from four quinquennial rounds of employment and unemployment surveys conducted by the National Sample Survey Organization.

The matching results indicate a maximum monthly rise in per capita income of Rs. 60 in Gujarat and a minimum increase of Rs. 18 in Rajasthan among rural households employed in the non-farm sector as compared to the farm sector. The findings confirm that rural non-farm structural diversification cannot be viewed as a blueprint for increasing rural household incomes in different states. Further, it suggests the need to segmenting the different states on the basis of agricultural development for increasing rural incomes.

The study argues that Indian states with a strongly developed farm sector i.e. Gujarat and Punjab are not ideally suited to undergo structural changes in their economic pursuit. The estimates suggest that the transition of rural households from farm to non-farm-sector activities is a very weak strategy in agriculturally developed states of Gujarat and Punjab, whereas non-farm diversification becomes a pivotal strategy for increasing rural household incomes in less agriculturally developed states such as Rajasthan and Uttar Pradesh. A contrasting point that arises from these evidence is that although diversification to the non-farm sector leads to higher income, but the resultant figures are very scanty.

The present study contributes to the existing literature by providing evidence and policy implications on rural non-farm diversification in India and its impact on the rural household income. The study can help the policymakers in framing policies aiming at increasing the income of the rural household through the structural transition of the rural economy.

This study aims to investigate the influence of consumer value on women’s attitudes towards their intention to adopt menstrual cups. Drawing on consumer value theory, the research seeks to provide an empirical investigation of value-attitude-behaviour, an extant exploration of value concept in behaviour.

Data for this study was collected through survey questionnaires administered to 304 Indian women and analysed using partial least squares structural equation modelling.

The study’s finding indicate that emotional values (EVs) significantly predict women’s attitudes towards their intention to use menstrual cups. In addition, the desire for knowledge, price and quality considerations and awareness of the environmental impact were also found to influence women’s attitudes towards their behavioural intention to adopt menstrual cups.

This study contributes valuable empirical evidence supporting the importance of consumer values in shaping attitudes and behavioural intentions towards menstrual cups in a social marketing context. By understanding the role of EVs, social marketers can design more effective campaigns to encourage the adoption of menstrual cups. Promoting the sustainable aspects of menstrual cups, such as reduced environmental wastage, can further facilitate behaviour change among women.

This study demonstrates the value-attitude-behaviour framework, which has been a subject of very little research in the context of menstrual cup adoption in a developing country.

Marketing.

This case may be used by instructors to teach undergraduate, post graduate and executive level programmes in management. It may be used in basic marketing, branding or marketing strategy courses. The case may serve as a platform for the instructor to discuss the concepts and issues related to positioning and repositioning.

Tata Chemicals, a subsidiary of the Tata group, launched the “i-Shakti” brand six years ago for its low-cost “solar-evaporated” salt for rural customers. In 2010, the company extended the brand equity of i-Shakti to a premium segment and launched a new brand “Tata i-Shakti” with a range of unpolished pulses. Changing the brand name and customer base from “i-Shakti for rural market” to “Tata i-Shakti for premium market” created a dilemma among customers in the market. To overcome this problem, in October 2015, the company’s portfolio of pulses, gram flour and food grade soda under “Tata i-Shakti” label has migrated into a new brand “Tata Sampann”. The company also launched a range of spices under the brand name of “Tata Sampann”. This new brand “Tata Sampann” was launched to serve the premium segment with an aim to “enrich everyday meals with extra nutrition and extra joy”. Also, this brand recreation was made by the company with anticipation to make avenues for future launches in the staples and food segment under Tata’s consumer products business. It has been almost a year since Tata Sampann was launched in the market. Given the tough competition and expected growth of the spices market in India, it remained to be seen whether “Tata i-Shakti” was rightly rebranded or repositioned with “Tata Sampann”.

To make participants understand the basic concepts of branding such as umbrella branding, brand repositioning and rebranding. To make participants learn about various brand elements and how they contribute in communicating the value proposition of the brand. To make participants appreciate various marketing and brand related strategies.

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

CSS: 8: Marketing.

Purpose: This chapter aims to give thought to tourism marketing and local community development of Kuakata, and we strive to determine how community-centric marketing initiatives contribute to the sustainable development of the tourism sector and the local community in Kuakata, Bangladesh.

Design/methodology/approach: We employ this chapter with secondary data from the previous literature of the relevant study of research papers. The design allows for an understanding marketing strategies’ impact on community development in beach tourism marketing in Bangladesh.

Findings: The findings reveal that community-centric marketing initiatives in Kuakata impact beach tourism and local community development. Collaborative efforts, such as community-led tours and cultural festivals, contribute to increased tourist engagement, revenue, and improved community well-being in the tourism industry in Bangladesh.

Research limitations: The study is based on marketing concepts and local community development in Kuakata. Future research could explore additional marketing factors influencing the success of community-centric marketing and assess their applicability in diverse settings intended for tourism development in Bangladesh.

Practical implications: Practically, this study provides valuable insights for tourism stakeholders, policymakers, and local communities seeking to enhance the symbiotic relationship between tourism marketing and community development.

Originality/value: The study’s originality lies in exploring community-centric marketing strategies as catalysts for positive change, providing valuable lessons for sustainable tourism development globally. The study emphasizes collaborative approaches’ potential in fostering mutually beneficial outcomes for tourists and local communities.

This study explores the factors impacting user adoption and trust in blockchain-based food delivery systems, with a spotlight on the Open Network for Digital Commerce (ONDC). In the evolving food delivery sector, blockchain offers transparency and efficiency. Through the Unified Theory of Acceptance and Use of Technology (UTAUT) lens, this research provides insights for businesses and policymakers, highlighting the importance of blockchain’s integration into food delivery.

The research employed the UTAUT and its extensions as the theoretical framework. A structured questionnaire was developed and disseminated to users of the ONDC platform, and responses were collected on a seven-point extended Likert scale. The analyses were undertaken employing the partial least squares (PLS) methodology and structural equation modelling (SEM).

Key factors like performance expectancy, effort expectancy and social influence were found influential for adoption. Trust played a central role, while perceived risk didn’t significantly mediate the adoption process. Digital culture didn’t significantly moderate the adoption intention.

This research adds to the existing body of knowledge by providing empirical insights into user adoption and trust in blockchain-based food delivery platforms. It is among the pioneer studies to apply the UTAUT model in the realm of blockchain-based food delivery platforms, thereby offering a unique perspective on the dynamics of user behaviour in this emerging field.

The purpose of this paper is to provide the insights on the challenges influencing rural start-ups. It provides insights with regards to managerial, operational, marketing and finance-related challenges influencing the rural start-ups in the study. The study aims to expand the domain of start-ups by including a broader range of challenges and related aspects found in the start-up literature.

The paper opted for an exploratory study using the open-ended approach of grounded theory, including 61 rural start-ups operating in Karnataka, India. The data were analysed through non-parametric test to understand the comparison between different sectors of rural start-ups.

It suggests that marketing techniques and infrastructure challenges influences the rural start-ups. Therefore, success of start-ups is influenced by these related variables.

Because of the chosen research approach, the research results may lack generalizability. Researchers are therefore encouraged to test the proposed propositions further in the area of challenges and growth in the domain of managerial, infrastructure, marketing, finance, human resource and logistics in rural start-ups. The study is restricted to rural start-ups located in districts of Karnataka, India.

The paper includes implications for managing the challenges for enhancing the growth of start-ups. The paper provides insights on the significant challenges witnessed by the start-ups and provides directions for the growth of start-ups.

This paper fulfils an identified need of the start-ups in rural sector and contribute to the growth of start-ups in rural sector of India.

This paper fulfils an identified need to study how rural start-ups operate and create a niece in the growth of Indian economy.

The purpose of this paper is to examine the impact of credit risk components on the performance of credit risk management and the growth in non-performing assets (NPAs) of commercial banks in India.

The data are obtained from primary and secondary sources. The primary data are collected by administering questionnaire among risk managers of Indian banks. The secondary data on NPAs of Indian banks are from annual reports and Prowess database compiled by the Centre for Monitoring Indian Economy. Multiple linear regression is used to estimate the models for the study.

The results suggest that the identification of credit risk significantly affects the credit risk performance. The results are robust as credit risk identification is negatively related to annual growth in NPAs or loans. There is evidence in support of a priori expectation of better credit risk performance of private banks compared to that of government banks.

The study has implications for Indian banks suffering from a high level of losses due to bad loans. In addition, it will have implications for the implementation of new Basel Accord norms (Basel III) by the Reserve Bank of India.

The high and rising level of NPAs will have adverse consequences for credit flow in the economy in the absence of appropriate intervention by government and central bank in the form of changes in institutional and regulatory infrastructure. The problems in banking and financial services sector will lead to lower industrial and aggregate economic growth, and lower (or negative) growth in employment.

There is little evidence on credit risk management practices of Indian banks, and its relationship with credit risk performance and NPA growth. The need for an effective risk management system to manage credit risk assumes importance and urgency in the context of high and rising NPAs of Indian banks, and the consequences for the Indian economy.