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Through analysis and discussion of the case study, students should be able to understand the marketing mix concept in the context of the retail industry, analyse how the adoption of new media such as social media transforms the elements of the marketing mix and evaluate the marketing mix strategies and their influence on future buying behaviours.

Founded in 2012, “Gecko Kids” is a designer clothing brand based in Mauritius, renowned for its vibrant and playful designs catering to children's fashion and lifestyle. Inspired by the lively spirit of Mauritius, Gecko Kids offers a diverse range of clothing and accessories designed to ignite children's imaginations and celebrate their sense of adventure. In addition to its captivating designs, Gecko Kids, under the leadership of its lead designer, Varnee Moodely, is committed to sustainability, using organic and ethically sourced materials wherever possible. Through responsible manufacturing processes and partnerships with local artisans, the brand strives to minimise its environmental footprint while supporting the communities that inspire its creations. After 32 years in operation, the brand finds itself struggling with challenges stemming from its current marketing mix strategy. This case study delves into the brand’s struggles across the 4Ps – product, price, place and promotion – and explores potential solutions, especially in the 21st century where most companies are adopting digital marketing strategies. Can the company rectify the repercussions of an inadequate marketing plan to sustain the Gecko Kids brand as a thriving local Mauritian entity?

This case study is suitable for undergraduate-level programmes in marketing.

Teaching notes are available for educators only.

CSS 8: Marketing.

The paper aims to investigate the impact of political connections and board ethnicity on the value relevance of earnings and book value in Mauritius.

This study is based on a sample of 541 Mauritian-listed firm-year observations for 2001–2016. Financial and board diversity data have been collected using the listed firms’ annual reports and from reports published by the Stock Exchange of Mauritius. Political connection data was derived from the directory of Chief of State and Cabinet members. The research hypotheses were empirically tested using a modified Ohlson (1995) price model.

This study shows that political connections negatively impact the value relevance of earnings and book value. The authors find that firms with Franco-Mauritian directors will constrain political connections’ negative impact. The authors find contrasting results for Indo-Mauritian directors since they form an integral part of the government in Mauritius.

This study contributes to the scarce accounting literature in Mauritius. Firstly, no study has investigated the relationship between the value relevance of accounting information and political connections in Mauritius. Secondly, Mauritius’s capital market is dominated by a non-indigenous ethnic group, Franco-Mauritians, who remain the economic elite. Hence, Mauritius presents an opportunity to bring forth another important aspect in the capital market and corporate governance; diversity on the board of directors. Therefore, the study extends to the political connections and board diversity literature.