With growing digitization, the challenge for marketers is to understand how consumers consuming Over-The-Top (OTT) content adopt and consume messages in this format effectively. Superimposing the theoretical framework of Uses and Gratification meant for television to internet platform, this paper in a novel approach tries to understand the consumption patterns and adoptability factors of OTT among consumers. The qualitative methodology adopted for this research, brought out four themes enabling the success of this platform: Convenience, mobility, content and subscription strategies. These strategic parameters will ensure higher engagement levels of the consumers for the OTT content.

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This paper studies the role of social media in India's Green School Initiative with special reference to Green schools of Gujarat under Sarva Shiksha Abhiyan (SSA) project conceptualized and executed by the Government of Gujarat. By using a socio psychological framework researchers have tried to explore the role of social media in facilitating the Go green campaign, creating awareness and promoting sustainable education during the Green Schools Initiative in Gujarat. This study is based on in‐depth interviews of 35 Green school Principals of who were proactively involved and observed the processes of conceptualization and implementation of social media strategies of government green schools. This research explores the role of different social media platforms like Facebook, Twitter, YouTube, Email, Text messaging etc. during the Green Schools Initiative in Gujarat. Little research on the role of social media in promoting the Green schools’ concept has addressed school owners, sustainability, and green school practices. Policies requiring green infrastructure and sustainable practices are gaining popularity quickly and becoming more common. However, we know little about how different social media platforms have enabled Green schools to inform people and mark their social presence. Environmental awareness is the need of the hour.

Abstract: The objective of this paper is to understand how SWIFT has become the monopoly in terms of the digital payment transaction industry. The methodology adapted in this paper is qualitative secondary research case study method. The study undertook a literature review analysis where the literature of more than fifty research papers and reports were analyzed and themes were generated. Hence twelve such themes evolved and then thematic content analysis was executed through grounded theory method. The reliability of the data source mentioned were taken from relevant organizations involved in cross border payments and validation of the reports were done by experts in this field of financial ecosystem. SWIFT still enjoys monopoly in the market in terms of its huge network and the number of banks it partners across 200 + countries in the world. But the new block chain technology launched by Ripple and Bitcoin and other small start-ups has posed a challenge to the existing traditional cross border payment system of SWIFT. Block chain has a peer-to-peer communication with no intermediary network required. It involves a simple transaction charge with the flexibility to share documents over network for better transparency. But SWIFT having a legacy incredibility and trust can ensure more reliable services to the businesses in cross border payments.

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Subject area The case throws light on the unforeseen challenges new entrepreneurs confront. It highlights how the challenges of manpower, sales and operations are intertwined. It also put emphasis on holistic planning prior to initiating a business. Study level/applicability This case can be used in the introductory courses on entrepreneurship and sales and distribution for undergraduate and postgraduate students of Business Schools. Case overview This case revolves around the pursuit of an entrepreneur to develop and service sweetcorn vending kiosks in an Indian State. It narrates the dilemma faced by the entrepreneur when she discovered a notional loss of revenue as a result of her selecting a particular distribution channel. The entrepreneur realized that the entire range of products sold through the dealer was fetching her far less revenue in comparison to the only product she retailed herself. She also realized that the retail though paid better dividends, but also brought along host of manpower and operative issues. With the day of signing a firm contract with the dealer coming close, the entrepreneur must decide quickly her future course of action. Expected learning outcomes The students will be able to gain understanding of the unforeseen challenges confronted by small entrepreneurs, interconnection of various functions of business and the significance of holistic planning. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). This research paper concludes that brand androgyny(masculinity or feminity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category.. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.