This study investigates whether trust in government policies has a mediation effect between the students’ perception of COVID-19 health risk and their life satisfaction. In order to test the mediation effect, this study utilizes data collected from undergraduate students at Tecnológico de Monterrey in Mexico by means of online survey. The survey yielded 95 usable data out of 97. The valid results were tested via generalized linear model (GLM) Mediation approach for the mediation. Empirical findings of Delta method affirm the mediation (estimate = 0.4445, β = 0.474, z = 3.699, p < .001) role of trust in government as a mediator between students’ perception of COVID-19 health risk and their life satisfaction. In other words, Mexican undergraduate students are of the view that trusting government plays a crucial role as a mediator between their perception of coronavirus health risk and life satisfaction. These findings may guide the governments’ policy making efforts and motivate them to support their initiatives with trust-building efforts.
Learning outcomes The purpose of this case is to expose readers to the dilemma of expanding domestically or internationally and simultaneously taking key decisions while expanding the business to the international markets. It could be a foundational case for understanding international expansion and growth strategies. After the case analysis, students would be able to: • understand the potential of the domestic market and the factors affecting the international expansion; • evaluate the various methods to enter an international market; • identify the challenges of expanding a business into emerging markets such as India; • analyze the various growth and expansion strategies in an emerging market such as India; and • assess the online promotion strategies in an emerging market. Case overview/synopsis NIVA, The Satin Collection, is a manufacturer and distributor of a luxury collection of silk and satin products. Founded in 2020, NIVA is based in Dubai with more than 1,000 customers. The products include silk bedding, silk sleepwear, fashion accessories and reusable satin masks, and they are made-to-order, custom-made and tailored locally in Dubai. Currently, all the operations are run and managed by the company’s founder, Purva. The only operation which is outsourced is the stitching process. The company is completely operating online and is currently promoting products only through social media platforms such as Instagram and Facebook. Purva is planning to expand her business. The two options are extending her existing operations in the UAE and expanding to other emerging markets, starting with India. Purva needs to decide on a suitable internationalization strategy to decide whether it is the right decision to enter the Indian market, including an entry and promotion strategy in her target market. In addition, she needs to decide whether to continue with NIVA’s current business model in India. There might also be additional possible challenges for NIVA in entering the Indian market. Complexity academic level Postgraduate MBA students, other graduate-level management programs and undergraduate-level students. Supplementary materials Teaching notes are available for educators only. Subject code CSS 5: International Business.
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