This paper explores the influence of innovation approaches on innovation performance and firm performance among Indian biotechnology firms. Further, it aims to discuss the interceding role of innovation performance between innovation practices and firm performance. A criteria-based snowball sampling method was adopted for data collection. The collection of data was carried out using a web survey from 200 biotechnology firms located across India. The data is analysed using a covariance-based structural equation modelling (SEM) technique. The results indicate that the adoption of innovation practices positively influences the firms’ innovation and overall performance. Furthermore, the results confirm the mediating role of innovation performance between innovation approach adoption and firm performance. Firms, particularly from the biotechnology industry, can use these results to assess their performance and formulate or modify their strategy to improve their innovation and overall performance.

In the present day, when human beings have excessively exploited the natural resources, sustainable development has become a catchword for countries around the world. With respect to the rural scenario, diversion of watercourses and settled agriculture are deemed as tactical imperatives for sustainable livelihood. The present study focuses on a village, Hiware Bazar, situated in the Ahmednagar district of Maharashtra, India. The village is known for its livelihood status, which can be distinctly categorized into two phases, the period before 1991 and the period after 1991. In the first phase (before 1991), the village was marked by severe livelihood crisis owing to acute water scarcity. The second phase (after 1991) is known for livelihood improvement realized through community engagement and planned investment initiatives for watershed development and organic farming.

Globalization seems to have achieved ultimate penetration—the plethora of choice a consumer faces in any given product or service is only a testament to the fact. Worldwide, consumers are presented the options to choose between store brands (or generic/local brands, as they are sometimes known) and national brands. The choices consumers make are reflective of their perceptions about either brand and thus provide an insight into the perceived risks that consumers associate with store or national brands. This risk creates an uncertainty of consumer base and threatens the stability of market shares for brands. The chapter aims to study the various perceived risks consumers associate with brands across two product categories: consumer goods and hedonic goods. Consequently, solutions to change consumer perceptions or brand strategies have been provided so that brands may be able to reduce perceived risk associated with themselves and create a stable consumer base.

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The famous ‘cultivation' theory proposed by Professor George Gerbner suggests that people are influenced by jingles and catchlines, and a good deal of their conceptions of social reality depends on their exposure to television. The impact of incessant exposure to similar messages engenders cultivation, or the consolidation of a persistent conception, conventional roles and pooled standards, often involuntarily. The present study intends to explore cultivation theory by considering Indian commercials aired on television since 2001 till date and by critically examining and exploring marketing strategies employed by companies from the standpoint of gender-based portrayals and their consequent impact. The conclusion is that assigning particular traits to genders only restricts individuals from choosing who they want to be. It creates boxed expectations, and judges those who step outside them. Gender roles are nothing but an unrealistic expectation, which limits people from being their true selves, an aspect that needs realization by marketers.