Start-up organizations are informal and loosely structured, and they operate in a highly volatile environment that has a high attrition rate. This makes the employees of start-ups susceptible to stress, which may lead to turnover intentions. Industrial reports show that start-up organizations have a higher turnover ratio in comparison to that in other sectors. The purpose of this article is to explore the antecedents of job stress in Indian start-ups and to examine their relationship with job stress. Furthermore, the mediating role of job stress in the relationship between turnover intentions and the antecedents of job stress itself is also examined. Using snowball sampling, 1,000 employees of five start-up companies in India are targeted to record 473 responses. Post data cleaning, only 412 functional responses are used for the study. The analysis in the study is carried out using structural equation modelling. The results reveal that three role stressors and job insecurity positively influence job stress, which eventually leads to turnover intentions. The mediation analysis also reveals that job stress partially mediates the relationship between turnover intentions and job stressors that include job insecurity. The findings of this article will be useful for human resource (HR) managers in start-up organizations. The suggestions presented in this article will help HR managers to find ways to keep the employees free of stress, bringing down the rate of turnover intentions in the process. JEL Code: M

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Ecotourism is a growing arena of tourism industry and is a potential tool for sustainable development. This study focuses identifying potentials of ecotourism in Tinjure-Milke-Jaljale (TMJ) area in Eastern Nepal via assessing flow of tourists, purpose for visits, major natural attractions, physical infrastructures and human resources available in the region. Direct interviews were conducted with respondents purposively selected from 50 households using structured questionnaires. Demographic variables and visit purpose were expressed in numbers and percentage using MS-Excel soft ware. A descriptive analysis was performed for the natural features, human resource, physical infrastructures and cultural entities which were collected using standard checklist. Results showed that TMJ was visited by approximately 1, 00,000 internal and 600 international tourists throughout the year in 2018.Th e main purpose of visit to TMJ was to adhere the beauty of rhododendron or landscape followed by religious, study and recreational purposes respectively. While 80% percent of the respondents were aware of the need towards biodiversity conservation focusing Rhododendron forests which listed as a major attraction in the region and 78% agreed to impacts of tourism the area, 75% were unfamiliar with the concept ecotourism. The region with more than 80% forest coverage harbors natural and cultural attractions such as Deurali Bhulke picnic spot, Rock and Rhododendron Garden, Basantapur Botanical garden and view Tower, Tinjure Dada Pathivara Temple, Gupha Pokhari, Singhabahini Devi Temple, Gaunkhuridham, Siddhakali, Sabhapokhari. The present natural and culturally important areas in TMJ show good prospects for ecotourism. However, a detailed study focusing number of seasonal flow of tourists and services provided addressing visitor’s perception is seen important to improve ecotourism.

Learning outcomes The case study illustrated strategic, marketing, financial and operational challenges faced by Netflix in India's growing SVoD market. This case is appropriate in courses such as Strategic Management, Business Strategy, Marketing Management and International Marketing for postgraduate MBA students, other graduate-level management programs and undergraduate-level students. The case was developed to raise awareness among students, to understand the complex nature of the technology-driven industry, to survive in the highly competitive market, to set up a company that serves the huge Indian market. This case delves into the dynamics of marketing on the Indian market, characterized by unorganized players such as local cable television; torrent downloads and organized and established players, low digitalization rates, language barriers, low internet penetration, lack of infrastructure, price-sensitive consumers. Due to up-gradation in technology, internet penetration, an increase in smartphone users, and the market has undergone a notable amount of change, due to a lot on new entrants, competitions, substitutes. The case states various obstacles, for a multinational company while entering the market such as India and how they are required to strategize, mold their marketing mix, need to analyze en-cash their strength, overcome their weakness, take maximum advantage of opportunities and modify their strategies to face huge challenges. The specific learning outcome of the case will help students to understand the strategy that multinational companies can adopt to sustain, compete in emerging countries such as India and within that emerging market such as streaming videos on demand (SVoD). This case will help students to understand the importance of internal and external resources, which help multinational companies to make strategies based on these resources. The case study offers learners the opportunity to explore the strategy in a dynamic environment. This case also highlights the critical issues that should be addressed by multinational companies when entering into a foreign market. The case highlights the importance of analyzing the competitive environment in which it’s going to compete and sustain. It can be used to introduce Ansoff’s growth matrix, internal and external factor analysis and porter’s five forces in the delivery of course for both regular and executive programs. The case should be offered in the middle term periods of the course. Additionally, the case could be used in marketing courses to indicate the importance of scanning the business environment in marketing activities for any organization. The case illustrates the strategies that companies can undertake to expand the market, introduce new products, as per the requirement of business environment and concerns linked with innovating approaches to support the organization to satisfy a larger number of price-sensitive consumers from varied backgrounds. Case overview/synopsis Netflix has been optimistic about the potential growth of the Indian market. It will grow slowly and gradually and become profitable. The SVoD market in India has been price sensitive. There are no plans for cheaper prices. Netflix had a long way to go. The pricing model of Netflix was a hurdle in its growth, but the future of Netflix in India was bright. There have been numerous challenges in terms of government regulations, pricing structure and an increase in the number of competitive players on the market. Netflix believed that Indian audiences enjoyed “Bollywood” film productions but watched low-quality soap opera content on television. Television audiences were a massive untapped market for their brand of original, exclusively produced content. Can Netflix come up with a marketing and growth strategy, or else they might be looking to lose market share and revenue. Should a new product such as Amazon and MI fire stick be introduced in the existing market like their competitors? Should they enter the existing market with existing products, or should they seek a new market in India, such as the rural market, the Pyramid market, the Tier II market and the City III market? Should they diversify into a new market with new products? How Netflix should plan its market communication if it wants to launch a new product or if it wants to reposition its existing product. Netflix had to rethink its strategies and also needed to address these issues so that they could travel smoothly on Indian roads. High marketing budget and aggressive promotions helped Netflix India to make a profit in its first year. 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 11: Strategy.

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