Green Initiatives for Business Sustainability and Value Creation by Arun Kumar Paul Dipak Kumar Bhattacharyya Sandip Anand

Author:Arun Kumar Paul,Dipak Kumar Bhattacharyya,Sandip Anand
Language: eng
Format: epub
Publisher: IGI Global

Drinking Water-2015

See Figure 3.

Figure 3. Depicts a picture in which purified drinking water of Tata brand Swachch has been promoted.

City Management

The case of Kumbh mela highlights the steps which are very critical from the perspective of sustainability city management. The success of Kumbh Mela has been attributed to strategic intent, planning, resource management and implementation. As the event happens on annual basis, the role of learning for the actors such as government, panda, civil society, small entrepreneur, over a period of time cannot be negated. Mehrotra and Vera (2015) in the book entitled ‘Kumbh Mela: Mapping the Ephemeral Megacity” have well highlighted the role of these factors. They argue that learning from the management of Kumbh Mela can be used in the management of many megacities. Mehrotra and Vera (2015) discuss reflect on reversibility and openness from the perspective of city management.

Reversibility

The city of the mela challenges the idea of sustainability as it makes think about urban design as reversible operation. Kumbh mela is not only constructed in a short span of time but also has ability to be disassembled as quickly (Mehrotra and Vera, 2015).

Openness

This city challenges the idea of design as a linear, top down, over-determinate, equilibrated, integrated, and contextual effort.

In this case, the almost complete absence of massive walls, replaced by thin sheets or membranes of different kind, and nuances much more subtle divide between spaces. Every limit is in a way almost completely permeable and at the same time function as separation (Mehrotra and Vera, 2015).

Interventions at the BoP

Understanding the impact of emerging markets on marketing is increasingly becoming critical, and so is the role of partnership between organizations (Sheth, 2011). The bottom of the pyramid (BOP) has become the core in studying emerging markets like India. The BOP has for long been neglected by the business world (Prahalad and Hammond, 2002, Prahalad and Hart, 2002). Lack of trust with institutions is the main characteristic of emerging markets. This is more applicable in rural India, which has been neglected for years. In this context, case of sustainable city like Kumbh Mela offers many new insights. The case shows interventions made at three levels. It also highlights the synergy created amongst public-private-community based actors.

It can be inferred clearly from the current study that various organizations need to maximize the connectedness with consumer-citizens at BoP. This connectedness can be achieved only through interactions at multiple levels. This issue has been highlighted in other studies also (e.g. Vlentinov and Larsen, 2007). The alliance is necessary to deal with many problems at the BoP. The alliance has to be explored across types of organizations- public and private, and also sectors- for profit and social. This is in line with previous studies (e.g. Farias and Farias, 2010, Karnani, 2007, 2008, 2011).

REFERENCES

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