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The case projects how a women-led social enterprise provides livelihoods through a digitally operated unique micro-entrepreneurship model for the rural artisans of the Indian handicrafts industry, thus bringing about social change through economic empowerment of the community.

To understand how women entrepreneurship is contributing towards livelihood generation and rural artisan empowerment in India. To understand the make-up of a for-profit social enterprise in the Indian Handicrafts Industry, its challenges and solutions through innovative business. To present the mindset and journey of a woman social entrepreneur. To present and understand the growth and scaling up of such unique social ventures. To understand a unique form of the micro entrepreneurship model being built through digital platforms.

The objective of writing this case is to bring out a case of women entrepreneurship in the craft-based industry in India. This case seeks to emphasise on the following learning themes in the area of entrepreneurship: Women entrepreneurship: trials and tribulations. Micro entrepreneurship/rural artisan empowerment. Livelihood generation and upliftment of the rural artisans and revival of dying art and crafts in the Indian craft-based industry. The novel ecommerce and data analytics experience being skilfully incorporated by small enterprises to their vantage and making both the seller’s as well as the buyer’s experience unique. The case highlights how the unique business models of social entrepreneurship through the use of technology bring the digital experience to rural India. Social entrepreneurship. The case narrates the story of a budding social entrepreneur Megha Das who is a textile designer by profession and showcases her journey towards the creation of unique digital platforms which transf

The case has been targeted to be taught in Masters level course in business management/administration, entrepreneurship, social entrepreneurship, development studies, gender studies, design, etc. Its watered-down version can also be taught in under graduate programs in commerce, business management, business administration, fashion and textile designing, entrepreneurship, development studies, gender studies, etc.

Teaching notes are available for educators only.

CCS 3: Entrepreneurship.

The purpose of this paper is to assess differences between employees of family and non-family firms regarding their perceptions of employer branding and psychological contract levels. Moreover, focusing on family firms, the authors assess the relation between the employees’ perceptions of employer branding and the psychological contract levels.

The empirical evidence is provided by a sample of 165 Portuguese employees, 76 employees of family firms and 89 non-family firms’ employees, who responded to a questionnaire that included employer branding and psychological contract measures. All respondents study in small and medium-sized private companies.

The results confirmed the research hypotheses, suggesting that employees of family companies show higher perceptions of employer branding and psychological contract levels than employees of non-family companies. Results also reveal that the perceptions of employer branding are positively related to the psychological contract levels of the family firm’s employees.

This paper aims to contribute to the literature by addressing two contemporary organizational aspects yet under-addressed in the comparison between family and non-family firms while pursuing to offer insights on the relationship between the perceptions of employer branding and levels of the psychological contract of employees working in family firms.

O objetivo deste artigo é avaliar diferenças entre colaboradores de empresas familiares e não familiares no que respeita às suas perceções das práticas de employer branding e níveis de contrato psicológico. Além disso, com foco nas empresas familiares, foi avaliada a relação entre as perceções de employer branding dos colaboradores e os níveis de contrato psicológico.

A evidência empírica é baseada numa amostra de 165 trabalhadores portugueses, 76 colaboradores de empresas familiares e 89 de empresas não familiares. Os participantes responderam a um questionário que avaliou as perceções sobre as práticas de employer branding e os níveis de contrato psicológico. Todos os respondentes trabalham em empresas privadas de pequena e média dimensão.

Os resultados confirmaram as hipóteses de investigação, sugerindo que os colaboradores de empresas familiares apresentam perceções de employer branding e níveis de contrato psicológico mais elevados do que os colaboradores de empresas não familiares. Os resultados revelaram ainda que as perceções de employer branding estão positivamente relacionadas com os níveis de contrato psicológico dos colaboradores de empresas familiares.

Este artigo tem como objetivo contribuir para a literatura ao abordar dois aspetos organizacionais contemporâneos ainda pouco estudados na comparação entre empresas familiares e não familiares. Procurando, ainda, que oferecer insights sobre a relação entre as perceções de employer branding e os níveis de contrato psicológico dos colaboradores de empresas familiares.

El propósito de este artículo científico es evaluar las diferencias entre los empleados de empresas familiares y no familiares, con respecto a sus percepciones de las prácticas de employer branding y los niveles de contrato psicológico. Además, centrándonos en las empresas familiares, evaluamos la relación entre las percepciones de los empleados sobre las prácticas de employer branding y los niveles de contrato psicológico.

La muestra de esta pesquisa incluye 165 empleados portugueses, de los cuales 76 son empleados de empresas familiares y 89 son empleados de empresas no familiares. Los participantes respondieron a un cuestionario que evaluaba sus percepciones de las prácticas de employer branding y los niveles de contrato psicológico. Todos los encuestados trabajan en pequeñas y medianas empresas privadas.

Los resultados confirmaron las hipótesis de la investigación. Los empleados de empresas familiares muestran una mayor percepción de las prácticas de employer branding y los niveles de contrato psicológico que los empleados de empresas no familiares. Los resultados también revelan que las percepciones de las prácticas de employer branding están relacionadas positivamente con los niveles de contrato psicológico de los empleados de las empresas familiares.

Este artículo tiene como objetivo contribuir a la literatura abordando dos aspectos organizativos contemporáneos, aún poco abordados en la comparación entre empresas familiares y no familiares. Al mismo tiempo, este artículo busca ofrecer ideas sobre la relación entre las prácticas de employer branding y los niveles de contrato psicológico de los empleados que trabajan en empresas familiares.