Browsing by Author "Borah, Sourav"

Now showing items 1-20 of 33

    • Affordable luxury: perceptions 

      Jhunjhunwala, Avantika; Patil, Disha (Indian Institute of Management Ahmedabad, 2019)
      Affordable luxury is an intriguing concept that is gaining huge momentum, especially amongst the millennials in developing nations. Affordable luxury, in our opinion, is seeking quality, bespoke products at an affordable ...

    • The branding potential of Indian mangoes and exploration of branding frameworks for horticulture products 

      Redij, Aayush; Rajguru, Sandeep (Indian Institute of Management Ahmedabad, 2021-12-14)
      The Global Horticulture market is estimated to be about USD 20.77 Billion in 2021, and India takes the second position in the world production of fruits, only behind China. However, despite a podium position in production, ...

    • Business model innovation during Covid-19 

      Meena, Ankit; Naidu, Prajuwal J. (Indian Institute of Management Ahmedabad, 2020)
      Companies have been forced to rethink how their business is conducted due to the pandemic caused by COVID-19. Disruptions in both local and global supply chains, demand uncertainty, and lack of fiscal stimulus are some of ...

    • Changing consumer habits under CoVID-19: are they sustainable? 

      Dhiman, Aastha; Verma, Amrit (Indian Institute of Management Ahmedabad, 2020)
      In this project, we focus primarily on understanding the change in Indian consumer habits due to Covid-19. We have tried to assess if some consumer habits will see a permanent change or will they go back to pre-Covid times. ...

    • Consumer perception and attitude study of "organic" food products 

      Khatri, Aishwarya; Singh, Aman Kumar (Indian Institute of Management Ahmedabad, 2020)
      Organic food, in general, is defined as a product from an agricultural and farming system that restricts the use of synthetic fertilizers and pesticides. It is a type of food produced through methods and procedures complying ...

    • Country wide animosity for foreign goods: an exploratory study 

      Barua, Deepika; Mondal, Shuktisindhu (Indian Institute of Management Ahmedabad, 2021-09-07)
      Ethnocentrism and animosity play a significant role in the purchase decision of the consumer. Ethnocentrism is the perception of people regarding other cultures based on their experiences of their own culture. At the same ...

    • Developing an extensive digital marketing strategy for retail business in the healthcare industry 

      Prachi; Paranjape, Pranjali (Indian Institute of Management Ahmedabad, 2021-12-14)
      With the advent of Covid-19, consumers avoided going out of home. But for safe & appropriate recommendations about one’s health, they needed access to the doctors. Hence many individual doctors as well as various online ...

    • Differentiating Gen Z with millennials: values and consumption 

      Singhal, Aditi; Chaudhary, Vartika (Indian Institute of Management Ahmedabad, 2019)
      Values have always been an essential element in studying and assessing individual behaviour in fields like anthropology, psychology, marketing and other disciplines. Values have been used as a basis to categorise and ...

    • Digital marketing adoption for B2B businesses: benefits and strategies 

      Kapoor, Ritvick; Sharma, Uday (Indian Institute of Management Ahmedabad, 2021-12-14)
      Marketing communications in the last two decades have come a long way from the traditional forms of TV/Print/Radio Ads. Technologies have enabled better targeting of customers by marketing setups through the use of Digital ...

    • Essays on climate change from stakeholder engagement perspective 

      Haque, Tanjum (Indian Institute of Management Ahmedabad, 2024)
      Achieving environmental sustainability has been a priority for firms in the recent past. Firms are trying to reduce emissions and engaging with stakeholders to reduce the overall emissions in their extended value chain to ...

    • Identifying the drivers of luxury brand sales in emerging markets: an exploratory study 

      Sharma, Amalesh; Soni, Mauli; Borah, Sourav; Saboo, Alok R. (Journal of Business Research, 2020)
      Luxury brands across the globe have made inroads into emerging markets (EM). While some brands have succeeded in one EM, they have failed to replicate their success in others. We investigate the drivers of luxury brand ...

    • In-store purchase behaviour of emerging market customers 

      Rajbhupinder, Bawa Yuvraj Singh; Alam, Md Sarfraz (Indian Institute of Management Ahmedabad, 2020)
      In this project, we focus primarily on understanding the in-store behaviour of Indian customers. First, we found out via literature review the current understanding of the factors that influence purchase decisions in retail ...

    • Insurance consumption behavior of millennials 

      Tosniwal, Prakhar; Arora, Shweta (Indian Institute of Management Ahmedabad, 2019)
      The project titled “Insurance Consumption Behaviour of Millennials” intends to test the perception, purchase intent and product requirements of insurance policies for millennials in India vis-à-vis Gen X. Insurance as a ...

    • Investigating strategic drivers affecting firm performance in emerging market multinational enterprises (EMNEs) 

      Singh, Divya; Medhe, Mitali (Indian Institute of Management Ahmedabad, 2019)
      In recent years, there has been a significant increase in the number of Emerging Market Multinational Enterprises (EMNEs) expanding internationally to developed markets. Existing literature on the internationalization of ...

    • Investigating the impact of workforce racial diversity on the organizational corporate social responsibility performance: an institutional logics perspective 

      Moses, Aditya Christopher; Sharma, Amalesh; Borah, Sourav; Adhikar, Anirban (Elsevier, 2018)
      Racial diversity is considered an integral part of the business world. The extant literature has focused on the effect of racial diversity on a firm's financial performance and presented mixed findings. Building on the ...

    • Is it too complex?: the curious case of supply network complexity and focal firm innovation 

      Sharma, Amalesh; Pathak, Surya; Borah, Sourav; Adhikary, Anirban (Journal of Operations Management, 2019)
      Firms have increasingly relied on their supply network for improving their innovation performance. Although the relationship between the supply network structure and innovation has been investigated, the link between supply ...

    • Is love really blind?: platform and influencer engagement 

      Padmane, Akash; Lathoria, Ruchi (Indian Institute of Management Ahmedabad, 2020)
      With the advent of the internet and social media, a new form of endorsements, influencer marketing, has gained prevalence. With the aid of social media platforms, these influencers are more relatable than celebrities as ...

    • Leveraging service recovery strategies to reduce customer churn in an emerging market 

      Borah, Sourav; Prakhya, Srinivas; Sharma, Amalesh (Springer, 2019)
      Building on the properties of emerging markets, we investigate how a firm should align its service recovery strategies with different types of service failure to reduce customer churn in an emerging market. Using resource ...

    • Market entry strategy for a home decor firm 

      Gupta, Shalini; Patel, Pratishtha (Indian Institute of Management Ahmedabad, 2019)
      “This world is but a canvas to our imagination” said David Henry Thoreau and we, at Hidden in Art, believe so is our home. We asked the consumers what do they think of home décor and turned out the statement by Thoreau is ...

    • Marketing practices in export industry in India 

      Pandey, Abhay Kumar; Mishra, Palak (Indian Institute of Management Ahmedabad, 2021-09-07)