Browsing by Author "Sreekumar, Arun"

Now showing items 1-3 of 3

    • Designing brand names for bop segment in India 

      Chitodkar, Sarvesh; Sarkar, Shreyasee (Indian Institute of Management Ahmedabad, 2021-12-14)
      The fortune associated at the bottom of the pyramid (BOP) is a primary motive for MNCs striving to expand into rural India. In order to attract and retain these consumers, it is of utmost importance to comprehend their ...

    • Marketplace literacy as a pathway to a better world: evidence from field experiments in low-access subsistence marketplaces 

      Viswanathan, Madhubalan; Umashankar, Nita; Sreekumar, Arun; Goreczny, Ashley (SAGE Publications, 2021-02-10)
      Multinational companies increasingly focus on subsistence marketplaces, given their enormous market potential. Nevertheless, their potential is untapped because subsistence consumers face extreme constraints. The authors ...

    • Shining the spotlight on marketplace rituals: a review and research agenda 

      Sreekumar, Arun; Alfonso Arias, Robert; Otnes, Cele C.; Tuncay Zayer, Linda (Taylor & Francis, 2023-05-16)
      Although rituals are commonplace in marketer-consumer interactions, extant research devotes limited attention to how ‘marketplace actors’ or MAs (marketers and stakeholders enacting the roles of marketers) leverage these ...