Now showing items 1-20 of 39

    • Adoption of sensor based communication for mobile marketing in India 

      Abhishek; Hemchand, S. (Emerald Group Publishing Ltd., 2016)
      Purpose – This paper aims to explain the applications of sensor-based communication in mobile marketing and how understanding its fast growth is important for marketers. Design/methodology/approach – The paper draws from ...
    • BigBasket.Com: Redefining the Business Model 

      Thomas, Sujo; Abhishek; Vatavwala, Sanket; Sinha, Piyush Kumar (Indian Institute of Management Ahmedabad, 2017-07-28)
      BigBasket.com had emerged as one of the major players in highly competitive Indian online grocery retailing market by employing inventory based model. On 22 March 2016, Big Basket had secured Series D funding worth USD 150 ...
    • BigBasket.Com: Redefining the Business Model: A Teaching Note 

      Thomas, Sujo; Abhishek; Vatavwala, Sanket; Sinha, Piyush Kumar (Indian Institute of Management Ahmedabad, 2017-07-28)
    • Bihartimes.com (A) 

      Sinha, Piyush Kumar; Abhishek (2011-05-09)
    • BloombergQuint: Growing Users with WhatsApp 

      Abhishek; Mukherjee, Saral (Indian Institute of Management Ahmedabad, 2019-03-13)
      BloombergQuint (BQ) was started as a collaboration between Quintillion Media (QM) and Bloomberg in April 2016. In the competitive landscape of business news broadcasters in India, it started by providing stock updates, ...
    • BloombergQuint: Growing Users with WhatsApp: A Teaching Note 

      Abhishek; Mukherjee, Saral (Indian Institute of Management Ahmedabad, 2019-03-13)
    • " Choice of Channel Parner : In Class Excersise." 

      Abhishek; Tripathi, Sanjeev; Sinha, Piyush Kumar (2012-09-11)
    • Discriminant Analysis: A Manager's Guide 

      Das, Gopal; Abhishek; Varshneya, Geetika (Indian Institute of Management Ahmedabad, 2017-06-01)
      This technical note introduces the concept of Discriminant Analysis for managers. The note starts by explaining the two objectives of discriminant analysis. It provides the background of discriminant analysis technique by ...
    • Do time constraint and emergency purchase situation exert same influence on shopping? a study under haptic touch influence 

      Abhishek (Elsevier Ltd, 2016)
      Marketing literature has identified emergency purchase situation and time constraint as important situational influences. However, both of them are often equated with each other as both require shopping to be done in a ...
    • Elements of task definition shopping situations: a study of Indian customers in context of products high on haptic salience 

      Abhishek; Sinha, Piyush Kumar (Inderscience, 2016-07-25)
      Marketing literature has identified task definitions as one of the important situational influences. However, existing definitions of planned and emergency shopping situations are driven from practitioners' perspective and ...
    • Getit: Managing the Salesforce in Changing Times 

      Abhishek; Koshy, Abraham (Indian Institute of Management, Ahmedabad, 2014)
      The case is about journey of Getit Infoservices Pvt. Ltd which has been pioneer in Yellow Pages industry in India. With the emergence of internet and voice in directional media, Getit has to deal with new competitors who ...
    • ICT @ SEWA 

      Sinha, Piyush Kumar; Abhishek; Bhamoriya, Vaibhav (2010-09-07)
      SEWA is a large women based organization that has been empowering women through making them self reliant. As a new initiative, it has taken up ICT to empower them. The case describes the genesis of the organization and the ...
    • Influence of media context on humorous advertising effectiveness 

      Abhishek; Khandeparkar, Kapil (Emerald Group Publishing Ltd., 2017)
      Purpose: The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal ...
    • Introduction to Marketing Process: In-Class Exercise 

      Tripathi, Sanjeev; Abhishek (2010-09-13)
    • Introduction to Marketing Process: In-Class Exercise (Teaching Note) 

      Tripathi, Sanjeev; Abhishek (2010-09-13)
    • Modelling situational factors in variety seeking behaviour: a conceptual approach 

      Nanarpuzha, Rajesh; Abhishek (Inderscience, 2016-08-21)
      The importance of situational factors in variety seeking behaviour of consumers has been acknowledged in marketing literature. However, this paper is potentially the first to attempt to explicitly model situational factors ...
    • Neons Fashion LLP (A) and (B): A Teaching Note 

      Mukherjee, Saral; Abhishek (2019-10-07)
    • Neons Fashion LLP (A): A Small Seller on Amazon Marketplace 

      Mukherjee, , Saral; Abhishek; Balasubramani, Soundarya (Indian Institute of Management Ahmedabad, 2019-10-07)
      Neons Fashion LLP was an entrepreneurial venture of Arthi Ramalingam after completion of her MBA. Arthi had an interest in jewellery since childhood and she decided to focus on design, manufacturing and retailing of fashion ...
    • Neons Fashion LLP (B): The Setbacks 

      Mukherjee, Saral; Abhishek; Balasubramani, Soundarya (Indian Institute of Management Ahmedabad, 2019-10-07)
      Neons Fashion LLP was an entrepreneurial venture of Arthi Ramalingam after completion of her MBA. Arthi had an interest in jewellery since childhood and she decided to focus on design, manufacturing and retailing of fashion ...
    • Paytm: The Lucky Lifafa Campaign 

      Titus, Nidhi; Abhishek; Mukherjee, Saral (Indian Institute of Management Ahmedabad, 2019-05-30)
      The Indian digital payment market was estimated to grow to around USD 700 billion - USD 1 trillion by 2022. A number of players had entered the market to challenge Paytm which aimed to maintain its prominent position in ...