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Adoption of sensor based communication for mobile marketing in India
(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 ...
Do time constraint and emergency purchase situation exert same influence on shopping? a study under haptic touch influence
(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 ...
Role of culture in celebrity endorsement: brand endorsement by celebrities in the Indian context
(International Journal of Indian Culture and Business Management, 2016)
Celebrity endorsement is a big market in India and continues to grow bigger. However, in spite of prevalent use of celebrities for endorsement, not all celebrity endorsements have been successful. The list of unsuccessful ...
Elements of task definition shopping situations: a study of Indian customers in context of products high on haptic salience
(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 ...
Modelling situational factors in variety seeking behaviour: a conceptual approach
(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 ...
The redBus in Saga: Managing the Start-up Acquisition Phase
(Indian Institute of Management Ahmedabad, 2016-08-10)
In June 2013 the bus ticketing website redbus.in was acquired by the Ibibo Group, a subsidiary of South Africa based internet and media firm Naspers Ltd, for USD 135 million. Soon after signing the deal, Phanindra Sama - ...
"Tradition & Taste: Exploring Consumers’ Changing Attitude"
("Tradition & Taste: Exploring Consumers’ Changing Attitude: A Teaching Note", 2016-07-11)
This case depicts a managerial problem faced by Tradition and Trust, a traditional sweet and snack manufacturer, which is 100 year old family business manufacturing, retailing and exporting rewri, gajjak, sweets, namkeens ...
Shradhanjali.com: New Address for Memories of our Ancestors
(Indian Institute of Management Ahmedabad, 2016-10-10)
This case describes a situation in which Vivek Vyas and Vimal Popat conceive an idea to start an online obituary advertising platform while returning from a sales call. Vyas and Popat then discuss the ways to start the ...
The redBus in Saga: Managing the Start-up Acquisition Phase: A Teaching Note
(Indian Institute of Management Ahmedabad, 2016-08-11)
Shradhanjali.com: New Address for Memories of our Ancestors: A Teaching Note
(Indian Institute of Management Ahmedabad, 2016-10-10)