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Realigning Business Strategy for PWD (People with Disabilities) Customers: A Less-explored Territory in Diversity Inclusion
(2013-11-21)
A disability refers to a physical, sensory or mental limitation that interferes with a person's
ability to move, see, hear or learn. Business initiatives taken up by organizations for diversity
inclusion of people with ...
Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context
(2013-11-27)
Celebrity endorsement is a big market in India and continues to grow bigger.
However, inspite of prevalent use of celebrities for endorsement, not all celebrity
endorsements have been successful. The list of unsuccessful ...
Will you buy if others touch it? Evaluation of products touched by others during shopping
(Indian Institute of Management Ahmedabad, 2015)
Research on multisensory nature of consumption has highlighted importance of smell, taste, and touch during product evaluation and subsequent purchase decisions. While sensory cues have a role to play in evaluation of ...
Elements of task definition shopping situations: a study in context of products high on haptic salience
(Indian Institute of Management , Ahmedabad, 2014)
Marketing literature has identified task definitions as one of the important situational influences. Task definition features of a situation include an intent or requirement to select, shop for, or obtain information about ...
The role of government regulation in incubating social enterprises
(Indian Institute of Management , Ahmedabad, 2014)
Social Enterprise is young, emerging, and a high potential domain attracting thousands of social entrepreneurs in India. Social enterprises, with their dual focus on financial sustainability and social impact, face a set ...
The potential of mobile coupons: current status and future promises
(Indian Institute of Management, Ahmedabad, 2014)
Coupons continue to be one of the most favourite promotional tools for the marketers to influence, incentivize, and encourages customers towards trying the product. Mobile-coupon (m-coupon), an extension of the traditional ...
Broadening the concept of sustainability and measuring its impact on firm’s performance
(2013-11-26)
There is an enhanced awareness among the firms regarding the impact of their
marketing and business activities on the environment and society largely due to
consumer education, the role of activists and aftermath of some ...
Online promotions: exploring the emerging opportunity in Indian market
(Indian Institute of Management , Ahmedabad, 2014)
Online promotion has been employed by e-marketers to influence the shoppers during online shopping. In recent years, it has emerged as one of the promising tool in marketer’s arsenal to sway potential customers in Indian ...