Department of Management

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Adoption and usage of the electronic national agriculture market: a literature review
(CRC Press, 2023) Dutta, Nirankush; Chanda, Udayan
Agricultural marketing is one of the lifelines for a sizeable population of India and it contributes 25 percent of the GDP. An effective agricultural marketing system can help farmers market their products at a fair and reasonable price. In recent years due to technological breakthroughs, the Indian agriculture sector is experiencing substantial shifts in irrigation strategies and the result is reflected in the surplus production of crops. Despite record production in crops the visible changes in farmers’ earnings are very negligible. The more profitable production of crops emphasizes the importance of agricultural marketing for the inclusive development of the agriculture and welfare of the farmers. “Thus the government and other organizations are trying to address the key challenges of agriculture in India, including small holdings of farmers, primary and secondary processing, supply chain, the infrastructure supporting the efficient use of resources and marketing, and reducing intermediaries in the market” (Sharma 2021). The National Agriculture Market (eNAM)- a pan-India electronic trading portal introduced in April 2016 to connect the Agricultural Produce Market Committees (APMC) mandis and to set up an integrated nationwide market for agricultural commodities. “It unites surplus production regions with deficit regions through an online platform, which may lead to better market competition, and thus better prices for farmers for their produce” (Venkatesh et al, 2021). This initiative was widely considered to be a game changer for farmers and the overall agricultural marketing sector of India. The present research paper reviews existing literature on the adoption of the e-NAM platform across different Indian states to highlight the status of adoption and acceptance by its various stakeholders
Dangal : Cinematic Representation of Competitive Marketing Strategy
(PIJM, 2017-08) Bhat, Anil Kumar; Dutta, Nirankush
Directed by Nitesh Tiwari and starring Aamir Khan, Dangal is an Indian Hindi language biographical sports drama, which emerged as the first mainstream Hindi film to cross the ` 350 crores mark. The movie presents a lot of lessons pertaining to social values, human resources, and competitive marketing strategies, when different scenes are used as similes. This article discussed the scenes of the film from the perspective of competitive marketing strategies for challengers, taking cues from Adam Morgan's Eating the Big Fish and those pointed out by Philip Kotler. In doing so, this article provided an in-depth analysis of the film, which may be of immense value to management trainers and marketing educators in their attempt to explain difficult concepts of management and marketing in a lucid language comprehensible by a large audience.
Direct to Consumer eCommerce (D2C) Business Model: The Dilemma of Getting It Right
(IGI Global, 2023) Dutta, Nirankush
Digital technologies are changing both the national and global business landscapes. Digitalization within firms and industries and newcomers from other fields give new conditions for competition through new business models. The Handbook of Research on Business Model Innovation Through Disruption and Digitalization discusses the aspects of the innovation of business models through disruption and digitalization. It further includes chapters on theories and practices related to the overall theme of how business models are developed. Covering topics such as agile networks, interactive business models, and managerial implications, this major reference work is a dynamic resource for business leaders and executives, IT managers, human resource managers, entrepreneurs, government officials, students and faculty of higher education, librarians, researchers, and academicians.
Effect of facilitating conditions on the use of social networks as pedagogical tool in higher education
(Springer, 2024-10) Bhat, Anil Kumar; Dutta, Nirankush
As internet connectivity gains ubiquity and social network sites emerge as the most popular venue for gathering of people of all ages, the government and educationists can think of putting social networks to better use by using it as a pedagogical tool, especially for higher education. Although some studies have been conducted in this regard, the findings often seem to lack proper scientific and statistical validation. Moreover, majority of these research works having been conducted in the Western countries, may not hold true in case of developing countries like India. The current research work focuses on this need and attempts to explore the present status of usage of social media in Indian institutes of higher education. Taking cue from the Unified Theory of Acceptance and Use of Technology, proposed by Venkatesh et al. (MIS Q 2(3): 425–478, 2003), we have checked whether there is a significant difference in perception among faculty members, students and administrators of higher educational institutions regarding availability of facilitating conditions to use social network sites for educational purposes. Appropriate statistical techniques have been used on a random sample to empirically validate the findings, which indicate that the expectation of faculty members, students and administrators in institutes of higher education vary regarding use of social media for academic purposes.
Exploring consumer cynicism: a systematic literature review
(Springer, 2024-09) Dutta, Nirankush
This article conducts an extensive literature review on consumer cynicism from 2011 to August 2023. Its primary objective is to thoroughly explore existing research publications while pinpointing potential directions for future investigation. The study encompasses a vast body of consumer cynicism literature sourced from esteemed journals indexed by SCOPUS and ranked by ABDC. Employing the “Preferred reporting items for systematic reviews and meta-Analyses” (PRISMA) framework, the analysis delves into bibliometric aspects, including publication trends, citation patterns, and research methodologies, providing quantitative insights into consumer cynicism research. It comprehensively covers a spectrum of antecedents and dependent variables, vividly depicting the consumer cynicism landscape. Furthermore, the review critically assesses the scope of variables examined within the consumer cynicism context. Identifying the multitude and diversity of factors explored in the literature underscores the all-encompassing nature of research into this phenomenon. This comprehensive review contributes significantly to a deeper understanding of consumer cynicism and offers valuable directions for future research endeavours.
Exploring the Effect of Store Characteristics and Interpersonal Trust on Purchase Intention in the Context of Online Social Media Marketing
(Taylor & Francis, 2016-09) Dutta, Nirankush; Bhat, Anil Kumar
This article explores the effect of store characteristics and interpersonal trust on formation of attitude and intention to purchase from online stores in the context of online social media marketing. Store Brand Knowledge, Store Reputation, Perceived Store Size, and Perceived Store Risk have been considered as antecedents of trust. Based on existing literature, a conceptual model is proposed and empirically tested with a sample (n = 424) of online social media users with the help of partial least square path modeling. This study is among the very few empirical investigations done in the context of trust in online social media marketing and focuses only on consumer-perceived store-controlled factors as antecedents of trust.
FirstCry.com: Fighting to Lead the Giant Online Baby Care Products Market
(Harvard Business Publishing, 2016-09) Bhat, Anil Kumar; Dutta, Nirankush
Powered by 27 million births a year and a growing middle to upper class, India's baby care e-tailing sector is expected to grow to US $500 million by 2017. FirstCry, established in December 2010 with seed capital of Rs. 25 million (about US $548,000), has gradually emerged as Asia's largest online shopping portal for products for children and expectant mothers with an inventory of more than 90,000 items from over 1,200 top international and Indian brands. Aiming to create a seamless experience focused on constant innovation, improvement, and added value, FirstCry faces challenges related to logistics, payment gateways, and intense competition to gain new customers in this lucrative market. In the tumultuous online baby care products market, which has seen several major businesses close their doors or be acquired by others, how will FirstCry maintain its lead and grow its business in the next few years?
Flipkart: journey of an Indian e-commerce start-up
(Emerald, 2014-11) Bhat, Anil Kumar; Dutta, Nirankush
Founded in 2007 with an initial investment of less than USA $10,000, Flipkart has come a long way to become the largest E-commerce player in India with a registered user base of 9.6 million and valued at USA $1.6 billion. Efficient use of various marketing strategies has catapulted the company to its success. Till now, they have overcome most of the hurdles successfully. However, a lot needs to be discussed to find out ways to meet the challenges thrown by its competitors, to maintain its supremacy over other online e-retailers and continue its exponential growth to meet USA $1 billion sales by 2015.
Generational dynamics of omnichannel customers: analysing shopping preferences across diverse product types
(Emerald, 2025-01) Dutta, Nirankush
This study explores the shopping orientations of omnichannel customers through the lens of generational cohort theory, which influences their decision-making style while shopping online. It offers key insights into how Generations X, Y and Z interact with digital platforms, helping retailers adapt to the shifting dynamics of modern customers.
Identifying the drivers of ‘loyal showrooming’: a systematic literature review
(Taylor & Francis, 2024-08) Dutta, Nirankush
Retail showrooming behaviour is described as the phenomenon in which customers browse the products in-store before making the purchase online at a lower price. This is due to the fact that different shopping channels have emerged and have gained the attention of customers. However, customers do prefer visiting the showroom to check on the prices and best buying options within the store. The retail environment is progressing towards the environment where store-based offline shopping does exist with online shopping mediums, and retailers need to understand the factors that maximize customers’ purchase within the store during showrooming. This paper is aimed at establishing the significance of loyal showrooming and determining its drivers based on an extensive literature review of 168 research articles published in indexed journals during the last 12 years. It is suggested that retailers should adopt strategies based on the present multichannel retailing environment and the driving factors identified to convert the showroomers into loyal showroomers.
Linking entrepreneurship, innovation and economic growth: evidence from GEM countries
(Inder Science, 2020-06) Chadha, Saurabh; Dutta, Nirankush
Using a simple least squares regression model though analysis of cross-sectional data of the 65 world economies participating in global entrepreneurship monitor (GEM) 2016, this paper explores the role of entrepreneurship, technological innovation, entrepreneurship finance and physical infrastructure as indicators of economic growth. It was empirically found that total entrepreneurial activity (TEA), technological innovation, entrepreneurial finance and physical infrastructure are statistically significant and positively correlated with the economic growth rate of the selected GEM countries in 2016.
New Product Testing Through Experimental Design: The Case of Varn International Ltd
(The Case Center, 2017-03) Bhat, Anil Kumar; Dutta, Nirankush
The case describes the dilemma while considering development of an economical new product by Varn International Inc aimed at the Indian market. Varn is a globally reputed brand dealing with chemicals, known for the quality of their products all over the world. It manufactures pressroom chemicals and equipment for the printing industry. The reason behind the dilemma was identifying correct mix of price, quality and branding option to ensure success of the new product.
Omnichannel retailing: exploring future research avenues in retail marketing and distribution management
(Emerald, 2023-07) Dutta, Nirankush
This study explores the present state of research related to omnichannel retail, investigates retail's different sub-areas and suggests future research directions.
A Preliminary Study on the Use of Social Media in Higher Education
(SSRN, 2022-02) Bhat, Anil Kumar; Dutta, Nirankush
The study focused on the influence of social media on students, faculty members and administrators and how they can adopt social media for their academic and work purposes in higher education institutes within India. We developed a conceptual model based on the UTAUT (Unified Theory of Acceptance and Use of Technology) model, by adapting a few constructs and customising to fit the context. 756 respondents attempted the online survey. Of these, 400 were students, 199 faculties and 157 administrators. Respondents from 105 cities spread across 25 states participated in the survey. Due to the onset of the COVID pandemic, we resorted to the online collection method. The study considers three constructs – Perceived Usefulness, Perceived Ease of Use and Social Influence as direct determinants that will influence the behavioural intentions of the users in higher education. We ran a series of basic descriptive analyses, T-tests and ANOVA (Analysis of Variance) for the data collected across all groups to determine if a significant difference exists in the perception, between groups. Results show that social media is perceived as a driver for innovation amongst all the three groups – students, faculty and administrators. However, there are differences in the positive-negative response ratio, which has however not affected the overall positive inclination of the combined responses of all groups. The current study may be an invaluable source of information for researchers to understand how the groups perceive social media.
Reviewing Current State of Research on the Use of Social Media in Higher Education
(RRIJM, 2021-05) Bhat, Anil Kumar; Dutta, Nirankush
Social media platforms are increasingly gaining popularity for various usages in higher education. However, research in this domain is still in nascent stage, especially in India. Through a systematic review process, this study has summarized some of the major findings of the 184 papers published in the last ten years (2010-2019) in highly reputed journals that are indexed in SCOPUS and EBSCOHOST. The findings are classified as emerging from Indian and international studies and research gaps have been identified. Future studies should explore this gap to help the policy makers at national and various institutional levels to come up with appropriate strategies for reaping more benefit of social media in higher education.
Role of Trust on Perceived Store Characteristics and Consumer Behavioural Outcome in the Context of Online Social Media Marketing
(IIM, Indore, 2016) Dutta, Nirankush; Bhat, Anil Kumar
Social media marketing is the latest effective tool for disseminating marketing related information, increasing consumer awareness and providing a perception of the size, reputation and ease of transaction associated with online stores. Consumers' trust in online stores is influenced by messages delivered by the companies themselves as well as own social media contacts. This research paper explores four store characteristics which may lead to trust and, in turn, facilitate formation of willingness to purchase, electronic word of mouth and social capital in consumer's social networks,. A conceptual model is proposed and tested empirically with partial least square. It finds that awareness and absence of risk significantly influence development of trust. Social capital and electronic word of mouth (e- WOM) are most influenced by trust, while there is least effect of trust on willingness to purchase..
Showrooming: a retrospective and prospective review using the SPAR-4-SLR methodological framework
(Emerald, 2023-12) Dutta, Nirankush
This article undertakes a literature review on showrooming, offering an exhaustive overview of research publications and future research objectives that will contribute to extending the understanding of the phenomenon.
Smart Configuration for a Successful Smartphone
(The Case Center, 2017-06) Dutta, Nirankush; Bhat, Anil Kumar
The case describes the dilemma while considering the launch of a new smartphone in the highly competitive market of India. The protagonist is the founder of 'New Digital Age'- a smartphone manufacturing unit set up in Gurgaon - Mr. Sudhir Sharma. However, he realises that there are a lot of products available in the market and gaining a profitable market share will not be easy. He, therefore, arranges a meeting with his three trusted lieutenants- Mr Rahul Dholakia (CFO), Mr Arun Kapoor (CMO) and Mr Shushrut Mishra (COO). As they discuss about the myriads of possible configuration for the smartphone, Mr Sudhir understands that the best option to find the most popular configuration would be to ask the consumers. However, ranking so many different configurations will be difficult for the consumers. The case illustrates how this problem can be solved statistically by using Conjoint Analysis.
State of Research on Gamification for Online Consumers in SCOPUS Indexed Marketing Journals
(Springer, 2024-08) Dutta, Nirankush
In today’s business landscape, exceeding customer expectations is no longer a bonus; it’s the essential fuel for dominance. Hence, businesses are leaving no stone unturned. One rising strategy in this battle is engaging consumers through gamification. Game elements have direct and positive effects on users’ engagement in e-commerce. This evolving phenomenon has given rise to interest among researchers to study gamification and its effect on online consumers. This current paper attempts to synthesize these studies that have been published in Marketing journals over the years. Thus, this paper aims to provide direction for research on gamification to the Marketing scholars, and share a comprehensive view of the findings which the managers will find useful. Relying on the PRISMA framework and TCCM framework, a systematic literature review has been conducted for this study, to succinctly present the state of extant literature and identify the future scope of research.
A tale of stores and screens: Unveiling consumer behaviour in omnichannel retailing through the lens of behavioural reasoning
(Elsevier, 2025-04) Dutta, Nirankush
This research examines the mechanisms that foster or deter consumers’ adoption of digital storefronts that traditional brick-and-mortar retailers integrate for omnichannel operations in emerging markets, through the lens of Behavioural Reasoning Theory. Using a mixed-methods approach, the study first identifies specific reasons for and against shopping on the digital platforms of brick-and-mortar retailers through qualitative interviews with retail experts. These findings are then tested quantitatively with a survey of 1392 Indian omnichannel consumers, analysed using partial least squares structural equation modelling and importance-performance matrix analysis. The results reveal that perceived product quality and shopping flexibility are the main drivers for adoption, while the attractiveness of alternatives and concerns over delivery timeliness are key deterrents. Additionally, the analysis considers the influence of perceived compatibility and the moderating effect of product type, with electronics and clothing as representative of search and experience goods, respectively. The analysis finds that perceived compatibility exerts a moderate to low effect on consumers’ reasoning and their attitudes, and that deterrents have a stronger negative impact for experience goods in shaping consumers’ attitude towards adopting the digital storefronts of brick-and-mortar retailers. The findings advance Behavioural Reasoning Theory in retail contexts, providing actionable insights for brick-and-mortar retailers to enhance their omnichannel strategies by addressing consumer-specific motivations and barriers.