Department of Management
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Item Flipkart: journey of an Indian e-commerce start-up(Emerald, 2014-11) Bhat, Anil Kumar; Dutta, NirankushFounded 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.Item Zivame: Branding Options for an Online Lingerie Retailer(Harvard Business Publishing, 2015-05) Dutta, Nirankush; Bhat, Anil KumarBy May 2015, Zivame, an Indian online lingerie retailer, had established itself as a market leader in this category by providing traditionally conservative Indian women a reliable solution to help…Item Dangal : Cinematic Representation of Competitive Marketing Strategy(PIJM, 2017-08) Bhat, Anil Kumar; Dutta, NirankushDirected 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.Item Salient role and centrality of trust in social media marketing(Taylor & Francis, 2017) Bhat, Anil Kumar; Datta, NirankushThis chapter points to the importance of trust in a business scenario, followed by deliberation on probable avenues of investigation into the antecedents of trust in the context of social media marketing and their effect on certain outcomes. It provides direction for research avenues as well as a rough guidance to social media marketing managers to evaluate their efforts with the help of a predefined matrix. Trust plays a vital role in the context of social media marketing. This evolving form of marketing, based on the Theory of Six Degrees of Separation, gains popularity from the assumption that there are not more than six steps separating any two individuals in the world. Social media have the potential to rapidly emerge as the most successful and effective marketing platform, provided consumers feel a sense of trust in business entities using them.Item Analysis of Factors Influencing Negative e-Word of Mouth in Online Social Media Marketing(ACM Digital Library, 2019) Bhat, Anil KumarThe advent of online social media (OSM) marketing necessitates further examination of existent studies on the negative word of mouth (NWOM). Earlier studies have focused mostly on the effect of consumption of NWOM. The present research paper, on the other hand, strives to find out the influence of various factors that may motivate users of the OSM to propagate NWOM through these platforms. The results of the study confirm that external motivation factor -- Deal Proneness - significantly induces electronic NWOM (e-NWOM). Also, the moderation effect of Deal Proneness on the relationship between N-eWOM and the factors influencing e-NWOM is discussed.