Department of Management

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Author: search.filters.author.Dutta, NirankushSubject: search.filters.subject.Marketing

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    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.
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    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.
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    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.
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    Zivame: Branding Options for an Online Lingerie Retailer
    (Harvard Business Publishing, 2015-05) Dutta, Nirankush; Bhat, Anil Kumar
    By 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…
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    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.