Department of Management

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Author: search.filters.author.Nigam, AchintSubject: search.filters.subject.Marketing

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    Guest editorial overview: ‘Mapping the future of consumer behaviour using disruptive technologies’
    (Wiley, 2024-02) Nigam, Achint
    Businesses of the 21st century are utilizing technology in developing offerings for the growth of their businesses. From taking a minor role in formulating business decisions, technologies now have a larger stake. Disruptive technologies like artificial intelligence, virtual reality, robotics, blockchain, 3D printing, 5G, Internet-of-Things, digital twins and augmented reality are changing how marketing strategies are developed and consumer behaviour is shaped. Our special issue contributes to enhancing the academic and industry-relevant knowledge of such new-age technologies and their marketing implications. The papers in this issue focus on the changing consumer behaviour in sectors like healthcare, apparel, footwear to highlight the critical role played by disruptive tech in shaping the modern world marketing and business plans.
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    Muscle-RDX: Pricing, Packaging, and Demand Forecasting for a New Product
    (Harvard Business Publishing, 2016-11) Nigam, Achint
    The senior director of marketing for Strength Pharma, an Indian sports nutrition company, was managing the November 2016 launch of the company's whey protein supplement, Muscle-RDX. This product would be the first protein supplement approved by the Food Safety and Standard Authority of India for athletes who participated in high-endurance sports. Muscle-RDX would provide a domestic option for Indian athletes who competed in these sports and who wanted to purchase affordable supplements that delivered effective results. However, before the product launch, the senior director of marketing needed to develop demand forecasts, which would determine the most appropriate pricing strategy and package size for the new product.