Department of Management
Permanent URI for this collectionhttp://localhost:4000/handle/123456789/1930
Browse
12 results
Search Results
Item Omnichannel retailing: exploring future research avenues in retail marketing and distribution management(Emerald, 2023-07) Dutta, NirankushThis study explores the present state of research related to omnichannel retail, investigates retail's different sub-areas and suggests future research directions.Item State of Research on Gamification for Online Consumers in SCOPUS Indexed Marketing Journals(Springer, 2024-08) Dutta, NirankushIn 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.Item Guest editorial overview: ‘Mapping the future of consumer behaviour using disruptive technologies’(Wiley, 2024-02) Nigam, AchintBusinesses 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.Item Socially responsible marketing in pandemic times at CoKarma(Emerald, 2022-11) Nagpal, GauravAfter reading and discussing the case, the participant would be able to: comprehend the ethics in marketing strategies that were displayed by an entrepreneur in the challenging times of the Covid-19 pandemic; appreciate how the marketing was executed in a socially responsible manner through digital means when there was a conflict between the business and the social interest; and understand how the innovative services or products can be developed that turn the trouble into an opportunity. The case shall also enlighten the students on how to create suitable marketing messages in digital times. The purpose of this paper is to let the students appreciate how they can carry out marketing efforts for a business while keeping customer needs and aspirations at the core, how the marketing campaigns can be designed and executed in a socially responsible manner and how the product portfolio can be suitably altered to make it more valued to the customer. After reading and discussing this case, the students will also be able to appreciate that it is important to identify and address the customer’s pain which may be stated or unstated by the customer. The case intends to teach students how to identify and reap the opportunities that get created from time to time and to make them appreciate that businesses can contribute significantly towards societal gains by committing minimal resources.Item Muscle-RDX: Pricing, Packaging, and Demand Forecasting for a New Product(Harvard Business Publishing, 2016-11) Nigam, AchintThe 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.Item Assessing online reviews: A text analysis approach(Bloomsbury Publishing, 2018) Goyal, PraveenThe added objectives of FOBE 2018 is to promote research and developmental activities in IT for Strategy, Marketing, Computational Management and the related areas and to promote scientific information exchange between researchers, developers, consultants, academics, students, and practitioners working in India and abroad. The conference will be a regular event to make it an ideal platform for people to share views and experiences in the formulation and implementation of Strategy, Information Technology, Marketing and other facets of Business Administration. Hope this volume finds space in the minds of the practicing world of business and draws new landscapes in future.Item Understanding the impact of social media on the process of value co-creation(Bloomsbury Publishing, 2018) Goyal, PraveenThe added objectives of FOBE 2018 is to promote research and developmental activities in IT for Strategy, Marketing, Computational Management and the related areas and to promote scientific information exchange between researchers, developers, consultants, academics, students, and practitioners working in India and abroad. The conference will be a regular event to make it an ideal platform for people to share views and experiences in the formulation and implementation of Strategy, Information Technology, Marketing and other facets of Business Administration. Hope this volume finds space in the minds of the practicing world of business and draws new landscapes in future.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.