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Understanding India: A Market based Perspective

Understanding India: A Market based Perspective

This ebook contains some of the best papers presented in the First International Marketing Conference organized by Indian Institute of Management Kashipur during 2015, held at the India Habitat Center, Delhi. Theme of the Conference was, “Globalizing Brand India: Opportunities and Challenges”. Though the ebook is primarily based on the conference the ebook also includes few papers from interested authors other than the conference presenters. The theme of the ebook is “Understanding India: A Market based Perspective”. India a Nation widely known for its rich cultural heritage and diversity is gaining popularity as an emerging Nation for providing business vast potential.


Impact of advertising strategies on the cognitive and behavioral component of attitude of women consumers, Indian healthcare value chain - status quo not a sustainable solution, New product announcements effect on stock prices in India, Online retailers connecting to the youth segment through Facebook (A study on the influence of gender and personality type), Role of women entrepreneurs and NGOs in promoting entrepreneurship: Case studies from Uttarakhand, India, Understanding India: a market based perspective, Utilization and factors of non-utilization of export incentives: a cross sectional empirical study of Indian exporters, When does it make sense to focus business portfolios? A study of business group responses to institutional change in India

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