Infrastructural assets are vital for a country’s economic and social development. Governments typically provide the regulation and administration of these assets, while multinational enterprises (MNEs) develop, construct, finance, and operate them. The Belt and Road Initiative (BRI) promises...

This chapter: The ‘new dominant logic of marketing’ switches the view of firms as the principal economic producers and value creators to one in which customers are actually engaged in the value creation and marketing process (Normann and Ramirez, 1993; Vargo and Lusch, 2004; Wikstrom, 1996). This...

The name of the American economist and social analyst Thorstein Veblen has been inextricably linked with the term “conspicuous consumption” referring to the competitive consumption practices and leisure activities that aim to indicate one’s membership in a superior social class. However,...

This thesis investigates diversity of marketing practices across firms operating in the same market. It develops a novel conceptual framework, the Marketing Configurational Framework, and proposes a typology of Configurational Profiles of Marketing Practices.The literature review reveals a...

Marketing and consumer research scholars have paid little attention to the contemporary Indian consumer landscape, with even less focus on the particular experiences of female consumers in this context. This thesis contributes to a partial redress of this parochial and Eurocentric status quo in...