A firm’s ‘competitive advantage’ is considered to arise from certain ‘factors internal to the firm as postulated by the resource based view’ or from ‘external sources and industry structure.’ However, it remains unclear as to “how” these factors result in competitive advantage,...

Prosocial bonuses are incentive schemes where people get bonus money to spend on social causes or colleagues that can potentially improve functioning and satisfaction. It is not yet clear how people would evaluate and choose when simultaneously pro-self and prosocial options are posed. We...

Attractiveness of product bundles largely depends on how prices are framed. There is considerable disagreement among two contemporary models that posit how product bundles with discounts are evaluated. According to the weighted-additive model, discounts on the most important component in a...

The objective of this study is to examine the role of store image in influencing shopper trust and patronage intentions when 1) the store has never been visited and 2) the store has been visited. This study also identifies three stages through which ‘trust-image’ progresses and uses the...

Whereas marketing scholars have explored firms’ market-driven behaviors, relatively limited attention has focused on firms’ market-driving behaviors. Early writings on the subject suggest that market-driving behaviors serve as an important complement to market-driven behaviors. The purpose...

Celebrity endorsement is a big market in India and continues to grow bigger. However, inspite of prevalent use of celebrities for endorsement, not all celebrity endorsements have been successful. The list of unsuccessful examples suggest that it will be wrong to consider celebrity endorsement as...