Fierce competition in the urban markets and lucrative incomes in the rural markets have given birth to the idea of exploring the untapped rural markets in case of almost all brands. There is a vast difference in the sociocultural trends between the urban and rural markets. Thus it would be...

The organizational brand is the reputation or perception that its major stakeholders have about it. The major stakeholders in this case are investors, employees, consumers, community, government and regulatory authorities and the general public. Of all these stakeholders, this study aims to find...

Since the onset of globalisation, many multinational corporations (MNCs) have been increasingly opening up subsidiaries in several host nations. While the entry of MNCs in some nations has been generally unproblematic, that has not been the case in every host nation. Fears of neocolonialism and...