Purpose – This special issue aims to present India as one of the world's most promising and fastest growing economies, with multinational companies eager to invest. Design/methodology/approach – Examines the eight articles and the contribution of each to an important aspect of marketing in...

Purpose – Over the years, nearly eight marketing paradigms have been recognised. Yet, what really is the extent of the changes/paradigms adopted by firms in India? What changes have the forces of challenges brought in, in the marketing management of Indian firms? The purpose of the present...

Purpose – The present study seeks to investigate how individual and organisational consumption is affected when dealing with small and medium‐sized enterprise (SME) organisations from emerging economies. Design/methodology/approach – Using ethnographic in‐depth interviews, data were...

Purpose – The study aims to examine the usefulness of the brand origin concept in shaping the perceptions of Indian consumers. Design/methodology/approach – Guided by recent advance in social identity theory and social motivation theory, a dynamic iterative model of brand origin recognition...

Purpose – This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India. Design/methodology/approach – Data were collected from 250 children aged between 7 and 12 years, drawn in the sample from five major towns of the relatively...

Purpose – The study is designed to explore the importance of appropriate marketing strategies for sustainability of small firms in India, a developing economy. Design/methodology/approach – A framework based on accepted definition of marketing strategy was developed which could notionally...

Purpose – This study attempts to understand the impact of relational switching costs and satisfaction on commitment as well as its impact on the satisfaction – commitment link in a supplier‐to‐manufacturer context in manufacturing. Design/methodology/approach – The data for this study...