Purpose – Operating as a commodity disables the scope of differentiation. In turn, the organization becomes vulnerable to competition. A strong brand ensures the selling company to get premium prices and in the best case rejection of competitive products by the buyers. Branding was often seen...

Purpose – Behavior of a consumer largely depends on interplay between inner self and outer stimuli. Consumption decisions made in the market cannot be viewed as an independent event – it is closely related with values and social relationship and cultural allegiance. With globalization,...

Purpose – The purpose of this study is to unearth the factors influencing the scope and acceptability of E‐detailing concepts recently started by domestic as well as multinational companies in India. Design/methodology/approach – The objective is to capture views of pharmaceutical company...