Purpose: The purpose of this paper is to frame the guidelines for brand building for micro, small and medium enterprises (MSMEs) and evaluate the role of the entrepreneur in the brand management process. Design/methodology/approach: A qualitative study comprising in-depth interviews of 20...

Purpose: The growing market for organic products presents a tremendous opportunity for marketers to extend their existing brands. However, there is hardly any research that investigates the factors extension from an organic parent brand is preferred over extension into same product category for...

Purpose: This paper develops a comprehensive marketing framework that firms could use as a foundation for developing a successful business model that ensures sustainability in BOP markets. Design/methodology/approach: The study employs a qualitative research approach based on semi-structured...

Purpose: The growing wine market in India presents a tremendous opportunity for marketers to formulate a strategy targeted at the Indian consumers. The purpose of this paper is to identify the attributes that are important for young wine drinkers in their selection of wine, the preferred option...

The purpose of the current study is to identify the factors affecting work‐family conflict among women executives. The relationship of personal and organizational characteristics to work‐family conflict has also been studied. The study is based on the responses of 271 women executives...

Admittedly, in the happening world of today, the woman has become concertedly visible. She is treading every domain of activities with self‐belief and proven competence. Her forays into the male monopoly of executive role in management affairs have registered a significant success in spite of...

Purpose – Hypermarket is the most successful amongst organised retail formats in India. The purpose of this paper is to identify segments of hypermarket shoppers based on shopping motivation. The study profiles the identified segments on demographic characteristics and shopping outcomes, and...