Using India as an example, this article extends the application of upper echelon theory to
emerging markets to consider the effects on firms’ export intensity. Five characteristics of top …

There is an ongoing debate among scholars regarding the existence of a fortune at the bottom
of the income pyramid. While some scholars argue that there is a profitable market at the …

The present study contributes to cultural aspects of responsible social media marketing,
representing digital innovation and health communication. We intended to explore how the …

Purpose – The purpose of this paper is to examine how organizational resources: mass media
corporate reputation and relative performance influences firms choice between organic, …

Purpose The purpose of this study is to explore how institutional trust, frugality and materialism
motivate consumers’ unethical behavior. Design/methodology/approach The authors …

This paper reviews the status of low-cost innovation in emerging markets like India.
Innovation in India has recently achieved worldwide attention, as its low-cost products made a …

Consumers are increasingly reading online reviews before making any purchasing decisions.
The significance of online reviews has only grown over the years. Though in the past, …

Leveraging the computers are social actors theory, in this study, we explore traits of artificial
intelligence-based chatbots that make them perceived as trustworthy, drive consumers to …

‘Blue Ocean Strategy’, one of the best seller books has received tremendous attention amongst
scholars and practitioners. This paper first critically analyzes the conjectures presented …

In this article, we explore the relative endorsement effectiveness of mainstream celebrities
versus social media influencers in the materialistic cultural environment of India. Based on …