Table of contents - Special Issue: Research in emerging markets: advances in product and brand management
Guest Editors: Professor K.B. Saji
Exploring branding strategies of FMCG, services and durables brands: evidence from India
Bikram Jit Singh Mann, Mandeep KaurThe paper aims to analyze and compare the branding strategies used in the three sectors namely FMCG, services and durables.
Investigating the role of firm resources and environmental variables in new product commercialization
K.B. Saji, Shashi Shekhar MishraThe purpose of this paper is to explain the role of firm resources and environmental variables for pursuing new product commercialization in high‐tech markets.
Discerning product benefits through visual thematic analysis
Abhilash Ponnam, Jagrook DawraThere is a lack of a framework that explicates how to determine the benefits that consumers desire from a product. The purpose of this article is to formulate a scientific…
Role of content strategy in social media brand communities: a case of higher education institutes in India
Kalpana Chauhan, Anandan PillaiThe aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on…
Moderating roles of organizational inertia and project duration in the NPD process: an empirical investigation
Shashi Shekhar Mishra, K.B. SajiThe purpose of this paper is to empirically validate the moderating roles of organizational inertia and project duration in the new high‐tech product development process.
Using financial analysis to assess brand equity
Steven Isberg, Dennis PittaThe purpose of this article is to describe a method of assessing brand equity quantitatively.
The effect of decision context on perceived risk in pricing strategies: how managers view uncontrollable environmental forces
Howard Forman, James M. HuntThe purpose of this article is to assess managers' evaluation of risk associated with applicable uncontrollable forces when developing pricing strategies.
Odd pricing effects: an examination using adaptation‐level theory
Brian R. Kinard, Michael L. Capella, Greg BonnerUsing adaptation‐level theory as a conceptual framework, the purpose of this research is to determine what effect, if any, marketplace conditioning has on consumer price estimates…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou