International Journal of Emerging Markets: Volume 8 Issue 1


Table of contents

Indian consumers: are they the same across regions?

Byoungho Jin, Junghwa Son

The purposes of this study are to empirically test the differences among three major cities in India by their affluence level, selected factors related to consumer…


Understanding acculturation of consumer culture in an emerging market: An analysis of urban, educated, middle‐class Indian consumers

Nitin Gupta

The purpose of this paper is to study the extent of behavioral acculturation of consumer culture (B‐ACC) and attitudinal acculturation of consumer culture (A‐ACC) among…


Customer interaction in service innovation: evidence from India

Intekhab Alam

Customer interaction in new service development is a key success factor for new services. However, the knowledge about the process and techniques of customer interaction…


Does successful recovery mitigate failure severity?: A study of the behavioral outcomes in Indian context

M.S. Balaji, Aditi Sarkar

The aim of this study is to examine the role of level of failure severity and recovery efforts in customer response behavior. Specifically, the paper investigates how…

An empirical analysis of resources in the Indian pharmaceutical industry

Bikram Jit Singh Mann, Prabhjot Dutta

The purpose of this study is to utilize the concept of resource based approach to ascertain the resources and the interactions that exist among these resources leading to…

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Emerald Publishing Limited

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  • Prof Ilan Alon