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Article
Publication date: 8 February 2008

Bhimrao Ghodeswar and Janardan Vaidyanathan

This paper sets out to review the different types of outsourcing, its drivers and process, and to identify world‐class capabilities that host organisations can leverage.

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9130

Abstract

Purpose

This paper sets out to review the different types of outsourcing, its drivers and process, and to identify world‐class capabilities that host organisations can leverage.

Design/methodology/approach

This paper is primarily based on a review of literature.

Findings

Outsourcing helps the organisation to achieve higher levels of value creation for the final customer. Drivers of outsourcing emanate from organisational initiatives, improvement focus, financial and cost objectives, or growth objectives. A wide range of core and non‐core critical business processes are increasingly being outsourced covering a large spectrum of sectors and operations, enabling host organisations to gain access to world‐class capabilities.

Originality/value

This paper identifies critical drivers of outsourcing and the process by reviewing available literature in this area. In doing this an attempt is made to find answers to some fundamental questions. What are the main types and drivers of outsourcing? What are the different phases in the process of outsourcing? This paper discusses in detail the significant drivers and process of outsourcing; and the world‐class capabilities accessible by the host organisation. Case studies are used to illustrate these aspects further.

Details

Business Process Management Journal, vol. 14 no. 1
Type: Research Article
ISSN: 1463-7154

Keywords

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Article
Publication date: 5 May 2015

Prashant Kumar and Bhimrao M Ghodeswar

The literature on green consumer behaviour recently focuses upon the Asian markets. Though environmental consciousness in Indian consumers is observed in the literature…

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14997

Abstract

Purpose

The literature on green consumer behaviour recently focuses upon the Asian markets. Though environmental consciousness in Indian consumers is observed in the literature, their purchase behaviour towards green products is not yet clearly understood. So, the purpose of this paper is to study the factors affecting consumers’ green product purchase decisions in India.

Design/methodology/approach

The research employs a survey-based method to test a theoretically grounded set of hypotheses. Using a 38-item questionnaire and snowball sampling method, the data were collected from 403 working Indian respondents in Mumbai. The data were analysed using exploratory and confirmatory factor analyses. Structural equation modelling was used to test the proposed hypotheses.

Findings

The results witnessed that the respondents possess willingness to support environmental protection, realization of environmental responsibilities, and inclination towards searching green product-related information and learning about green products. Supporting environmental protection, drive for environmental responsibility, green product experience, environmental friendliness of companies and social appeal are identified as important factors affecting green product purchase decisions.

Research limitations/implications

Results of the research are useful for marketing professionals for green products to develop effective green marketing strategies emphasizing personal relevance, social importance and environmental significance of purchasing, using and disposing green products that produce increased levels of satisfaction for customers and influence their decisions to buy green products.

Originality/value

This research provides valuable insights into green consumer behaviour in Indian context by examining the factors that influence their purchase decisions towards green products.

Details

Marketing Intelligence & Planning, vol. 33 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 29 February 2008

Bhimrao M. Ghodeswar

The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India.

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58204

Abstract

Purpose

The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India.

Design/methodology/approach

This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework for building brand identity in sequential order, namely, positioning the brand, communicating the brand message, delivering the brand performance, and leveraging the brand equity.

Findings

Brand‐building effort has to be aligned with organizational processes that help deliver the promises to customers through all company departments, intermediaries, suppliers, etc., as all these play an important role in the experience customers have with the brand.

Originality/value

The paper uses case studies of leading Indian brands to illustrate the importance of action elements in building brands in competitive markets.

Details

Journal of Product & Brand Management, vol. 17 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 2 November 2015

Avinandan Mukherjee

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7903

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 9 January 2017

Prashant Kumar

The purpose of this paper is to explore intents of green advertisements.

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1537

Abstract

Purpose

The purpose of this paper is to explore intents of green advertisements.

Design/methodology/approach

Using NVivo, a convenient sample of 237 green print advertisements published between August 2010 and July 2015 in leading Indian newspapers and magazines were content analysed.

Findings

Four types of intents of green advertisements were identified: intent to communicate corporate environmental approaches; intent to develop believability towards environmental claims; intent to inform consumers; and intent to engage consumers.

Research limitations/implications

This study explored intents of green advertisements and elaborated upon strategic importance of content in green advertising.

Practical implications

The intent-based exploration of green advertisements indicates marketing managers of green products the importance of: expanding their advertising framework that incorporates sharing environmental vision and mission of their companies with consumers, and relating them with consumers’ needs and demands; inculcating functional, emotional and experiential elements in green advertisements that facilitate green product experience to the consumers; and active interactions between marketing managers and consumers for effectively capturing market-related information, and accordingly shaping their short- and long-term marketing and advertising decisions.

Originality/value

This study is unique to determine intents of green advertisements.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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