Search results

The purpose of this paper is to attempt to trace the origins and early history of the development of the market research practice in India. It covers the period 1955-1975.

A search of key terms in databases such as Google Scholar and ABI-INFORM indicated there was limited data in the public domain on the subject and that the information gleaned was not adequate to trace the birth of the market research practice in India. As there was very little recorded history, the researchers decided to initiate a recording of the history using the available literature, on the reminiscences of the authors and, to a limited extent, contemporaries of the pioneers in the field.

The origins of market research in India can be traced to its supporting role in gauging the efficacy of advertising. Examination of the history of advertising leads to the conclusion that marketing research arrived in India in the decade of the 1950s, initiated by Burmah-Shell’s needs for market research. S. H. Benson (London) Ltd was selected to undertake the pioneering market research that led to the birth of Indian Market Research Service, headed by Krishnaier Parameswaran. Marketing research in India presented numerous challenges (that were overcome) because the operating environment was very different than in advanced countries.

Because of the paucity of information in the literature, this investigation as per the authors’ knowledge represents the first attempt to record the birth and early history of marketing research in India. The recording of history is limited by the fact that many of the early pioneers and collaborators are no longer alive and because of the difficulty in retrieving archival mostly proprietary information.

In determining the future of a practice, it is important to know the history of the practice. It helps determine whether history proceeds in a random manner or whether it proceeds following some discernable patterns. In an area that has been ahistorical, this research identifies the origins of the practice. It is hoped that other researchers build upon this construction of the early history of marketing research in India based on their experiences and knowledge of the pioneering companies and practitioners and using sound historiographical tenets.

This paper aims to review the author's association with the discipline of business‐to‐business (B2B) marketing for nearly 40 years. Of these, 34 were spent teaching in a postgraduate institute, i.e. the Xavier Labour Relations Institute (XLRI), Jamshedpur, India.

The paper is organized around nine lenses for reflection. These provide a comprehensive coverage of the author's experiences. The paper critically evaluates the author's performance as a B2B marketing instructor, researcher, trainer and consultant. It examines the evolution of B2B markets and marketing in India and traces the symbiotic relationship between academics and practice.

The reflection reveals that B2B marketing practices have benefited and improved a great deal in India due to interventions from academia. However, the most disturbing aspect of B2B marketing practices in India is all‐pervasive corruption. There seems to be no solution for it.

An important audience for this paper is young faculty members. It is hoped the paper will be able to motivate them for more research and publications. The challenge for B2B marketing is to fuel the declining interest in the discipline. The B2B marketing discipline in India needs more faculty members, and substantial home‐grown research articles and cases.

The paper illustrates that the Indian B2B scenario has changed a great deal: the impact of competition and globalisation has transformed B2B marketing practices beyond recognition.

While English is the most commonly used language for market research, surveys and customer feedback in India, it does not reach the subcontinent’s entire population. Therefore, many questionnaires are bilingual, offering the respondent a choice between English and an indigenous Indian language. This, however, presupposes that answers to items are not influenced by people’s language proficiencies and response styles in different languages. This paper aims to examine whether market researchers in India should be careful about nonrandom measurement error caused by language response bias.

English and Kannada questionnaires are administered in a test-retest scenario to 160 respondents in the Indian Tier-II city of Mysore. The data evaluation is organized by dispositional (language proficiency in English and Kannada) and situational influences (language of the questionnaire in English or Kannada); a series of tests to elucidate language response bias is conducted.

While the significance of the two-tailed English-Kannada paired-sample tests is borderline, a more detailed look reveals surprising differences for the dispositional as well as situational linguistic influences. Moreover, the response style peculiarities in the Indian multilingual environment are not always consistent with differences in other international bilingual environments.

High-quality data are central to all empirical research, but situational and dispositional language response bias seems to contaminate questionnaires in the Indian multi-lingual environment. This study highlights the effect and provides Indian market researchers with some first strategies for managing the challenge.

The purpose of this paper is to extend the research paradigm focusing on behaviorally-based first-mover advantages (FMA) by applying the widely-accepted Theory of Reasoned Action (TRA) and offers insights into differences between a mature market (USA) and an emerging market (EM) (India) regarding how intentions to purchase the pioneer are formed.

Utilizing samples of 208 USA and 194 Indian consumers, hypotheses examining the underlying beliefs, attitudes, social norms and purchasing intentions regarding pioneer brands are developed and tested using structural equation modeling.

Insights from the study suggest the TRA provides a means for assessing behaviorally-based FMAs across cultures, even as manifestations of purchase intentions differ significantly. According to the TRA and findings of this study, intentions are a function of overall attitudes and social norms. In the USA, individual attitudes were found to play a more significant role than social norms in formulating purchase intention. In India, social norms played a more dominant role in intention formation.

The study represents one of the first empirical attempts to shed light on the extent of behaviorally-based FMAs in an EM and how manifestations of intention to purchase the pioneer differ from mature markets. The study expands the behavioral paradigm of analysis to include one of the most sought-after EMs today (India) and provides one of the first empirical studies to utilize the TRA in addressing behaviorally-based FMAs.

This case is most suited for the course on Strategic Management.

The case can be used for post graduate management students and executive education participants. It should be used in the section dealing with capabilities of an organization.

Sonalika Group, situated in Punjab, India, started its operations in 1969 by manufacturing agricultural implements and equipment’s. By 1990, the firm graduated into manufacturing tractors. It gradually expanded its wings in countries like Nigeria, Argentina and Brazil and became the third largest tractor manufacturer of India in FY 2012. The year 2005 was a landmark year when it entered the passenger vehicle segment through its subsidiary International Cars and Motors Limited that launched a multi-utility vehicle (MUV) named Rhino. The vehicle was expected to fill up the vacant spot created by the withdrawal of “Qualis”, which was a highly popular MUV manufactured by Toyota. However, the enthusiasm of launching Rhino waned with time because its sales did not pick up as expected. After selling around 5,000 units of Rhino, the company stopped its production as the product had started showing up teething problems. The marketers and designers burnt midnight oil to bring out an improved version of Rhino. This version was christened “Extreme” and launched in 2012. Despite all marketing, sales and service efforts, “Extreme” also failed to take off. The group is wondering when it was so successful in tractors why it has not been successful in passenger vehicle category. It has to work out a strategy to be successful in passenger vehicle segment as well.

Expected learning outcomes are as follows: to analyse the external and internal environment for a business and understand its impact on business decision-making; to understand the relationship between operational capabilities and dynamic capabilities; to identify opportunities and match it with internal capabilities; to analyse the reasons for product failure and identify remedial measures; to understand the process of technology diffusion and thereby strategic planning.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 11: Strategy

The paper aims to study hotel owners’ perception of tourism in the five creative cities of India during the COVID-19 pandemic.

Semi-structured, in-depth interviews (N = 30) and participant observation were the methods used for collecting qualitative data. Data was analysed using content analysis.

The findings reveal the effect of tourism on the psyche of small and medium enterprise hotel owners. Factors contributing to this anxiety are unpreparedness for the crisis, cash flow problems, failure to be flexible in this crisis, inability to leverage hotel’s location and lack of hygiene habits.

The research illustrated a systemic lack of knowledge and training in the unorganized hotel sector in India which if addressed, could assist the hotel owners and staff in building trust toward tourists and a positive attitude toward the crisis.

As the study analyses the unorganized hotel sector in the Indian context, it provides useful insights for the Indian Government and hospitality industry to foster trust and positivity in this sector during the COVID-19 pandemic which could significantly contribute to its revival and psychological recovery of its stakeholders.

While the phenomenon of R&D offshoring has become increasingly popular, scholars have mostly focused on R&D offshore outsourcing from the point of view of the client firms, who are often from an advanced country. By examining vendor firms, in this paper the authors shift the focus to the second party in the dyadic relationship of R&D offshore outsourcing. Specifically, the authors compare vendor firms with nonvendor firms from the same emerging economy and industry to look at whether vendor firms from emerging economies can improve their innovation performance by learning from their clients. The authors also look at the role of depth and breadth of existing technological capabilities of the vendor firm in its ability to improve its innovation performance.

This study is based on firm-level data from the Indian biopharmaceutical industry between 2005 and 2016. The authors use the Heckman two-stage model to control for self-selection by firms. The authors compare the innovation performance of vendor firms with nonvendor biopharmaceutical firms (group vs nongroup analysis) as well as innovation performance across vendor firms (within group comparison).

The authors find that, compared to nonvendor firms, R&D offshore outsourcing vendor firms from emerging economies have higher innovation performance. The authors argue that this higher innovation performance among vendor firms is due to learning from their clients. Among vendor firms, the authors find that the innovation gains are contingent upon the two factors of depth and breadth of the vendor firms' technological capabilities.

This paper makes three contributions: First, the authors augment the nascent stream of research on innovation from emerging economy firms. The authors introduce a new mechanism for emerging economy firms to learn and upgrade their capabilities. Second, the authors contribute to the literature on global value chains, by showing that vendor firms are able to learn from their clients and upgrade their capabilities. Third, by examining the innovation by vendor firms, the authors contribute to the R&D offshore outsourcing, which has largely focused on the client.

The study findings have important implications for both clients and vendors. For client firms, the authors provide evidence that knowledge spillovers do happen, and R&D offshore outsourcing can turn vendors into potential competitors. This research helps firms from emerging economies by showing that becoming vendors for R&D offshore outsourcing is a viable option to learn from foreign firms and improve innovation performance. Going outside geographic boundaries may be a large hurdle for these resource-strapped, emerging economy firms. Providing offshore outsourcing services for narrow slices of R&D activities may be a starting point for these firms to upgrade their capabilities.

This paper is among the first to quantitatively study the innovation performance of vendor firms from emerging economies. The authors also contribute to the nascent literature on innovation in emerging economy firms by showing that providing R&D offshore outsourcing services to client firms from advanced countries can improve firms' innovation performance.

This study aims to investigate the treatment of translation within the international business and management (IBM) literature to highlight colonialist assumptions inscribed in this treatment as a result of the hegemonic status of English.

This investigation takes the form of a systemic literature review to examine the treatment of translation in the IBM literature through a postcolonial lens.

The findings demonstrate that despite growing interest in language in international business, matters of translation have received comparatively little attention. However, those articles that do address translation matters tend to do so in five key ways, including epistemological/methodological considerations, exploring translator agency, the investigations of the discursive void/conceptual fuzziness between languages, and approaches that discuss translation as social practice.

Despite the authors’ critique of English-language hegemony, this literature review is restricted to English-language journals, which the authors acknowledge as problematic and discuss within the article.

In exposing the limited treatment of translation within the literature, the authors provide a call to action for IBM scholars to be more explicit in their treatment of translation to ensure representation of cultural and linguistic Others, rather than providing domesticated accounts of multilingual research.

Although there have been other articles that have examined translation in the past, this paper is the first to do so through a postcolonial lens, demonstrating from a linguistic perspective the colonialist assumptions that are still prevalent in IBM knowledge production, as evidenced by the treatment of translation in the field.

The purpose of this paper is to examine marketing strategies that India is currently applying to promote itself as a competitive yoga destination.

The methodological approach consisted of a constructivist research paradigm, a qualitative methodology and an interview-based data collection method. Ten in-depth, semi-structured interviews were conducted with yoga practitioners from various backgrounds and yoga levels who have travelled to India for yoga tourism purposes.

The findings determined that interpretation of yoga tourism is crucial in the choice of marketing approach adopted by destinations offering yoga retreats because, as the study has shown, various perceptions of yoga constitute the basis for particular promotional strategies.

Future research could expand on the sample size and demographics of the current study by investigating, possibly through comparative means, larger groups of more diversified yoga practitioners from different countries or backgrounds.

It was recommended that India’s tourism marketers re-design their approach concerning an ‘authentic’ yoga experience. Indian destination marketing organisations should target those searching for an authentic yoga experience and use imagery that is realistic.

The findings of this study have led to the re-positioning of yoga tourism in India, utilising a unique combinative approach in which a more inclusive concept of wellness is juxtaposed against a lack of any religious referencing. It was also revealed that the motivations of yoga tourists are only partially targeted through an undifferentiated strategic marketing approach.

The paper aims to argue, while examining the history of marketing theory in India, that the discipline is ahistorical, serves large business interests and is shaped by hegemonic Western knowledge.

The primary sources of data were the marketing doctoral dissertations, working papers, teaching material and research publications produced in the top management schools in India from the 1960s up to the present period.

The historical review reveals that the marketing theory in India is characterized by dependence on the West and elision of the country’s rich business history. It further shows that the discipline in India focuses on research problems and issues which are more appropriate to a Western context, and remains detached from local realities. Moreover, the discipline is characterized by a narrow managerial orientation.

Findings from the paper will be of value to researchers who wish to understand the Indian marketing thought.

Findings from the paper will be of value to academics and policy makers who wish to create more independent and contextually informed and sensitive management programs.

The paper reveals the extent to which the education and institutions in India are influenced by the West, and aims to motivate academics and policy makers to understand local knowledge and ways of knowing.

The main contribution of this paper is to show that the marketing discipline in India has been ahistorical and is shaped by hegemonic Western knowledge.