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1 – 10 of 26Mukta Srivastava, Neeraj Pandey and Gordhan K. Saini
Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to…
Abstract
Purpose
Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a deeper understanding of reference pricing literature using bibliometric analysis and offers specific research questions for future research in this domain.
Design/methodology/approach
Using a sample of 309 articles published between 1977 and 2021, the study conducts bibliographic coupling, citation analysis, cluster analysis, content analysis, keyword analysis and a three-field plot to map the intellectual structure of reference price.
Findings
The content analysis gave seven research clusters: (1) modeling reference price, (2) consumer perceptions of price (un)fairness, (3) price framing, (4) comparative price-based promotion, (5) reference price formulation, (6) pay-what-you-want (PWYW) pricing and (7) range theory and price perceptions. The study also delineates reference price literature across several parameters like authorship, highest cited paper, most popular journal, institutions, region-wise publication trend and author-networks. The emerging research themes for future scholars working in this domain have also been highlighted.
Originality/value
This is the first comprehensive study to explore reference price from a bibliometric lens. The study highlights and discusses the recent themes on reference price, from both academic and managerial perspectives.
Details
Keywords
Gaganpreet Singh and Neeraj Pandey
Pricing, Marketing Management, Strategic Marketing, Strategic Management.
Abstract
Subjectarea
Pricing, Marketing Management, Strategic Marketing, Strategic Management.
Studylevel/applicability
The case can be used for a Pricing Course and Strategic Marketing, Marketing Management and Strategic Management courses delivered to post-graduate management programme (Master’s level) students and/or for Management Development Programme’s.
Caseoverview
Alliance Intercontinental Sourcing Company LLP (ALLISCO) manufactured Steel Blanks for clutch plates used in two- and three-wheeler automobiles. Steel Blank plates further underwent a processing phase which included coating with leather cover to form the finished clutch plate. The primary raw material used by ALLISCO for its manufacturing process was sheet metal. The processing of the principal raw material resulted in the production of three joint products. The first joint product was “Steel Blank”, the main product; the second joint product was “Inner Circle”, which may be classified as a by-product; the third joint product was the left-over waste material and could be categorized as sheet scrap. The approximate increase in procurement cost of 8 per cent had considerably impacted the firm’s profit margins. The dilemma that Rishabh Singla, Managing Partner, ALLISCO, now faced was how the increased differential could be distributed systematically among the three joint products. The challenge for ALLISCO was to preserve the percentage of gross profit margins by altering its existing pricing strategy.
Expectedlearning outcomes
Understand the concept of multiple joint products; learn about choosing appropriate pricing strategies to price multiple joint products; comprehend how value-based pricing can extract untapped profits; and understand the importance of retaining gross profit margins (%).
Supplementarymaterials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Keywords
Neeraj Pandey and Gaganpreet Singh
Pricing, digital marketing, marketing management and strategic marketing.
Abstract
Subject area
Pricing, digital marketing, marketing management and strategic marketing.
Study level/applicability
The case can be used for pricing or digital marketing courses as well as marketing management courses to MBA students and/or for management development programmes.
Case overview
Goldfinch Mobile Solutions, a Hong-Kong based value added services (VAS) and gaming platform provider, had an exclusive tie up with Bharti Airtel in India for providing value added voice applications on an interactive voice response system (IVRS) platform. The Goldfinch flagship service is “Guru Ki Bani” which may be subscribed to by dialing the short code 58282. This “58282” service has a repository of all Sikh religion daily prayers, religious songs, teachings, stories from Guru's life and similar information that is derived from the Sikh Holy book Guru Granth Sahib Ji. As per mutual agreement between Goldfinch Mobile Solutions and Bharti Airtel, the telecom operator had the responsibility to promote Goldfinch's Guru Ki Bani service amongst its subscriber base through its below the line (BTL) promotional channels such as short messaging service (SMS), outbound calls, cell information, notification SMS after call and above the line (ATL) activities such as posters, leaflets, print, promoters, regional TV, outdoors, etc. The revenue sharing arrangement between Airtel and Golfinch was in the ratio of 75 percent and 25 percent. However, with recent changes in the policies of Telephone Regulatory Authority of India (TRAI), promotional marketing used by telecom operators has been constrained. Declining customer share, decreasing profits (after Bharti Airtel halted promotions) and increasing organization cost per customer have made MD and CEO Mr Newton Bubber think of various options including low-cost marketing initiatives besides digital marketing to promote Guru Ki Bani services. Value communication to its huge potential customer base, i.e. 184.19 million Bharti Airtel subscribers was another challenge facing Mr Newton and his marketing team at Goldfinch.
Expected learning outcomes
The case enables students to learn the concepts and application of value creation, effective value communication, price waterfall analysis, importance of costing parameters in pricing decisions, low-cost marketing strategies and digital marketing.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Keywords
Neeraj Pandey, Preeti Nayal and Abhijeet Singh Rathore
This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research…
Abstract
Purpose
This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners.
Design/methodology/approach
A systematic literature review has been conducted on B2B digital marketing. The various themes have been identified on the basis of the comprehensive analysis of extant literature. Also, semi-structured interviews with B2B marketing experts were also conducted to further refine the emerged digital marketing themes.
Findings
Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review provides an insight into the emerging themes by developing a collaborative conceptual framework. The review highlights that few areas such as digital marketing communication and sales management have witnessed steady development while decision support systems, critical success factors, electronic marketing orientation (EMO), etc., were lesser explored. Furthermore, it identifies research gaps and highlights the emerging research themes for future researchers.
Practical implications
The collaborative framework will help organizations to align their digital marketing activities as per the changing market dynamics such as the focus on building social media capability, EMO and value co-creation.
Originality/value
Research on the use of digital marketing by B2B firms is still at the embryonic stage. This study is a pioneering effort to review the use of digital marketing in B2B organizations and identify research priorities for scholars and practitioners.
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Keywords
Avinash Tripathi and Neeraj Pandey
The discount image associated with odd-ending prices has led to its extensive use by retailers. The purpose of this study is to assess the impacts and applications of…
Abstract
Purpose
The discount image associated with odd-ending prices has led to its extensive use by retailers. The purpose of this study is to assess the impacts and applications of nine-ending vs round-ending prices on the purchase of green and non-green products at different price levels and under different purchase motivations.
Design/methodology/approach
Three experiments are conducted. The first experiment is a 2 (price ending: nine-ending vs round-ending) × 2 (product appeal: green vs non-green) between-subjects study; the second experiment is a 2 (price ending: nine-ending vs round-ending) × 2 (price level: low price vs high price) × 2 (product appeal: green vs non-green) between-subjects study; and the third experiment examined buyers’ preferences of price endings regarding the purchase of green products having either utility (utilitarian) or pleasure (hedonic) motivation.
Findings
This research highlights that consumers prefer zero-ending prices for green products and pleasure motivation products, but they prefer odd endings for low-priced and utilitarian products. These results support the increased reception of round-ending prices. Accordingly, this study contributes to the literature by providing a boundary condition for odd-ending prices. Specifically, the study finds that the effect of nine-ending prices becomes weaker as the price of the product increases.
Practical implications
The findings of this study have practical implications for managers, as the results indicate that pricing green products and high-quality perception products using round digits and pricing low-priced and utility perception products using odd digits will increase consumers’ purchase intentions. Moreover, pricing the products using round-ending prices will reduce the perception of low quality and deter brand loyalty emanating from a low-priced/discount image of a product.
Originality/value
This research contributes to theoretical and practical aspects of behavioural pricing literature. This research uncovers the buyers’ distinct preferences for zero-ending prices and odd-ending prices when purchasing different products based on different motivations and varied price levels. This is the first research of its kind to explore and compare the impact of psychological pricing on green products. The study also resolves a contradiction in past literature regarding the use of nine-ending prices by providing boundary conditions.
Details
Keywords
Neeraj Pandey and Sandesha Shinde
The learning objectives of this case study are to understand business-to-business (B2B) marketing in a logistics organization; apply go-to-market (GTM) strategy in the…
Abstract
Learning outcomes
The learning objectives of this case study are to understand business-to-business (B2B) marketing in a logistics organization; apply go-to-market (GTM) strategy in the logistics industry; design B2B distribution strategy so as to enhance geographic penetration; and develop digital marketing strategies in the logistics industry.
Case Overview/Synopsis
V-Xpress is a leading B2B player in the express cargo category in the Indian logistics industry. In March 2017, Sachin Nair, Head of V-Xpress Marketing, was presenting three different GTM strategies to the CEO for the new Assured Timely Movement services. He wanted CEO views on each of them so that he can choose the best one. Sachin was also trying to find a solution to backhaul problem in eastern India. The resolution of this problem would have helped V-Xpress to become a truly pan-India B2B logistics company. Sachin was also revamping the digital marketing strategy as part of ambitious V-Xpress marketing strategy. These initiatives were taken as part of CEO’s vision for reaching annual revenue of INR 10bn by 2020. Sachin was thinking about various options so as to implement these changes with least investments.
Complexity academic level
This case study can be used in B2B marketing, marketing management and marketing strategy course of an MBA program.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS: 8: Marketing
Details
Keywords
Marketing, Pricing, Strategic marketing.
Abstract
Subject area
Marketing, Pricing, Strategic marketing.
Study level/applicability
The case is developed for an MBA-level program.
Case overview
In May 2017, the telecom industry in India witnessed an intense price war over 4G (fourth generation) data prices. Gopal Vittal, CEO of Bharti Airtel was exploring various options on how best to respond to the situation. He had to take a final call regarding Bharti Airtel’s marketing team’s counter move to tackle this price war by Jio – should Bharti Airtel ignore it, accommodate it or retaliate with even lower prices? Bharti Airtel strongly believed that Jio pricing structure had violated “fair pricing” norms, and its pricing was anti-competitive. It had filed a case with the Telecom Regulatory Authority of India (TRAI) and the Competition Commission of India (CCI) to restrain Jio from further giving “free” promotional offers and penalize it for it. Could the legal recourse by Bharti Airtel dampen Jio’s consistent subscriber growth rate?
Expected learning outcomes
The case provides the students with an insight into how the competition focused on pricing happens in the telecom industry. The pricing war affects the profit margin of all competing companies. It changes the customer reference point for evaluating the competing products and services. The students would also learn practical applications of positive-sum pricing, pricing war, fair pricing and legal aspects of pricing. This case provides the students with an opportunity to understand the pricing war and how to respond to it in a particular situation; understand positive-sum pricing and negative-sum pricing in telecom industry context; understand legal aspects of pricing; and how to leverage data for gaining newer customer insights.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 8: Marketing.
Details
Keywords
Kumar Mukul, Neeraj Pandey and Gordhan K. Saini
This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing…
Abstract
Purpose
This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing issues faced by startup firms in emerging markets and examines how they leverage their social capital to reach out to their customers and other stakeholders for marketing their products and services.
Design/methodology/approach
The case study analysis using the abduction method, semi-structured interview and content analysis were used for answering the research questions.
Findings
This study finds the importance of developing social capital by startups for marketing activities. Social capital also acts as a strategic advantage that the competitors cannot easily emulate. Findings show that the development of social capital happens through the network of startup entrepreneurs and social connections involving customers, dealers and suppliers, among others.
Originality/value
This study is a novel attempt to emphasize the potential of social capital for marketing activities in a startup firm. This study expands the literature on social capital with a marketing perspective in an emerging economy context. The academic and managerial implications have also been highlighted in the study.
Details
Keywords
Gaganpreet Singh and Neeraj Pandey
The purpose of this paper is to explore green packaging from the process dimension. Specifically, it focuses on understanding the behavior of costs associated with…
Abstract
Purpose
The purpose of this paper is to explore green packaging from the process dimension. Specifically, it focuses on understanding the behavior of costs associated with installing green packaging infrastructure.
Design/methodology/approach
The study used system dynamics to design the model. The model was tested on three industries employed in manufacturing glass bottles to generalize the result.
Findings
The study concludes that cost of remanufacturing which initially is higher because of recollection phases and reverse logistics costs eventually becomes lower than new manufacturing as soon as system achieves stability and continues to follow the same trend over the period of time.
Practical implications
The study put forwards an explanation to the concerns of manufacturers who were unwilling to install green packaging or remanufacturing infrastructure into their operations because of several cost- and risk-related dilemmas.
Originality/value
The study extends the academic literature by answering the queries raised by Kassaye and Holloway (2015).
Details
Keywords
Gaganpreet Singh and Neeraj Pandey
The purpose of this paper is to investigate the celebrity-brand association from a different perspective.
Abstract
Purpose
The purpose of this paper is to investigate the celebrity-brand association from a different perspective.
Design/methodology/approach
This study uses exploratory factor analysis, confirmatory factor analysis, and binary logistic regression.
Findings
This study conceptualizes celebrity-owned brands (COBs). It statistically validates the complimentary and synergistic effects of six inter-related but distinct factors that are likely to influence a buyer’s willingness to pay price premium for COBs.
Originality/value
This study makes a novel attempt by analysing the celebrity-brand relationship from a different perspective. The paper deviates from the traditional and widely researched linkage of a celebrity with a brand through endorsement.
Details