Rishtee Batra

Assistant Professor of Marketing at the Indian School of Business (ISB).

Feeling low? Forgo the comfort food and turn up the volume!

Managing one’s self-worth after experiencing a psychological threat need not always lead to counterproductive behaviours such as excessive shopping and binge eating. Research by Professors Rishtee Batra and Tanuka Ghoshal shows that high intensity sensory consumption (HISC), which involves heightening the senses via enhanced levels of key sensory properties such as bright colours or loud music, can be a better …

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Have Brand Power, Write the Rules

Apart from product quality, brand power is everything for success in the retail business says Ajay Arora, Managing Director, D’Decor, the world’s largest maker of home furnishings and fabrics. The firm that holds the brand power practically writes the rules of the game, he adds explaining how the US $250 million company is now making a major play for the …

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