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Sundar Bharadwaj

The Coca-Cola Company Chair, Marketing, Terry College of Business, University of Georgia.

How to Use Disruptive Business Models to Reach the Next Billion Consumers

The economic turbulence in developed economies like the United States, Germany and Japan is driving multinational firms to explore emerging market economies like Brazil, Russia, India and China. According to the 2018 International Monetary Fund (IMF) economic growth statistics1, the economic growth in United States, Germany and Japan, was less than 3% while emerging economies like India, China and Vietnam …

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Complementary Roles of PCs and Smartphones in Enabling Digital India

According to a recent United Nations report, India has the world’s largest youth population with 28% of its population within the range of 10 to 24 years of age. Highlighting the fact that young people are innovators, creators, builders and leaders of the future, the UN pointed out that India’s young people present a tremendous opportunity to transform the country’s …

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Engaging in Real-Time: Understanding the Effect of ‘Real-Time’ Social Media Messages On Consumer Engagement

This research contributes to the academic literature, by understanding characteristics of real-time marketing (RTM) messages on social media and systematically looking at its impact on consumer engagement. The researchers empirically examine the effect of RTM messages on consumer engagement in social media and integrate insights from practice (using field interviews) and existing theory to propose and test two mechanisms by …

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