Features

Concise yet comprehensive research-based or opinion pieces on a variety of topics of interest for practicing managers and researchers.

Do Consumers Put Their Money Where Their Mouth Is? Ethical Consumerism and Dual Attitudes

Even though consumer interest in ethical products has increased in recent times, a significant gap exists between what most consumers say about their intent to buy and what they actually end up buying. Research by Professor Rahul Govind, Professor Jatinder Jit Singh, Professor Nitika Garg and Shachi D’Silva, tries to explain this puzzle, revealing useful insights for ethical product makers and marketers.

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FMCG Lessons for Pharma

What were the key success factors for Arogya Parivar, a bottom-of-the-pyramid initiative by Swiss pharmaceutical major Novartis? In this article, Meenakshee Sinha and Professor S. Arunachalam present a replicable fast-moving consumer good blueprint for rural marketing based on the Arogya Parivar experience.

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