Topic: Marketing

FMCG Lessons for Pharma

 By Meenakshee Sinha and S. Arunachalam 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. The Transforming Pharma Landscape In the past century, scientific breakthroughs and economic development enabled pharmaceutical …

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The Lesser Evil? Evaluating E-cigarettes Consumption

By  Vithala R. Rao and Jialie Chen, with Ashima Sood While cigarette smoking is on the wane, 'vaping' is on the rise worldwide. Do e-cigarettes really help smokers kick the nicotine habit? And what may be the best public policy options for regulating their use? Research by Professor Vithala R. Rao and Dr Jialie Chen offers some answers. Are e-cigarettes really the …

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How Emotions Drive Sales

What impact do emotions have on consumer choice and buying behaviour? Professor John Roberts and his co-authors advise companies on the right emotions in market campaigns. Professor John H Roberts, Visiting Faculty, Indian School of Business

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Word of Mouth Matters for Healthcare

What drives uptake of tertiary healthcare services? Word of mouth effects may have an important role to play, say Professor Chirantan Chatterjee and his co-authors. Hospitals across India set up many free health check-ups every year. Health activists often run campaigns on ways to screen diseases such as breast cancer and cervical cancer. Despite such efforts, awareness about many diseases remains …

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From Emerging Markets to Growth Markets

The Thought Leaders Conference on Managing Business and Innovation in Emerging Markets was held at the Indian School of Business (ISB), Hyderabad from April 26-28, 2018. The conference was wide-ranging in its approach, including over 100 papers across emerging market themes presented by researchers from across India and the world. Figure 1: Academic View   Two engaging plenary sessions bookended the conference paper …

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Leveraging Industry 4.0 for Digital Transformation of Value Chain

In an increasingly global and competitive environment it has become imperative to transform the way we look at our value chain. Organizations today are experiencing fundamental changes that include shifts from: Mass Production to Mass Customization Make-to-Stock to Make-to-Order Simple ‘product delivery’ to ‘personalized experience and services,’ where the products are often bundled with ‘value-add’ services and unique experiences. The competitiveness of companies becomes …

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How Marketing Capabilities Shape Financial Performance

Based on the research of Sridhar N. Ramaswami, Rajendra K. Srivastava, and Mukesh Bhargava ISBInsight Management Briefs is pleased to showcase an important contribution to the field of marketing strategy by Dean Professor Rajendra Srivastava and Visiting Scholar Professor Sridhar Ramaswami. First published in 2009, this research identifies the pathways through which market-facing business processes add value to the firm’s financial …

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Refurbishing of Defective Product Returns

In order to gain a competitive edge, companies sometimes introduce new products hastily, resulting in increased incidence of defective products and consumer returns. Professor Narendra Singh’s research shows that more defective product returns are not necessarily a bad thing for a company if the company refurbishes these returns. Narendra Singh is Adjunct Assistant Professor in Operations Management at ISB.

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Global Airline Alliances: Convenience or Complaints?

Based on the research of Trichy V. Krishnan, Siddharth Shekhar Singh and Dipak Jain Airline alliances help travellers fly seamlessly with different airlines during a single journey without having to make different bookings for each stop. Though the alliances aim to offer convenience, they often breed consumer dissatisfaction with the services provided by partner airlines. What factors lead to service …

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Tapping the Sceptical Donor: A Novel Funding Approach for Non-profits

Based on the research of Sripad K. Devalkar, Milind G. Sohoni and Priyank Arora. Non-profit organisations (NPOs) typically raise all the funds required for the project upfront. In this so-called “traditional approach”, the implementation of the project begins only when all the funds are raised, thus delaying implementation and service delivery. In order to overcome this challenge, NPOs are using a …

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