ISBInsight: What is omnichannel retail?
Murali Mantrala: The advent of online retail websites, marketplaces and additional digital platforms such as mobile phone shopping apps and social media, has transformed the world of retailing by providing multiple avenues for sellers to connect with buyers. As a result, the term ‘Omnichannel’ has gained currency over the last six years. This trend signifies the abilities and dispositions of contemporary consumers to crisscross and avail of the multiple channels at various stages on their ‘paths to purchase’ for products and services.
From the mid-90s to the beginning of the current decade, there has been a major shift from the traditional single-channel …
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Manish Gangwar is Associate Professor of Marketing and Executive Director at Applied Statistics and Computing Lab and the Business Analytics Programme at ISB.
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The retail industry is one of the world’s fastest growing e-commerce markets fuelled by the rapid increase in Internet users, concentration through mergers and acquisitions, increased competition and compressed margins. Organised retail has always been a dynamic and fast-paced industry, focused on competition and profitability. The adoption of a process called category management (CM) has raised the stakes even higher.
At …
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Manish Gangwar: Thank you on behalf of team ISBInsight for taking the time to talk to us. You have been a prolific researcher in the last decade. It is often alleged that academic research is too theoretical and has little practical use. Can you tell us as academicians how we can bridge the gap between theory and practice?
V Kumar: The traditional …
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Based on the research of Hemant K. Bhargava and Manish Gangwar
The service industry is rife with decision dilemmas involving choosing between usage-based pricing and access-based pricing, or how best to combine the two. Consumer-oriented services such as Netflix and Office 365 and enterprise variations of “software as a service” offer access- only pricing, i.e., unlimited use for a flat fee, with …
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Celebrity endorsement has come into the spotlight in India with recent controversies over products endorsed by well-known personalities. This is more of an issue in emerging markets like India because of the high credibility that celebrities carry. This phenomenon stems from the fact that power distance, or the acceptance of unequally distributed power, is high in countries like India. Recent …
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