Grandhi, Balakrishna; Patwa, Nitin; Saleem, Kashaf - In: EuroMed Journal of Business 16 (2020) 4, pp. 381-398
Purpose: In the current business environment, more uncertain than ever before, understanding consumer behavior is an integral part of an organization's strategic planning and execution process. It is the key driver for becoming a market leader. Therefore, it is important that all processes in...