Mehta, Seema; Singh, Tarika; Saxena, Tanjul - In: International Journal of Commerce and Management 22 (2012) 2, pp. 145-151
Purpose – The owners and promoters of Color Valley are feeling blue as their much cherished entrepreneurial endeavour is attacked by multi‐hued issues. Having chalked out a distinct position for itself in the landscape of the unorganized paint industry through aggressive brand building and...