This text uncovers the hidden and unexploited power of leveraging from the concept of brand and brand building for B2B marketers. It focuses on the need of B2B marketing from the point of view of Indian markets and economic conditions at home

This paper describes the lessons learnt by Tata Steel, one of India's largest and most respected companies, to foster innovation and corporate intrapreneurship, as part of its efforts to reinvent the company. The company has been able to leverage the creativity of its workforce and transform its...

The panorama of leaders, among other things gives a resounding message that we can win and do so using ethical means and more importantly share our wins and make everyone a winner in the global family. This indeed is a true culmination of the Vedic dictum. ‘Vasudhaiva Kutumbakam' (for those...

Purpose – Given India's rapid industrial growth and burgeoning numbers of sales and marketing employees, there is an urgent need to develop India‐centric B2B sales management knowledge. However, there is little hard information about similarities or differences between sales management...

Purpose – This paper's aim is to identify structural and relational factors influencing the upstream channel management of organized retailers in India. Design/methodology/approach – In‐depth interviews were conducted with 15 organized retailers and two manufacturers in India. Data were...

Purpose – This paper seeks to explore how Indian buying firms practise an open book (OB) policy in supplier relationships in three industries, i.e. the vehicle industry, the construction industry and the information technology industry. It also aims to study determinants of open book...