Purpose: The main objective of this study is to evolve the basis of beneficial impact assessment of international marketing strategy (IMS) for emerging market multinationals by applying construct-measurement research methodology. The purpose of this study is to link the conceptual definition...

Purpose: This study aims to examine whether export competitiveness (EC) in the two groups of the Indian textile industry i.e. “textiles” and “textile products” group differ. Design/methodology/approach: The study examines how exchange rate (ER), real effective exchange rate (REER) and...

Purpose: The use of nostalgia in the marketing domain has been popular around the world. Nostalgia has been considered a complex yet ambivalent emotion, which has ignited curiosity among marketing researchers and practitioners alike. In response to calls from marketing practitioners and...

Purpose: We respond to calls from business schools (B-schools), apex education bodies, regulators, activist groups and researchers for more rigorous research to understand the future strategies of B-schools in India. We specifically examine the challenges posed by the current COVID-19 pandemic...

Purpose: The manuscript reflects on the future of higher education from an emerging country perspective. The authors specifically answer how new education policies, ranking and accreditation are impacting the current state of Indian higher education institutions (IHEIs) and how IHEIs can...

Purpose: This study explores the relationship between market orientation (MO), marketing capabilities, competitive advantage and firm performance with a focus on productivity and growth. This study answers on how MO and capabilities can enhance the performance of a firm....

Purpose The purpose of the study is to identify the important barriers to the development of medical tourism in the United Arab Emirates (UAE). Further, it aims to establish a relationship among these barriers and propose a framework to overcome them. Design/methodology/approach The study uses a...

Purpose In the past four decades, substantial air traffic growth has triggered enthusiasm in the aviation sector. At the same time, this growth has posed challenges to its financial and environmental sustainability commitments. A buzz has been centered on introducing and supporting aviation...