Purpose – This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India. Design/methodology/approach – Data were collected from 250 children aged between 7 and 12 years, drawn in the sample from five major towns of the relatively...

Purpose – The study is designed to explore the importance of appropriate marketing strategies for sustainability of small firms in India, a developing economy. Design/methodology/approach – A framework based on accepted definition of marketing strategy was developed which could notionally...

Purpose – This study attempts to understand the impact of relational switching costs and satisfaction on commitment as well as its impact on the satisfaction – commitment link in a supplier‐to‐manufacturer context in manufacturing. Design/methodology/approach – The data for this study...

Purpose – This paper seeks to report the findings of a survey aimed at understanding the marketing programmes (MP) for industrial products in different phases of the product life cycle (PLC). Design/methodology/approach – The study is an exploratory one, conducted in a sample of 63 Indian...

Purpose – Whilst earlier studies of market entry success factors have mostly focused on large emerging markets such as China or India, limited attention has been given to smaller emerging markets. The purpose of this paper is to identify the effects of firm-level (i.e. entry mode and firm...

This article is an attempt to see the impact that WTO has made on the small- scale sector and also to see how the same, if addressed in the right perspective, could lead to increasing competitiveness thereby requiring the need for change. The article has tried to understand how the small-scale,...

With research focusing on corporate social disclosure mainly through websites and corporate reports, corporate social responsibility (CSR) communications remain an emerging field. However, little is known about CSR advertisements. Combining legitimacy theory and the theory of impression...