This paper identifies the belief dimensions for Indian consumers’ attitude toward advertising. A sample of 873 consumers including 458 males and 415 females has been drawn from North Indian States and Union Territories. The 28 belief statements in Pollay and Mittal Model of attitude toward...

Depending upon the public opinion about the social, economic and ethical aspects of advertising, the marketers and the public policy makers should take different stances on how advertising should be treated. The study has analyzed in detail the public response to the issues like: ‘Targeting...

Attitude toward advertising is one of the main antecedents of attitude toward advertisements; which in turn affect the feelings of consumers about products or brands. The present study measures the public attitude toward advertising in general (Ag) as well as toward the ‘institution of...

An effective Knowledge management (KM) program can help a company foster innovation by encouraging the free flow of ideas, improve customer service by streamlining response time, boost revenues by getting products and services to market faster, enhance employee retention rates by recognizing the...

During the last decade, Competitive Intelligence (CI) has graduated from a simple data gathering exercise through industry/competitor analysis and has become a core capability for the strategic decision makers. Competitive intelligence is no more a tactical decision, it has strategic orientation...

Consumer Segments based on psychographics is preferred over the traditional criteria of segmentation. Applying the Exploratory Factor Analysis, the study identifies the dimensionality of beliefs underlying attitude toward advertising in general (Ag). Hierarchical clustering and K-Means...

The higher education sector in India is opening up. Government wants to increase the gross enrolment ratio from around 12% at present to 30% by 2020 and will need around 800 additional universities. For this, government is promoting private investment in higher education by allowing the setting...

The case looks at the social media marketing experience of Akash Gautam Training Solutions (AGTS). It covers many dimensions of using social media as an alternative and cost effective channel of communication. The case highlights the important considerations and tactics which can be used to...

The purpose of this paper is to provide a review of literature on developments in entrepreneurship theory and emergence of Entrepreneurial Orientation (EO) construct. It also explores and presents the literature on the relationship between entrepreneurial orientation and business performance....

This study endeavors to find the impact of Knowledge Sharing Orientation (KSO) of business on its performance. Knowledge sharing orientation is one of the important dimensions of knowledge management orientation. A purposive sample of 300 key informants (CEOs, top level and middle level managers...