Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and to build a brand image. Marketers pay millions of dollars to celebrity endorsee hoping that the stars will...

Demonetization has impacted the retail industry due to a liquidity crunch. As the Indian retail industry generates a lot of cash transactions, a reduction in sales will continue in the short-term, i.e. one-two quarters. This impact is being felt largely by small traders and the unorganised...

Entrepreneurship and co-operative self-employment are the key vehicles of employment generation in a society. They increase social and economic welfare by providing solutions to unemployment and underemployment problems. In particular, entrepreneurs of micro and small enterprises always inject...