This collection consists of the working papers of IIMK Community. http://dspace.iimk.ac.in:80/xmlui/handle/2259/538 2026-05-12T13:15:34Z 2026-05-12T13:15:34Z Nargundkar, Rajendra Shergill, Gurvinder* http://dspace.iimk.ac.in:80/xmlui/handle/2259/541 2020-12-08T17:21:02Z 2003-01-01T00:00:00Z

Market Orientation, Marketing Innovation as Performance Drivers: Extending the Paradigm Nargundkar, Rajendra; Shergill, Gurvinder*

2003-01-01T00:00:00Z Purani, Keyoor Abhilash, Nair * http://dspace.iimk.ac.in:80/xmlui/handle/2259/540 2020-12-08T17:21:02Z 2006-01-01T00:00:00Z

‘Equity’ Brand: Evolution of a Brand From Stock Market Purani, Keyoor; Abhilash, Nair * Brand Management has been primarily the job of marketing specialists, because brands have so far been seen in context of consumer markets. Many companies have been known for their product brands in the consumer markets but its time now to clearly recognize a company's markets other than consumer market. Hence, a company must have a brand, which appeals to all its markets including consumer market, stock market, human resource market and supplier & intermediary market. Corporate brand generally evolves from one of the above mentioned markets. In this market it gains strength and then starts appealing to other markets. With economic revolution in India, stock markets are fast moving towards maturity making the companies look at brands in context of stock markets. Brands have started evolving from stock markets. A brand thus evolved is referred to as an 'equity' brand by the authors. The 'equity' brand can strengthen the corporate brand very easily as it shares a common name with ... * External Author. Mr. Abhilash Nair, Ph D Student, Indian Institute of Technology, Bombay

2006-01-01T00:00:00Z Sahadev, Sunil http://dspace.iimk.ac.in:80/xmlui/handle/2259/539 2020-12-08T17:21:01Z 2006-01-01T00:00:00Z

Economic Satisfaction And Relationship Commitment In Channels: The Moderating Role Of Environmental Uncertainty,Collaborative Communication And Coordination Strategy Sahadev, Sunil The paper explores the relationship between economic satisfaction within a relationship and relationship commitment. The moderating effects of three variables are considered: viz. (i) the use of behavior based coordination strategy (ii) the perceived level of environmental uncertainty and (iii) the use of collaborative communication strategy. The hypotheses are proved through a sample survey among 101 channel partners of mobile service providers in a state in India. The results indicate the moderating variables act as quasi moderators where in they both directly and indirectly impact the dependent variable

2006-01-01T00:00:00Z