Nagasimha Balakrishna Kanagal

Indian Institute of Management Bangalore | IIMB · Department of Marketing

The formulation of marketing strategy is augmented with the firm making efforts to develop market orientation. Market orientation is the ability of the firm to “orient” its marketing strategy to the requirements of the market and continually re-orient its marketing strategy to the changes that occur in the market and business environment. The paper...

Emerging markets, as of recent times, are going through phases of liberalization towards market economies, increasing privatization, and are witnessing an emphasis of emerging markets’ governments towards globalization. There has been a rise in the contribution of emerging market firms to the economies of emerging markets. A study with a purpose to...

p>Marketing Strategy Implementation (MSI) is responsible for delivering the value proposition to the customers. MSI can be seen as (1) dichotomous with marketing strategy formulation; or as (2) a mutually interdependent process along with marketing strategy formulation; or as (3) a program. Aspects postulated to be important during the implementati...

p>The stimulus response model of consumer behaviour is useful to understand the buying behaviour of individual consumers in the context of individuals buying consumer products. An extended stimulus-response model of behavioural processes in consumer decision making is proposed that serves to integrate the influences and interlinkages of buyer psych...

Brand market shares for the consumer nondurable category exhibit short-term market share perturbations (market share dynamics or finite time nonstationarity). For mature markets, such market share dynamics is offset over time by competitive action, enabling brands to retain almost steady state shares; this condition is also termed as long run equil...

Perceived value pricing is an important price setting procedure. Perceived value pricing indicates the importance of providing benefits and functionalities to the consumer and the simultaneous need to price it effectively so that the firm can take appropriate value. Perceived value pricing is effective in pricing of premium goods and services with...