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Neeraj Pandey

National Institute of Industrial Engineering(NITIE), Marketing, Faculty Member

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Dr. Neeraj Pandey is Professor of Marketing at NITIE Mumbai. He did his Post-Doc at Johns Hopkins University, USA in the area of Healthcare Pricing. He has authored two Books (Pearson and PHI) besides publications in international journals. His research has appeared in journals like Australasian Marketing Journal, International Journal of Information Management, International Marketing Review, Journal of Business Research, Journal of Business and Industrial Marketing, Journal of Consumer Marketing, Journal of Strategic Marketing, Marketing Intelligence and Planning, Australasian Journal of Information Systems, Psychology & Marketing, and Journal of Consumer Affairs, among others. A prolific case writer and teacher, he has published case studies in Asian Case Research Journal, Ivey Publishing, The Case Centre, Emerald Emerging Markets Case Studies< Sage Business Cases, and IIM Ahmedabad Case Centre. He received ‘The Best Teacher’ award by NITIE Mumbai; ‘AIMS-IRMA Outstanding Management Researcher Award’ by AIMS international and ‘Young Management Researcher’ award by Higher Education Forum (HEF). He is also Visiting Faculty at IIM Kozhikode, IIM Raipur and IIT Bombay.
He has trained senior executives of HPCL, BEL, SPMCIL, PSEB, etc. and done consulting assignments for various organizations including Dr. Reddy’s Laboratories, BPCL, GSFCL, ONGC, HPCL, Diligent Media Corporation, Owens Corning Ltd, Board of Apprenticeship Training (under Ministry of HRD) and MRF Ltd. His research and teaching interests are Pricing, Digital Marketing, B2B Marketing and Services Marketing.
Address: NITIE, Vihar Lake Road, Powai, Mumbai 400087

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Books by Neeraj Pandey

Intellectual Property Rights

Marketing Issues in SMEs: Cases from India

The book ‘Marketing Issues in SMEs: Cases from India’ published by Pearson Education and authored... more The book ‘Marketing Issues in SMEs: Cases from India’ published by Pearson Education and authored by Dr. Neeraj Pandey, Assistant Professor (Marketing), NITIE, Mumbai and Gaganpreet Singh (Business Analyst, Viom Networks Limited) captures actual marketing dilemma situations being faced by SMEs in India. It also covers operational and strategic marketing scenarios/issues, the SMEs face while they were expanding, diversifying, scaling up, promoting innovation, pricing products & services, undertaking new product development, handling sales problem or negotiating with bigger organization to which they were marketing their products as vendors; apart from special marketing decision making situations.
All the case studies in the book are based on primary research and field visits to the respective organizations. Each case study covers a different industry so as to provide readers insights into variation in marketing issues across industries. It covers both manufacturing and services-focused SME’s. The book also provides elaborate Instruction Manual including solutions of all case studies through Pearson Resource Centre.
The foreword for the book is written by internationally renowned marketing consultant and author Ms. Rama Bijapurkar. The book has endorsements from Prof. Kevin Lane Keller, Prof. Vijay Govindarajan (Tuck School of Business, Dartmouth College, USA) and faculties of IIT and IIM.

Papers by Neeraj Pandey

Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse

Information Systems Frontiers

The Metaverse has the potential to form the next pervasive computing archetype that can transform... more The Metaverse has the potential to form the next pervasive computing archetype that can transform many aspects of work and life at a societal level. Despite the many forecasted benefits from the metaverse, its negative outcomes have remained relatively unexplored with the majority of views grounded on logical thoughts derived from prior data points linked with similar technologies, somewhat lacking academic and expert perspective. This study responds to the dark side perspectives through informed and multifaceted narratives provided by invited leading academics and experts from diverse disciplinary backgrounds. The metaverse dark side perspectives covered include: technological and consumer vulnerability, privacy, and diminished reality, human–computer interface, identity theft, invasive advertising, misinformation, propaganda, phishing, financial crimes, terrorist activities, abuse, pornography, social inclusion, mental health, sexual harassment and metaverse-triggered unintended c...

Does electric vehicle adoption (EVA) contribute to clean energy? Bibliometric insights and future research agenda

by Divya Singh and Neeraj Pandey

Cleaner and Responsible Consumption, 2023

Clean sources of energy are a priority area for many organizations. The regulators and government... more Clean sources of energy are a priority area for many organizations. The regulators and government are incentivizing these initiatives, which would also aid in achieving sustainable development goals (SDGs). Electric vehicle adoption (EVA) is an important pillar of clean energy which would help establish a sustainable transportation ecosystem in a nation. This study aims to comprehend the global trends in research on EVA since the 1980s. The bibliometric insights highlight that there has been a growing interest in EVA since early 2010, which is reflected in the number of publications and scholars conducting research in this domain. A corpus of 1077 research papers on EVA was analyzed using Vosviewer, Gephi, and Bibliometrix tools. The study maps the entire intellectual structure that covers EV adoption by individuals, organizations, and society. The study also proposes research agenda for future researchers working in the field of promotion of cleaner and sustainable transportation.

Fluidity and the customer experience in digital platform ecosystems

International Journal of Information Management, Apr 1, 2023

Fluidity is the ability of a digital platform ecosystem to change form to align with changing con... more Fluidity is the ability of a digital platform ecosystem to change form to align with changing consumer preferences and stay relevant in the marketplace. This study advances that three dimensions and their five sub-dimensions determine the fluidity of a digital platform ecosystem. They are the (1) functional dimension with its two subdimensions of platform openness and platform quality (i.e., user-friendliness and quality of service offerings); (2) the mechanical dimension which consists mainly of platform design; and (3) the humanistic dimension with the sub-dimensions of network effects and network interactivity. This study advances that firms can manage these dimensions to improve the fluidity of their platforms. Furthermore, we propose that improved fluidity enhances the customer experience and increases switching costs.

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

by Professor Dimitrios Buhalis and Neeraj Pandey

Psychology & Marketing

The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought t... more The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse’s impact on users and organisations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation and consumer wellbeing.

Analyzing Role of E-SERVQUAL Constructs for Post-pandemic Recovery of Indian Taxi Aggregator Services

International Journal of Global Business and Competitiveness, 2021

Does electric vehicle adoption (EVA) contribute to clean energy? Bibliometric insights and future research agenda

by Divya Singh, Kanti Paul, and Neeraj Pandey

Cleaner and Responsible Consumption, 2023

Clean sources of energy are a priority area for many organizations. The regulators and government... more Clean sources of energy are a priority area for many organizations. The regulators and government are incentivizing these initiatives, which would also aid in achieving sustainable development goals (SDGs). Electric vehicle adoption (EVA) is an important pillar of clean energy which would help establish a sustainable transportation ecosystem in a nation. This study aims to comprehend the global trends in research on EVA since the 1980s. The bibliometric insights highlight that there has been a growing interest in EVA since early 2010, which is reflected in the number of publications and scholars conducting research in this domain. A corpus of 1077 research papers on EVA was analyzed using Vosviewer, Gephi, and Bibliometrix tools. The study maps the entire intellectual structure that covers EV adoption by individuals, organizations, and society. The study also proposes research agenda for future researchers working in the field of promotion of cleaner and sustainable transportation.

Fluidity and the Customer Experience in Digital Platform Ecosystems

by Aishwarya Ramasundaram, Neeraj Pandey, and Professor Jochen Wirtz

International Journal of Information Management, 2023

Fluidity is the ability of a digital platform ecosystem to change form to align with changing con... more Fluidity is the ability of a digital platform ecosystem to change form to align with changing consumer preferences and stay relevant in the marketplace. This study advances that three dimensions and their five sub-dimensions determine the fluidity of a digital platform ecosystem. They are the (1) functional dimension with its two subdimensions of platform openness and platform quality (i.e., user-friendliness and quality of service offerings); (2) the mechanical dimension which consists mainly of platform design; and (3) the humanistic dimension with the sub-dimensions of network effects and network interactivity. This study advances that firms can manage these dimensions to improve the fluidity of their platforms. Furthermore, we propose that improved fluidity enhances the customer experience and increases switching costs.

Idea Generation for New Service Development (NSD): Harnessing the Power of Social Media Platforms

Multidisciplinary Business Review

Customers frequently use social media (SM) platforms to share and seek information about services... more Customers frequently use social media (SM) platforms to share and seek information about services. Could the content of customer SM interactions be used for new service development (NSD)? This study analyses: (a) Whether social media input is relevant for NSD? (b) What are the preferred social media platforms for NSD? (c) How social media input can be integrated with the current NSD organisational process? The results highlight the importance of social media input in NSD. Facebook leads the social media pack for relevant NSD input. The SMART roadmap for leveraging the power of social media for NSD has also been suggested.

Consumers’ Perceptions of Deal Presentations for Green Products

Australasian Marketing Journal

There is no clarity on when and why consumers prefer specific sales promotions for the green vers... more There is no clarity on when and why consumers prefer specific sales promotions for the green versus non-green products. This research conducts a comparative analysis through three experiments to provide a theoretical explanation. It enhances the understanding of the impact of bonus pack versus price discount promotions for different characteristics, varying purchase volume, and the effect of information on buyers’ choices. The results show that buyers do not prefer price discounts when purchasing low-involvement green products, and they do not prefer bonus packs when purchasing low-involvement non-green products. Remarkably, for high-involvement products, the buyers prefer bonus packs when purchasing green products; however, they show no specific inclination while purchasing non-green products. These effects are further influenced by emphasizing deal-savings and varying purchase volume. In addition, this research explains the reason for consumers’ deal preferences through identifyin...

Agile Agriculture Supply Chain Management (AASCM) for Managing Shifting Consumer Food Preferences: Framework Development Using Grounded Theory Approach

Lecture Notes in Management and Industrial Engineering, 2022

Strategic marketing options and firm performance: A case of an independent automobile workshop

South Asian Journal of Marketing and Management Research, 2014

Whilst there are firms having clear strategic intent either as low cost provider or differentiato... more Whilst there are firms having clear strategic intent either as low cost provider or differentiator, we look at the fate of firms that choose to “flow with the wind” and may appear to be doing well but are actually sitting on a time-bomb. With the passage of time these firm become irrelevant due to technology obsolescence, disruptive innovation and competitive pricing. Application of Marketing Concept as a strategic choice to pre-empt competition, it is being argued could be the way forward particularly where basic offering are same or similar and available resources are dear. The research looks at the plight of businesses that are small and independent by taking an elaborate case study of an independent automobile workshop operating in the SMB space. They may appear to be doing well but a deeper investigation exposes the vulnerabilities that could be fatal with the march of time. Focus on 3 P's viz people, process and physical evidence with an innovative approach would be helpfu...

Employee Attrition in ITeS Call Centers in Selected Clusters of North India

Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis

Journal of Business Research, 2021

Abstract In this study, we use bibliometric analysis and systematic review to analyze electronic ... more Abstract In this study, we use bibliometric analysis and systematic review to analyze electronic word-of-mouth (eWOM) research. Our findings show that the research has grown a lot in terms of publications. The publications have mostly come from United States and Europe. The contributors to the field have preferred mixed research designs with more focus on theory building. The geographical focus of the research has been on North America and Europe, which is consistent with the contribution patterns. The prominent topics in the field include negative word of mouth, consumer behavior and trust, word of mouth in social networks, online reviews and ratings, brand loyalty, social media, service failure and service recovery, corporate social responsibility, user-generated content and viral marketing, service quality, and services marketing. There are four primary topics in the field’s current research: determinants of eWOM, eWOM in the hospitality industry, cognitive aspects of eWOM, and service failure and recovery. The future directions and implications of research are discussed.

Role of Social Media in Hospital Branding

New Techniques for Brand Management in the Healthcare Sector, 2021

The fierce competition in the healthcare sector has forced the hospitals to go for branding. The ... more The fierce competition in the healthcare sector has forced the hospitals to go for branding. The hospitals have various options like print, radio, TV, and digital media for conducting their brand management exercise. The analysis showed that the best hospitals around the globe have focused more on social media marketing for their brand-building exercise. This study conducted a rigorous structured literature review to understand the best practices for healthcare branding using social media tools. The study also conducted a benchmark analysis of social media marketing efforts of the leading global hospitals. It also analyzed the popular online healthcare communities to find the best social media marketing practices adopted for hospital brand building. The practical suggestions for how to leverage the various social media channels for better hospital brand building have also been highlighted.

Are Nine-Ending Prices Equally Influential in Eastern Culture for Pricing Green Products?

Journal of International Consumer Marketing, 2018

This research offers some insights into applicability of nine-ending prices in Eastern culture fo... more This research offers some insights into applicability of nine-ending prices in Eastern culture for the pricing of green products. The research was accomplished through two experimental studies, the first experiment was designed as a 2 (nine-endings vs. control) × 2 (green vs. non-green) mixed design, and the second as a 3 (nine-endings, five-endings vs. control) × 2 (motivations: hedonic vs. utilitarian) between-subjects design. The results show that consumers do not favor nine-ending prices for green products. However, the consumers' varied product purchase motivations are found to have a significant influence on preference for particular price-endings, which have important practical implications.

What Makes a Consumer Redeem Digital Coupons? Behavioral Insights from Grounded Theory Approach

Journal of Promotion Management, 2021

The growth in internet adoption has made digital coupons a popular promotional tool. However, the... more The growth in internet adoption has made digital coupons a popular promotional tool. However, the extant literature on digital coupons is at an embryonic stage and requires theory building. This study adopts an inductive grounded theory approach to explore the new horizons for digital coupon redemption. The results showed that the intention to search and subscribe is a key driver of redemption, while coupon proneness and coupon acquisition value are its dimensions. Social media reviews, past experience, privacy risk, and customization are more relevant today for coupon redemption. The study also proposes segmentation of coupon users into deal buyers, planners, and convenience seekers based on consumer behavior.

Universal Health System in India: Review and Directions for Future Research

Journal of Health Management, 2021

The universal health system (UHS) was considered a utopian idea in emerging markets until countri... more The universal health system (UHS) was considered a utopian idea in emerging markets until countries like India initiated its implementation. The UHS is not a new phenomenon with countries, such as Canada, Ireland and the UK, having implemented it many decades ago in their respective countries. This study revisits the entire literature on UHS till date. The extant literature analysis has resulted in five research themes and has highlighted the challenges faced during the implementation of UHS in India. The future research directions for academia and a conceptual framework of UHS implementation is also proposed. This study suggests that there is a need for more studies on policy paradigms, improving accessibility, funding models, healthcare grid, manpower mapping and audit metrics for achieving the goal of equitable UHS implementation in India.

Ayushman Bharat: Service Adoption Challenges in Universal Healthcare System

South Asian Journal of Business and Management Cases, 2021

The Ayushman Bharat, the universal healthcare scheme in India, faced service adoption challenges ... more The Ayushman Bharat, the universal healthcare scheme in India, faced service adoption challenges after its launch in 2018. It was an enigma for the top management in Ayushman Bharat regarding slower service adoption of a free mass healthcare coverage scheme by the target population. The case focuses on the service adoption challenges from patient and physician perspectives while implementing a universal healthcare system. It provides insights to policymakers, physicians, service operations managers, and healthcare administrators regarding managing the universal healthcare system’s implementation challenges in a developing country context. Research questions/Objective: This study aims to understand service adoption challenges in a universal healthcare system setting. The study explores the following research questions: How is service adoption theory applied in a universal health coverage program? What should be the integrated marketing communication plan to improve the awareness abou...

Intellectual Property Rights

Marketing Issues in SMEs: Cases from India

The book ‘Marketing Issues in SMEs: Cases from India’ published by Pearson Education and authored... more The book ‘Marketing Issues in SMEs: Cases from India’ published by Pearson Education and authored by Dr. Neeraj Pandey, Assistant Professor (Marketing), NITIE, Mumbai and Gaganpreet Singh (Business Analyst, Viom Networks Limited) captures actual marketing dilemma situations being faced by SMEs in India. It also covers operational and strategic marketing scenarios/issues, the SMEs face while they were expanding, diversifying, scaling up, promoting innovation, pricing products & services, undertaking new product development, handling sales problem or negotiating with bigger organization to which they were marketing their products as vendors; apart from special marketing decision making situations.
All the case studies in the book are based on primary research and field visits to the respective organizations. Each case study covers a different industry so as to provide readers insights into variation in marketing issues across industries. It covers both manufacturing and services-focused SME’s. The book also provides elaborate Instruction Manual including solutions of all case studies through Pearson Resource Centre.
The foreword for the book is written by internationally renowned marketing consultant and author Ms. Rama Bijapurkar. The book has endorsements from Prof. Kevin Lane Keller, Prof. Vijay Govindarajan (Tuck School of Business, Dartmouth College, USA) and faculties of IIT and IIM.

Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse

Information Systems Frontiers

The Metaverse has the potential to form the next pervasive computing archetype that can transform... more The Metaverse has the potential to form the next pervasive computing archetype that can transform many aspects of work and life at a societal level. Despite the many forecasted benefits from the metaverse, its negative outcomes have remained relatively unexplored with the majority of views grounded on logical thoughts derived from prior data points linked with similar technologies, somewhat lacking academic and expert perspective. This study responds to the dark side perspectives through informed and multifaceted narratives provided by invited leading academics and experts from diverse disciplinary backgrounds. The metaverse dark side perspectives covered include: technological and consumer vulnerability, privacy, and diminished reality, human–computer interface, identity theft, invasive advertising, misinformation, propaganda, phishing, financial crimes, terrorist activities, abuse, pornography, social inclusion, mental health, sexual harassment and metaverse-triggered unintended c...

Does electric vehicle adoption (EVA) contribute to clean energy? Bibliometric insights and future research agenda

by Divya Singh and Neeraj Pandey

Cleaner and Responsible Consumption, 2023

Clean sources of energy are a priority area for many organizations. The regulators and government... more Clean sources of energy are a priority area for many organizations. The regulators and government are incentivizing these initiatives, which would also aid in achieving sustainable development goals (SDGs). Electric vehicle adoption (EVA) is an important pillar of clean energy which would help establish a sustainable transportation ecosystem in a nation. This study aims to comprehend the global trends in research on EVA since the 1980s. The bibliometric insights highlight that there has been a growing interest in EVA since early 2010, which is reflected in the number of publications and scholars conducting research in this domain. A corpus of 1077 research papers on EVA was analyzed using Vosviewer, Gephi, and Bibliometrix tools. The study maps the entire intellectual structure that covers EV adoption by individuals, organizations, and society. The study also proposes research agenda for future researchers working in the field of promotion of cleaner and sustainable transportation.

Fluidity and the customer experience in digital platform ecosystems

International Journal of Information Management, Apr 1, 2023

Fluidity is the ability of a digital platform ecosystem to change form to align with changing con... more Fluidity is the ability of a digital platform ecosystem to change form to align with changing consumer preferences and stay relevant in the marketplace. This study advances that three dimensions and their five sub-dimensions determine the fluidity of a digital platform ecosystem. They are the (1) functional dimension with its two subdimensions of platform openness and platform quality (i.e., user-friendliness and quality of service offerings); (2) the mechanical dimension which consists mainly of platform design; and (3) the humanistic dimension with the sub-dimensions of network effects and network interactivity. This study advances that firms can manage these dimensions to improve the fluidity of their platforms. Furthermore, we propose that improved fluidity enhances the customer experience and increases switching costs.

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

by Professor Dimitrios Buhalis and Neeraj Pandey

Psychology & Marketing

The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought t... more The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse’s impact on users and organisations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation and consumer wellbeing.

Analyzing Role of E-SERVQUAL Constructs for Post-pandemic Recovery of Indian Taxi Aggregator Services

International Journal of Global Business and Competitiveness, 2021

Does electric vehicle adoption (EVA) contribute to clean energy? Bibliometric insights and future research agenda

by Divya Singh, Kanti Paul, and Neeraj Pandey

Cleaner and Responsible Consumption, 2023

Clean sources of energy are a priority area for many organizations. The regulators and government... more Clean sources of energy are a priority area for many organizations. The regulators and government are incentivizing these initiatives, which would also aid in achieving sustainable development goals (SDGs). Electric vehicle adoption (EVA) is an important pillar of clean energy which would help establish a sustainable transportation ecosystem in a nation. This study aims to comprehend the global trends in research on EVA since the 1980s. The bibliometric insights highlight that there has been a growing interest in EVA since early 2010, which is reflected in the number of publications and scholars conducting research in this domain. A corpus of 1077 research papers on EVA was analyzed using Vosviewer, Gephi, and Bibliometrix tools. The study maps the entire intellectual structure that covers EV adoption by individuals, organizations, and society. The study also proposes research agenda for future researchers working in the field of promotion of cleaner and sustainable transportation.

Fluidity and the Customer Experience in Digital Platform Ecosystems

by Aishwarya Ramasundaram, Neeraj Pandey, and Professor Jochen Wirtz

International Journal of Information Management, 2023

Fluidity is the ability of a digital platform ecosystem to change form to align with changing con... more Fluidity is the ability of a digital platform ecosystem to change form to align with changing consumer preferences and stay relevant in the marketplace. This study advances that three dimensions and their five sub-dimensions determine the fluidity of a digital platform ecosystem. They are the (1) functional dimension with its two subdimensions of platform openness and platform quality (i.e., user-friendliness and quality of service offerings); (2) the mechanical dimension which consists mainly of platform design; and (3) the humanistic dimension with the sub-dimensions of network effects and network interactivity. This study advances that firms can manage these dimensions to improve the fluidity of their platforms. Furthermore, we propose that improved fluidity enhances the customer experience and increases switching costs.

Idea Generation for New Service Development (NSD): Harnessing the Power of Social Media Platforms

Multidisciplinary Business Review

Customers frequently use social media (SM) platforms to share and seek information about services... more Customers frequently use social media (SM) platforms to share and seek information about services. Could the content of customer SM interactions be used for new service development (NSD)? This study analyses: (a) Whether social media input is relevant for NSD? (b) What are the preferred social media platforms for NSD? (c) How social media input can be integrated with the current NSD organisational process? The results highlight the importance of social media input in NSD. Facebook leads the social media pack for relevant NSD input. The SMART roadmap for leveraging the power of social media for NSD has also been suggested.

Consumers’ Perceptions of Deal Presentations for Green Products

Australasian Marketing Journal

There is no clarity on when and why consumers prefer specific sales promotions for the green vers... more There is no clarity on when and why consumers prefer specific sales promotions for the green versus non-green products. This research conducts a comparative analysis through three experiments to provide a theoretical explanation. It enhances the understanding of the impact of bonus pack versus price discount promotions for different characteristics, varying purchase volume, and the effect of information on buyers’ choices. The results show that buyers do not prefer price discounts when purchasing low-involvement green products, and they do not prefer bonus packs when purchasing low-involvement non-green products. Remarkably, for high-involvement products, the buyers prefer bonus packs when purchasing green products; however, they show no specific inclination while purchasing non-green products. These effects are further influenced by emphasizing deal-savings and varying purchase volume. In addition, this research explains the reason for consumers’ deal preferences through identifyin...

Agile Agriculture Supply Chain Management (AASCM) for Managing Shifting Consumer Food Preferences: Framework Development Using Grounded Theory Approach

Lecture Notes in Management and Industrial Engineering, 2022

Strategic marketing options and firm performance: A case of an independent automobile workshop

South Asian Journal of Marketing and Management Research, 2014

Whilst there are firms having clear strategic intent either as low cost provider or differentiato... more Whilst there are firms having clear strategic intent either as low cost provider or differentiator, we look at the fate of firms that choose to “flow with the wind” and may appear to be doing well but are actually sitting on a time-bomb. With the passage of time these firm become irrelevant due to technology obsolescence, disruptive innovation and competitive pricing. Application of Marketing Concept as a strategic choice to pre-empt competition, it is being argued could be the way forward particularly where basic offering are same or similar and available resources are dear. The research looks at the plight of businesses that are small and independent by taking an elaborate case study of an independent automobile workshop operating in the SMB space. They may appear to be doing well but a deeper investigation exposes the vulnerabilities that could be fatal with the march of time. Focus on 3 P's viz people, process and physical evidence with an innovative approach would be helpfu...

Employee Attrition in ITeS Call Centers in Selected Clusters of North India

Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis

Journal of Business Research, 2021

Abstract In this study, we use bibliometric analysis and systematic review to analyze electronic ... more Abstract In this study, we use bibliometric analysis and systematic review to analyze electronic word-of-mouth (eWOM) research. Our findings show that the research has grown a lot in terms of publications. The publications have mostly come from United States and Europe. The contributors to the field have preferred mixed research designs with more focus on theory building. The geographical focus of the research has been on North America and Europe, which is consistent with the contribution patterns. The prominent topics in the field include negative word of mouth, consumer behavior and trust, word of mouth in social networks, online reviews and ratings, brand loyalty, social media, service failure and service recovery, corporate social responsibility, user-generated content and viral marketing, service quality, and services marketing. There are four primary topics in the field’s current research: determinants of eWOM, eWOM in the hospitality industry, cognitive aspects of eWOM, and service failure and recovery. The future directions and implications of research are discussed.

Role of Social Media in Hospital Branding

New Techniques for Brand Management in the Healthcare Sector, 2021

The fierce competition in the healthcare sector has forced the hospitals to go for branding. The ... more The fierce competition in the healthcare sector has forced the hospitals to go for branding. The hospitals have various options like print, radio, TV, and digital media for conducting their brand management exercise. The analysis showed that the best hospitals around the globe have focused more on social media marketing for their brand-building exercise. This study conducted a rigorous structured literature review to understand the best practices for healthcare branding using social media tools. The study also conducted a benchmark analysis of social media marketing efforts of the leading global hospitals. It also analyzed the popular online healthcare communities to find the best social media marketing practices adopted for hospital brand building. The practical suggestions for how to leverage the various social media channels for better hospital brand building have also been highlighted.

Are Nine-Ending Prices Equally Influential in Eastern Culture for Pricing Green Products?

Journal of International Consumer Marketing, 2018

This research offers some insights into applicability of nine-ending prices in Eastern culture fo... more This research offers some insights into applicability of nine-ending prices in Eastern culture for the pricing of green products. The research was accomplished through two experimental studies, the first experiment was designed as a 2 (nine-endings vs. control) × 2 (green vs. non-green) mixed design, and the second as a 3 (nine-endings, five-endings vs. control) × 2 (motivations: hedonic vs. utilitarian) between-subjects design. The results show that consumers do not favor nine-ending prices for green products. However, the consumers' varied product purchase motivations are found to have a significant influence on preference for particular price-endings, which have important practical implications.

What Makes a Consumer Redeem Digital Coupons? Behavioral Insights from Grounded Theory Approach

Journal of Promotion Management, 2021

The growth in internet adoption has made digital coupons a popular promotional tool. However, the... more The growth in internet adoption has made digital coupons a popular promotional tool. However, the extant literature on digital coupons is at an embryonic stage and requires theory building. This study adopts an inductive grounded theory approach to explore the new horizons for digital coupon redemption. The results showed that the intention to search and subscribe is a key driver of redemption, while coupon proneness and coupon acquisition value are its dimensions. Social media reviews, past experience, privacy risk, and customization are more relevant today for coupon redemption. The study also proposes segmentation of coupon users into deal buyers, planners, and convenience seekers based on consumer behavior.

Universal Health System in India: Review and Directions for Future Research

Journal of Health Management, 2021

The universal health system (UHS) was considered a utopian idea in emerging markets until countri... more The universal health system (UHS) was considered a utopian idea in emerging markets until countries like India initiated its implementation. The UHS is not a new phenomenon with countries, such as Canada, Ireland and the UK, having implemented it many decades ago in their respective countries. This study revisits the entire literature on UHS till date. The extant literature analysis has resulted in five research themes and has highlighted the challenges faced during the implementation of UHS in India. The future research directions for academia and a conceptual framework of UHS implementation is also proposed. This study suggests that there is a need for more studies on policy paradigms, improving accessibility, funding models, healthcare grid, manpower mapping and audit metrics for achieving the goal of equitable UHS implementation in India.

Ayushman Bharat: Service Adoption Challenges in Universal Healthcare System

South Asian Journal of Business and Management Cases, 2021

The Ayushman Bharat, the universal healthcare scheme in India, faced service adoption challenges ... more The Ayushman Bharat, the universal healthcare scheme in India, faced service adoption challenges after its launch in 2018. It was an enigma for the top management in Ayushman Bharat regarding slower service adoption of a free mass healthcare coverage scheme by the target population. The case focuses on the service adoption challenges from patient and physician perspectives while implementing a universal healthcare system. It provides insights to policymakers, physicians, service operations managers, and healthcare administrators regarding managing the universal healthcare system’s implementation challenges in a developing country context. Research questions/Objective: This study aims to understand service adoption challenges in a universal healthcare system setting. The study explores the following research questions: How is service adoption theory applied in a universal health coverage program? What should be the integrated marketing communication plan to improve the awareness abou...

What do we know about transfer pricing? Insights from bibliometric analysis

Journal of Business Research, 2021

Abstract Transfer pricing is important to many business conglomerates and multinational enterpris... more Abstract Transfer pricing is important to many business conglomerates and multinational enterprises. In this review, we pursue a stock-take of transfer pricing research through a bibliometric analysis. Using bibliometric data of 735 research articles from the Scopus database, this review sheds light on the leading authors, countries, institutions, outlets, articles, and themes of transfer pricing research over 50 years (1968–2019). Findings of this review suggest that there is a need for transfer pricing research to go beyond compliance and tax management and toward a more meaningful exercise of using transfer pricing as a strategic tool in business. Future research directions for transfer pricing conclude this review.

Case Analysis II Carasid: Interventions that Make Businesses Sustainable

Vision: The Journal of Business Perspective, 2019