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The Impact Of Celebrity Endorser Type And Source Credibility On The Advertising Attitudes And Purchase Intentions Of Indian Rural Consumers, Sidharth Muralidharan
The Impact Of Celebrity Endorser Type And Source Credibility On The Advertising Attitudes And Purchase Intentions Of Indian Rural Consumers, Sidharth Muralidharan
Dissertations
India is among the fastest growing economies in the world and has the second largest population out of which 70% are considered rural. The rural consumer has witnessed a lifestyle shift wherein they have become brand conscious, consumption of media content has increased and a rising income has opened up possibilities never experienced before. Understanding the love for cinema, celebrity endorsement has become a popular marketing strategy being employed by advertisers in India. The purpose of this study was to find out which celebrity endorser type (national, regional or non-celebrity) was the most effective on rural consumer’s attitude toward the …
Influence Of Financial And Policy Environments On The Business Strategy Of Biotechnology Companies In India, Sumesh Mohan Arora
Influence Of Financial And Policy Environments On The Business Strategy Of Biotechnology Companies In India, Sumesh Mohan Arora
Dissertations
The biotechnology industry thrives on innovation and new knowledge creation, but is also capital intensive with a complex regulatory environment (Hine and Kapeleris 2007). It is seen as a sunrise industry by the Indian government (Natesh and Bhan 2009). Current literature on the business strategy of Indian biotechnology companies and the influence from external factors is very limited. The objective of this research was to qualitatively test the applicability of the Miles and Snow (1978) theory of organizational behavior which describes four strategy choices: prospector, analyzer, defender and reactor, in the context of the Indian biotechnology sector. Research on Western …