Perspectives in Marketing, Innovation and Strategy

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is widely acknowledged as the father of modern marketing and the world’s foremost expert on strategic marketing. He was voted the first Leader in Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management in the Handbook of Management Thinking. He holds major awards including the American Marketing Association’s (AMA) Distinguished Marketing Educator Award and a Distinguished Educator Award from The Academy of Marketing Science. He has published extensively and has consulted for IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organisation and international marketing. Subhadip Roy is an associate professor of Marketing at the Indian Institute of Management, Ahmedabad, India. He has a PhD in marketing from the ICFAI University Dehradun. His research papers have appeared in reputed journals. He is also an avid case writer and his cases have appeared in case databases such as the Ivey Case Collection, Emerald Emerging Market Case Studies, the Case Journal and ET cases among others. His areas of interest are advertising, brand management and marketing research. Satyajit Chakrabarti is the Director of Institute of Engineering & Management, Kolkata, India. He obtained his PhD in Nanotechnology from the National Institute of Technology and a Master’s in Computer Science from the University of British Columbia. He is an avid philanthropist and social entrepreneur. He has published extensively in the fields of artificial intelligence, IOT and data science and has over 20 patents filed in various fields of technology. His special expertise includes management consulting, strategic management, technology applications, and problem- solving using innovation and innovative technologies. Dipak Saha is currently associated as an Experienced Professor of Marketing with a demonstrated history of leadership in the marketing discipline with the Department of Management, Institute of Engineering & Management, Kolkata, India, and has over 19 years of corporate and academic experience. He obtained his PhD from the University of North Bengal. He has published several articles in reputed and renowned scholarly journals. He is the co- author of the textbook, Marketing: A Conceptual Framework. He is a consultant and trainer in the field of Critical Thinking @Workplace and Strategic Management Decisions. He is the recipient of the AMP- Academic Excellence Award 2020 from the Academy of Management Professionals, India. His areas of interest are marketing analytics, consumer behaviour and brand management. Rabin Mazumder is a professor of Economics and Head of the Department of Management, Institute of Engineering & Management, Kolkata, India. He has a PhD in business management from the University of Calcutta. He has around 17 years of academic experience. His research papers have appeared in reputed journals. His book chapters have been published in various publications. He also authored two books on Economics at the secondary and undergraduate levels. His areas of interest are development economics, consumer behaviour and brand management.

List of Figures

List of Tables

List of Contributors

Series Editors’ Preface

Acknowledgements

Introduction

PART I

Perspectives on Consumer Behaviour

1 Mediating Influence of COVID- 19- Pandemic- Induced Lockdown on Rise of OTT

SOUMIK GANGOPADHYAY, AKANKSHA SINGH, ANWESHA BOSE AND BAISAKHI GHOSH

2 Measuring Consumer Perception on Digital Buying: A Lesson from Pandemic

GOURANGA PATRA AND SUMONA DATTA

3 Impact of Country of Origin Image on Purchase Intention: A Case of Fashion Apparels in Kolkata

DIBYENDU CHATTARAJ AND SUJIT MUKHERJEE

4 The Effect of Demographic Factors on Overconfidence Behavioural Bias of Mutual Fund Investors

NIRALI DAVE AND TEJAL SHAH

5 Farmers’ Query Analysis in Kisan Call Centres: A Cross- State Study during Covid- 19

SUMANA BANDYOPADHYAY, SUDIP MUKHERJEE AND ANIRBAN SARKAR

6 Online Shopping Motivation in COVID- 19 Times: A Study in West Bengal

UMAMA NASRIN HAQUE AND RABIN MAZUMDER

7 Inquiry into Consumer Perception towards Plastic Furniture

VIVEK DHANDHANIA, ARIJIT GHOSH AND SHIVAJI BANERJEE

8 Applicability of the Technology Acceptance Model in Examining Consumer Adoption Patterns of Online Video Streaming Services: A Factor- Analytic Study

SHAUNAK ROY AND SHIVAJI BANERJEE

9 What’s Weighing on Consumer Spending in the Fear of COVID- 19: A Grounded Theory Approach

PRITHA GHOSH AND RABIN MAZUMDER

10 Effect of Online Shopping Due to Covid- 19 on the Survival of the Flea Market Vendors in Kolkata

SUCHISMITA MAITY

11 Marketing Innovation and Sustainability in an Era of COVID- 19 with Special Reference to FMCG Companies and Consumers in Bhopal

MALAY GHOSH AND ALPA GHOSH

12 Green Marketing Drivers and Their Role in Green Purchase Behaviour ・ A Meta- analysis

ATAUS SAMAD, DIBYENDU CHATTARAJ AND SOUMIK DAS

13 Market Positioning and Perception towards Maize Crush Cattle Feed with Special Reference to Krushidhan Farmer Producer Company, North Gujarat

ABHEESHEK DEV ROYE AND ANALJYOTI BASU

14 Unravelling the MED- MOD Effects on the Relationship of Knowledge- Attitude- Intention along with Willingness to Pay in the Context of Green Marketing

SWATI SHAW

15 Segmentation ・ A Key to the Success of the Smartphone Business

SOUMYA MUKHERJEE, MRINAL KANTI DAS, AVIK CHATTERJEE AND SOUMEE ROY CHOUDHURY (MUKHERJEE)

16 Brand Selection Behaviour of Customers and Market Standing of 4G Internet Service Providers in Siliguri and Darjeeling Towns of North Bengal

SHUVENDU DEY, SHOMNATH DUTTA AND SANTANA GUHA

17 Understanding the Tourists’ Dissatisfaction Traits of Heritage Sites in India: A Text Mining Approach

ASHUTOSH PANDEY AND RAJENDRA SAHU

18 How Trust Mediates Users’ Intention to Use Plastic Money: A Developing Economy’s Perspective

KOMAL DHANDA AND USHA ARORA

PART II

Industrial Perspectives

19 Growth of Immunity Boosters in Light of the COVID- 19 Pandemic: A Literature Review

ESHANI SADHUKHAN, SOUMIK GANGOPADHYAY AND ANIRUDDHA NAG

20 Efficiency of Indian Marine Fisheries: A Comparative Study Using Data Envelopment Analysis

NEELANGSHU GHOSH

21 Corporate Climate Change Disclosure and Firm Performance: Testing the Apocryphal Relation

SANTI GOPAL MAJI AND NIVA KALITA

22 Contribution of the Textile and Apparel Sector: Perspectives in the Context of the Indian Economy in a New Normal

SUMEDHA MAJUMDER AND SHELLY DE (PANDIT)

23 An Evaluation of the Working of the Regional Rural Banks (RRBs) in India

GOVIND PRASAD BHANDARI AND ANALJYOTI BASU

Index