Qualitative Market Research: Volume 20 Issue 2

Returns on social development initiatives of MNEs: issues and perspectives

Suraksha Gupta

This paper aims to reflect on different issues and perspectives on returns on investments made by MNEs towards social development. Need for an inclusive society drives accountable…

Visual cues and innovation adoption among bottom of the pyramid consumers

Md Rajibul Hasan, Ben Lowe, Mizan Rahman

This paper aims to explore how visual comprehensibility of a product can affect innovation adoption among the bottom of the pyramid (BOP) consumers in Bangladesh.

Evaluating the impact of corporate logos towards corporate reputation: A case of Persia and Mexico

Pantea Foroudi, Khalid Hafeez, Mohammad M. Foroudi

This paper aims to examine the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as emerging…

Brand adoption by BoP retailers

Piyush Kumar Sinha, Suraksha Gupta, Saurabh Rawal

The purpose of this paper is to develop a framework to understand how bottom of the pyramid (BoP) retailers adopt brands who sell to a very different set of customers and are…

High-value hi-tech product introduction in emerging countries: The role and construction of legitimacy

Shyama V. Ramani, Ajay Thutupalli, Eduardo Urias

This paper aims to study how multinational enterprises (MNEs) can best integrate legitimacy concerns into their new product-launching strategy to successfully introduce high-value…

The soul of business

Michael Czinkota

The purpose of this paper is to analysis the relationship between business ethics and business activities in the dynamic world. Corporations are increasingly expected to play a…

Digital technology and marketing management capability: achieving growth in SMEs

Pantea Foroudi, Suraksha Gupta, Alireza Nazarian, Marta Duda

The purpose of this study is to evaluate the relationships between digital technology, tangible/intangible assets and marketing capabilities to gain more insight into the factors…

Chinese consumers’ luxury value perceptions – a conceptual model

Yan Liang, Sid Ghosh, Hiroko Oe

The aim of this paper is to offer a conceptual model that demonstrates Chinese consumers’ value perceptions towards luxury products based on the recent literature reviews and the…