R
Rajendra K. Srivastava
Researcher at University of Mumbai
Publications - 133
Citations - 15929
Rajendra K. Srivastava is an academic researcher from University of Mumbai. The author has contributed to research in topics: Brand equity & Marketing management. The author has an hindex of 44, co-authored 127 publications receiving 14984 citations. Previous affiliations of Rajendra K. Srivastava include Government of Maharashtra & Delhi Technological University.
Papers
More filters
Journal ArticleDOI
Market orientation and organizational performance: Is innovation a missing link?
TL;DR: In recent years, a market-oriented corporate culture increasingly has been considered a key element of superior corporate performance as discussed by the authors, although organizational innovativeness is believed to be a pot...
Journal ArticleDOI
Market-Based Assets and Shareholder Value: A Framework for Analysis
TL;DR: The authors developed a conceptual framework of the marketing-finance interface and discussed its implications for the theory and practice of marketing, and proposed that marketing is concern, concern, and concern.
Journal ArticleDOI
Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing
TL;DR: In this article, the authors develop a framework for understanding the integration of marketing with business processes and shareholder value, which redefines marketing phenomena as embedded in three core business processes: process, process, and value.
Journal ArticleDOI
The resource-based view and marketing: The role of market-based assets in gaining competitive advantage
TL;DR: In this article, the authors propose a framework that shows how market-based assets and capabilities are leveraged via market-facing or core business processes to deliver superior customer value and competitive advantages.
Journal ArticleDOI
Measuring Marketing Productivity: Current Knowledge and Future Directions:
TL;DR: For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value as mentioned in this paper, and this lack of accountability has undermined marketers' credibility, threatened the standing of the marketing function within the firm, and even threatened marketing's existence as a distinct capability.