Indian Institute of Management Calcutta

About: Indian Institute of Management Calcutta is a education organization based out in Kolkata, India. It is known for research contribution in the topics: Supply chain & Emerging markets. The organization has 415 authors who have published 1354 publications receiving 21725 citations. The organization is also known as: IIMC & IIM Calcutta.

Gender-based differences in consumer decision-making styles: implications for marketers

Abstract: Gender-based segmentation is frequently used by marketers to cater to different needs and preferences of men and women. However, the literature in consumer behaviour has not explored enough the role of gender in decision-making. Specifically, there are hardly any studies that investigate the decision-making styles of Indian male and female consumers. Based on gender and sociocultural theories, this study develops and tests hypotheses on gender-based differences in decision-making styles, including hedonism, novelty consciousness, price value consciousness and brand loyalty orientation. Analysis of data obtained from 355 male and 203 female students through self-administered questionnaire indicates that women score higher than men on hedonism, novelty orientation and price value consciousness. No significant difference was found on the dimension of brand loyalty. The study contributes to the consumer behaviour research by highlighting the differences in decision-making styles of Indian millennial men and women. The results can help marketers to employ gender-based segmentation and target more effectively. The study provides insights that firms can use in framing product, pricing and communication strategies catering to the requirements of a specific gender.

Core versus peripheral information technology employees and their impact on firm performance

Abstract: Scholars have widely argued, but not previously examined, that core employees with firm specific skills are critical to the firm's strategic success. This argument has led to the belief that employees whose skills are not firm specific can be readily replaced in the external market and are peripheral to the firm's strategic goals. Employing a resource based view of the firm, we find that the core information technology (IT) employees with firm specific skills are value-adding resources that aid the firm's performance whereas peripheral employees with less firm specific skills provide no value to the firm's performance. Examining the issue deeper, we find that the economic impact of the presence of core IT employees is moderated by the organization's non-IT investment intensity. The findings of the research provide insights that help to expand the understanding of resource complements and the role of strategic human resources in a firm.

Allocation to Anchor Investors, Underpricing, and the After‐Market Performance of IPOs

Abstract: We study bidding by anchor investors in a two-stage initial public offering (IPO) process and document a negative, causal relation between allocation to anchor investors and underpricing. We find that anchor investors are likely to invest in hard-to-place offerings characterized by valuation uncertainty. We also document a positive relation between allocation to reputed anchor investors and returns up to lock-up expiration. Our evidence provides support for information revelation and targeting specific investors’ theories of book building. Anchor-backed IPOs earn superior returns mainly due to monitoring. Who bids in an IPO seems to matter just as particular types of bids do.