Showing papers by "Indian Institute of Management Tiruchirappalli published in 2016"

Stakeholder influences on the choice and performance of FDI-based market entry modes : a conceptual model

Abstract: :This article accounts for stakeholder influences on the performance of emerging market firms (EMFs) entering developed markets through foreign direct investment (FDI)-based market entry modes. Stakeholders, such as governments, regulators, customers, competitors, community/environmental interest groups, and industry associations, impose coercive and normative pressures of compliance on internationalizing firms. Firms respond to these pressures from their institutional environment by emulating the entry strategies of other firms in their environment. By conceptualizing stakeholder influences across two bases—one arising from regulatory influences and the other arising from normative influences—we study the effects of these pressures and inducements in driving firms to internationalize through similar market entry modes. We conclude this article by proposing that, although isomorphism negatively affects firm performance in the short run, firms can benefit from high reputation, high social status, a...

Playing games, receiving gifts, creating experiences and building brands

Abstract: Purpose – The purpose of this paper is to extend the understanding the role of consumer experiences, instantiated through gift giving and game play, in communication of brand values. Design/methodology/approach – The paper is based on in-depth phenomenological interviews of marketing managers and various channel intermediaries involved in the execution of a mass brand promotion program in rural India. Findings – The study reveals the employment of innovative game designs and gift choices, their design rooted deep in the village populace’s context and life experiences. It shows how the consumer’s experience created through games and gifts shapes their perceptions about the brand leading to favorable consideration and purchase outcomes for it. Research limitations/implications – This work is derived primarily from practice. It is hoped that industry practitioners will benefit from this stream of research and will use games and gifts in innovative ways to engage customers and create brand experiences. Origin...

Is health care a luxury? The debate revisited with new evidence from emerging economies

Abstract: This paper studies the long-run relationship between health care expenditure and income using a panel data set of emerging economies over the period 1995–2012. The results show that expenditure on health care and income are non-stationary and cointegrated. After controlling for cross-sectional dependence and unobserved heterogeneity among different countries, we find that the income elasticity of health care is less than 1, indicating that health care is a necessity and not a luxury. Government expenditure and out-of-pocket expenditure turn out to be important determinants of health care expenditure. Among non-monetary factors, results show that old age dependency and female education seem to have significant bearings on health care expenditures. Policy recommendations suggest that government should increase spending on health care in emerging economies since higher incomes may not automatically translate into higher health care spending by the people of these countries.

Systemic Concentration in Sponsored Search Markets: The Role of Time Window in Click-Through-Rate Computation

Abstract: Keyword-based search engine advertising markets on the Internet, referred to as Sponsored Search Markets (SSMs), have reduced entry barriers to advertising for niche players. Known empirical research, though scant and emerging, suggests that while these markets provided niche firms with greater access, they do exhibit high levels of concentration—a phenomenon that warrants further study. This research, using agent-based simulation of SSM, investigates the role of “market rules” and “advertiser practices” in generating emergent click share heterogeneity among advertisers in an industry. SSMs often rank ads based on the click-through rate (CTR) that gives rise to reinforcing dynamics at an individual keyword level. In the presence of spillovers arising from advertisers’ practice of managing keyword bids with a cost cap operating on the keyword portfolio, these reinforcing dynamics can endogenously generate industry-level concentration. Analysis of counterfactual markets with different window sizes used to compute CTR reveals that industry-level concentration bears an inverted-“U” relationship with window size.