ISBInsight
ISBInsight
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Beyond the exotic: Branding India
Despite India's dominance in the IT services industry, the world doesn't perceive India as a modern economy with a competent workforce. Research explains the reasons behind this perception and defines ways to change stereotypes to foster confidence in Brand India
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Building superior digital user engagement: The sports opportunity
Customer engagement rather than merely acquisition is the path to sustained value growth. India's burgeoning sports leagues may be well positioned to take advantage of value increases through digital engagement.
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Do consumers put their money where their mouth is?
Even though consumer interest in ethical products has increased in recent times, a significant gap exists between what most consumers say about their intent to buy and what they actually end up buying
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Category management: The art of allocating shelf space
Retail category managers and procurement strategists across sectors can increase profitability by identifying true demand and optimising price across products and across time
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Why the gender gap persists in Indian workplaces
In the last decade, India has seen women's participation in the labour force decline starkly. Can skill development be the solution for India's gender gap? An innovative study of the Pradhan Mantri Kaushal Vikas Yojana (PMKVY) by Professor Amit Chauradia, Professor Chandrasekhar Sripada and Glory George shows why women are disadvantaged when it comes to wage employment
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FMCG Lessons for Pharma
What were the key success factors for Arogya Parivar, a bottom-of-the-pyramid initiative by Swiss pharmaceutical major Novartis? In this article, Meenakshee Sinha and Professor S. Arunachalam present a replicable fast-moving consumer good blueprint for rural marketing based on the Arogya Parivar experience.
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The lesser evil? Evaluating e-cigarette consumption
While cigarette smoking is on the wane, 'vaping' is on the rise worldwide. Do e-cigarettes really help smokers kick the nicotine habit? And what may be the best public policy options for regulating their use? Research by Professor Vithala R. Rao and Dr Jialie Chen offers some answers.
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Digital health start-ups in India: The challenge of scale
Digital health start-ups are bringing novel technologies such as wearable tech, telemedicine, genomics and artificial intelligence to the Indian healthcare system. Hanu Tyagi surveys the start-up landscape and offers pointers for the challenge of scaling up
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Rx ICT: Digitally disrupting healthcare
Technology can be a game-changer in addressing the endemic problems that affect the Indian healthcare ecosystem. However, digital disruption needs careful identification of the right problems to solve
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Kirana stores are here to stay": FMCG strategy for Indian retail
How is the retail industry in emerging markets different from developed economies? Professor Siddharth Singh discusses insights from a recent analysis of FMCG marketing in India.