Index of Paper Presentations for the Parallel Sessions - Academy of ...

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demand, but the social developmental characteristics of grassroot innovations make them even moreimperative. We have seen from the case study that the institutions play a very vital role in the diffusion ofgrassroot innovations. To reiterate; grassroot innovation in most cases is a solution or a workaround for asituation faced by people in their day to day employment.The makes the role of intuitions key in the context of diffusion. The diffusion of the innovation in the casehas clearly started from the institutional angle (when Matsyafed planned to diffuse the innovation). Theinnovation having social aspects that can be addressed through the adoption of the innovation makes itimportant to venture into different ways innovation can happen. Unlike in the established literature, in anemerging market grassroot innovation diffusion case, the diffusion cannot just be end-user driven, but canbe institutional driven as the case mentions about Matsyafed and CIFT.Diffusion can happen also through the community. The community, mostly referring to an informalinstitution, can spearhead the diffusion process and thereby get the product to be adopted by the end-user.In the context of the case in discussion this brings in the role of the informal Sangham. The Sanghamoperates in association with Matsyafed, but is different from the Matsyafed organization. Sangham has itsrepresentatives elected on a democratic voting system by the local fishermen; they then act as the agents tointeract with Matsyafed. Unlike the agent system of fish sales in most parts, in places that have a Sanghamoperating the Sangham gets to keep all the fish, they then sell the fish and keep 8% of the money tothemselves. The 8% of the daily sales is further divided into four components• 1% is accumulated and paid as bonus, back to the fisherman for the 2 months fishing isbanned• 1.5% is taken as a charge to the Sangham• 1.5% is paid to Matsyafed for the facility development• 4% is the commission to the agent who operates on the ground for the fish auctionThus the Sangham becomes a very effective and strong organization. The Sangham also provides loans forthe fishermen, which varies based on the needs of people. The Sangham after giving the loan has a uniquesystem of repayment also. They get the entire fish from the fisherman and in case the catch of the day ismore that specific amounts say Rs. 1500, then they take some amount as a loan repayment from this alongwith the normal 8%. This ensures that the fishermen are able and do the payments in time. These forms ofinformal associations can help guide the diffusion of innovation.The key marketing implications here would be to identify the fact that the diffusion of innovation on thegrassroot level could happen through three levels;• Institutional Driven• User Driven• Community DrivenMarketing research has to address this issue by incorporating these concerns into the literature andestablishing guidelines to enable the use of each of these in the diffusion practice.ConclusionThe paper is an attempt to explore the diffusion of grassroot innovations at the grassroot level in anemerging market scenario like in India. The paper builds on an exploratory case study that has looked atthe issues of diffusion of a Diesel based marine engine hat was made to replace the kerosene based engineand provide superior fuel efficiency.The paper looks at the societal context in the grassroot level and identifies issues that need to be addressedto ensure better diffusion of innovations. Challenges are highlighted in the areas of (1) financial resource
availability to the adopter, (2) lack of communication opportunities, (3) Budgetary constraints for theinnovator for marketing of the innovation, (4) sharing of expertise for the innovator and (5) a broaderoutlook at the drivers of grassroot innovation.References1. Gupta, Anil. Grassroots Green Innovations for Inclusive, Sustainable Development inThe Innovation for Development Report 2009-2010, Strengthening Innovation for theProsperity of the Nations, Ed. Augusto Lopez-Claros, New York, NY: Palgrave Macmillan,pp. 137-1462. Srinivas, Smita and Sutz, Judith, Developing Countries and Innovation: Searching for aNew Analytical Approach (2008). Technology in Society, Vol. 30, pp. 129-140, 20083. Rogers, Everett M. Diffusion of Innovations. 4thed. New York: Free Press, 19954. Moore, Geoferry A. Crossing the Chasm: Marketing and selling high-tech products tomainstream customers. Harper Paperbacks, 20025. Bulsara1, Hemantkumar P; Gandhi, Shailesh and Porey, PD. Techno-innovation toTechnoentrepreneurshipthrough Technology Business Incubation in India: An ExploratoryStudy (2009). Asia Pacific Journal of Innovation and Entrepreneurship, Vol. 3, No. 1, 20096. Perry, Chad. Processes of a case study methodology for postgraduate research inmarketing (1998). European Journal of Marketing, Vol. 32 No. 9, pp. 785-802. 1998Message Source Portrayals in Emerging Market Advertisements: Analyzing Physical and CulturalCharacteristicsMlenga Jere and Steven Michael BurgessAbstract
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Wiedmann, K. P., Hennings, N. and S
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(Source: TRAI)India is the second l
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suggested that benchmarking of the
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Kapoor 1 reported that business sub
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The parameters for which the respon
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Four factors were extracted, togeth
Page 46 and 47: DiscussionThe key insights from the
Page 48 and 49: eturn on marketing investment. Reta
Page 50 and 51: What is Proximity marketing?Proximi
Page 52 and 53: Conjoint AnalysisFor identifying di
Page 54 and 55: Government service/ retail organiza
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Page 58: Adoption of alternate Technologies-
Page 63 and 64: ooth_campaign.htmlMcGovern, G.J., C
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Page 67 and 68: strategy, the less might be importa
Page 69 and 70: CustomerorientationH1aPlatforminnov
Page 71 and 72: Morgan, R.E. & Berthon, P. (2008).
Page 73 and 74: judged. On the other hand, Brand (1
Page 75 and 76: hairstyles are ‗Afro-centric‘ o
Page 77 and 78: METHODSubjectsConvenience sampling
Page 80 and 81: Use of hair extensions a symptom of
Page 82 and 83: When asked to state their reasons f
Page 84 and 85: The third most predominant reason f
Page 86 and 87: Khumalo, N.P., Jessop, S., Gumedze,
Page 88 and 89: that influence the diffusion of gra
Page 90: future studies. Perry (1998) has br
Page 93 and 94: acquired during times of a bad catc
Page 95: innovation. The adopter might be in
Page 99 and 100: affective responses through nonverb
Page 101 and 102: Researchers acknowledge that advert
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Page 107 and 108: Table 2Categories and Proposed Cate
Page 109 and 110: construct Definition Examples of PV
Page 111 and 112: of understanding the type of persua
Page 113 and 114: Hovland, R., MacMahan, C., Lee, G.,
Page 115 and 116: Role of Gratitude and Obligation in
Page 117 and 118: obligation. Therefore, it is impera
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Page 121 and 122: fulfilment of their desire for reco
Page 123 and 124: intentional, it has incurred some c
Page 125 and 126: This study is intending to use surv
Page 127 and 128: Cannon, Joseph P., Ravi S. Achrol,
Page 129 and 130: Martin, C. A. & Bush, A. J. (2000).
Page 131 and 132: Can we manage the influence of role
Page 133 and 134: Affective commitment (AC) refers to
Page 135 and 136: transactional theory,we draw upon t
Page 137 and 138: RESULTSConsistent with prior resear
Page 139 and 140: empowerment are perceived to be hig
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Page 145 and 146: TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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the disparaging effects of service
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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
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Team-branding, thus, becomes an imp
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students. These items were measured
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Gladden, J.M. and Funk, D.C. (2002)
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Impact of Sensory Branding on Consu
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were selected by the consumers with
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Reaction to Advertisements and Bran
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„service‟ as ―an act or perfo
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proposed attributes that customers
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There are some limitations inherent
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SERQUAL Scale‖, Journal of Retail
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capabilities for stakeholder engage
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arrived at a consensus. Independent
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different levels of government to p
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NGOs and CBOs. In addition, the cor
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the information generated at each l
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A nation‘s capacity embodies the
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―…there is a lot of good work b
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manifested in many forms. Following
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Grindle, M. 1996. Challenging the S
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impacts of message concreteness in
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2004; Lee, Keller, and Sternthal 20
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Second, to examine the manipulation
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The message concreteness manipulati
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instructions) to different kinds of
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Processing: Review and Extensions,
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May, 2012a. Lillian L. Cheng, Cheng
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senses from experiences. It is a ba
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Acceptability and the Type of Infor
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IntroductionRetail banking is an es
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servicescape of retail banks in Sin
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specific aspects of service environ
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commenting in 1970 that ―For bran
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well as NSSM theory leaves signific
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experience inside the servicescape
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Several observational visits were p
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spending your time there. I don‘t
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‗Our bank is located in the centr
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That servicescape can be utilized s
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McGivern, Y. (2006). The Practice o
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