Exploring Divided Attention: Watching Sports with a Second Screen in India

Abstract TV viewing these days is one task in a multi-tasking activity. Viewers now respond through social media such as Twitter, Facebook, Instagram and Pinterest. This paper studies the use of social media while watching sports with a view to understanding its impact on TV advertising. Using structured observations, in-depth interviews and netnography, the study Read More …

Exploring the role of Country of Origin for Luxury Personal Care Products in India

Abstract Indian consumers are widely using luxury brands primarily in the perusal care segment. The number of high net worth individuals has increased, awareness is enhanced and individuals are concerned about their looks and presentation. This paper explores the factors that consumers consider while buying luxury personal care products; additionally, it also explores the effects Read More …

Institutionalization of Export Promotion in India: An Empirical Study

Abstract Export promotion is undertaken by both industrialized and developing economies. Export credit arrangements ensure protection from commercial risks, offer insurance mechanism from illiquidity and insolvency, and also provide cost-effective information. The need for export promotion is more important to transition economies as they may use the resources for modernization of infrastructure and technology. This Read More …

A Comparative Analysis of the Medical Tourism Industry in India and Thailand

Abstract Medical tourism is a relatively new industry which has risen in a big way over the last two decades. Globalisation in the highly lucrative healthcare sector has opened up new opportunities for the economies of India and Thailand. This thesis provides a descriptive and analytical overview of the Medical Tourism industry in India and Read More …