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Khan, Bilal Mustafa
- The Ahmedabad Applique Cluster:Harness the Power of Traditional Values
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Authors
Affiliations
1 Department of Fashion Management Studies, National Institute of Fashion Technology, Gandhinagar, Gujarat, IN
2 Department of Business Administration, Aligarh Muslim University, Aligarh, Uttar Pradesh, IN
3 Department of Business Management, Shanti Business School, Ahmedabad, Gujarat, IN
1 Department of Fashion Management Studies, National Institute of Fashion Technology, Gandhinagar, Gujarat, IN
2 Department of Business Administration, Aligarh Muslim University, Aligarh, Uttar Pradesh, IN
3 Department of Business Management, Shanti Business School, Ahmedabad, Gujarat, IN
Source
International Journal of Marketing and Business Communication, Vol 5, No 3 (2016), Pagination: 20-25Abstract
The case study was undertaken with the objective to explore the marketing practices adopted by a craft cluster located in Ahmedabad which practices the traditional and age-old art of applique work. The main activities of this cluster are coordinated by the Chauhan family who have been involved into applique work since four generations. The case explores the functioning and success of this cluster from the marketing perspective. It was an interesting finding that without the use of any formalised marketing approach and modern technology, the cluster was demonstrating admirable performance through its prudent and purposeful approach. The key to this success was portrayal of traditional values and family knowledge in business activities. The focus of the cluster was customer satisfaction, proficient system and sustainability concern.Keywords
Applique, Marketing, Traditional Values, Customer Orientation, Sustainability, Proficiency.- Reinventing Customer Experience for Fashion Consumers:A Conceptual Framework
Abstract Views :242 |
PDF Views:1
Authors
Affiliations
1 Department of Fashion Management Studies, National Institute of Fashion Technology, Gandhinagar, IN
2 Department of Business Administration, Aligarh Muslim University, Aligarh, IN
3 Shanti Business School, Ahmedabad, IN
1 Department of Fashion Management Studies, National Institute of Fashion Technology, Gandhinagar, IN
2 Department of Business Administration, Aligarh Muslim University, Aligarh, IN
3 Shanti Business School, Ahmedabad, IN
Source
Abhigyan, Vol 34, No 2 (2016), Pagination: 1-13Abstract
Customer experiences have been defined with different perspectives and in different dimensions by researchers and subject experts. The connotation, however, changes with new product development, changing consumer psychology, consumer lifestyle and socio-economic environment along with other factors. The paper classifies customer experiences in distinctive categories by identifying the types of experiences that are significant for the modern-day consumers in the context of fashion consumption. The paper further, develops a conceptual framework for understanding the significant set of experiences affecting fashion consumers today. The identification of relevant experiences affecting consumer behavior will enable fashion brands and retailers in reinventing the desired experiences for their target customers for maximizing customer satisfaction and reaping benefits from it. Through literature review the study identified two major classes of customer experiences namely, Existent experiences and Emergent experiences that are relevant for fashion consumers. Each of these classes have sub-classes of experiences that affect fashion consumption in different dimensions. The study concluded that fashion consumption is being driven strongly by distinct consumer experiences that are relevant to this product category. Understanding and managing these experiences is vital for growth and success of fashion brands and retailers in today's business environment.Keywords
Classification of Customer Experiences, Customer Experience, Emerging Experiences, Existent Experiences, Fashion Consumption.- Dimensions and Consequences of Cause Related Marketing: A Conceptual Framework
Abstract Views :216 |
PDF Views:1
Authors
Affiliations
1 Assistant Professor, Jagannath International Management School, Vasant Kunj, IN
2 Professor, Aligarh Muslim University (AMU), IN
3 Director, Bharati Vidyapeeth Institute of Management and Research, New Delhi, IN
1 Assistant Professor, Jagannath International Management School, Vasant Kunj, IN
2 Professor, Aligarh Muslim University (AMU), IN
3 Director, Bharati Vidyapeeth Institute of Management and Research, New Delhi, IN
Source
Abhigyan, Vol 38, No 3 (2020), Pagination: 20-29Abstract
Marketer these days are expected to satisfy all stakeholder and the most important stakeholder is general public, that exist in the society. Companies across the world are engaging in philanthropic strategies like Cause Related Marketing (CRM) in which company agrees to contribute fixed amount towards selected social cause for each unit sold. This paper undertakes methodical analysis of prevailing work for better understanding and recording of the dimensions impacting CRM strategy and it possible consequences. This researcher deliberate on variables, that have not be studied together before. For better understanding and execution, dimensions of CRM, have been categorized into Consumer specific and Company specific. This study aims to propose an integrated conceptual framework of interrelationships of variables that have potential to mitigate the impending problems of organization. Finally, it suggests that relationship exists amid the dimensions and consequences of CRM. This study will have social, managerial and academic implications.Keywords
Corporate Social Responsibility, Cause Related Marketing, Consumer Behavior, Consumer Attitude, Brand Credibility.References
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