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Executives social representation of rurality and product adaptation: A case of rural markets in India

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dc.contributor.author Sridhar, G.
dc.contributor.author Mishra, Debiprasad
dc.date.accessioned 2015-04-28T07:29:22Z
dc.date.available 2015-04-28T07:29:22Z
dc.date.issued 2011
dc.identifier.uri http://hdl.handle.net/2259/556
dc.description Guda Sridhar, Indian Institute of Management, Kozhikode, India, and Debiprasad Mishra, Institute of Rural Management, Anand, India ----- Asia Pacific Journal of Marketing and Logistics, Vol 23, No.3, 2011. en_US
dc.description.abstract Purpose – The purpose of this paper is to demonstrate the rationale and method for studying product adaptation in rural markets. Design/methodology/approach – The paper takes the form of an exploratory design that includes; review of literature, pilot study, and survey method. Findings – Findings of the study are contrary to the general understanding that rural is perceived very differently and hence operationalised differently by different organisation. However, results indicate that contingency theory holds true in case of product adaptation in rural markets also. With the increase in executives’ representation of rurality, product adaptation degree also increased. Originality/value – This is probably the first academic study on product adaptation in rural markets to the best of our knowledge. The study attempted to contextualise product adaptation construct from international marketing to rural marketing domain. en_US
dc.language.iso en en_US
dc.publisher Emerald Group Publishing Limited en_US
dc.subject India en_US
dc.subject Rural en_US
dc.subject Marketing en_US
dc.subject Rural Marketing en_US
dc.title Executives social representation of rurality and product adaptation: A case of rural markets in India en_US
dc.type Article en_US

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  • Journal Articles [40]
    This collection consists of published and nonpublished scolarly articles of IIMK Community.

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