SearchSearch Articles By Paurav ShuklaRecent Articles By Paurav Shukla

Think Before You Diversify Your Luxury Brand

Business: Marketing • Published: May 25, 2011

This article suggest many other strategic possibilities available for luxury brands before they think diversification. It argues the case with interesting examples and Ansoff’s product/market matrix.

Determining the Value of Brand Origin and Brand Image Investment for High End Luxury Brands

Business: Marketing • Published: March 17, 2011

 In today’s market place, a large number of brands use strong brand origin cues in their promotions campaigns. This is highly prevalent when it comes to luxury brands including behemoths like LVMH and Gucci to specialist luxury players like Patek Phillipe and Bremont, which highlight their brand origin in each and every promotion. For example, specialist luxury watch maker Baume & Mercier highlights its brand origin inside their logo itself.

Defining Luxury From a Marketing Perspective

Business: Marketing • Published: September 2, 2010

The article discusses how experts have defined luxury previously and how such definitions fall short in today’s dynamic environment. It poses the question as to how should we define luxury for today’s marketplace.

Luxury Massification – The Upcoming Chinese Invasion

Business: Management • Published: April 27, 2010

The article highlights that Chinese entrepreneurs have been investing in and leading global luxury brands for decades. It suggests that an indigenous Chinese luxury industry could rise sooner than we think.

Factors Affecting Luxury Consumption in the UK and India

News and Society: Economics • Published: January 20, 2010

The article provides findings of a research study focusing on the factors affecting luxury consumption practices in the UK and India. It shows similarities and differences in consumption practices among consumers in both markets.

The Missed Marketing Opportunity Called Valentine’s Day

Business: Marketing • Published: January 7, 2010

Across the world, there are many festivities which are associated with various types of consumption. Some of the examples include, Christmas with Turkey, Diwali with fire crackers, Easter with Easter eggs and so on. Valentine’s Day, according to me, is one of the most under-valued and under-marketed global festivals.

Consequences of Consumer Confusion in a Financial Services Industry

Business: Marketing • Published: January 4, 2010

This article focuses on three consequences of consumer confusion namely: (1) attribute satisfaction; (b) information satisfaction and (c) overall satisfaction. The findings provide insights on how managers can utilize the construct of consumer confusion to increase their competitive advantage.

Understanding Marketing Thought and Practice in Mid-Sized Firms

Business: Small Business • Published: December 30, 2009

This article focuses on the findings of a research study conducted on the marketing thought and practice in Mid-Sized firms. Overall, the findings suggest interesting similarities among mid-sized firms and their market orientation. Impact of the sector specificity on market orientation was observed in the study. However, no significant impact of country culture context was observed.

The 5 Killer Myths For Any Business

Business: Entrepreneurialism • Published: December 29, 2009

The article provides insights to entrepreneurs about how not to fail. It discusses the framework which has been developed out of the numerous interactions I had with entrepreneurs across the world and has been published in the journal of entrepreneurship.

Customer Satisfaction – Is it Really a Reliable Indicator?

Business: Marketing • Published: December 22, 2009

Customer satisfaction measurement as an issue always crops up when I am talking to MBA students and other executives worldwide. The issue especially revolves around customer satisfaction surveys.

How Public Relations (PR) Hype Can Create Celebrities?

Business: PR • Published: December 22, 2009

The article focuses on how Public Relations (PR) can create celebrities and how masses fall for them. Follows the thought from marketing and psychology as to how masses can be manipulated on the bases of PR taking example of Jade Goody as a celebrity.

Customer Confusion in the Financial Services Industry (FSI)

Business: Customer Service • Published: December 18, 2009

In the late 20th century FSIs started changing into a distinct shape entirely. Previously, a financial services institution provided only banking services (i.e. mostly a place where you can deposit and withdraw money or suchlike assets). However, banks modified their role in a relatively quick time from customer banking to multiple FSIs (i.e. banking, mortgages, insurance, credit cards, capital and bond market services, internet banking, phone banking, investment finance, etc.). This revolutionary management of consumer credit and consumer debt had fascinating implications for their selling financial functions.

Impact of Loyalty on Future Purchase Intentions in Cross-National Context

Business: Marketing • Published: December 18, 2009

Organizations across the world understand the importance of behavioural intentions such as customer satisfaction and loyalty. The results of higher satisfaction in most cases are positive word-of-mouth and repeat purchase.

Impact of Context, Loyalty and Switching on Buying

Business: Marketing • Published: September 22, 2009

Many marketing managers reckon young people aged between 18 and 24 as a decisive customer segment that boasts substantial buying power. In the UK, such customers spend approximately ten billion each year, furthermore, it is stated that these young adults will spend more in comparison to the baby boomers within United States.


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