Co-creation of Value: Creating New Products through Social Media

Co-creation of value with consumers is an emerging marketing paradigm for the firms. One way to understand co-creation of value is to examine co-creation of value at the new product development (NPD) stage, when consumer has yet to interact with the fully formed product. We first describe the emergence of social media as an evolution of the social nature of the web. Then we describe social validation, social information, and social inspiration as three processes that help explain why consumers like to be part of co-creation at the NPD stage. Finally, we describe two stages of NPD in the context of co-creation with consumers: ideation and prototyping, and discuss implications for the emerging markets like India

Institutional Theory and the Evolution of Marketing Channels in Emerging Economies: Setting a Research Agenda

The story of the growth of emerging economies is about the growth of their marketing institutions. Marketing channels are the key marketing institution in enabling the flow of goods and services. However, marketing scholars typically rely on models and theories devised in the developed economies to study the marketing channels in emerging economies, and these include theories based on political economy-based frameworks that emphasize power and dependence. We argue that often the institutional drives to gain legitimacy provide a powerful lens to understand the evolution of marketing channels. In this conceptual paper, we illustrate our arguments through a few examples, and provide an agenda for future research

A proactive model of communication in marketing channels.

A survey of 1000 exclusive insurance agents was conducted, which yielded a usable response rate of 20.3%. The data was analyzed using structural equation modeling. The results provide support for fifteen out of eighteen paths hypothesized, suggesting that the data provide reasonable approximation of the model posited. The major managerial implication of this study is the reorganization of communication as a variable to be managed proactively. The major theoretical contributions include providing theoretically sound rationale for explaining the role of communication in marketing channels, and conceptually explicating the constructs of coordination and identification in the context of marketing channels. A list of suggestions for future research to further the research stream of communication in marketing channels is also provided.This study is about the role of communication in coordinating marketing channels and creating and managing relationships. Based on the literature review from communication, social psychology, organizational behavior, and marketing channels, a model of communication in marketing channel is offered. The model builds on the view that integrates the theoretical tenets of symbolic interactionism and mechanistic perspective. Communication is comprised of four dimensions: frequency, modality, direction, and content. The communication-related outcomes are conceptualized as being relational and instrumental. The relational outcomes include identification, trust, and commitment, while coordination is the instrumental outcome. The major features of the model are a clear conceptualization of instrumental and relational outcomes and a proactive role assigned to communication

Green Advertising: The Progress of Three Decades (1991-2020)

This paper presents an integrated review of 144 articles published on green advertising (GA) between 1991-2020. The extant literature is reviewed to aid taxonomical analysis of definitions, methodologies, and theoretical frameworks. The review suggests that the GA literature tracks the stimuli-moderators-outcome template of the general advertising literature. Consequently, advertising claims and appeals, consumer related factors, and product related factors are the organizing themes of the review. Emerging trends and possible research gaps for each of these three categories are identified. Based on a thorough discussion of current knowledge in the domain, detailed recommendations are presented to advance research in the field of GA

Building Relationships Between Business Schools And Students: An Empirical Investigation Into Student Retention

This study uses the relationship marketing theory of commitment and trust as a framework to investigate the issue of student retention in business schools. Structural equation modeling was used to examine relationships specified by Morgan and Hunt's (1994) theory of relationship marketing.  Students' commitment to the business schools were determined by perceived benefits of attending the school, perceived similarity of values between the school and the students, and trust between the professors and the students.  Commitment increased intentions to remain at the business school

Investigating the role of ICT intervention in grassroots innovation using structural equation modelling approach

Research on information communication technologies (ICT) for entrepreneurship development is burgeoning, yet our understanding of the use of ICT in support of grassroots innovation remains unclear. This paper examines the moderating role of the use of ICT on the relationship between grassroots innovation (GRI) and entrepreneurial success (ES). The study involved 400 grassroots entrepreneurs selected from three states in India, and the moderating effect of the use of ICT was analysed using moderated structural equation modelling. The results revealed that the use of ICT partially moderates the relationship between the new learning practices and economic benefits. It also partially moderates the relationship between local solution and economic benefits, but it fully moderates the relationship between networking capabilities and economic benefits, where the relationship is stronger when the use of ICT is high. Furthermore, the study found that the use of ICT does not moderate the relationship between new learning practice and non-economic benefits, relationship between local solution and non-economic benefits and relationship between networking capabilities and non-economic benefits

Fourier Transform Infrared (FTIR) Spectroscopy of Gmelina arborea Roxb. Leaf Extracts

Gmelina arborea Roxb. is belong to the family of Verbenaceae, have been used for a long time in traditional medicine to treat a wide range of medical ailments. Through the use of the FTIR spectroscopy technique, the objective of this research is to investigate the effects of the extracts of Gmelina arborea leaves obtained from methanol, hydro alcohol, aqueous, hexane, and ethyl acetate. FTIR, which stands for "Fourier transform infrared spectroscopy," is an analytical method that is both rapid and nondestructive. In order to determine the usual peak values and the functional groups that are present in Gmelina arborea leaf extracts, Fourier transform infrared spectroscopy (FTIR) was used on a spectrophotometer system. FTIR testing confirmed that each extract did, in fact, contain a variety of functional groups that were biologically active

Building Relationships between Business Schools and Students: An Empirical Investigation into Student Retention

This study uses the relationship marketing theory of commitment and trust as a framework to investigate the issue of student retention in business schools. Structural equation modeling was used to examine relationships specified by Morgan and Hunt\u27s (1994) theory of relationship marketing. Students\u27 commitment to the business schools were determined by perceived benefits of attending the school, perceived similarity of values between the school and the students, and trust between the professors and the students. Commitment increased intentions to remain at the business school

Simultaneous detection of thirteen exons of dystrophin gene by optimized multiplex PCR assay to screen Duchenne/Becker muscular dystrophy

Advancements in Polymerase Chain Reaction (PCR) technology and other techniques like Deoxyribonucleic acid (DNA)signal and target amplification have become key procedures in molecular diagnostics. PCR enables the synthesis of nucleic acids in vitro through which a DNA segment can be specifically replicated in a semiconservative way that sets forth deletion and mutation analysis. Multiplex PCR (M-PCR) is beneficial over standard and long PCR as this can amplify more than one locus using the respective primer sets. In harmony with this, the present study aimed to optimize M-PCR followed by its chemistry and condition to screen Duchenne Muscular Dystrophy (DMD) [OMIM #310200] and Becker Muscular Dystrophy (BMD) [OMIM #300376]. Muscular Dystrophies (MDs) are a broad group of hereditary, progressive, and degenerative disorders of muscles. X-linked recessive D/BMD are caused by mutation/s in the dystrophin gene [OMIM #300377] that encodes for dystrophin protein [UniProt#P11532]. As dystrophin is the human metagene with 79 exons, mutational analysis is very challenging. Chamberlain set (10 plex), Beggs set (9 Plex), and Kunkel set (7 Plex) is used for many years to diagnose this condition. However, in this study, Beggs set is customized with 13 exons to screen DMD gene mutation in a single reaction. Optimization of M-PCR was designed with many physicochemical parameters. According to the literature and after many appraisals the present study demonstrated the most sufficient concentration of various chemical components and optimal cycling conditions to optimize the modified Beggs set (13 Plex). 50 µL PCR reaction includes primer(s) (0.3–0.5 µM each), dNTP mixture (160 µM each), Dream Taq buffer (1X), Taq DNA polymerase (6U/50 µL), DNA template (250 ng/50 µL), BSA (0.4 µg/µL), and MgCl2 (1.4 mM). To get the most effective results cyclic conditions obtained were 10 min initial denaturation at 94°C, 62°C annealing temperature, and 35 PCR cycles at 72°C extending temperature. Consequently, the study successfully formulated a less expensive and simple approach for >3000 bp that was used to screen D/BMD. Finally, a developed M-PCR mix with a unique combination of specificity and sensitivity coupled with great flexibility has led to a true revolution in molecular diagnostics

A study of feto-maternal outcome in case of premature rupture of membrane at a tertiary care center

Background: Premature rupture of membranes is the rupture of the fetal membranes in the absence of uterine contraction or before the onset of labor. When this occurs before 37 weeks of gestation, it is termed as preterm premature rupture of membranes. Management depends upon gestational age and the presence of complicating factors. An accurate assessment of gestational age and knowledge of the maternal, fetal and neonatal risks are essential to appropriate evaluation, counselling, and care of patients with PROM. The purpose of the study is timely diagnosis and appropriate management of the cases of PROM and PPROM to improve maternal and neonatal outcomes. Methods: A Prospective study was performed at the department of obstetrics and gynecology, at a tertiary care center from August 2020 to December 2021. A clinical data sheet was made for recording all information about the pregnant women after taking their consent. And their maternal and neonatal outcomes were recorded. Results: a total of 150 cases of PROM and PPROM were taken during our study out of which 53.33% belong to the younger age group, 43.33% were primi gravida, 66.66% belonged to the lower socioeconomic class, 25.33% had a previous history of abortion followed by dilatation and evacuation, rate of cesarean delivery was 34.66% and rate of NICU admission of neonates was 15.78% and 57.87% babies had low birth weight and rate of stillbirth was 1.97%. whereas 34.66% of cases had various complications related to PROM. Conclusions: Individualized management of PROM cases depending on the gestational age and risk of complications and antibiotic coverage is the best way to achieve a good fetomaternal outcome