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Research papers

Selling Islamic finance to mr. Smith

In an environment of increasing product parity, the need to innovate has become critical. The key input for innovation is robust and insightful data from customers. Given this scenario, this paper explores the triggers and barriers that exist within...

Catalogue: Qualitative 2007
Authors: Kalika Tripathi, Dipen Mehta
Company: HSBC Holdings
October 28, 2001

Research papers

Ad tracking in India

This paper traces the evolution of Advertising Tracking in India over the previous thirteen years or so. This evolution has been segregated into three stages: origin: characterized by pre and post-testing growth: characterized by quasi-continuous...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Kalika Tripathi
November 1, 1996

Research papers

Golden mean

This paper postulates that the conflict between the finance and consumer measures in an organisation can be overcome by keeping in mind the overall goals of the organisation. This goal is defined to be - Maximising Shareholder Value. The paper...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Kalika Tripathi, Sughosh Moharikar
June 15, 1996