Instruction
The Impact of Marketing Variables on Business Performance: An Analysis of FMCG, Consumer Durables and Textile Industries. By Sweta. IUP Journal of Business Strategy. Jun2015, Vol. 12 Issue 2, pp. 54-68.
A Study on the Online Branding Strategies of Indian Fashion Retail Stores By: Goswami, Shubham. IUP Journal of Brand Management. Mar. 2015, Vol. 12 Issue 1, pp. 45-59.
Implementing Changes in Marketing Strategy: The Role of Perceived Outcome- and Process-Oriented Supervisory Actions. By: Sarin, Shikhar; Challagalla, Goutam; Kohli, Ajay K. Journal of Marketing Research (JMR). Aug. 2012, Vol. 49 Issue 4, pp. 564-580.
Associated with this folder are the weekly literature review assignments. The format and style can be found in the numerous examples available in the Course Documents folder found in the main menu of Blackboard. The basic format is relatively simple. Initially the citation of the article to be reviewed is followed by a detailed section on the overview of the article, its main points, and issues discussed.
The next section, please pick at least three aspects (content, not procedural) of the article you liked and why. At least three paragraphs or more are expected. You may use quotes in your answers, as long as they are not too numerous and lengthy. I am more interested in your thoughts and analysis than the author’s in this section.
The next section is a detailed discussion of a dislike (content, not procedural) of the article and why.
Last, you include an easy essay question that you think that anyone who has read this article should be able to answer.
The articles that I pick have been used by many sections found in the textbook as sources of material. Therefore, you should find many overlaps between the articles and the textbook.