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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B116138 Brandvantage By BHANDARI TRUPTI |  B118489 Strategic Advertising Management By Percy Larry |  B118505 Advertising and Promotion By Belch George E |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Business-to-Investor Marketing: The Interplay of Costly and Costless Signals. By Nyilasy, Greg;Yi, Shangwen;Herhausen, Dennis;Ludwig, Stephan;Dahl, Darren W. Journal of Marketing. May2025, Vol. 89 Issue 3, p97-117. 21p. Abstract :Marketing to investors—especially when seeking funding for startups—is unique, with investors facing extreme uncertainty. This study uses foundational work in marketing, economics, management, finance, and psychology, as well as theories-in-use develop- ment with angel and venture capital investors, to build a business-to-investor marketing theory. The theory proposes that inves- tors rely on marketing signals from startups, whether they are costly (financial, social, human, and intellectual resource endowments) or costless (verbal passion and concreteness). Results of a large quantitative field study of 5,334 written proposals from startups show that costly and costless signals have interactive effects on investor acceptance. The natural entrepreneurial tendency to compensate for a lack of costly signals with the use of passionate language backfires, reducing investor acceptance. Only when costly signals are communicated does a greater use of passion increase investor acceptance. Further, written propos- als should be moderately concrete when they lack costly signals and should be formulated abstractly when plenty of costly signals can be offered. These contingencies provide insights into costly–costless signal interdependence in business-to-investor marketing and suggest how startups can optimize their written proposals for investor acceptance. | |||
| Unpacking the Role of Ethical Leadership in the Era of Sustainable Development Goals and Values-Based Marketing By Tolstoy, Daniel;Melén Hånell, Sara;Ghauri, Pervez N. Journal of International Marketing. Jun2025, Vol. 33 Issue 2, p19-38. 20p. Abstract :Tackling the United Nations’ Sustainable Development Goals (SDGs) has become a key strategic marketing activity for multina- tional enterprises (MNEs) to build their reputation and ensure their brand value. However, SDGs can cause goal conflicts for MNEs, resulting in firms not being equally responsive to all stakeholders. Therefore, this study explores how ethical leadership, underpinned by a corporate purpose, enables MNEs to pursue SDGs in foreign markets. The researchers argue that ethical lead- ership based on a corporate purpose can provide strategic direction for MNEs, thus enabling them to focus on selected SDGs that can be integrated into their values-based marketing agendas. Further, the findings reveal that a corporate purpose can offer consistency and perseverance in the exertion of ethical leadership at the local market level; however, ethical leadership may require organizational members to disassociate from structural inconsistencies and goal conflicts in pursuit of SDGs. Thus, the study makes a significant contribution to the literature on international marketing by adopting an ethical perspective to explain how MNEs can strategically position themselves in relation to SDGs in international markets. The findings suggest that ethical leadership can build a foundation for credible marketing communication while serving as a driver of values-based marketing programs. | |||
| Puzzle Pictures: A Study on Reversible Figures in Advertising. By Mohanty, Praggyan Journal of Advertising. Apr/May2025, Vol. 54 Issue 2, p282-300. 19p. Abstract :Reversible figures have fascinated researchers in the psychological sciences since the 1800s, and these investigators have generated a massive amount of information on the psycho- logical underpinnings and manifestations of this intriguing visual phenomenon. However, although these puzzle pictures have consistently appeared in marketing communications, advertising research has been negligent in acknowledging reversible figures as a distinctive form of advertising. This paper aims to fill this research gap by systematically investigating reversible figure ads and studying their effects on variables pertinent to marketing and advertising, thereby contributing to theory and practice. The results obtained from four studies reveal that reversible figure ads boost mainstream indicators of ad effectiveness such as brand attitude, perceived brand innovativeness, and perceived ad creativity. Further, informed by MacInnis and Jaworski’s (1989) information processing framework, this paper supports a novel ad processing model in which reversible figure ads enhance perceptions of ad creativity, increasing perceived brand innovativeness and thereby strengthening brand attitude. Last, the results indicate conditional indirect effects, revealing that this serial mech- anism materializes in individuals with higher (vs. lower) levels of artistic interest. | |||
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| News |
| JJ Communications Manish Jain highlights how influencers are reshaping Indias tech marketing By The Financial Express; May 27 2025 |
| Kotlers fifth P: Can it work for brands? By The Economic Times; Brand Equity ; May 15 2025 |
| Media advertising revenue strain to stretch into first half of FY26 By Business Standard; May 30 2025 |
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