Our faculty members regularly publish in top tier journals. Students joining IIM Trichy’s FPM would have the benefit of interacting with and learning from these faculty members. Appended below is the list of FT 50 and A* / A (ABDC ranking) publications authored by our faculty members.
"Resistance to Healthcare Information Technologies" (HIT) continues to be a major challenge that hampers the realization of benefits. Attending to the noted significance of “context” in IT resistance, we carried out this review to understand how the “context” of healthcare in the extant HIT resistance literature has been studied. Based on a review of HIT resistance across 19 IS journals and 5 major IS conferences we organize and summarize the literature around the interaction of people, practice, and technology and provide several significant possibilities for future research.
Healthcare Information Technology; HIT Resistance; IT Resistance; Literature Review.
Mayank Kumar, Prof. Jang Bahadur Singh, Prof. Agam Gupta, Prof. Rajesh Chandwani
International Journal of Information Management
Boundary spanning is an important mechanism for the successful and efficient management of client-vendor relationships in Information Technology (IT) outsourcing. Vendors are often responsible for initiating boundary-spanning between the two parties, and the final effectiveness of boundary-spanning often hinges more on vendors rather than on clients. Boundary-spanners are individuals, who operate at the boundary of an organization, performing functions like external representation and information processing. The idea that boundary-spanning can become an organizational capability is well acknowledged in prior literature; but research regarding this rocess is limited. Boundary-spanning is often left to the ingenuity of the individual performing the role, preventing its development as an organizational capability. Therefore, this study attempts to uncover the process and develop the building blocks of the organizational capability in managing client-vendor relationships in IT outsourcing. We adopt an exploratory case study method for theory building to address the question, “How do vendor boundary-spanners influence client-vendor relationships in IT outsourcing engagements?” We use multiple-case design (9 cases) for literal replication. Our propositions show that the practices of an effective boundary-spanner involves establishing a dyadic tie with the client- manager; strengthening the established tie based on shared context; using it to identify a joint problem; and developing interpersonal trust while solving this joint problem. The outcome of this interpersonal trust then gets appropriated through client-manager’s structural networks and contributes to the vendor organization's business growth. This study uses the social capital lens to develop propositions regarding how boundary-spanners operate.
boundary-spanners, IT outsourcing, trust, social capital, relational embeddedness.
Prof. Smita Prashnt Chattopadhyay
Asia Pacific Journal of Management
Increasing digitization has transformed ways of work in modern age. Organizations are increasingly relying on Global Virtual Teams (GVTs) as new forms of working. However, the challenges of configuration of GVTs have been reported to reduce the levels of employee engagement, especially so in multicultural GVTs. Extant research indicates cultural intelligence as one of the drivers of employee engagement in GVTs, though the nature of this relationship has remained unclear. This study is an ethnographic inquiry to understand the nature of the relationship between cultural intelligence and employee engagement. The results of our study indicate that the inclusionary pressures of non-work identities (national culture) are high in context of GVTs owing to their configuration. However, preferences (alignment or misalignment) of team members either initiate gain cycles or loss cycles, thus effecting the levels of employee engagement. Further, it was found that individual preferences may dynamically change from misalignment towards alignment with improved levels of cultural intelligence among team members of GVTs. The relationship between cultural intelligence and employee engagement has been found to be mediated by trust among team members in GVTs.
Cultural Intelligence, Employee Engagement, Global Virtual Teams (GVTs), Trust, Work and Non-Work Identity.
Farheen Fathima Shaik, Prof. Upam Pushpak Makhecha, Prof. Sirish Kumar Gouda
International Journal of Manpower
The purpose of this study is to explore the role of culture-specific socialization factors such as antecedents to technology readiness index (TRI) scale to understand the adoption of cutting-edge technologies among teenagers.
The conceptual model was empirically tested using survey data from 381 teenagers. The data were analyzed using structural equation modeling.
Parent–child communication, peers, media and self-construal have varying influence on technology readiness of teenagers. The effects of parent–child interactions are mediated by self-construal, which reaffirms the importance of identity during adolescence.
The culture-specific characteristics are critical antecedents to teenagers’ TRI. Moreover, the TRI 2.0 scale needs minor refinement to address culturally diverse marketplace where people are less familiar with the technical terms used in developed countries and display low levels of technology awareness.
Marketers need to tailor their communication strategies to have a strong presence on digital media to engage with teenagers. Firms should utilize media for providing information and develop content that should resonate with teens and potentially enhances their online impression to increase the adoption of technology.
This is the first study to investigate the antecedents of technology readiness of teenagers in an emerging market. The study uses a multidisciplinary approach to examine culture-dependent factors using theories from marketing literature (consumer socialization theory) and developmental psychology (self-construal).
Anubhav Mishra, Satish S. Maheswarappa, Charles L. Colby
Journal of Services Marketing
The purpose of this paper is to examine the influence of parents (via family communication patterns) on teenagers’ electronic word-of-mouth (eWOM) intentions, via a serial mediation by internet usage and self-esteem, along with the moderating effect of online impression.
A conceptual model was developed based on the nature vs nurture perspective and theory of consumer socialization. Structural equation modeling was applied to investigate the interplay among proposed variables, using a sample of 797 teenage respondents in India.
The findings indicate that family communication, internet usage, and self-esteem are significant antecedents to eWOM intents of teenagers. Also, online impression is a strong moderator which influences whether teenagers would engage in eWOM activities or not.
This study presents actionable items for marketers interested in teenage consumers in an emerging economy. Marketers can benefit by tailoring their online communication to influence parent’s attitude toward the internet and to enhance online impression of teenagers to substantially increase eWOM dispersion.
This study provides original insights about how parents and individual characteristics act as antecedents and impact teenagers’ eWOM intentions including the moderating effect of online impression.
Anubhav Mishra, Satish S. Maheswarappa, Moutusy Maity, Sridhar Samu
Marketing Intelligence and Planning
This research aims to explore the factors that affect the adoption of Web 2.0 among knowledge workers. The research specifically investigated the role of factors related to both knowledge seeking and knowledge sharing, in the context of Web 2.0 use by health care professionals.
For this research, a cross-sectional survey design was adopted. The data were analyzed using the partial least square-structural equation modeling.
The results confirmed that the intention to adopt Web 2.0 depends upon both the knowledge-seeking and the knowledge-sharing attitudes. However, between the two, it is knowledge-sharing factors that are more important. Health care professionals tend to share knowledge driven by intrinsic motivators rather than by extrinsic motivators. On the other hand, knowledge-seeking attitude was determined by usefulness of knowledge and was not affected by the effort involved.
All the respondents were health care professionals from India, and convenience sampling was used to reach them. This may limit the generalizability of the findings.
This research provides useful insights on implementing Web 2.0-based knowledge management systems, specifically for health care professionals. Particularly, it emphasizes the need to focus on reinforcing intrinsic motivators like self-efficacy and the joy of sharing.
It is perhaps the first study that integrates the factors related to knowledge sharing and seeking in a single theoretical model, thereby presents and tests a more realistic model of knowledge management.
Jang Bahadur Singh, Rajesh Chandwani & Mayank Kumar
Journal of Knowledge Management
The concept of the mobile wallet is increasingly adopted in developed and developing countries for improving the scale, productivity, and excellence of banking services. Oman is one of the most growing countries of the Middle Eastern economies. Acceptance of mobile wallets in Oman is being hindered by various inhibitors. There is no study in the Middle Eastern countries that addressed the concerns of probable inhibitors influencing mobile wallet acceptance from expert's perspective. In this study, eleven key inhibitors to mobile wallet adoption are identified from the literature and expert's feedback. This study employed Interpretive Structural Modelling (ISM) in conjunction with fuzzy MICMAC to reveal the intricate relationship among inhibitors to mobile wallet acceptance. To the end, an integrated hierarchical model is developed to understand the influence of a particular inhibitor on others. ‘Anxiety towards new technology’, ‘Lack of new technology skills’, ‘Lack of awareness of mobile wallet benefits’ and ‘Complexity of new technology’ have been reported as key inhibitors to promote mobile wallets in Oman. This study also suggests several recommendations for banking organizations and policymakers in developing the effective model to popularize mobile wallets in Oman.
Sujeet Kumar Sharma, Sachin Kumar Mangla, Sunil Luthra, ZahranAl-Salti
Journal of Retailing and Consumer Services
22nd August, 2018
This paper seeks to understand the joint impact of institutional reforms and industry structural factors on market returns earned by rivals in an emerging market during foreign acquisitions. We use a sample of 238 foreign acquisitions in India during the period 2004–2013 and find empirical evidence to support the notion that institutional reforms, foreign competition and business group competition positively impact the market returns of the rivals of acquired firms. Additionally, we find that the effects of foreign competition and business group competition on rivals’ market returns are shaped by the degree of institutional reforms in the industry, indicating that firms’ market returns in emerging markets during foreign acquisitions can be better understood through the incorporation of the joint role of industry structural factors and institutional reforms.
B.Elango, Karthik Dhandapani & Claudio Giachettic
International Business Review
11th April, 2018
Supply chain managers across the globe are finding it difficult to manage the increasingly complex supply chains despite adopting a variety of risk mitigation strategies. Firms on the other hand have also been adopting various kinds of environmental and social sustainability practices in recent times to reduce carbon footprint and improve their image on the social front. However, very few studies in the extant literature have examined the impact of sustainability practices on supply chain risk. We address this important gap in literature by empirically testing this relationship, using primary data from six manufacturing sectors and 21 different countries including developed as well as emerging markets across the globe. Our findings indicate that risk mitigation strategies do not always reduce the actual supply chain risk experienced by firms, whereas sustainability efforts help reduce supply chain risk, especially in emerging market contexts. In addition, we find that, while reactive risk mitigation strategies on their own fail to reduce supply chain risk, they are effective when used in conjunction with sustainability efforts. We also find that preventive risk mitigation efforts are only effective in mature supply chains such as the OECD countries.
Sirish Kumar Gouda & Haritha Saranga
International Journal of Production Research
08th April, 2018
Manufacturing firms globally have adopted various environmental sustainability practices, not only because of stakeholder pressure, but also because they see positive returns from their investments in measures towards these. Remanufacturing is one such activity, which has increasingly garnered focus of both practitioners and academia. Motivated by the emergent phenomenon in the remanufacturing industry, in this paper, we study competition and collaboration between an OEM and remanufacturer under subscription-based contracts. Our problem is motivated by the initiatives of firms which have undertaken innovative ways to collaborate with remanufacturers under competition. We study two subscription-based contracts namely, (i) a lump-sum pay and per-unit fee contract, and, (ii) a revenue sharing and lump-sum pay contract and analyze the strategic decisions of the players in these contracts. On comparison of equilibrium values, we find that the collection effort of the remanufacturer under the lump-sum pay and per-unit fee contract is lower than the case of competition (base case), whereas the collection effort is higher under the revenue sharing and lump-sum pay contract (under certain bounds). We also find that the contracts lead to higher prices whereas the product design value is lower in contracts than the base case (under certain bounds). The study serves as an important building block for research in contract design between OEMs and remanufacturers.
Debabrata Ghosh, Sirish Gouda, Ravi Shankar, Sanjeev Swami, Vinu Cheruvil Thomas
International Journal of Production Economics
23rd March, 2018
In our earlier paper, we drew upon Franz Kafka’s literary writings to attend to the repressive sides of the State and markets and their impact on subaltern positions. Moreover, we pointed to some of the key limitations in the theories of the base of the pyramid and subsistence marketplace. In this paper, responding to the commentaries, we clarify some doubts, provide correctives to misinterpretations and further develop the broad theoretical argument we made in our earlier paper. In response to Viswanathan’s commentary, we specifically clarify the role of neoliberal ideology as it impels discourse of subsistence markets. Moreover, as a corrective to Karnani’s reading, we explain the limitations of the State, markets and private enterprises in alleviating poverty in India. Through these clarifications, we ask scholars to attend to systemic features of the current political economy that create poverty and call for an imagination beyond the current capitalist zeitgeist to empower the subaltern.
Apoorv Khare & Rohit Varman
Journal of Marketing Management
31st December, 2017
This article examines the adaptation process of a large manufacturer in the Indian steel industry faced with radical sociopolitical shifts in the external ecosystem. It uses the Bower‐Burgelman process model in combination with Bourdieu's praxis theory to explain the emergence of competing managerial initiatives and associated contests in the company's internal ecology of strategy‐making in terms of socially acquired dispositions. It illuminates process–practice pathways through which top management's resource allocation supported changes in the efficacy of the different forms of capital of the contesting managerial classes, thereby legitimizing the daily “doings” of the rising class and institutionalizing a (re)defined adaptive rule structure.
How do managers’ early influences, including family upbringing and schooling, bear upon organization's renewal strategy? Our study finds that during discontinuities imposed by socioeconomic upheavals, when organizational performance flounders, managerial initiatives are driven by deepest dispositions derived from early age socialization. Competing managerial fractions jostle to impose practices favorable to their longstanding preferences by putting their weight behind preferred product‐market choices and seeking appropriate changes in the ineffective internal rule structure. Administration's challenge lies in leveraging internal contests to iteratively allocate resources in search of winning dispositions and configurations aligned with evolving social relations in the external environment. Internal availability of managerial groups from diverse social origins is crucial for the administration to reclaim organizational advantage by arbitrating between contesting practices and practitioner fortunes.
Sankalp Pratap, Biswatosh Saha
Strategic Management Journal
12th December, 2017
Social movements driven by a combination of religious nationalism and economic fundamentalism are globally grabbing the levers of political, economic, and intellectual control. The consequence is a policy climate premised on polarization in which inequality and destruction of the natural environment are condoned. This creates demands on key academic institutions like business schools, with stakeholders who are complicit in the sustenance of these social movements. Scholars in these schools have an opportunity to respond through curricula that facilitate reflection on the ideological preferences of such groups under their influence. However, stakeholders influenced by religious nationalism tend to reject the premises of liberal secular vocabulary as elitist or alien and hence suspicious. This article considers a teaching strategy to instill values of equality and respect for nature among the stakeholders by grounding curriculums in the tenets of the same religion valorized by the social movements. The consequences of such a strategy is discussed through its application to the business curriculums taught in India, where a regressive social movement with totalitarian pretensions—Hindutva—combined with neoliberalism has secured unparalleled power. Elements of this strategy could inform educators in other democratic societies facing similar challenges.
Prabhir Vishnu Poruthiyil
Business & Society
12th December, 2017
Product design is increasingly becoming a critical function in many organisations having significant impact on their performance. It aims at the selection of a near-optimal mix of products and attribute-levels to offer in the target market. The standard product portfolio planning approach has focused on selecting optimum product profiles based on part-worth utility data. However, given that product development happens in multiple stages, combining the product definition decisions with the product development feasibility will provide organisations with a more inclusive and global solution. This paper considers a resource-constrained environment with a multi-stage product development cycle and presents an approach for helping an organisation to select the definitions of products for its product portfolio and the feasible launch timings. The proposed framework will aid product managers and researchers to identify and evaluate alternative product definitions using a Mixed Integer Linear Programming model in order to determine the alternatives which best balance product features and product development.
Binay Dash, M.S. Gajanand & T.T. Narendran
International Journal of Production Research
27th October, 2017
Teenagers are major contributors of online content because of continuous communication and sharing with peers using social media or instant messaging apps. They like to immediately tell the world about their purchases and consumption experiences, which leads to the generation and transmission of electronic word-of-mouth (eWOM). This study uses consumer socialization perspective to examine how age, peers and Internet usage influence teenagers' eWOM intentions. The findings suggest that normative and informative influence of peers and the Internet have significant positive association with eWOM. Moreover, these influences also mediate the direct influence of age and Internet usage on eWOM. Further, the potential eWOM behavior of male teenagers is influenced by the existing peer norms, whereas for females, their reliance and belief in the credibility of online information is more critical. The insights are valuable for marketers interested in the powerful and growing teenage consumer segment, especially in the new emerging markets.
Anubhav Mishra, Satish S. Maheswarappa, Moutusy Maitya, SridharSamu
Journal of Business Research
28th April, 2017
This paper studies the long-run relationship between health care expenditure and income using a panel data set of emerging economies over the period 1995–2012. The results show that expenditure on health care and income are non-stationary and cointegrated. After controlling for cross-sectional dependence and unobserved heterogeneity among different countries, we find that the income elasticity of health care is less than 1, indicating that health care is a necessity and not a luxury. Government expenditure and out-of-pocket expenditure turn out to be important determinants of health care expenditure. Among non-monetary factors, results show that old age dependency and female education seem to have significant bearings on health care expenditures. Policy recommendations suggest that government should increase spending on health care in emerging economies since higher incomes may not automatically translate into higher health care spending by the people of these countries.
Sanja Samirana Pattnayak, Alka Chadha
This article presents the practices of Australian and German financial service providers regarding the implementation of shop-floor control within different types of service systems. The results delivered in this article should serve as a guideline for future research to develop and adapt methods for shop-floor control in financial service systems. Interviews with 25 experts from the Australian and German financial services industry reveal novel insights into the practice of shop-floor control, suggesting that methods and concepts from manufacturing are only used to a limited extent for shop-floor control. Shop-floor control is mostly used to react quickly to unexpected deviations due to a low usage of forecasts and information systems. Thus, there seems to be improvement potential in the financial services industry in comparison with in the manufacturing industry in terms of shop-floor control. Further research within the production research area should use the empirical insights to test and adapt existing methods and to develop new ones, taking cultural differences into account.
Michael Leyer, Daniel Kronsbein, Richard Willis, Ayon Chakraborty& Jürgen Moormann
International Journal of Production Research
Vehicle routing problems (VRPs) whose typical objective is to minimise total travel costs over a tour have evolved over the years with objectives ranging from minimising travel times and distances to minimising pollution and fuel consumption. However, driver behaviour continues to be neglected while planning for vehicle routes. Factors such as traffic congestion levels, monotonous drives and fatigue have an impact on the behaviour of drivers, which in turn might affect their speed-choice and route-choice behaviours. The behaviour of drivers and their subsequent decision-making owing to these factors impact the revenue of transport companies and could lead to huge losses in extreme cases. There have been studies on the behaviour of drivers in isolation, without inclusion of the objectives and constraints of the traditional routing problem. This paper presents a review of existing models of VRP, planner behaviour models in the VRP context and driver behaviour models and provides a motivation to integrate these models in a stochastic traffic environment to produce practical, economic and driver-friendly logistics solutions. The paper provides valuable insights on the relevance of behavioural issues in logistics and highlights the modelling implications of incorporating planner and driver behaviour in the framework of routing problems.
S Srivatsa Srinivas, M. S. Gajanand
The purpose of this paper is to extend the understanding the role of consumer experiences, instantiated through gift giving and game play, in communication of brand values.
The paper is based on in-depth phenomenological interviews of marketing managers and various channel intermediaries involved in the execution of a mass brand promotion program in rural India.
The study reveals the employment of innovative game designs and gift choices, their design rooted deep in the village populace’s context and life experiences. It shows how the consumer’s experience created through games and gifts shapes their perceptions about the brand leading to favorable consideration and purchase outcomes for it.
This work is derived primarily from practice. It is hoped that industry practitioners will benefit from this stream of research and will use games and gifts in innovative ways to engage customers and create brand experiences.
This is one of the first works to highlight the importance of games and gifts in experiential marketing literature. It brings into focus one of the largely unexplored facets of customer engagement in rural India.
Sankalp Pratap, Agam Gupta, Arqum Mateen Kavita Mahto
Marketing Intelligence and Planning
Multi-level (Multi-level in this paper refers to three levels- intended, actual and experienced- at which HR practices are theorised in the existing strategic human resource management process research) gaps in human resource (HR) practices have not been extensively investigated in the HR literature. Using a multiple embedded case study design within a multi-unit hypermarket chain in India, we identify ‘Intended-Actual-Experienced’ gaps across nine HR practices in seven retail units. We find that these gaps arise from implementers’ adaptation of HR practices due to different understandings of the intent of HR practices, the importance given to their contents and the processes adopted in their implementation. We propose an inductive model for emergence of multi-level gaps in HR practices. Our model depicts the processes and variables that have the potential to enable or disable adaptation, delivery and experience of HR practices, thus creating gaps between intended and experienced HR practices. This paper highlights the need for further research on HR implementation with particular focus on gaps. It also provides a framework for practitioners to take cognisance of the gaps that could impact implementation and experience of corporate-driven HR practices.
Upam Pushpak Makhecha, Vasanthi Srinivasan, Ganesh N. Prabhu & Sourav Mukherji
The International Journal of Human Resource Management
Intra-city commuting is being revolutionized by call-taxi services in many developing countries such as India. A customer requests a taxi via phone, and it arrives at the right time and at the right location for the pick-up. This mode of intra-city travel has become one of the most reliable and convenient modes of transportation for customers traveling for business and non-business purposes. The increased number of vehicles on city roads and raising fuel costs has prompted a new type of transportation logistics problem of finding a fuel-efficient and quickest path for a call-taxi through a city road network, where the travel times are stochastic. The stochastic travel time of the road network is induced by obstacles such as the traffic signals and intersections. The delay and additional fuel consumption at each of these obstacles are calculated that are later imputed to the total travel time and fuel consumption of a path. A Monte-Carlo simulationbased approach is proposed to identify unique fuel-efficient paths between two locations in a city road network where each obstacle has a delay distribution. A multi-criteria score is then assigned to each unique path based on the probability that the path is fuel efficient, the average travel time of the path and the coefficient of variation of the travel times of the path.
T. Godwin, Karthik Sajeev and Albert C. George
JOURNAL OF ADVANCED TRANSPORTATION
6th December, 2016
Offshore Service Providers (OSPs) have been a subject of research for several years now. However, there is little known about what drives the internationalization of OSPs. In this paper, we combine insights from economic geography and institutional view to investigate cluster presence and quality certification as the drivers of OSP internationalization and their performance. We hypothesize the facilitating role these two factors play in driving the performance of internationalized firms. We test our hypotheses using data from Indian software firms between 1992 and 2002. We find a positive effect of certification on OSP internationalization. Although certification contributes negatively to OSP performance, it positively moderates the performance effect of OSP internationalization. Cluster presence was found to drive OSP's overall performance, but has no effect on internationalization. Through our findings, we contribute towards the literature on OSP internationalization.
Rajesh S.Upadhyayula, Karthik Dhandapani, AmitKarna
Journal of International Management
6th December, 2016
We extend the “institutional voids” perspective on business groups by examining the value‐adding potential of two of the characteristic features of business groups: their diverse portfolio and multi‐entity organizational form. We maintain that portfolio diversity affords affiliates privileged access to opportunities hidden by incomplete strategic factor markets. We hypothesize that the multi‐entity organizational form enables superior sensing and seizing of these growth opportunities by affiliate firms. We further suggest that, in the context of institutional reforms, these characteristics strengthen business group affiliates' ability to capitalize on the expanded set of opportunities made available by the reform program. Empirical analyses on a sample of Indian firms over the period 1994–2010 support our hypotheses. Implications for theory and future directions are discussed.
K. S. Manikandan, J. Ramachandran
Strategic Management Journal
Conglomerates once dominated the U.S. business world. But by the 1980s, they’d been laid low by poor performance, inspiring the belief that focused corporations created more shareholder value. Today conglomerates are largely considered dinosaurs—except, that is, in emerging markets, where diversified business groups, comprising numerous unrelated enterprises, are flourishing.
The authors, who studied Indian business groups for five years, believe that the key to these organizations’ success is their structure. Unlike corporate divisions, a group’s affiliate companies are legally independent. That allows them to raise capital, set strategies, and create incentives more effectively. Affiliates don’t report directly to the leaders of the business group but are overseen by the group center, a management layer in the group chairperson’s office. It coordinates the identity work that unites and inspires affiliates’ employees, and helps affiliates spot and seize opportunities, share resources and talent, and collaborate on strategic activities. Business groups using this model are not only profitable; they also outperform other companies in their markets."
J. Ramachandran, K.S. Manikandan, Anirvan Pant
Harvard Business Review
For more than three decades, business ethics has suggested and evaluated strategies for multinationals to address abject deprivations and weak regulatory institutions in developing countries. Critical appraisals, internal and external, have observed these concerns being severely constrained by the overwhelming prioritization of economic values, i.e., economism. Recent contributions to business ethics stress a re-imagination of the field wherein economic goals are downgraded and more attention given to redistribution of wealth and well-being of the weaker individuals and groups. Development ethics, a lesser known field of normative enquiry, already offers nuanced justifications against economism which business ethicists can use in their current attempts to wean the field from old habits.
Prabhir Vishnu Poruthiyil
Journal of Business Ethics
09th August, 2013
This study examines the cultural experiences of subaltern migrants from Kerala, India to the Middle East. It draws upon the French pragmatic sociology with attention to convention theory to cast in sharp relief different interpretations of worth that influence subaltern migrants or vagabonds as Zygmunt Bauman has labelled them. This study shows that vagabonds use different regimes of worth and justification to resist domination and to shape their cultural encounters with host and home cultures. It explains how existing acculturation research lacks insights about worth and regimes of justification that hinder it from fully understanding the role of domination and cultural experiences of subalterns.
Hari Sreekumar & Rohit Varman
Journal of Macromarketing
29th November, 2018