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Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Jun 24, 2019

An Unexpected Product Benefit Can Be a Powerful Marketing Tool

As companies test a new product, they often learn that it can deliver unexpected benefits. This very famously happened in the case of Viagra, a product originally developed to treat cardiovascular problems. During the first human trials of the compound, a study nurse reported that male subjects would frequently lie on their stomachs on the…

Jan 16, 2019

Busy people more likely to make healthier choices, study found

People who perceive themselves as busy are more likely to make healthier choices, a new study has shown. Although we complain about being too busy in today’s fast-moving world, it has some advantages. Individuals who perceive themselves as busy are more likely to delay gratification. They subsequently make decisions that benefit them in the long-term….

Jan 14, 2019

The Little-Known Quirk in the Way Our Brain Evaluates Goals

“Maintaining possessions is more difficult than acquiring them.” – Demosthenes Most managers, whether they are in charge of setting sales quotas or other KPIs, often search for that holy grail-like balance between compelling results and keeping the troops happy. Things get even trickier when the context is less than ideal – a recently expired key…

Nov 21, 2018

Why Modest Goals Appeal to Us

Let’s say you’re wondering whether to set more money aside this coming year. You could go for a modest goal, such as increasing your savings by 1%, or pick a more ambitious one. You could also tell yourself: “I won’t increase my savings, but I’ll make sure to maintain whatever savings I already have.” New…

Oct 27, 2018

Research: A busy mindset can be a marketing tool

Framing products around virtuousness can help businesses market to those with a busy mindset, according to new research. Global business school, Insead, recently found the mere perception of yourself as a busy person, or what they call a busy mindset, is a ‘badge of honour’ that can be used to promote better self-control, and marketers…

Dec 28, 2017

If You Want to Get Funded on Kickstarter, Research Says to Avoid These Tactics

On the surface, the growth of crowdfunding has been phenomenal. Since its inception in 2009, projects listed on Kickstarter have raised $3.3 billion. Over 133,000 projects have become successfully funded. This has led many to claim that crowdfunding can democratize product innovation and access to capital by allowing small entrepreneurs, who lack access to resources,…

Dec 4, 2017

How the get the best outcome when pitching new ventures to crowdfunding backers

Using Kickstarter as a yardstick for the growth of online crowdfunding platforms gives us a sense of the dramatic growth experienced by such platforms. Since its inception in 2009, projects listed on Kickstarter have raised US$3.3 billion. Over 133,000 projects have become successfully funded. Based on such data many have claimed that crowdfunding can democratise…

Jul 11, 2017

How Your Firm Can Reignite Sales Growth

When Steve Jobs returned to Apple in 1997, the company’s annual losses were in excess of US$1 billion.  Bankruptcy loomed on the short-term horizon. One of Jobs’ first moves was to hire an ad agency to help him rebuild the brand’s status. It resulted in the famous “Think Different” campaign. At the campaign launch, Jobs…

May 30, 2017
Dec 12, 2016

The Mountains Are Calling – Prof. Amitava Chattopadhyay

He stood, looking at the mountain beckoning him – the two horn-shaped peaks separated by a low saddle bathed in golden light. He breathed heavily. He and his brother had been walking 25-35 kms every day, perhaps pushed too hard by the tour guide. Nausea coursed through his body even as the magnificent mountain filled…


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