Paurav Shukla

PauravShukla.com (Marketing, Research, Luxury, Branding and more...)
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  • Teaching
    • Product & brand management for luxury goods
    • Comparative consumer behaviour
    • Strategic Planning & Marketing
    • Marketing research
    • Marketing in international context
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What is your digital value strategy?

Sunday, 02 June 2019 by Paurav Shukla

Value is a fundamental driver for consumer decision making. However, many organizations are unclear about what value consumer derive from their products or services. Moreover, this is even more complicated in the digital environment. Using research over the past decade, I provide a strategic toolkit to think and thrive through developing and managing digital value for your organization. 

You may also want to read these posts...

  • A potential solution to the trillion dollar digital shopping cart abandonment challenge
  • “Naming and shaming obesity, not the person”: negative attitudes towards obesity leads to eating healthily but diet plans may backfire
  • Synthetic diamonds are forever too, or are they!
  • Published in Blog, Luxury marketing, Technology
Tagged under: digital, marketing, strategy, value

Call for Papers: 2013 IMRA International Conference, Zagreb, Croatia

Monday, 05 November 2012 by Paurav Shukla

Being a conference co-chair for the 2013 IMRA International Conference, I will like to invite the readers of my website to submit their research work at the above conference. The conference is organized by IMRA in collaboration with Rochester Institute of Technology (RIT) / American College of Management & Technology (ACMT) in Zagreb, Croatia. The

You may also want to read these posts...

  • Invite: Status Consumption: A Journey Through Time & Cultures
  • How in-store sampling influences your choice?
  • Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society
  • Published in Blog, Latest Qs & Reviews
Tagged under: accounting, conference, Croatia, Economics, entrepreneurship, finance, HR, IMRA, International, Management, marketing, not for profit, operations management, organization behaviour, strategy, zagreb
Chinese New Year of Dragon and luxury

What is your Chinese New Year luxury strategy?

Tuesday, 17 January 2012 by Paurav Shukla

“The US is luxury’s largest market. Japan still remains a large luxury market in terms of absolute size. However, China is the true star of the region” – Claudia D’Arpizio (Bain & Co. Analyst)   China: the luxury market for present and future While the high-end luxury goods market is stagnant or decelerating for many

You may also want to read these posts...

  • They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India
  • Wooing Indian luxury alcohol brand consumers
  • Does competitive intelligence help improve the bottomline? (Part 2)
  • Published in Blog, Luxury marketing
Tagged under: branding, China, Chinese new year, growth, Luxury marketing, marketing, Marketing strategy, strategy
iPhone4

Apple’s ‘Antennagate’: How not to deal with an issue when you are a leader

Saturday, 17 July 2010 by Paurav Shukla

While listening and later on reading Apple’s defence of the ‘Antennagate’, I felt how much strategic thinking has gone into this and how the debate was PR driven rather than having any talk of substance. Apple won praise of customers and non-customers alike because it stayed at the upper spectrum debate previously. It looked at

You may also want to read these posts...

  • Thriving on consumer irrationality
  • Published in Blog
Tagged under: Antennagate, Apple, IPhone, iPhone4, leadership, Mass media, Microsoft, Nokia, Research In Motion, Sony, Steve Jobs, strategy

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Latest mass media appearances

  • Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
    Taking Tesla private may work for Musk and retain the luxury brand image.
  • How brands that disguise their origins do damage to their bottom line
    When brands try to disguise their origin and are found out later on, it can have a significant impact on their bottom-line.
  • Why Elon Musk should take Tesla private
    Taking Tesla private may help retain the luxury image of the brand in consumers' minds.
  • Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances
    Research by Prof. Shukla has shown than publicity campaigns can help combat alcohol-fueled sexual contact.
  • NewsWeek - Why the perceived value of lab-made diamonds is on the up
    Although synthetic, lab-made diamonds are similar in quality to natural ones.
  • Business Insider - Lab-made diamonds are posing threat to the natural ones
    Lab-made, synthetic diamonds are becoming increasingly similar in quality, cut, and clarity to natural ones. How they pose challenge to the natural diamond industry.
  • Scroll.in - How lab-made diamonds are stealing the shine (and market share) from natural ones
    More than 95% of industrial diamonds are synthetic, so why aren't more people using them in engagement rings?
  • The Conversation - How lab-made diamonds are stealing market share from natural ones
    Why value perceptions remain the final frontiers to crack the consumer market for synthetic diamond industry.
  • The Guardian - The luxury market is tricky to crack but the rewards can be great
    Businesses selling high-end products face low volume sales and fierce competition. But with the right branding, the sense of customer loyalty can’t be beaten.
  • Businessoffashion.com - Luxury Brand Balancing Act
    Are luxury brands upsetting the delicate balance that made them desirable in the first place? Is luxury fashion becoming too mass?

What others are reading now…

  • Influence of prospect payments psychology and pricing
  • About me
  • What is luxury?
  • Engaging the gamers: what motivates gamers to purchase virtual goods
  • Status (luxury) consumption among British and Indian consumers
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