Experience sharing by a student of IILM studying a semester at EM Normandie, France

Given an opportunity to study at em Normandy was one of the most exceptional chances given to me.  The way of teaching is very practical over here. The concepts, the theories are related to the real world examples and explained in the class. The subjects are not only taught theoretically but students are asked to put their views about the ongoing situation and what could be the further improvements done in regards to the discussions going. A healthy debate is also conducted at the end of the class so that both positive and negative impacts about the situation are considered.  For example the subjects taught till 1st semester to us were “Role of Companies in Sustainable Development”, “Operation Engines”, “Cultures in Different Companies”, all of these three subjects were taught to us by excellent faculties from Argentina, France and Germany respectively.

Talking about the culture of the class, the class is highly diversified. Students from different countries are studying over here, which is helping us to know the culture, their working methodology etc.

Living in a foreign country helped me to deal with some challenges. The weather, the food, the country regulations etc. were some of the issues we had to deal with. Money was also a concern for us. Living in foreign country helped me to learn about how to manage with the limited amount of resources available; also it taught that knowing just one language is not enough. Wherever you stay, you are supposed to have some knowledge about the language and about the people of that country. As we landed in France the main challenge for us was how to cover the communication gap between the people of France and us. Neither they could understand us nor could we understand their language.

As the college emphasised on practical learning, the faculty asked us to visit more countries of Europe and understand the culture, the diversity of people of different country. Therefore, I went to Brussels the capital of Belgium, Amsterdam the capital of Netherlands. I had an amazing experience travelling to different countries. Also the scenic beauty of Europe is breathtaking.

It has been two months now living in Deauville, France and it has been challenging yet a lot of learning as well and fun studying at EM Normandy and I hope that the rest of the two months of my stay will make me gain experience and help me for my future placements.

Experience shared by a student of IILM studying a semester at HANZE University of Applied Sciences, Netherlands

Our Experience as Exchange Students from IILM

As unnerving as the prospect of studying in a different country was, the moment we set foot at the airport in Amsterdam, the four of us knew it was the beginning of a spectacular experience. We were greeted by two extremely helpful and friendly students from Hanze, who were there to receive us, and traveled with us till our accommodation in Groningen, guiding us and acquainting us with the Dutch culture and environment along the way.

We, along with all the other exchange students, were welcomed at Hanze with an introductory lecture elaborating the structure and schedule of the semester. The first week of the semester, self explanatory called ‘Introduction Week’, was dedicated to facilitate interaction between all the foreign students and to encourage team work, through group activities. All the students were divided into four groups. Each team was given a project, which were as follows:
Group 1- Cookbook
Group 2- Yearbook
Group 3- Dutch Calendar (Birthday Calendar)
Group 4- Newspaper

Each group had to prepare, promote and sell as many copies of their respective products, and present the results in front of all the other groups and group coaches by the end of the week.

What ensued was a flurry of activity, with every group clamoring to attain sponsors, planning the design, promotion, pricing etc.
The four of us were split up as well, two being in the Yearbook group, and the other two in the group preparing Dutch calendars. Each group worked in a different way, yet all were working to beat time and competition, in order to sell the maximum number of copies.

All these efforts paid off, as on the day of the presentation, each group emerged successful in making profits out of their sales, and our coaches were pleased with our performances. We all were hence proud recipients of the credits assigned to this project.

Classes at Hanze have only been getting better and more enriching with each passing day ever since. We learn something new every day, not just from our teachers, but also from our classmates, hailing from all over the world, with diverse nationalities and varying cultures.

This has truly been an illuminating experience for us, and we are grateful to IILM Institute for Business and Management for giving us this opportunity of a lifetime.

Holi Celebrations at IILM Gurgaon

Holi Celebrations at IILM Gurgaon

The festival of color always rings with the spirit of joy at IILM. Utsav – The Cultural Club at IILM Gurgaon brought students, faculties and staff members to dance and enjoy the Festival of Holi. The festival was celebrated in full fervor right before the students went off for their break.

The lawns were sprayed with the vibrant colors that the students and staff members greeted each other with. Gujiya, Cutlets and Thandai added flavor to the celebration as it proved to be the perfect end to the day.

It was interesting to see the International students and faculty enjoying the festival in full spirit as they blended with the Indian culture.

The celebration ensured that students from across the Post Graduate Program got a chance to network and enjoy with the students from the Under Graduate Programs.

The day was truly special for all at IILM Gurgaon, which left memories to be treasured for a lifetime!

Foreign students celebrating Holi at IILM Gurgaon

Students from the Semester exchange program celebrating Holi at IILM Gurgaon

Sports Fun at IILM Gurgaon

Sports Fun at IILM Gurgaon

“To keep the body in good health is a duty… otherwise we shall not be able to keep our mind strong and clear” Buddha

Student Engagement has always added a different flavor to campus life at IILM Gurgaon. There are innumerable opportunities to develop current interests or to try out novel ones, during the stay at IILM Gurgaon. But a game of Volleyball or Cricket has always been  considered as the most preferred activity by the students in IILM Gurgaon, which eases the stress of the entire day. Keeping this in mind, Wednesday, 11th March 2015 was dedicated towards conducting Sports activities at the campus.

Amidst the buzz of classes and assignments, students across the Undergraduate and Post-graduate programs, were excited to participate in the recently held Volleyball, Basketball and Cricket matches.

While the students from the Undergraduate program won the Cricket Match, the game of Volleyball and Basketball got the scores equal between the two teams.

Students and faculty members watched with excitement and cheered the teams they supported.

The games continued till the evening and left the campus buzzing with a contagious zeal.

VC Round Table hosted by Ignite incubation center , IILM Institute for Business and Management, Gurgaon

Most of the aspiring entrepreneurs have an idea that is commercially viable; unfortunately they do not have the necessary funding to take it forward. With the changing market dynamics now budding entrepreneurs have various avenues in the form of venture capitalists, banks and other funding agencies. As such Indian business landscape has always been active with startup formation. While a couple of decades back, such startup activity was led by family business houses, many of the successes in the last ten years have come out of professionals and first-generation entrepreneurs.

On 13th March 2015, Keeping pace with the changing environment SME JOINUP conducted a Venture Capitalist Roundtable Series 2015, supported by Nasscom 10k Startups. Ignite incubation center at IILM Institute for Business and Management, Gurgaon hosted this event.

The VC Round Table came as a profitable chance for Potential Entrepreneurs to do a face time with interested investors, have an interactive session with them and subsequently pitch.

The event had 35 entrepreneurs and 5 investor for VC Round Table. After formal inaugural opening the event took off for a interactive session by Mr. Nitin Agarwal an IIT alumnus and an entrepreneur himself on “How to pitch to investors?”

He also answered queries on fund raising. Thereafter the VC spited in to three different rooms to have face to face interaction with the entrepreneurs.

“Given India’s rich landscape of investment opportunities with its rapidly growing demand for both domestic and export consumption there is huge potential for investors”, says Mr. Vivek Kumar Director SME Networks Pvt Ltd.

Faculty Development Programme on “Creative Assessment”

Faculty Development Programme on “Creative Assessment”

Creativity is becoming extremely significant for a nation’s economic growth and development. Educators can play a very important role in developing natural creativity amongst students. Keeping this in mind FDP on “Creative Assessment” was conducted by Dr Smitha Girija (Director, IILM Lodhi Road) on 23rd Feb 2015 .The FDP was attended by the faculty members of IILM , Lodhi Road.

The focus of discussion was mainly on two aspects
(a) Understanding the concept of “Creative Assessment”
(b) Various techniques which can be used for making Creative Assessments

FDP was well taken by all the participants. After the FDP, participants did list down different creative assessments which they think can be used for their respective modules. It was a good learning for all the participants !!!

Placement week at IILM Institute for Business and Management

There is huge demand for quality manpower as it is extremely important for companies to remain ahead in competition and sustain in business. The technical proficiency associated with management is taken care through subject related class room training. However there is a gap between what the company expects and what the students as employee can offer. Therefore it is important for students to become industry-ready even before they complete the course. 
Placement week was conducted between 9 February 2015 and 13 February 2015 at Gurgaon campus aiming to prepare the students of 1st year- PGDM both for Summer Internship and from campus placements point of view.
The week started of with an inspiring talk by Mr. Preet Kamal Sodhi from Banking industry who shared his experience on how to be confident and focused in achieving the goal. 
Through the Sneak Peak series some of our Alumni from various industry segments shared their experiences on Summer Internship which helped students understand the journey from Internship to final placement and gave them an insight on choosing the right Summer Internship. 
TEDx videos on “interview skills” and “how to conduct yourself in a confident manner” were shown to students followed by role play on personal interviews.
Students had profiling session to make them realise their passion in life and the area in which they want to pursue the internship.
The most common form of evaluating candidate is screening of resumes. Hence it is important to have quality resume. Considering the above reasons, a single page standard resume format with IILM logo was shared with the students. The students prepared their resume in the standard format which was later reviewed and signed off by respective mentors.
Connecting with other professionals will help students gain more knowledge and build professional network. LinkedIn seems to be the world’s largest professional network. Hence the students were taught how to promote themselves professionally by giving few tips like having a professional profile image, completing the profile and on how to establish the connections in LinkedIn.
Working in teams is part of the corporate culture. Team having proper communication, good listening and trust amongst other aspects will be successful in accomplishing the task. The students therefore had team building activities which was fun learning experience. 
The placement week was a good learning experience and the students are being more coherent now in choosing the functional area for summer internship and getting placed as interns. 

WP_20150209_14_08_49_Pro

WP_20150210_10_42_51_Pro

Alumni Engagement at IILM

An alumnus at IILM is a very integral part of its alma mater. At IILM we try to engage Alumni in as many activities as possible. Alumni Engagement is dedicated to bringing together the alumni community on a common platform to build another channel of personal and professional support to members. Apart from serving as a base for information about the alumni, it initiates programs and organizes events important to alumni and their alma mater.

Highly experienced alumni are invited to campus to share their experience with our students and faculty members. Such activities provide our students a chance to demonstrate their leadership competencies. To strengthen alumni engagement, one alumni member is invited to campus every week to interact with our students either formally through classroom lectures or informally over lunch or dinner at campus. This is an initiative taken by the Institute where each student gets an alumni mentor based upon their area of specialization or the sector where they would like to work. It is through the experiences of the mentors that the student learns a lot. The alumni mentor helps the student in their personal and professional development and the student gets an opportunity to gain knowledge and perspective of an organization and its culture.

In the past, we have had the Vice President of Finalytics Consultancy who came and interacted with our students and absorbed them in his company for final placement. Similarly, we had the Product Head of Wizzcare who again took a session with our students and gave them opportunities to work in his company through live projects and summer internships. We have had eminent speakers from companies like Wipro, PWC, ITC, Xerox, Deloitte, GE India etc who not just interacted with ours students but are also mentoring them.10616662_630524983713484_1638764471417370060_n

Women in HR profession

A woman faces responsibilities, finding it frustrating to balance work and family life. Thinking that they are unable to give 100% commitment to either work or home, these women end up feeling guilty and give up their carrier. Women professionals with CA, MBA, MCA or BTech qualifications and technical and managerial experience have given up their jobs after marriage. Having put in years of experience in their specialized area, these women resigned their jobs for biological or transitional reasons. Regular timing, commuting for long distance and working during ungodly hours deter them from resuming a full time carrier. In their heart, they crave to get back to their work. But they cannot and this distresses. The concept of Flexi-plan Interim Managers will help fulfilling the needs of such women. They would like to work at their own pace in their own time from their own place.” Stay home Moms” who keep their career intact through this interim managers concept is very much prevalent in developed nations and is yet to find a place in India. But in our country it is ideally suited to take off, as we have a growing knowledge industry and a substantial pool of talented women professionals. Highly qualified women who take career breaks can’t find work when they are ready to return .They have to compromise on salary or status or both. To get that extra time of their own to look after their family, they are ready to compromise.

SEE ALSO: The Future of HR

Profiles of women professional –

Working women are either postgraduates or professionally qualified with good communication skills. Majority of them are in the age group of 26-35 years and all of them are married. Women can be found in jobs related to Software Development, Customer Support Services, Front Office Work and Sales and Marketing. The women are mostly from upper middle income group who have their materialistic comforts taken care by their family’s economic status. They possess skills like programming, software development, auditing, web designing, content creation, recruiting, counseling, training, communication, copy writing etc. Most of these skills are knowledge based. The profiles of women both in government and private sectors are of following areas.

  • HR
  • IT
  • Customer care/hospitality
  • Teaching
  • Health care
  • Banking
  • Media
  • NGO
  • Politics
  • Fashion designing

Why women are preferred in HR?

Of all the managerial and professional specialty occupations, human resource management has the highest proportion of women. In 1996, women made up 62.5 percent of all “personnel, labor relations and training” positions – almost 14 percentage points higher than the average for all managerial and professional occupations – according to the U.S. Department of Labor. What’s more, the percentage of women in HR is double what it was 25 years ago, when women made up 31 percent of the profession. Relative to other fields, “HR has one of the highest percentages of women in top executive positions,” says John F. Johnson, an executive recruiter who places chief HR executives in Fortune 1000 companies. “You find a higher percentage here than in finance, legal or other functions,” he adds. And more women appear to be headed into the profession, based on the college students studying HR. For example, 70 percent of the student members of the Society for Human Resource Management (SHRM) are women, according to Beth McFarland, manager of student programs. Women have better prospect in HR.  Of course, women were unanimous in accepting that they are better at managing people. An Indian Information Service Officer said that while women manage work superbly even when unorganized .Personal experiences say that women are better at advising and mentoring. That’s probably one of the reasons why there are many women in the HR teams. Though psychologists warn of over-generalization based on gender, they opine that women are certainly better team players and more tolerant. But a clear-cut generalization that women are better managers is sheer short-sightedness and a highly biased opinion. Both men and women are individuals with their characteristic traits, which determine the managerial success quotient. Women’s way of communicating is not necessarily better than men but here it forms a big debate on the topic “Why women are preferred in HR”.

Figures released by the Chartered Institute of Personnel and Development (CIPD) regarding its membership, often a reliable way to look at the HR industry as a whole, reveal a staggering fact. Almost three quarters (72%) of the total membership are women.

It can be rare in established industry professions these days to have the figures so heavily skewed towards one sex or another and rarer still to find that women have the predominance over men. So what does this tell us about the HR industry, the core skills required, and the industry’s ability to attract skilled professionals from both sexes?

It’s in the genes?

On a broad, generic level, it has often been said that the skills and qualities required to be a successful Human Resources professional lend themselves more to those of the female skill set. Organisational abilities, an eye for detail, empathy, non-confrontational negotiation skills, listening and an overall desire to help have been cited as aspects of the profession that are cited as more feminine traits.

Historical ground –

To understand why there are more women in HR we must look at the history of the profession in the UK, says Angela O’Connor, HR director at the Crown Prosecution Service. “The roots of HR go as far back as the late 19th century, when the role of welfare workers was to take care of women and girls in the workforce,” she says. “These welfare workers were all women, and as more women entered the workplace during the two world wars, the number in welfare work increased and their role expanded to include recruitment and training.” The development from the welfare role to personnel, and then to HR, took place, therefore, in a predominantly female environment – in much the same way, for example, that engineering developed as a mainly male occupation. And just as small, but increasing, numbers of women have entered engineering over the past few decades.

Historically, HR can trace its lineage to as far back as the late 19th century and the role of welfare workers. All welfare workers were women, and it was their role to ensure that the women and girls in the workforce were taken care of. As more women entered industry during the two world wars, the welfare worker’s role was expanded to include recruitment and training.

The movement from welfare role to Personnel, and subsequently from Personnel to HR took place in a mainly female context, just as other industries – construction for example – relied on a mainly male workforce. Having examined the roots of the profession and found them to be predominantly female, it starts to become possible to see how HR has maintained its status as a female-oriented industry. This is not to suggest that men aren’t, or cannot be, successful in HR, but more that women have historically claimed the industry as their own.

Though it is different from person to person but many believe that the feminine attributes of female make them successful more than the men in HR. The reasons are;

  • Nature of the job – Traditionally, the perception is that men generally opt for jobs where there are fixed results, measurable and competitive, whilst women have traditionally chosen less aggressive, softer, industry roles. This perception leads to a noticeable result for which more women today are in HR jobs. HR is generally perceived to be a profession based around people and people skills. Men – and this is too deep a topic to be specific about – tend to be attracted to areas that are more systematic, more structured and more competitive. HR has been associated with a ‘softer’ social science background which tends to attract women, whereas men tend to prefer the ‘harder’ sciences. HR’s image and perception has served to turn men off joining the profession. As far as many people in the outside world are concerned, HR is a soft and fluffy job all about social and women are more attracted to HR because they are in some way genetically predisposed to the nature of the job. Women seem to be attracted to caring “people-based” professions such as HR, while men have traditionally preferred professions where success is judged on results. In male-dominated professions, such as sales, law or engineering, we can see the number of sales made, or court cases won, or bridges built or exactly what has been achieved. But in HR, it has not always been easy to measure our achievement. Women are more attracted to the humanist side of the work. More men would create a better balance, but they need to be excited and have a passion for the work. Having a lot of women in HR is not a bad thing, unless there are barriers for them to make the step to HR director level.

  • Ability to influence others through emotional intelligence – The key HR skills in many areas are the ability to empathize, relate and influence, and use emotional intelligence. Because women are more emotional then men and therefore employees feel more comfortable with someone who can express themselves emotionally then those who don’t. Women are generally more inclined towards behavioral approach system and they are generally scared of numbers so the best option to get into is HR as its all about Theoretical subjects and its mostly about psycho study… as HR is about knowing people and there behavior and thereby make decisions/predictions on the basis of peoples’ behaviour. HR is a job where the amount of power you have lies in your ability to influence other people, whereas in many other jobs, we have power through position. Women who come into HR and do well are particularly good at influencing other people. Women also seem to be less precious about positions; they seem to be more open minded when it comes to moving towards or away from a particular point of argument, whereas men often feel it is a sign of weakness.

  • Better advising and mentoring capability – Women are considered for HR as they can get to know and understand the candidates’ mindset well and they can have better advising and mentoring skill. And probably women are more attracted to HR because they’re in some way genetically predisposed to the nature of the job. And HR is a function where the amount of power we have lies in our ability to influence other people, whereas in many other jobs, we have power through position. Yes women are coming out of their traditional lifestyle, educating themselves ad making a mark in the work field. Most organizations have women who hold excellent positions in HR. They are contributing to every field like training and recruitment.

  • Better ability to understand – It might seem that HR really is a woman’s world, and if we take a closer look, we’ll see that women may be more nurturing and understanding in their interactions with people. The interesting part is women don’t shy away from talking to men…where men do not feel comfortable giving bad news to women or discussing sensitive issues. Men often have trouble melding fact, tack, and compassion. So, that is one of the reasons women do better in HR.

  • More patience and tolerance – HR roles require high patience and tolerance as the essential skill. Its well accepted notion that women are more tolerant than men. So women become automatic choice for HR role.

  • Multi-tasking ability – HR involves high level of co-ordination & process compliance. At times, there are many activities which may not require very high inputs from your side but needs to be executed simultaneously. Here once again female proves to be more effective than male counterpart.

  • Sincerity – Many researches have proved that women are more sincere at workplace in taking the responsibilities for which women are preferred in HR. Self-discipline, motivation, internal locus of control, comfort with risk- these are some attributes seen in women that make them sincere in their work.

  • Money management skill – It is rightly said that women can manage money better than men. As per women are concerned, their mind set up is too much different from men. They know how to spend money effectively.

  • Less popular among men – It is a fact that HR as a specialization is not very popular among men. They tend to opt for finance or marketing. So less supply of equally qualified male HR professionals is also an important factor which restricts representation in HR teams.

Conclusion

Future of women in HRD is booming, as the HRD is also growing in many organizations slowly.  If we then it can be concluded that men are still in HR at higher position. But it true that women move in HR more than other field and organizations are now giving chance to women to come up and utilize their talent in organization. There is a feeling that anyone can ‘do’ HR, that it is something anyone can pick up. This has led to a lack of professionalism within HR and a lack of focus on business outcomes. It is a challenge for women if they want their careers to be taken seriously and if HR is to be put on the map. The development of the HR business partner role, for example, requires business experience and qualifications. Now if we go deep into it we would be able to find the behavior pattern of women. Women today are creating new career models to use their MBA skills as well as time with their family. Beside of all as every aspect has two sides same as women are growing but they also face barriers in their working career, Lack of political savvy , Lack of career strategy, Work and Family,  Family and Work Assumed to be Exclusive’ Family-Friendly Policies’ and Work Commitment. There are many women which have set example in corporate world. They have proved well and sometimes better than men in many fields. Its true that our country data is lower than the other country but now day by day the data is increasing and it is estimated that it would go higher and higher.

Retail Atmospherics

Retail Atmospherics
Dr. Kriti Swarup
Assistant Professor, Marketing
IILM, Greater Noida

Retail Atmospherics
Retail atmospherics refers to store factors such as display design and fixtures, flooring, smell, store lighting and temperature, music, wall coverings, and other elements of store’s ambience, which can be controlled by a retailer to influence the consumer’s buying mood. It is the environment inside the store that ultimately influences buyer behavior that is why it is very strategic to retailers. The associations due to environmental dispositions in and around the retail store will facilitate the process of positioning and communicating value in terms of Points of Parity and Points of Difference in the consumer memory. The retail store atmospherics is an array of tangible and intangible dispositions interwoven into a web of meaning that touches the social, cultural, economic, psychological and religious life style of consumers, due to current fad, fashion and trends (Markin, Lillis, and Narayanan, 1976). Retail atmospherics intends to engage all of the customers’ senses into making a purchase. Retail atmospherics are based upon the fundamentals of consumer psychology in terms of using triggers to tell people to make a purchase or to stay more in the store.
The store environment consistently delivers consumer experiences throughout the shopping effort. The environment of a store is designed in order to communicate brand personality and image of the store. The intention is to create a kind of environment which can differentiate the store from competitors and is capable of stimulating purchasing activity by attacking customer’s senses in a very pleasure full manner. Atmosphere is a factor which is present in every buying situation. Atmospherics however, is a conscious planning of atmospheres to contribute to buyer’s propensity to consume (Philip Kotler, 1973-74). It’s perfect planning is capable of enhancing retailers revenues.
For example, a fine dining restaurant play slower paced music to draw in their target crowd and people to stay more and eat more. Similarly a grocery shop might use the colors red and yellow to trigger the appetite and make people more likely to stop in and make a purchase. Most customers do not consciously notice these subtleties, but they create impact. It focuses on all the environmental elements such as dim or bright light, music which is classical, instrumental, fast, slow or hit number, attractive window dressing, layouts, freshness and fragrance, appropriate temperature to make it comfortable, soothing and trendy, vibrant colours, attractive logos and well managed traffic are ideal conditions that can affect the current and future behavior of consumers (Smith and Burns, 1996).

Impact of Retail Atmospheric stimulus on Consumer Purchase Brhaviour (the Prior Work Done on Atmospherics)
Results of the prior work in the area of atmospherics indicates that the atmosphere inside the store is capable of influencing the emotional state of consumers such as arousal and pleasure which eventually elevates the consumers mood and shopping motives. The significance of the above discussion gets more strength from the fact that an approximately 60 – 80% decision of buying takes place inside the store. Many retailers around the globe acknowledge the importance of store environment as a tool for even market differentiation.
Although it really does require an expert’s assistance to create the right effect. Some of the benefits from retail atmospherics are that more people may decide to make purchases, stay longer, and establish a personal connection to the brand or store overall. Retail atmospherics helps retail stores have more influence over their customers to not only encourage spending, but to have them think of their brand in a certain way. Most retail stores that use atmospherics often work with marketing and even psychological experts to create a cohesive brand experience and to ensure that they are using the best approach to target their ideal customers.
There is no one approach to retail atmospherics that works in all retail environments because these details are very specific to the brand and their customer demographics. In order to have an effective retail atmospherics program, it is recommended that retail stores work with an expert with a background in marketing and consumer behavior to create the right experience. While many of these elements influence shoppers’ behavior through their effects on shoppers’ emotion, cognition and physiological state, some of these elements could elicit more direct response from shoppers with very little impact on their thinking, feeling or body comfort. Store environment therefore should be used as a tool for creating positive consumer experiences.

References:

Kotler, P. (Winter, 1973-4).Atmospheric as a marketing tool. Journal of Retailing 21, 48-64.

Levy, Weitz, & Pandit, Retailing Managemnt, McGraw Hill, 8/e.

Markin, R. J., Lillis, C. M. & Narayanan, C. L. (Spring 1976). Social psychological significance of store space. Journal of Retailing, 52, 43-54.

Smith, P. and Burns David, J. (1996). Atmospherics and retail environment: the case of the“power aisle”. International Journal of Retail&Distribution Management, 24, (7-14)

Woodruff, B. R., (1997). CustomerValue: The next source of Competitive advantage. Journal
of the Academy of Marketing Science, (2), 139-153.

Zeithaml,V. (1988). Consumer perception of price, quality and value: a means-end model and
synthesis of evidence. Journal of Marketing , 2-22.