...@rvei.edu.in © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Direct marketing Digital marketing Entrepreneurship Marketing Omnichannel Strategy Branding Customer engagement Lingerie Distinctive products Online presence Offline marketing...

... illustrate how small Indian businesses in various small towns and cities are adapting to the disruptions in their businesses. In addition, insight regarding omnichannel operations and their implementation and decision-making at the level of such small businesses is also provided. Learning outcomes...

... Publishing Limited Licensed re-use rights only Danielle Sponder Testa can be contacted at: dstesta@asu.edu Buying Assortment planning Merchandising Multi-channel Omnichannel Ecommerce Strategic management Regional strategies Retail Planning The case would be relevant to upper...

... Limited Licensed re-use rights only Entrepreneurship Strategy Marketing SME (small and medium enterprises) e-commerce Omnichannel Emerging market The UCOOK case has been designed to highlight the various complexities associated with entrepreneurial decision-making in a new...