Purpose
This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices.
Design/methodology/approach
The historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market.
Findings
This research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market.
Social implications
This research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole.
Originality/value
This study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market.
We present an optimal control approach for the isothermal film casting process with free surfaces described by averaged Navier-Stokes equations. We control the thickness of the film at the take-up point using the shape of the nozzle. The control goal consists in finding an even thickness profile. To achieve this goal, we minimize an appropriate cost functional. The resulting minimization problem is solved numerically by a steepest descent method. The gradient of the cost functional is approximated using the adjoint variables of the problem with fixed film width. Numerical simulations show the applicability of the proposed method.
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