Publication Information

{'id': 'https://openalex.org/W2614344738', 'doi': 'https://doi.org/10.5958/2231-0657.2017.00014.3', 'title': 'Creating Brand Success through a Niche Marketing Strategy: A Case Study of ‘LuvIt’ Brand of Chocolates', 'display_name': 'Creating Brand Success through a Niche Marketing Strategy: A Case Study of ‘LuvIt’ Brand of Chocolates', 'publication_year': 2017, 'publication_date': '2017-01-01', 'ids': {'openalex': 'https://openalex.org/W2614344738', 'doi': 'https://doi.org/10.5958/2231-0657.2017.00014.3', 'mag': '2614344738'}, 'language': 'en', 'primary_location': {'is_oa': False, 'landing_page_url': 'https://doi.org/10.5958/2231-0657.2017.00014.3', 'pdf_url': None, 'source': {'id': 'https://openalex.org/S2764353600', 'display_name': 'Siddhant- A Journal of Decision Making', 'issn_l': '2231-0649', 'issn': ['2231-0649', '2231-0657'], 'is_oa': False, 'is_in_doaj': False, 'is_core': False, 'host_organization': None, 'host_organization_name': None, 'host_organization_lineage': [], 'host_organization_lineage_names': [], 'type': 'journal'}, 'license': None, 'license_id': None, 'version': None, 'is_accepted': False, 'is_published': False}, 'type': 'article', 'type_crossref': 'journal-article', 'indexed_in': ['crossref'], 'open_access': {'is_oa': False, 'oa_status': 'closed', 'oa_url': None, 'any_repository_has_fulltext': False}, 'authorships': [{'author_position': 'first', 'author': {'id': 'https://openalex.org/A5101529263', 'display_name': 'Vivek Mishra', 'orcid': 'https://orcid.org/0000-0002-8704-1360'}, 'institutions': [], 'countries': [], 'is_corresponding': True, 'raw_author_name': 'Vivek Mishra', 'raw_affiliation_strings': [], 'affiliations': []}], 'institution_assertions': [], 'countries_distinct_count': 0, 'institutions_distinct_count': 0, 'corresponding_author_ids': ['https://openalex.org/A5101529263'], 'corresponding_institution_ids': [], 'apc_list': None, 'apc_paid': None, 'fwci': 0.0, 'has_fulltext': False, 'cited_by_count': 0, 'citation_normalized_percentile': {'value': 0.0, 'is_in_top_1_percent': False, 'is_in_top_10_percent': False}, 'cited_by_percentile_year': {'min': 0, 'max': 63}, 'biblio': {'volume': '17', 'issue': '2', 'first_page': '123', 'last_page': '123'}, 'is_retracted': False, 'is_paratext': False, 'primary_topic': {'id': 'https://openalex.org/T12428', 'display_name': 'Global Trade and Competitiveness', 'score': 0.9742, 'subfield': {'id': 'https://openalex.org/subfields/1408', 'display_name': 'Strategy and Management'}, 'field': {'id': 'https://openalex.org/fields/14', 'display_name': 'Business, Management and Accounting'}, 'domain': {'id': 'https://openalex.org/domains/2', 'display_name': 'Social Sciences'}}, 'topics': [{'id': 'https://openalex.org/T12428', 'display_name': 'Global Trade and Competitiveness', 'score': 0.9742, 'subfield': {'id': 'https://openalex.org/subfields/1408', 'display_name': 'Strategy and Management'}, 'field': {'id': 'https://openalex.org/fields/14', 'display_name': 'Business, Management and Accounting'}, 'domain': {'id': 'https://openalex.org/domains/2', 'display_name': 'Social Sciences'}}, {'id': 'https://openalex.org/T10415', 'display_name': 'International Business and FDI', 'score': 0.9714, 'subfield': {'id': 'https://openalex.org/subfields/1408', 'display_name': 'Strategy and Management'}, 'field': {'id': 'https://openalex.org/fields/14', 'display_name': 'Business, Management and Accounting'}, 'domain': {'id': 'https://openalex.org/domains/2', 'display_name': 'Social Sciences'}}, {'id': 'https://openalex.org/T13151', 'display_name': 'Business Strategies and Innovation', 'score': 0.9478, 'subfield': {'id': 'https://openalex.org/subfields/1408', 'display_name': 'Strategy and Management'}, 'field': {'id': 'https://openalex.org/fields/14', 'display_name': 'Business, Management and Accounting'}, 'domain': {'id': 'https://openalex.org/domains/2', 'display_name': 'Social Sciences'}}], 'keywords': [{'id': 'https://openalex.org/keywords/brand-strategy', 'display_name': 'Brand strategy', 'score': 0.5080848}], 'concepts': [{'id': 'https://openalex.org/C162853370', 'wikidata': 'https://www.wikidata.org/wiki/Q39809', 'display_name': 'Marketing', 'level': 1, 'score': 0.63741505}, {'id': 'https://openalex.org/C144133560', 'wikidata': 'https://www.wikidata.org/wiki/Q4830453', 'display_name': 'Business', 'level': 0, 'score': 0.6259433}, {'id': 'https://openalex.org/C112698675', 'wikidata': 'https://www.wikidata.org/wiki/Q37038', 'display_name': 'Advertising', 'level': 1, 'score': 0.58654594}, {'id': 'https://openalex.org/C57375061', 'wikidata': 'https://www.wikidata.org/wiki/Q453181', 'display_name': 'Brand management', 'level': 2, 'score': 0.58615506}, {'id': 'https://openalex.org/C2994313005', 'wikidata': 'https://www.wikidata.org/wiki/Q453181', 'display_name': 'Brand strategy', 'level': 3, 'score': 0.5080848}, {'id': 'https://openalex.org/C153991713', 'wikidata': 'https://www.wikidata.org/wiki/Q17142856', 'display_name': 'Niche', 'level': 2, 'score': 0.47347394}, {'id': 'https://openalex.org/C205971072', 'wikidata': 'https://www.wikidata.org/wiki/Q513100', 'display_name': 'Brand equity', 'level': 2, 'score': 0.41649997}, {'id': 'https://openalex.org/C86803240', 'wikidata': 'https://www.wikidata.org/wiki/Q420', 'display_name': 'Biology', 'level': 0, 'score': 0.07908851}, {'id': 'https://openalex.org/C18903297', 'wikidata': 'https://www.wikidata.org/wiki/Q7150', 'display_name': 'Ecology', 'level': 1, 'score': 0.05186838}], 'mesh': [], 'locations_count': 1, 'locations': [{'is_oa': False, 'landing_page_url': 'https://doi.org/10.5958/2231-0657.2017.00014.3', 'pdf_url': None, 'source': {'id': 'https://openalex.org/S2764353600', 'display_name': 'Siddhant- A Journal of Decision Making', 'issn_l': '2231-0649', 'issn': ['2231-0649', '2231-0657'], 'is_oa': False, 'is_in_doaj': False, 'is_core': False, 'host_organization': None, 'host_organization_name': None, 'host_organization_lineage': [], 'host_organization_lineage_names': [], 'type': 'journal'}, 'license': None, 'license_id': None, 'version': None, 'is_accepted': False, 'is_published': False}], 'best_oa_location': None, 'sustainable_development_goals': [{'display_name': 'Industry, innovation and infrastructure', 'id': 'https://metadata.un.org/sdg/9', 'score': 0.5}], 'grants': [], 'datasets': [], 'versions': [], 'referenced_works_count': 0, 'referenced_works': [], 'related_works': ['https://openalex.org/W573080457', 'https://openalex.org/W4211010859', 'https://openalex.org/W2994806822', 'https://openalex.org/W2333853237', 'https://openalex.org/W2316873997', 'https://openalex.org/W2095429480', 'https://openalex.org/W2077101269', 'https://openalex.org/W2067970345', 'https://openalex.org/W2046938576', 'https://openalex.org/W2008257253'], 'abstract_inverted_index': {'The': [0, 61], 'case': [1, 65], 'analyses': [2], 'the': [3, 16, 37, 57, 70, 75, 82, 88, 95], 'niche': [4, 71], 'marketing': [5, 72, 76], 'strategy': [6], 'adopted': [7, 93], 'by': [8, 20, 94], 'Global': [9], 'Consumer': [10], 'Products': [11], 'Ltd.': [12], 'who': [13], 'have': [14], 'entered': [15], 'Indian': [17], 'chocolate': [18], 'industry': [19], 'launching': [21], 'their': [22], 'brand': [23, 54], 'of': [24, 40, 63, 81, 91], 'chocolates': [25], '–': [26, 79], 'LuvIt.': [27], 'Key': [28], 'strategic': [29], 'decisions': [30], 'play': [31], 'a': [32], 'very': [33], 'vital': [34], 'role': [35], 'at': [36], 'initial': [38], 'phase': [39], 'any': [41], 'new': [42], 'product.': [43], 'Initial': [44], 'investment,': [45], 'scalability': [46], 'and': [47, 86], 'sustainability': [48], 'are': [49], 'also': [50], 'important': [51], 'aspects': [52], 'for': [53, 84], 'success': [55], 'in': [56], 'fiercely': [58], 'competitive': [59], 'market.': [60], 'objective': [62], 'this': [64], 'study': [66], 'is': [67], 'to': [68], 'present': [69], 'strategies': [73], 'through': [74], 'decision': [77], 'alternatives': [78], "4P's": [80], 'company': [83], 'discussion': [85], 'discuss': [87], 'asset-light': [89], 'model': [90], 'manufacturing': [92], 'company.': [96]}, 'cited_by_api_url': 'https://api.openalex.org/works?filter=cites:W2614344738', 'counts_by_year': [], 'updated_date': '2024-12-15T16:40:44.603764', 'created_date': '2017-05-26'}