Rajesh Aithal
Rajesh Aithal
Marketing Faculty, IIM Lucknow
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Cited by
Cited by
Marketing channel length in rural India: Influence of the external environment and rural retailer buyer behavior
RK Aithal
International Journal of Retail & Distribution Management 40 (3), 200-217, 2012
Rural marketing in the development paradigm
LK Vaswani, R Aithal, D Pradhan, G Sridhar
International Journal of Rural Management 1 (2), 245-262, 2005
Factors influencing technology adoption amongst small retailers: insights from thematic analysis
RK Aithal, V Choudhary, H Maurya, D Pradhan, DN Sarkar
International Journal of Retail & distribution management 51 (1), 81-102, 2023
Exploring channel conflict in an emerging economy: the small retailer’s perspective
RK Aithal, H Maurya
International Journal of Retail & Distribution Management 45 (10), 1061-1078, 2017
Distribution Channel Structure in Rural Areas: A Framework and Hypotheses
RK Aithal, LK Vaswani
Decision 32 (1), 191-206, 2005
Resilience of an evolved retail agglomeration: case of rural periodic markets in emerging economies
RK Aithal, D Pradhan
International Journal of Retail & Distribution Management 50 (11), 1395-1411, 2022
Reimagining an experiential learning exercise in times of crisis: Lessons learned and a proposed framework
Satyam, RK Aithal
Journal of Marketing Education 44 (2), 191-202, 2022
Rural tourism in India: case studies of resilience during crisis
R Aithal, RK Anil, D Angmo
Worldwide Hospitality and Tourism Themes 15 (1), 63-73, 2022
Rural telecom in India: Marketing issues and experiences from other countries
RK Aithal, A Mukhopadhyay
Adopting E-governance, 271-277, 2007
Book essay on Unrelenting Innovation: How to create a culture for market dominance
RK Aithal
Journal of Business Research 68 (2), 322-325, 2015
Low-cost technologies for Kirana (small) retail: a game changer?
V Choudhary, RK Aithal
IIM Kozhikode Society & Management Review 12 (2), 250-258, 2023
Reflections from a periodic market in rural india
Satyam, R Aithal
Bottom of the pyramid marketing: Making, shaping and developing BoP markets …, 2018
Distribution Challenges in Emerging Markets: Evaluating Alternate Distribution Strategies for FMCG Firms in Rural India
RK Aithal, Satyam, H Maurya
Strategic Marketing Issues in Emerging Markets, 51-60, 2018
Marketing to rural India: Challenges & opportunities
RK Aithal
IMI Konnect 6 (1), 1-4, 2017
An Exploratory Study on the Emergence of Private Labels in India
R Aithal
3rd IIMA Conference on Marketing Paradigms for Emerging Economies, 2009
Kala Raksha Trust, Kutch
RK Aithal
Vision 12 (3), 61-71, 2008
Concept, Application and Marketing of rural tourism
RK Aithal, RK Anil
Indian Institute of Management Kozhikode, 2008
Reducing market separation through e-commerce: cases of Bottom of the Pyramid (BoP) firms in India
D Angmo, RK Aithal, AK Jaiswal
Information Technology for Development 30 (1), 93-113, 2024
Resilience of small retailers in facing the Covid-19 pandemic–a qualitative study
T Samanta, R Aithal
Qualitative Market Research: An International Journal 26 (5), 555-578, 2023
Researching Marketing Decisions: The Indian Context
R Mehta
Taylor & Francis, 2019
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