Sudhir Rana is Associate Professor in College of Healthcare Management and Economics at the Gulf Medical University, Ajman, UAE.Avinash K Shrivastava is Assistant Professor at International Management Institute, Kolkata, West Bengal, India.Sachin Kumar Raut is a full-time doctoral scholar in the Department of Marketing at Fortune Institute of International Business, New Delhi, India, and Cotutelle Doctoral Scholar in the Department of Business and Law at the University of Agder, Norway.

• List of Figures. List of Tables. List of Contributors. 1. Hybrid forms of governance: The Franchise System 2. Why Consumers Respond to Deals 3. Entrepreneurship in Emerging Markets: An Empirical Study on Digital natives in Kuwait 4. Early bird catches the worm: exploring promotional capability of retailers 5. The first is Free: Promoting Facebook in Emerging Markets 6. Globalization and Innovation Districts: R+D, Knowledge Exchanges and Assemblages 7. Impact of creativity in Advertising on Customer’s recall value: A Perspective from Emerging Markets 8. Energy star labels in promoting energy: Efficient Appliances in India 9. Cultural Marketing in the Indian textiles Industry: A comprehensive Perspective 10. Religion and Strategic Marketing Communication: Perpectivizing Key Facets of Consumption 11. Design, Execute and Manage Promotions: Study on Social Media Platforms 12. Pro- social behaviour and impact of influencers during crisis: A study based on Sentiment Analysis. Index.

Sudhir Rana is Associate Professor in College of Healthcare Management and Economics at the Gulf Medical University, Ajman, UAE.Avinash K Shrivastava is Assistant Professor at International Management Institute, Kolkata, West Bengal, India.Sachin Kumar Raut is a full-time doctoral scholar in the Department of Marketing at Fortune Institute of International Business, New Delhi, India, and Cotutelle Doctoral Scholar in the Department of Business and Law at the University of Agder, Norway.

• List of Figures. List of Tables. List of Contributors. 1. Hybrid forms of governance: The Franchise System 2. Why Consumers Respond to Deals 3. Entrepreneurship in Emerging Markets: An Empirical Study on Digital natives in Kuwait 4. Early bird catches the worm: exploring promotional capability of retailers 5. The first is Free: Promoting Facebook in Emerging Markets 6. Globalization and Innovation Districts: R+D, Knowledge Exchanges and Assemblages 7. Impact of creativity in Advertising on Customer’s recall value: A Perspective from Emerging Markets 8. Energy star labels in promoting energy: Efficient Appliances in India 9. Cultural Marketing in the Indian textiles Industry: A comprehensive Perspective 10. Religion and Strategic Marketing Communication: Perpectivizing Key Facets of Consumption 11. Design, Execute and Manage Promotions: Study on Social Media Platforms 12. Pro- social behaviour and impact of influencers during crisis: A study based on Sentiment Analysis. Index.

Sudhir Rana is Associate Professor in College of Healthcare Management and Economics at the Gulf Medical University, Ajman, UAE.Avinash K Shrivastava is Assistant Professor at International Management Institute, Kolkata, West Bengal, India.Sachin Kumar Raut is a full-time doctoral scholar in the Department of Marketing at Fortune Institute of International Business, New Delhi, India, and Cotutelle Doctoral Scholar in the Department of Business and Law at the University of Agder, Norway.

• List of Figures. List of Tables. List of Contributors. 1. Hybrid forms of governance: The Franchise System 2. Why Consumers Respond to Deals 3. Entrepreneurship in Emerging Markets: An Empirical Study on Digital natives in Kuwait 4. Early bird catches the worm: exploring promotional capability of retailers 5. The first is Free: Promoting Facebook in Emerging Markets 6. Globalization and Innovation Districts: R+D, Knowledge Exchanges and Assemblages 7. Impact of creativity in Advertising on Customer’s recall value: A Perspective from Emerging Markets 8. Energy star labels in promoting energy: Efficient Appliances in India 9. Cultural Marketing in the Indian textiles Industry: A comprehensive Perspective 10. Religion and Strategic Marketing Communication: Perpectivizing Key Facets of Consumption 11. Design, Execute and Manage Promotions: Study on Social Media Platforms 12. Pro- social behaviour and impact of influencers during crisis: A study based on Sentiment Analysis. Index.