Purpose This paper aims to study the export knowledge to be the determinant of export strategy, export commitment and export performance in carpet Industry. Design/methodology/approach Using a qualitative–quantitative approach, the unit of analysis is the individual export venturing firm in India. More in detail, a qualitative analysis was conducted through a focus group interview to explore the challenges of carpet exports. A quantitative analysis was performed using confirmatory factor analysis (CFA) and, because of covariate nature of the proposed research model, structural equation modeling to evaluate the research hypotheses. Findings The results emphasized that Indian carpet exports face major challenges, namely, issues of raw material that is wool, shortage of labor for weaving carpets and a lack of organization which has a negative impact on productivity and quality. Furthermore, this study shows that export knowledge directly influences the export strategy, export commitment and export performance. Originality/value Building on the results, this paper suggests corrective measures, as well as required knowledge, to formulate a strategy and boost the export performance of the carpet sector.

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Branding is an understanding or a position established by a team in any Company with the consent of customers with excellent and effective communication, services and products. The right branding of any company may lead to success or negligence on branding efforts may cause to failure. The impact of brand will reduce competition, unreachable products & services and also avoid customer’s dissatisfaction. In the present age of globalization, digital branding has emerged as a one of very strong tool for direct marketing. With digital marketing a company can communicate straight and interactively with their target customers. The present study is indeed very important for the corporate world, corporate leaders, researchers and academicians as digital branding is emerging one of the prominent way for the sustainable development and growth. This study has attempted to analyze the merits and demerits of digital branding and also to understand its impact on the psychology of youth and middle aged people in Delhi NCR. Primary and secondary sources of data collection have been used to attain the objectives of the study.

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