Strategic Marketing and Innovation for Indian MSMEs / by R. Srinivasan, C.P. Lohith.
Srinivasan, R., author; Lohith, C. P., author
2017
HD28-70
Available Online

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Title Strategic Marketing and Innovation for Indian MSMEs / by R. Srinivasan, C.P. Lohith.
Author Srinivasan, R., author
ISBN 9789811035906
9811035903
9789811035906
DOI https://doi.org/10.1007/978-981-10-3590-6.
Published Singapore : Springer Singapore : Imprint : Springer, 2017.
Language English
Description 1 online resource (XIII, 131 pages 27 illustrations)
Item Number 10.1007/978-981-10-3590-6. doi
Call Number HD28-70
Dewey Decimal Classification 658.514
Summary This book investigates how strategic marketing is influencing organizations' innovation performance. It presents a structured study conducted on micro, small and medium enterprises (MSMEs) to identify the correlation between innovation and strategic marketing in both Indian manufacturing and service organizations. Strategic marketing, which achieves excellence in organizations, is at the heart of improving productivity, profitability and market sustainability, while also supplying organizations a much sought-after competitive advantage. It has been observed that strategic marketing can significantly help any manufacturing firm to attain the required level of growth, and can specifically be used by Indian firms as a means of deriving differential advantages. Indian organizations that pursue more traditional approaches to strategy are now feeling the intense market pressure to modify their policy with respect to quality. The result has been a shift to 'Strategy with Innovation'. As market competition has again increased, providing quality products and services alone is no longer sufficient; companies are additionally expected to provide products with a touch of innovation to attract customers. This calls for innovation in terms of products, processes, technologies, systems and practically every other area of an organization, which can only be achieved by combining strategies and innovation. This book identifies the variables of strategic marketing that can help companies significantly boost their innovation performance, making it a valuable resource for students, researchers, professionals and policymakers alike.
Access Note Access limited to authorized users.
Digital File Characteristics text file
PDF
Added Author Lohith, C. P., author
Series India studies in business and economics, 2198-0012
Available in Other Form Print version: 9789811099151
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
All Resources
Introduction to MSMEs
Innovations
Strategic Marketing
Issues with respect to Indian MSMES and how to address them?
Research design
Pilot study
Main data collection
Data analysis
Inference
Future MSMEs in India.

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