Strategic Marketing and Innovation for Indian MSMEs.
Srinivasan, R.
2017
HF4999.2-6182
Available Online

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Title Strategic Marketing and Innovation for Indian MSMEs.
Author Srinivasan, R.
ISBN 9789811035906 (electronic book)
9811035903 (electronic book)
981103589X
9789811035890
DOI https://doi.org/10.1007/978-981-10-3590-6
Published [Place of publication not identified] : Springer, 2017.
Language English
Description 1 online resource.
Item Number 10.1007/978-981-10-3590-6 doi
Call Number HF4999.2-6182
Dewey Decimal Classification 650
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
Series India studies in business and economics.
Available in Other Form Print version: 9789811035890
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Preface; Contents; About the Authors; 1 Introduction to MSMEs; Abstract; 1.1 Evolution from SSIs to MSMEs; 1.2 Small Scale Industry (SSI) in India; 1.3 MSMEs; 1.4 Contribution of MSME to Indian Economy; 1.5 Background for the Study; 1.6 Objectives of the Study; 1.7 Imperative Need; 1.8 Review Questions; References; 2 MSMEs-Innovation; Abstract; 2.1 Background; 2.2 Imperatives for Innovations; 2.3 Innovation in MSMEs: Theory and Trends; 2.4 The Henderson-Clark Framework of Innovation for MSMEs; 2.5 Need of Innovation for Indian MSMEs; 2.6 India's Stand in Global Innovation Index

2.7 Objectives of Carrying Out Innovation by Indian MSMEs2.8 Review Questions; References; 3 MSMEs-Strategic Marketing; Abstract; 3.1 Background; 3.2 Strategic Marketing in Indian MSMEs: Theory and Trends; 3.3 Need of Strategic Marketing for Indian MSMEs; 3.4 Objectives of Carrying Out Strategic Marketing by Indian MSMEs; 3.5 Review Questions; References; 4 MSMEs-Addressing Issues; Abstract; 4.1 MSMEs: Past Versus Present; 4.2 Need of MSMEs for Indian Economic Growth; 4.3 Inspiring Innovation in India's MSMEs; 4.4 Growth Barriers for Our Indian MSMEs

4.5 Barriers to Innovation Aspects of Indian MSMEs4.6 Issues That Need Immediate Attention from the Ministry of MSME; 4.7 Review Questions; References; 5 Research Design; Abstract; 5.1 Need for the Research; 5.2 Gap Identified with Reference to Strategic Marketing and Innovations Adopted by Indian MSMEs; 5.3 Proposed Research Work; 5.4 The Objectives of Research; 5.5 Expected Contribution and Possible Direction of Research; 5.6 Research Design Decision; 5.7 Development of Constructs for Measurement; 5.8 Constructs of Strategic Marketing; 5.9 Constructs of Innovation Performance

5.10 Defining the Constructs5.11 Questionnaire Development; 5.12 Review Questions; Reference; 6 Pilot Study-Assessment of Validity and Reliability; Abstract; 6.1 Data Collection for Pilot Study; 6.2 The Applicability and Responsiveness of the Questionnaire; 6.3 Data Preparation; 6.4 Validity and Reliability in Measurement; 6.4.1 Validity-Multitrait Multimethod Matrix; 6.4.2 Reliability-Cronbach Alpha; 6.5 Review Questions; References; 7 Main Study-Data Reduction and Confirmatory Factor Analysis; Abstract; 7.1 Data Collection For Main Study; 7.2 Confirmatory Factor Analysis

7.3 Factor Loadings7.4 Creating Summated Scales; 7.5 Review Questions; References; 8 Main Study-Data Preparation and Preliminary Data Analysis; Abstract; 8.1 Creation of Summated Data and Transcription; 8.2 Constructs of SM and Innovation; 8.3 Preliminary Data Analysis; 8.4 Basic Information Summary on Organization Features; 8.5 Strategic Marketing and Innovation Performance Summary; 8.5.1 Overall Strategic Marketing (SM) Performance of Organizations; 8.5.2 Overall Innovation Performance of Organizations; 8.6 Trend of Strategic Marketing and Innovation Performance; 8.7 Review Questions

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