Strategic Marketing And Innovation For Indian Msmes by R. SrinivasanStrategic Marketing And Innovation For Indian Msmes by R. Srinivasan

Strategic Marketing And Innovation For Indian Msmes

byR. Srinivasan, C.p. Lohith

Paperback | July 25, 2018

Pricing and Purchase Info


Earn 760 plum® points

Prices and offers may vary in store


In stock online

Ships free on orders over $25

Not available in stores


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.
R. Srinivasan is Emeritus Professor, Department of Management Studies, Indian Institute of Science, Bangalore, India. After his postgraduate studies in Engineering, he obtained his doctoral degree (Fellow Program) from the Indian Institute of Management, Bangalore. Subsequently, he engaged in postdoctoral training at the University of ...
Title:Strategic Marketing And Innovation For Indian MsmesFormat:PaperbackDimensions:131 pages, 9.41 × 7.24 × 0.98 inPublished:July 25, 2018Publisher:Springer NatureLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:9811099154

ISBN - 13:9789811099151


Table of Contents

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.