Strategic Marketing and Innovation for Indian MSMEs

• Main Authors: Srinivasan, R. (Author), Lohith, C.P (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Singapore : Imprint: Springer, 2017.
• Series: India Studies in Business and Economics,
• Subjects: Business.; Market research.; Management.; Industrial management.; Development economics.; Economic policy.; Business and Management.; Innovation/Technology Management.; Market Research/Competitive Intelligence.; Development Economics.; Development Policy.

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...

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.