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Innovation and strategic marketing – the key factors: A literature review on Indian micro small medium enterprises

Lohith, CP and Srinivasan, R and Kadadevaramath, RS and Shrisha, S (2017) Innovation and strategic marketing – the key factors: A literature review on Indian micro small medium enterprises. In: International Journal of Business and Systems Research, 12 (1). pp. 53-68.

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Official URL: https://doi.org/10.1504/IJBSR.2018.088478


Micro small medium enterprises (MSMEs) had a significant role in improving the economic growth of the Indian industrial sector. It has maintained consistent growth rate at 11.5% a year which is higher than the overall GDP growth rate over the years as compare to agricultural sector. Their contribution is significant with respect to manufacturing sector and also with reference to exports. Indian MSMSEs have started manufacturing very high technological products compared to the earlier scenario. In addition to the existing manufacturing, it has also entered into the service domain. In spite of all these achievements, Indian MSMEs are facing various hurdles and as a result of this, it is not able to achieve the targeted growth and is also unable tocope up with the global competition. Hence, Indian MSMEs need to adopt several strategic paths in order to meet today and the future’s competition. This paper presents the literature review of how Indian MSMEs can adopt strategic marketing and innovation for achieving the competitive advantage.

Item Type: Journal Article
Publication: International Journal of Business and Systems Research
Publisher: Inderscience Publishers
Additional Information: The copyright for this article belongs to the Inderscience Enterprises Ltd.
Keywords: Economic growth; Innovation; Micro small medium enterprises; MSMEs; Strategic marketing
Department/Centre: Division of Interdisciplinary Sciences > Management Studies
Date Deposited: 22 Aug 2022 09:10
Last Modified: 22 Aug 2022 09:10
URI: https://eprints.iisc.ac.in/id/eprint/76117

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