Strategic Marketing and Innovation for Indian MSMEs

  • R. Srinivasan
  • C.P. Lohith

Part of the India Studies in Business and Economics book series (ISBE)

Table of contents

  1. Front Matter
    Pages i-xiii
  2. R. Srinivasan, C. P. Lohith
    Pages 1-8
  3. R. Srinivasan, C. P. Lohith
    Pages 9-18
  4. R. Srinivasan, C. P. Lohith
    Pages 19-23
  5. R. Srinivasan, C. P. Lohith
    Pages 25-30
  6. R. Srinivasan, C. P. Lohith
    Pages 31-41
  7. R. Srinivasan, C. P. Lohith
    Pages 43-49
  8. R. Srinivasan, C. P. Lohith
    Pages 51-58
  9. R. Srinivasan, C. P. Lohith
    Pages 59-68
  10. R. Srinivasan, C. P. Lohith
    Pages 93-121
  11. Back Matter
    Pages 123-131

About this book


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.


Strategic Marketing Innovation Micro Small and Medium Enterprises New Product Development Manufacturing Firms

Authors and affiliations

  • R. Srinivasan
    • 1
  • C.P. Lohith
    • 2
  1. 1.Department of Management StudiesIndian Institute of ScienceBangaloreIndia
  2. 2.Department of Mechanical EngineeringSiddaganga Institute of TechnologyTumakuruIndia

Bibliographic information

Industry Sectors
Chemical Manufacturing
Consumer Packaged Goods
Materials & Steel
Finance, Business & Banking