Abstract
Strategic marketing plan adopted by most of the Indian MSMEs do not go beyond the formulation of mission-vision statements. Most of the time, this move will not help the firm to obtain the expected success. An effective strategic plan needs a MSME to have an action plan covering long-term objectives derived from its mission-vision statements. In spite of knowing the importance of strategic marketing, most of the Indian organizations devote less time towards implementing this at the organizational levels. It is very high time that now this can be practically implemented to see the drastic improvement. Planning for strategic marketing will definitely result in rapid changes which yields a huge success for any MSME.
The key takeaways for the reader from this chapter are listed below
-
Strategic marketing in MSMEs: Theory and Trends
-
Need of Strategic marketing for Indian MSMEs
-
Objectives of carrying out Strategic marketing by Indian MSMEs
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Anderson M (1999) Why diversity professionals should care about SMEs. J HRM 16(4):67–71
Basant et al (2010) “Arrested Virtual Cycle? Higher Education and High-technology Industries in India” in Annual World Bank Conference on Development Economics 2009, Global: People, Politics, and Globalization ed. Justin Yifu Lin and Boris Pleskovic. Washington, DC: World Bank, 2010.
Day G (1994) The capabilities of market-driven organizations. J Mark 58(4):37–52.
Drucker PF (1994) Innovation and entrepreneurship: practice and principles. Heinemann, London
Friedman S (2000) Work place arrangement strategy. J pers manag 12(3):12–15
Fanersher J (2003) Strategies enhanced by corporate. J Manag 34(8):30–33
Gootee BH (1998) Flexible work arrangements: managing the work-family boundary. Bus Rev, dt 12(5):2000
Gilmore A, Carson D, Grant K (2001) SME marketing in practice. Mark Intell Plann 19(1):6–11
Gronroos C (1990) Relationship approach to marketing in service contexts: The marketing and organizational behavior interface. J Bus Res 20(1):3–11.
Gummesson E (1987) “The New Marketing –Developing Long-term Interactive Relationships”, Long Range Plann 20(4):10–20.
Kotler (2005) Marketing Management, edn. New York: Prentice Hall.
Kotler P, Keller Kl (2008) Marketing management, 12th revised edn. Prentice Hall, Singapore
Kwaku AA, Satyendra S (1998) Customer orientation and performance: a study of SMEs. Manage Decis 36(6):385–394
Li and Mitchell (2009) The Pace and Stability of Small Enterprise Innovation in Highly Dynamic Economies: A China-Based Template, J Small Bus Manage 47(3):370–397.
McEvily SK, Eisenhardt KM, Prescott JE (2004) “The global acquisition, leverage, and protection of technological competencies”, Strategic Manage J 25:713–22.
Nerkar A, Roberts PW (2004) Technological and product-market experience and the success of new product introductions in the pharmaceutical industry. Strategic Manage J 25(1):779–799.
O’Dwyer M, Gilmore A, Carson D (2009) Innovative marketing in SMEs: an empirical study, J Strategic Marketing 17(5):383–396.
Perreault and McCarthy (2002) Basic Marketing-A global managerial approach–New Delhi-Tata McGraw Hill.
Romano C, Ratnatunga J (1995) The role of marketing: its impact on small enterprise research.In Conference proceedings: research at the marketing/entrepreneurship interface, University of Illinois at Chicago, Chicago, IL, 111–136
Rosenbusch N, Brinckmann J, Bausch A (2011) Is innovation always beneficial? A meta-analysis of the relationship between innovation and performance in SMEs, J Bus Venturing 26:441–457.
Sirmon et al (2007) Managing firm resources in dynamic environments to create value: looking inside the black box. Acad Manage Rev 32(1):273–292
Sorescu Alina B, Rajesh K. Chandy, Jaideep C. Prabhu (2003) “Sources and Financial Consequences of Radical Innovation: Insights from Pharmaceuticals,” J Marketing 67 (October), 82–101.
Srinivasan R (2014) Strategic management-the indian context‖. Prentice-hall Of India Pvt Ltd
Verhees FJHM, Meulenberg, MTG (2004) Market orientation, innovativeness product innovation, and performance in small firms. J Small Bus Manage 42(2):134–154.
Vorhies DW, Morgan NA (2005) Benchmarking marketing capabilities for sustainable competitive advantage. J Marketing 69(1):80–94.
Walker et al (2001) Adaptive policies, policy analysis and policy making, Eur J Oper Res 128:282–289.
Yen S, Chew DAS (2011) An investigation of marketing strategy, business environment and performance of construction SMEs in China. Afr J Bus Manage 5(6):2396–2405. ISSN 1993-8233
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2017 Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Srinivasan, R., Lohith, C.P. (2017). MSMEs-Strategic Marketing. In: Strategic Marketing and Innovation for Indian MSMEs. India Studies in Business and Economics. Springer, Singapore. https://doi.org/10.1007/978-981-10-3590-6_3
Download citation
DOI: https://doi.org/10.1007/978-981-10-3590-6_3
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-10-3589-0
Online ISBN: 978-981-10-3590-6
eBook Packages: Business and ManagementBusiness and Management (R0)