Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/1611
Full metadata record
DC FieldValueLanguage
dc.contributor.authorKulbhushan Chandel-
dc.contributor.authorNitya Sharma-
dc.date.accessioned2023-10-07T10:43:17Z-
dc.date.available2023-10-07T10:43:17Z-
dc.date.issued2014-
dc.identifier.urihttp://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/1611-
dc.description.abstractThe growth of medium, small, and micro enterprises has been the most significant feature of a planned economy. It has a unique advantage of providing high rate of employment opportunities with lesser capital investment. The MSMEs consider the design, development, branding, and positioning of the product as the most critical decision amongst all the strategic decisions to be made while designing marketing strategies. This paper attempted to investigate the influence of marketing strategies in determining the success of an enterprise while exploring market avenues for a small scale firm. The study is based on primary data collected by using a structured questionnaire. Various statistical tools like mean, standard deviation, skewness, kurtosis, chi-square, correlation, and factor analysis had been used for data analysis. Analysis of various factors influencing the internal and external business environment suggest that market aesthetics and its market demand were the most decisive factors which influenced the decision of entrepreneurs. Henceforth, it could be summated that while designing the marketing strategies for a firm, the MSMEs made an assessment of various market factors. However, the industry requires constant upgradation of information regarding the use of newer production technology and market requirements for survival in the market and for facing the global pressures. It is suggested that the entrepreneurs should recognize the use of web portals and e-marketing and also develop cartel and clusters to build the requisite infrastructural and operational facilities to come at par with international standards.en_US
dc.language.isoen_USen_US
dc.publisherIndian Journal of Marketingen_US
dc.subjectProduct,en_US
dc.subjectSmall scale Industriesen_US
dc.subjectMSMEsen_US
dc.subjectMarket Strategyen_US
dc.titleRevisiting Marketing Strategies for MSMEs in the Resilient Business Environmenten_US
dc.typeArticleen_US
Appears in Collections:Article Archives

Files in This Item:
File Description SizeFormat 
Revisiting Marketing Strategies for MSMEs.pdf
  Restricted Access
Revisiting Marketing Strategies for MSMEs2.85 MBAdobe PDFView/Open Request a copy


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.