Strategic Marketing and Innovation for Indian Msmes
暫譯: 印度中小企業的戰略行銷與創新
Srinivasan, R., Lohith, C. P.
- 出版商: Springer
- 出版日期: 2018-07-25
- 售價: $2,470
- 貴賓價: 9.5 折 $2,347
- 語言: 英文
- 頁數: 131
- 裝訂: Quality Paper - also called trade paper
- ISBN: 9811099154
- ISBN-13: 9789811099151
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相關分類:
行銷/網路行銷 Marketing
海外代購書籍(需單獨結帳)
商品描述
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.商品描述(中文翻譯)
本書探討了戰略行銷如何影響組織的創新表現。它呈現了一項針對微型、小型和中型企業（MSMEs）進行的結構性研究，以識別印度製造業和服務業中創新與戰略行銷之間的相關性。戰略行銷是實現組織卓越的核心，能夠提升生產力、盈利能力和市場可持續性，同時為組織提供備受追捧的競爭優勢。研究顯示，戰略行銷能顯著幫助任何製造公司達到所需的增長水平，並且印度公司可以特別利用它來獲得差異化優勢。
追求更傳統策略的印度組織現在感受到強烈的市場壓力，迫使其修改有關品質的政策。結果是轉向「創新策略」。隨著市場競爭再次加劇，僅僅提供高品質的產品和服務已不再足夠；公司還被期望提供帶有創新元素的產品以吸引顧客。這要求在產品、流程、技術、系統以及組織的幾乎所有其他領域進行創新，而這只能通過結合策略與創新來實現。
本書識別了戰略行銷的變數，這些變數能顯著提升公司的創新表現，使其成為學生、研究人員、專業人士和政策制定者的寶貴資源。
作者簡介
R. Srinivasan is Emeritus Professor, Department of Management Studies, Indian Institute of Science, Bangalore, India. After his postgraduate studies in Engineering, he obtained his doctoral degree (Fellow Program) from the Indian Institute of Management, Bangalore. Subsequently, he engaged in postdoctoral training at the University of Leeds, UK. He has more than 35 years of experience in both academia and industry, having served at some of India's most reputed organizations, including Tata Consulting Engineers (TCE), New Delhi, Administrative Staff College of India (ASCI), Hyderabad, and National Institute of Training in Industrial Engineering (NITIE), Mumbai. His nearly 200 research papers have been published in leading international and national journals and he has authored 7 books including "Strategic Business Decisions: A Quantitative Approach," published by Springer.
Lohith C.P. is an Assistant Professor at the Department of Mechanical Engineering, Siddaganga Institute of Technology, Tumakuru, India. After completing his Bachelor's degree in Mechanical Engineering, he engaged in postgraduate studies in Product Design and Engineering. He has more than 13 years of experience in academia and is presently pursuing his Ph.D. at the Department of Management Studies, Indian Institute of Science, Bangalore. His research work focuses on the topic, "Impact of Strategic Marketing and Innovation Performance of Indian MSMEs." He has presented many papers at International conferences, many of which have been published in journals of renowned associations such as Institute of Electrical and Electronics Engineers (IEEE), Inderscience and Thomson Reuters.作者簡介(中文翻譯)
R. Srinivasan 是印度班加羅爾科學研究院管理學系的名譽教授。在完成工程學的研究生學習後，他獲得了印度管理學院班加羅爾的博士學位（研究員計畫）。隨後，他在英國利茲大學進行了博士後培訓。他在學術界和產業界擁有超過 35 年的經驗，曾在印度一些最著名的機構工作，包括新德里的塔塔顧問工程師（TCE）、海德拉巴的印度行政人員學院（ASCI）以及孟買的國家工業工程訓練研究所（NITIE）。他發表了近 200 篇研究論文於國際和國內的知名期刊，並著有 7 本書籍，包括由 Springer 出版的《Strategic Business Decisions: A Quantitative Approach》。
Lohith C.P. 是印度圖馬庫魯的西達甘加科技學院機械工程系的助理教授。在完成機械工程學士學位後，他進行了產品設計與工程的研究生學習。他在學術界擁有超過 13 年的經驗，目前正在印度班加羅爾科學研究院管理學系攻讀博士學位。他的研究工作專注於「印度中小企業的戰略行銷與創新績效的影響」這一主題。他在國際會議上發表了多篇論文，其中許多已發表於知名協會的期刊，如電氣與電子工程師學會（IEEE）、Inderscience 和 Thomson Reuters。
