Identification of Marketing Capabilities: A study on Indian product based B2B Telecom start-ups

Prageet Aeron and Rekha Jain

No WP2011-02-08, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: New technology based start-ups play a very important role in developing the economy of a country. In India telecom sector has seen unprecedented growth over the decade and this has led to emergence of several telecom related start-ups. However, product based B2Bstart-ups are still rare and they have to undergo several challenges to stay afloat. Surprisingly not much research work has been undertaken in identifying capabilities among early stage start-ups although the early phase represents a very crucial phase for product based firms and in determines the success or failure for start-ups. Present study explores the inherent marketing capabilities that enable commercialization among such early stage start-ups by adopting a multiple case based inductive methodology with Indian telecom start-ups as our context. We have identified market orientation, positioning and segmentation, selling and after sales services as components of marketing capability of such start-ups. We also identify several idiosyncrasies among telecom start-ups vis-à-vis established firms in the sector. Fina lly we make a case for policy level intervention to promote telecom start-ups in the Indian context.

Date: 2011-02-24
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