Research Design

R. Srinivasan () and C. P. Lohith
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R. Srinivasan: Indian Institute of Science
C. P. Lohith: Siddaganga Institute of Technology

Chapter Chapter 5 in Strategic Marketing and Innovation for Indian MSMEs, 2017, pp 31-41 from Springer

Abstract: Abstract InnovationInnovation is the basis for creating and sustaining competitivenessCompetitiveness in the existing complex business systems. Innovation is not only limited to products and services as such but also consist of other categories like system innovation, R&D and Technological innovationTechnological innovation , innovation managementInnovation Management etc. When planning business strategy, it is necessary to have a proper understanding of innovation and the management process. The crucial link between innovation and Strategic Marketing (SM) therefore, is the long-term and short-term strategies, which integrates the action of today with the vision of tomorrow. InnovationInnovation can help organizations to achieve the perceived quality as expected by customer from the offered quality. Investigations are required to find out whether the core concept of Strategic Marketing is linked with innovation performance or not. The key takeaways for the reader from this chapter are listed below Development of constructsConstructs for measurement Development of the research frameworkResearch framework Development of measuring instrumentMeasuring instrument

Keywords: Business strategy; Innovation performance; Incremental innovation; Make in india; Technological innovation; Product innovation; Process innovation; Innovation management; System innovation; Environmental landscaping; Marketing mix; Brand positioning; Entrepreneurial management (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:isbchp:978-981-10-3590-6_5

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DOI: 10.1007/978-981-10-3590-6_5

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