Marketing Strategy as a Competitive Tool for Performance: Astudy of Manufacturing and Service Industries in India. (Record no. 38024)

MARC details
000 -LEADER
fixed length control field 02839nam a22002537a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20230202175409.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 191205b ||||| |||| 00| 0 eng d
040 ## - CATALOGING SOURCE
Original cataloging agency Alliance University, Bangalore
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8 CHO
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Choudhury, Rahul Gupta
245 ## - TITLE STATEMENT
Title Marketing Strategy as a Competitive Tool for Performance: Astudy of Manufacturing and Service Industries in India.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc Bengaluru
Name of publisher, distributor, etc Alliance University
Date of publication, distribution, etc 2016
300 ## - PHYSICAL DESCRIPTION
Extent 238p
502 ## - DISSERTATION NOTE
Dissertation note Thesis
Degree type Ph.D.
Name of granting institution Alliance School of Business, Alliance University
Year degree granted 2016
Dissertation identifier P11010101001
520 ## - SUMMARY, ETC.
Summary, etc Marketing strategy has been a part of the marketing discourse for quite some time now, and is an established part of marketing science. Lot of research has been done on marketing strategy over this period of time. An area of particular interest is the influence of marketing strategy on business performance. The results of these researches were mixed. Some studies proved a correlation between strategy and performance, while most remained inconclusive. This area has not been adequately researched in the Indian context. It is with the primary objective of researching this correlation between strategy and performance in the Indian context, that this research was undertaken. This research is done in three phases. In the first phase, the objective was to determine whether there exists any pattern with reference to differences in performance among firms depending on their contextual factors. Accordingly approximately 200 firms were chosen from among 8 major industries/categories in India. The first contextual factor chosen for determining significant differences in the pattern of business performance was ownership – i.e. a comparison between domestic firms and foreign owned firms. The primary parameters chosen for measuring performance was sales, profits, ROI etc. Statistical tools used were regression analysis and T-tests. The tests did not throw up any significant difference in performance between these two sets of firms – domestic and foreign owned.<br/>In the second phase of this research, a questionnaire was designed and primary data collected from top company executives. The data collated pertained to overall strategy of different category of firms. Again, no significant difference was observed in strategies pursued by firms, depending on their contextual factors. So, up to this stage, no correlation was observed between strategy and performance of firms depending on contextual factors such as size, age of the firm, ownership etc.<br/>
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Thesis and Dissertations
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing Strategy
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name R. Venkatesh
Relator term Supervisor
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Shamim Mondal
Relator term Supervisor
710 ## - ADDED ENTRY--CORPORATE NAME
Corporate name or jurisdiction name as entry element Alliance School of Business
710 ## - ADDED ENTRY--CORPORATE NAME
Corporate name or jurisdiction name as entry element Marketing
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier http://hdl.handle.net/10603/207120
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Doctoral Thesis & Dissertation

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