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040			_aAlliance University, Bangalore
082			_a658.8 CHO
100			_aChoudhury, Rahul Gupta
245			_aMarketing Strategy as a Competitive Tool for Performance: Astudy of Manufacturing and Service Industries in India.
260			_aBengaluru _bAlliance University _c2016
300			_a238p
502			_aThesis _bPh.D. _cAlliance School of Business, Alliance University _d2016 _0P11010101001
520			_aMarketing 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. 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.
650			_aThesis and Dissertations
650			_aMarketing Strategy
700			_aR. Venkatesh _eSupervisor
700			_aShamim Mondal _eSupervisor
710			_aAlliance School of Business
710			_aMarketing
856			_uhttp://hdl.handle.net/10603/207120
942			_cDTD
999			_c38024 _d38024