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Research Design

In: Strategic Marketing and Innovation for Indian MSMEs

Author

Listed:
  • R. Srinivasan

    (Indian Institute of Science)

  • C. P. Lohith

    (Siddaganga Institute of Technology)

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

Suggested Citation

  • R. Srinivasan & C. P. Lohith, 2017. "Research Design," India Studies in Business and Economics, in: Strategic Marketing and Innovation for Indian MSMEs, chapter 0, pages 31-41, Springer.
    • Handle: RePEc:spr:isbchp:978-981-10-3590-6_5
    DOI: 10.1007/978-981-10-3590-6_5
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