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Parekh, Jay Vijay (2022) Marketing Decision Making for SMEs in the Information Technology Industry of India. Masters thesis, Dublin, National College of Ireland.
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Abstract
The growing preference among companies for digital technology has accelerated the expansion of India's IT industry. This has led to the establishment of several IT SMEs. Understanding the marketing decision-making process in these SMEs was found to be lacking in the literature. These SMEs typically employ an informal approach to marketing. This study investigates the factors that influence the decision-making processes of marketing-related activities in Small and Medium Enterprises (SMEs) within the Information Technology industry in an effort to close this gap by presenting a systematic framework for marketing decision-making in SMEs. It investigates the barriers and complexities faced by SMEs in the marketing decision-making process. It evaluates the differences between large organisations and SMEs with respect to marketing activities, marketing approaches, marketing channels, and most significantly, the placement of marketing as an important business process for both.
Adopting an elaborate qualitative approach, evidence for this study has been collected through in-depth interviews of SME owner-managers and marketing decision-makers within the IT industry of India. The research reveals a significant relationship between a firm's business orientation, the use of various marketing channels, and its readiness for digital transformation. According to the study's findings, the owner manager's perspective on the relevant aspects greatly influences all of these other factors, and all together reflect in their marketing strategies.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email McElherron, Lynda UNSPECIFIED |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > Specific Industries > I.T. Industry H Social Sciences > HF Commerce > Marketing H Social Sciences > HD Industries. Land use. Labor > Small Business Sector |
| Divisions: | School of Business > Master of Science in Management |
| Depositing User: | Tamara Malone |
| Date Deposited: | 12 Apr 2023 12:57 |
| Last Modified: | 12 Apr 2023 12:57 |
| URI: | https://norma.ncirl.ie/id/eprint/6423 |
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