Papers by Dilip Nandkeolyar
Turkish Online Journal of Qualitative Inquiry, Nov 11, 2021
South Asian Journal of Marketing and Management Research, 2014
Whilst there are firms having clear strategic intent either as low cost provider or differentiato... more Whilst there are firms having clear strategic intent either as low cost provider or differentiator, we look at the fate of firms that choose to “flow with the wind” and may appear to be doing well but are actually sitting on a time-bomb. With the passage of time these firm become irrelevant due to technology obsolescence, disruptive innovation and competitive pricing. Application of Marketing Concept as a strategic choice to pre-empt competition, it is being argued could be the way forward particularly where basic offering are same or similar and available resources are dear. The research looks at the plight of businesses that are small and independent by taking an elaborate case study of an independent automobile workshop operating in the SMB space. They may appear to be doing well but a deeper investigation exposes the vulnerabilities that could be fatal with the march of time. Focus on 3 P's viz people, process and physical evidence with an innovative approach would be helpfu...
International Journal for Research in Applied Science and Engineering Technology, 2019
The dynamics of the market conditions globally have made not only large corporation take cautious... more The dynamics of the market conditions globally have made not only large corporation take cautious steps in their growth trajectory but also has been instrumental in providing a platform for small and medium enterprises across sectors to integrate themselves as growth engines in the economies both developed and developing. What seemed to be a never ending growth story considering the sheer magnitude with which the small and medium enterprises increasingly started to capitalize on the opportunity provided due to consolidation among large corporate has been relatively been marred by the own issues and challenges that the SME face at their level. SME's initially considered as a replacement for larger enterprises and being promoted by governments of developed countries are increasingly losing out on the growth parameters as their focus has become sustainability and not growth. Especially in India where the SME growth story has been phenomenal the way the available opportunities had to be exploited has not happened and this can largely be attributed to the strategic vacuum especially in terms of how the SME's have been able to market their brands, products and services. With reduction in cost and increase in quality of goods and services delivered reaching a near standardization across sectors the only area where the SME's in India can develop a unique selling proposition to create a sustainable business model would largely depend on how they are able to market themselves beyond the traditional focus on cost, quality people etc. Marketing arena of today is the most dynamic with focus changing more towards below the line strategies than above the line strategies which still holds relevance in certain sectors and geographies. This study would be an effort to understand the strategic vacuum in Indian SME's with a marketing perspective as to where the companies are lacking and what are they doing in comparison with the global SME counterparts and also to analyze certain successful SME strategies adopted by successful SME's and provide a series of "NBA"'s-Next Best Actions to Indian SME's on how to exploit the marketing opportunities with the use of multiple ammunitions which are available to them. This would require a comparison from 5 different sectors including automobiles, entertainment, hospitality, retail and financial service SME's globally on their successful marketing strategies and to establish a perspective to similar Indian SME's on how they can be customized to the domestic conditions. This research paper would be a step in identifying these strategies for SME business and on how they can develop a long term competitive advantage
International Journal of Indian Culture and Business Management, 2017
A cursory look at data on small and medium enterprises (SME) in India shows that large numbers of... more A cursory look at data on small and medium enterprises (SME) in India shows that large numbers of SMEs are failing. This study found fundamental reasons behind this failure besides providing insights into what makes few SMEs successfully manage competition. The data was collected from 517 auto-component manufacturing units in large automotive SME clusters of India. The research highlighted the key role of business planning in Indian SMEs. The SMEs need to proactively manage innovation and quality, improve financial agility, navigate change process and assess global impact. The study also looks at the role of benchmarking, negative attribution and buyer-supplier relationship in sustaining competitiveness by SMEs in post-WTO (World Trade Organization) era.
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Papers by Dilip Nandkeolyar