Identification of Marketing Capabilities: A Study on Indian Product Based B2B Telecom Start-Ups
48 Pages Posted: 14 Dec 2010 Last revised: 22 May 2012
Date Written: December 14, 2010
Abstract
New technology based start-ups play a very important role in developing the economy of a country. In India telecom sector has seen unprecedented growth over the decade and this has led to emergence of several telecom related start-ups. However, product based B2B start-ups are still rare and they have to undergo several challenges to stay afloat. Surprisingly not much research work has been undertaken in identifying capabilities among early stage start-ups although the early phase represents a very crucial phase for product based firms and in determines the success or failure for start-ups. Present study explores the inherent marketing capabilities that enable commercialization among such early stage start-ups by adopting a multiple case based inductive methodology with Indian telecom start-ups as our context. We have identified market orientation, positioning and segmentation, selling and after sales services as components of marketing capability of such start-ups. We also identify several idiosyncrasies among telecom start-ups vis-à-vis established firms in the sector. Finally we make a case for policy level intervention to promote telecom start-ups in the Indian context.
Keywords: Entrepreneurship, Telecom Based New Ventures, Marketing Capabilities, Knowledge Acquisition
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