Identification of Marketing Capabilities: A Study on Indian Product Based B2B Telecom Start-Ups

48 Pages Posted: 14 Dec 2010 Last revised: 7 Sep 2014

See all articles by Prageet Aeron

Prageet Aeron

Management Development Institute Gurgaon, Gurgaon

Rekha Jain

IIMA-IDEA Telecom Centre of Excellence; Indian Institute of Management (IIM), Ahmedabad

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

Suggested Citation

Aeron, Prageet and Jain, Rekha, Identification of Marketing Capabilities: A Study on Indian Product Based B2B Telecom Start-Ups (December 14, 2010). Available at SSRN: https://ssrn.com/abstract=1725460 or http://dx.doi.org/10.2139/ssrn.1725460

Prageet Aeron (Contact Author)

Management Development Institute Gurgaon, Gurgaon ( email )

India

Rekha Jain

IIMA-IDEA Telecom Centre of Excellence ( email )

Ahmedabad, Gujarat 380015
India
+917966324885 (Phone)

HOME PAGE: http://www.iitcoe.in

Indian Institute of Management (IIM), Ahmedabad ( email )

Vastrapur
Ahmedabad, Gujarat 380 015
India

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