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Marketing strategies for competitive advantage: structural equation modelling approach on agricultural sector industry in South India

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  • G. Devakumar
  • G. Barani

Abstract

Marketing excellence is the need of the hour in today's competitive scenario. Numerous companies were striving to compete by continuous implementation of effective marketing strategies for sustainable growth. The purpose of this research is to investigate the relationship between differentiation strategy, market penetration strategy and sales service support strategy on Coimbatore-based agricultural sector pump industry in South India. In this research structural equation modelling (SEM) approach was adopted using SPSS and AMOS tools, to analyse various attributes. The author has also examined the mediating effect on focus strategy and result shows, differentiation strategy and a market penetration strategy has significant and positive impact on organisational performance. It was suggested to provide adequate technical training for sales/service persons, constantly inspire for technical expertise and look for new design of service quality to monitor ontime service, would place pump industry for sustainable growth in competitive market.

Suggested Citation

  • G. Devakumar & G. Barani, 2016. "Marketing strategies for competitive advantage: structural equation modelling approach on agricultural sector industry in South India," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 9(2), pages 225-239.
    • Handle: RePEc:ids:ijbexc:v:9:y:2016:i:2:p:225-239
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