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Identification of Marketing Capabilities: A study on Indian product based B2B Telecom start-ups

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  • Aeron, Prageet
  • Jain, Rekha

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 B2Bstart-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. Fina lly we make a case for policy level intervention to promote telecom start-ups in the Indian context.

Suggested Citation

  • Aeron, Prageet & Jain, Rekha, 2011. "Identification of Marketing Capabilities: A study on Indian product based B2B Telecom start-ups," IIMA Working Papers WP2011-02-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:9996
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    References listed on IDEAS

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