Since 2014
Success Factors in the Diffusion of Innovative Services: A Case Study Specific to the Indian Telecom Context
International Journal of Business and Information
View Archive Info| Field | Value | |
| Title |
Success Factors in the Diffusion of Innovative Services: A Case Study Specific to the Indian Telecom Context
|
|
| Creator |
Sahney, Sangeeta
|
|
| Description |
The telecom industry in India has witnessed a transformation. From a monopolistic regime, through an age of de-regulation and privatization, it has seen the rapid rise of market players who offer innovative products and services. This change has been commensurate with the growth of the industry, now ranked the fifth largest in the world and expected, by 2010, to be the second largest. Faced with a growing market and increasing competition, companies in the telecom business in India must re-orient their product and service offerings.These companies need to adapt continuously to the dynamic environment so as to survive competition. Although many companies focus on innovation of products and services, it is crucial that these products and services be customer-orientedfor easier diffusion and quicker adoption, thus increasing customer retention and loyalty. This paper focuses on a telecom company in India, which is a major player in the market. The company formulated a strategy to launch a “bundle ofservices” program, which would enable it to provide Internet, television (video), and (telephone) voice simultaneously to its customers, apart from other services. This paper presents the results of an empirical study to identify the success factors for the “bundle of services” program. These results will provide a better understanding of customers‟ needs, assist in the design of a system that can be diffused, and thus assist marketers as they construct, manage, and evaluate their marketing strategies in the Indian context.
|
|
| Publisher |
International Business Academics Consortium
|
|
| Date |
2015-11-13
|
|
| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
|
| Format |
application/pdf
|
|
| Identifier |
https://ijbi.org/ijbi/article/view/37
|
|
| Source |
International Journal of Business and Information; Vol 4 No 1 (2009)
2520-0151 1728-8673 |
|
| Language |
eng
|
|
| Relation |
https://ijbi.org/ijbi/article/view/37/41
|
|
| Rights |
Copyright (c) 2015 International Journal of Business and Information
|
|