Topic
Frugal innovation
About: Frugal innovation is a research topic. Over the lifetime, 472 publications have been published within this topic receiving 9290 citations.
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02 Sep 2019
1 citations
01 Jan 2018
1 citations
01 Jan 2017
1 citations
28 Nov 2019
1 citations
01 Jan 2013
TL;DR: In this article, the authors studied the launch, positioning and market segmentation of TATA Nano using the Situation-Actor-Process (SAP) - Learning-Action-Performance (LAP) model from a marketing competitiveness perspective.
Abstract: Marketing strategy can be a key enabler for an innovative product. This article attempts to study the launch, positioning and market segmentation of TATA Nano using the Situation-Actor-Process (SAP) - Learning-Action-Performance (LAP) model from a marketing competitiveness perspective. It also explores the subsequent changes in marketing strategy by TATA Motors. Considerable literature is available on the marketing and positioning aspects of Nano, but very little that focuses on the competitiveness and the corrective actions to be taken by TATA Motors to overcome the hurdles. This article is hence an attempt to bridge that gap. The case study helps present a comprehensive view of the problems, constraints and the measures taken by the management of TATA Motors to overcome the challenges faced by them.
1 citations