Issue Details

MODERN MARKETING STRATEGIES AND MSME GROWTH: A CASE STUDY

ABSTRACT

This research endeavors to investigate the relationship between modern marketing stratetgies and MSME performance in the state of Haryana, with a particular emphasis on the selected districts of Haryana, India. The study adopts a quantitative approach, utilizing a survey-based methodology and employs stratified random sampling to ensure a representative sample of MSMEs across different districts and industry sectors in Haryana. The research aims to examine the relationship between the adoption of Modern Marketing Strategies and performance of the MSMEs, while also considering the mediating role of digital marketing capabilities and the moderating influence of the firm size. Through the Structural Equation Modeling (SEM) analysis, the study seeks to unravel the intricate dynamics and interconnections among these variables. The outcomes of the research are expected to offer valuable insights into the factors that contribute to the growth and competitiveness of MSMEs in Haryana, ultimately benefitting both the policymakers and stakeholders.

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