Corporate identity, customer orientation and performance of SMEs: Exploring the linkages

Upendra Kumar Maurya, Prahlad Mishra, Sandip Anand, Niraj Kumar
  • IIMB Management Review, September 2015, Elsevier
  • DOI: 10.1016/j.iimb.2015.05.001

What is it about?

Dr. Upendra Maurya is working as an Associate Faculty and Brand Expert at National Institute for Micro,Small and Medium Enterprises. In this research authors attempts to discover the need for synergy at two marketing concepts i.e. corporate identity and customer orientation for attaining superior performance in SMEs.

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The following have contributed to this page: Professor Niraj Kumar and Dr. Upendra Maurya