Summary
Contents
Subject index
Marketing Communications Industry (MCI) is critical to the Indian economy as it creates competitive advantages for sustenance of indigenous enterprises in the face of intense global competition and knowledge-based economy. Developments in the field of MCI are leading towards a new class of knowledge, savvy entrepreneurs and knowledge/technology driven enterprises.
The analytical case studies presented in this book are about the new breed of entrepreneurs who have started their ventures without the support of large corporations. They are known for employing highly ethical and innovative management practices in the realm of new venture creation and growth, and foster innovation and new business formations through an independent corporate setting.
Introduction
Introduction
During the last decade, the Indian industry has witnessed the widening of the base of entrepreneurship from manufacturing to the service sector and from a local to a global market. According to the Global Entrepreneurship Monitor (GEM) report 2002, (Manimala, 2002) the Indian economy seems to be in a very vibrant phase with exceptionally high rate of entrepreneurial activities of 17.9 per cent, which is next only to Thailand (18.9 per cent) among the 37 countries participating in the GEM project. A new class of entrepreneurs with a completely different frame of mind is emerging in the communications-driven services sector. Most of these entrepreneurs are motivated by their passion and entered into business careers at a relatively young age. They identified or created new ...
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