Marketing paradigms and the Indian firm : A study of the emerging challenges and firm responses

Purpose – Over the years, nearly eight marketing paradigms have been recognised. Yet, what really is the extent of the changes/paradigms adopted by firms in India? What changes have the forces of challenges brought in, in the marketing management of Indian firms? The purpose of the present study is to find answers to these questions. Design/methodology/approach – Expert opinion method has been adopted, wherein CEOs/Heads of marketing department have been personally interviewed. Findings – Content analysis of the responses gathered shows that, Indian firms are now coming forward to accepting professional management. Conflict paradigm, where primary emphasis is on competition has been greatly acknowledged. Social constructionism, with its strong emphasis on consumers’ view, is also reflected in the responses. From being inward‐looking, the respondent firms are becoming outward‐looking due to the pressures of the market. It is “quality” which is the paradigm that has gained a new momentum, in the form of customer‐specific quality to gain market, quality to withstand competition and quality pressure from world market. Research limitations/implications – Coverage of many more industrial cities like Mumbai and Delhi has not been included due to insufficient response to the mailed questionnaires. Hence the study has been to the extent of personal interviews in selective cities. Originality/value – For academicians and marketing professionals, the study provides a practical insight into the changes in business practices among Indian firms. Policy makers and trade associations should on the basis of the changes identified, take steps to provide the necessary structural adjustments and supportive framework. If need be, they can carry out the relevant studies mentioned in the future scope of research and base their decisions.