This paper aims to understand the role of innovativeness in ensuring the sustained performance of entrepreneurial enterprises. The paper is set in the high technology industry and focuses on the Indian small and medium sized enterprises engaged in software development. Based on the options of...

Increasing costs involved in building new brands motivate marketers to adopt an alternate route for new product introductions in the form of brand extensions. While extensive research exists for understanding the intricacies of brand extensions in the Western context, there is limited...