Innovative Marketing Strategies-Small Enterprises Fight Large Established Companies

A quick look at a variety of market segments in India shows that markets dominated at one time by subsidiaries and associates of world leaders have given significant shares to small enterprises that have adopted ingenious methods to enter the market and grow. There has been a flood of new entrepreneurs who have reached positions of eminence in the markets that they have entered. The examples discussed in this paper illustrate some of the reasons for the success of the small enterprises.