Technological innovation is the advancement by which better technologies are prolonged and brought into broad applications. Generally, innovation is not a linear system; it has numerous interconnections and feedback loops in between the expansion stages. The research aims at identifying the impact of innovation on marketing mix of mobile phone industry. This study will be an attempt to investigate the relationship between technology and its overall impact of firms‘ strategies. The companies focused their strategies not only on process but also they adopted product innovations when mobile phone industry entered into shake out stage in 2000. There is an unexpected key role of innovation to be very strong in the maturity stage of mobile phone industry. The present research is an attempt to represent the substantial research articles written on the topic and related to that, this gives a specific direction for the future research in the research the area.
Technological innovation, Marketing mix, Mobile phones
