Market orientation- a key to innovations in marketing of agro-based products (A study of Indian Agribusiness Corporate marketing practices)

Marketing innovations in Indian agribusiness industry have resulted in massive growth over the last decade. This has led the management researchers to identify the factors enabling innovations and measure the performance of agro-based companies adopting such innovations for appropriate strategic moves for boosting further growth in the sector. The study highlights various new propositions of marketing orientation in the agribusiness sector, identifying the reasons for turnaround in the strategic outlook and structural changes in marketing of agricultural products over the last decade. The successful stories of various Indian agri-based firms encouraging marketing innovations, resulting in higher market growth and gaining competitive edge are also elaborated. Besides an overview of corporate opinion on the preparation and readiness of the firms to meet the future challenges resulted from innovative marketing practices is also presented.