Research Scholar, Sambalpur University, Orissa
Online published on 11 December, 2013.
During the past two decades the refractory industries in India have changed at a rapid pace with new materials,production, application techniques and innovative marketing strategies to meet the needs of the customers of the user industries in world wide, India and Orissa.
Incomparision to other industries, the refractory industries are small. They are yet to receive due recognition because of their insignificant size in respect to the key user industries like steel, cement, aluminium etc. The primary contribution and managerial implication of the study establishes relationship between standardisation and firm performance in a specific product category. So the small refractory players can deliver the standardised products at a much lower cost to customers, for long term survival.
The study will be an eye opening for the Indian refractory industries in general and refractory industries of Orissa in particular of understanding of the theory, principle and application of the marketing philosophies to increase their staying power in the market.
