Symposia & Conferences

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Author: search.filters.author.Vaikunthavasan, S.

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    MARKETING STRATEGY OF MSMES IN POST WAR MARKET: A CONCEPTUAL FRAMEWORK.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Vaikunthavasan, S.; Velnampy, T.; Rajumesh, S.
    Purpose-The reason to produce this paper is to better understanding why many SMEs in Northern Provinces produce poor results and propose a model of marketing strategy for struggling MSMEs in the postwar situation, in Sri Lanka. Design/ approach-This is a conceptual paper which discuss a new insights of Marketing strategic model with considering the factors combined effect of varying degree challenges on performance of SMEs in this postwar environment. Findings: We develop a conceptual framework that identifies three dimension of strategic alternatives of marketing in post war situation as marketing mix, diversification and environmental strategy. Research implications-This conceptualized framework model revealed very practical, realistic and applicable strategic insights of marketing strategic and instead of recommending any common strategies for post war SMEs. Practical implications: There is vast differences in marketing strategic application between the developed and developing countries. Still Northern Province in Sri Lanka has been sustaining the war wound of local war, there is huge need to develop the marketing strategies to face dynamic, competitive world and postwar environment. This marketing strategic framework will contribute some extent to improve the SMEs.
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    Market Orientation, Innovativeness and Performance in E-Learning Programme of Sri Lankan Universities
    (University of Kelaniya, 2014) Vaikunthavasan, S.; Samarakoon, S.M.A.K.
    The purpose of the study is to explore the market orientation, innovativeness and performance of the government Universities in Sri Lanka. Sri Lankan Universities were the unit of analysis. Data for this study were collected from the faculty heads or coordinators of Higher education programmmes in government Universities in Sri Lanka. Convenient sampling method was adopted, structured questionnaires were issued directly and sent through the mail to collect data and one hundred and fourteen respondents were gathered in this study. The MARKOR was used to measure the Market Orientation. Correlation and regression analysis were used in order to identify the association among market Orientation, innovativeness and performance. Three market orientation measures included intelligence generation; intelligence dissemination and responsiveness to intelligence were used to investigate their relationships with Innovativeness and performance. All three measures were found to be statistically significant and positively related to the Innovativeness and performance of the course programmes Universities in Sri Lanka. Based on the studies, the Universities were suggested to follow proper market oriented strategy in higher education system, it will lead to optimum performance achievement.