In the Indian economy, the Micro, Small and Medium Enterprises (MSMEs) form the backbone of inclusive growth. After liberalization, the MSME sector is facing a complex mix of opportunities and challenges. Despite its significant contributions, the MSME sector remains neglected due to its weak marketing and branding. A majority of start-ups fail shortly after inception. The present research is an attempt to identify the significant factors responsible for the development of sustainable brands of the MSME sector and to estimate the impact of these factors on firm performance.
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