Abstract: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… Show more
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