Browsing by Author "Sathana, V."

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Innovative Marketing Strategy for (MSMEs): Scale Development and Validation
(International Conference on Business and Information (ICBI – 2019), [Entrepreneurship & Small Business Management], Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2019) Sathana, V.; Velnampy, T.; Rajumesh, S.
Small and Medium Enterprises (SMEs) play a prominent role in the growth and development of a nation. Accordingly, this study intends to develop a scale to measure innovative marketing strategy in MSMEs in Sri Lanka. In the first phase, a preliminary set of indicators were identified from the innovative marketing literature and in-depth interviews were conducted with 10 MSME owners to further evaluate the identified indicators. Additionally, two group discussions and expert views of Marketing academics were also obtained to review the initial set of indicators. The final scale which consisted of 17 items was tested by collecting data from 696 MSME owners from the Northern Province of Sri Lanka using the stratified sampling method. An exploratory factor analysis was conducted to provide evidence of scale reliability and validity. The results revealed that there are three dimensions of innovative marketing strategy namely: marketing variables, unique proposition and integrated marketing. This paper contributes to develop and validate a scale for innovative marketing strategy in MSMEs.
Problems and Challenges Associated with Value Addition: With Special Reference to Coconut Based Productions in Jaffna District
(Faculty of Commerce and Management Studies University of Kelaniya, 2017) Sathana, V.
Coconut is one of the major source of Jaffna District. It has the greatest prospects for growth and development. The coconut based producers have been facing huge problems. Value addition in each aspect of coconut based productions create more quality and adequate demand for the products. The purpose of this research is to diagnose the tremendous problems and challenges for value addition of coconut based productions in Jaffna District. Initially this paper reviewed the existing literature, empirical studies as well as the prevailing data bases in order to identify the problems and challenges for value addition. Then researcher conducted qualitative exploratory narrative research on coconut based productions in Jaffna District. Subjects were the owners or managers of enterprises and purposive sampling technique was utilized to select the subjects for this research. Unstructured interview was conducted to collect data. The problems and challenges of entrepreneurs regarding value addition were categorized with coding method by using NVIVO software. Present study identified two types of problems; internal and external problems associated with value addition. This research had two coin side implication, for owners of enterprises and other stakeholder to improve the productivity of organizations.
Problems and Challenges Associated with Value Addition: With Special Reference to Coconut Based Productions in Jaffna District.
(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Sathana, V.
Coconut is one of the major sources of Jaffna District. It has the greatest prospects for growth and development. The coconut based producers have been facing huge problems. Value addition of each aspect of coconut based productions create more quality and adequate demand for the products. The purpose of this research is to diagnose the tremendous problems and challenges for value addition of coconut based productions in Jaffna District. Initially this paper reviewed the existing literature, empirical studies as well as the prevailing data bases in order to identify the problems and challenges for value addition. Then researcher conducted qualitative exploratory narrative research on coconut based productions in Jaffna District. Subjects were the owners or managers of enterprises and purposive sampling technique was used to select the subjects for this research. Unstructured interview was conducted to collect data. The problems and challenges of entrepreneurs regarding value addition were categorized with coding method by using NVIVO software. Present study identified two types of problems; internal and external problems associated with value addition.