Browsing by Author "Velnampy, T."

Filter results by typing the first few letters
Now showing 1 - 4 of 4
  • Thumbnail Image
    Item
  • Thumbnail Image
    Item
    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.
  • Thumbnail Image
    Item
    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.
  • Thumbnail Image
    Item
    Protean Career Orientation and Career Success: Does Career Planning Mediate the Relationship? Study of the Employees in HEIs in Jaffna District, Sri Lanka
    (Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2020) Aloysius, S. M.; Velnampy, T.
    Employees’ career orientation is considered as one of the major determinants of career satisfaction. The present study has twin aims to examine the relationship between protean career orientation and career success as well as measuring the mediation of career planning on the relationship between protean career orientation and career success. 154 Employees from higher education institutions in the Jaffna district were selected to get the responses. A self-administrated five-point Likert scale questionnaire was used to collect the required data. Two hypotheses were formulated and subsequently tested using the Partial Least Squares method. The study found that there is a significant relationship between protean career orientation and career success. Career planning partially mediates the relationship between protean career orientation and career success. The study will support top-level management in the sample organizations to understand the importance of protean career orientation in determining the career success of their employees.