A STUDY ON INNOVATIVE STRATEGY OF AIRTEL NETWORK AT THANJAVUR DISTRICT

Abstract

Innovation leads to a process of change in organizations and its market offerings, and is a key weapon that marketing strategists use to win consumers and markets, through the growth of sustainable competitive advantage. Innovation to succeed as a competitive advantage there should be a fructification of the improvement advantage through suitable competitive marketing strategies. Innovations also lead to the creation of assets called intellectual property. Innovation creates and generates value and could reflect in both co-created value and shared value. Ultimately the purpose of innovation is for improving and increasing the delivery of superior meaning and superior value to the customer while making it relevant, different or new and valuable from the customer’s stand point.Mobile telecommunications have become an increasingly needed service with a very high penetration rate in India. With the extensive mobile telecommunications usage, the mobile services market is now recognized as the most competitive part of the telecommunications sector. The issue of how to improve customer satisfaction is very important for mobile communications operators. Therefore, it is believed that customer satisfaction plays a major role in the telecommunications market competition.