Global Journal of Commerce & Management Perspective
Open Access

Abstract

Marketing Innovation to Meet Market Complexity in the 21st Century

Priyanka.P.V. and Dr.Padma Srinivasan

Innovation has become a necessity to survive in the highly competitive 21st century market. The market is volatile and complex and poses a lot of challenges to organizations. Organizations innovate in order to survive and sustain in the market. This era thrives on innovation and it is the new contribution that makes organizations survive and sustain in the market. This research paper would give an insight on the various aspects of innovation in an emerging market and how to manage complexity in the age of Information and engage with well informed customers.