Redefining Marketing through Continuous Innovation

Title of the paper: Redefining Marketing through Continuous Innovation: A Radical Approach Brief profile of the Authors Dr. Biswajit Das M.A. (Eng), M.B.A., LL.B., M.A. (Pub. Admn.), Ph. D. (Mgmt) Utkal Associate Professor and Chairperson Doctoral Programme KIIT School of Management KIIT University Bhubaneswar, Orissa Phone – 09438064555 Email –biswajit@ksom.ac.in Career Highlight: Dr. Das is continuing his D.Litt. on Sustainable Real Estate Market. He has 25 years of experience in academia, industry and government.  Besides he is Chairperson- Marketing Management Area, Member - Academic Council-KIIT-University, Member-Board of Management-KIIT-U. Prof. Das has been instrumental in the institution building process of KSOM since its inception. He has authored international research paper and books like, “Real Estate Market” and “Business communication and Personality Development”. Dr. Ipseeta Satapathy MA (Pub. Admn.), MA (Pol. Sc.), M. Phil. (JNU, New Delhi), Ph. D. (Utkal), D. Litt. (Utkal) Associate Professor KIIT School of Management KIIT University Bhubaneswar, Orissa Phone – 09937234890 Email –ipseeta@ksom.ac.in Career Highlight: Dr. Satapathy has over 10 years of experience in teaching and administration in KIIT University. She has worked as Assistant Registrar (academics) KIIT University, Dean Communication KIIT University. Prof. Satapathy has authored books like "Environment Management" &"Business Communication & Personality Development" and has also published several international research papers. Dr .Satapathy is actively involved in Management Development Programmes. Prof. Ansuman Jena B.Sc. MBA, Ph. D. (Cont.) Lecturer Department of Business Administration Dhenkanal Autonomous College, Dhenkanal Ph. D. (Cont.) KIIT School of Management KIIT University, Bhubaneswar Phone – 09040209907 Email – ansuman.jena@gmail.com Career Highlight: Mr. Jena has over 3 years of experience in business development, sales, marketing and relationship management in the top notch corporate. He is into teaching since 2009 and continuing his Ph. D. research in KIIT University. He has an excellent academic career. He has presented and published research papers and articles on national and international forum. He believes in KIZEN principle and his attitude towards excellence always helps him stand out of crowd. He has awarded with many prizes and awards from academia and industry. Prof. Debadutta Das M.Sc. MBA, Ph. D (Cont.) Research Scholar Fakir Mohan University Balasore, Orissa Phone – 09861163497 Email – devadutta007@yahoo.co.in Career Highlight: Mr. Das has more than 13 years of academic experience. He has attended many positions in his professional career. He has published many articles and presented a number of research papers at national and international forum. Prof. Mangalika Mohapatra M.Sc. & M.Ed. (Life Sc.) Utkal, M. Phill, Ph. D. (Cont.) Research Scholar Utkal University Bhubaneswar, Orissa Phone – 094386199 Email – p2biswajitdas@yahoo.com Career Highlight: Mrs. Mohapatra has outstanding academic accomplishments. She is doing her research work in Utkal University, Vanivihar, Bhubaneswar. Her area of interest is Environment Management. To whom so ever it may concern This is to certify that the research article titled “Redefining Marketing through Continuous Innovation: A Radical Approach” is an original and authentic research work done by Dr. Biswajit Das, Dr. Ipseeta Satapathy, Mr. Ansuman Jena, Mr. Debadutta Das and Mrs. Mangalika Mohapatra. It embodies the result of their original contribution and the same has neither been published nor submitted for publication elsewhere. Redefining Marketing through Continuous Innovation: A Radical Approach Abstract Redefining marketing is to reinvent and renovate change in the marketing arena. New markets of the new economy call for new products and services. The need of the modern lifestyle is to change. Accomplishing a set target has beckoned the corporate to create market share, mind share and heart share. Classical ideas are mantled with modern fervor matching to the customer kings. Customization and custo-marrigation have tied the disloyal customers to become lifetime customers. We have discovered business in mineral water to moon tourism. Technological revolutions ventured in to a plethora of unconventional business. Internet and mobile are a glaring example for people to reckon. It transformed and networked the globe in a single click, connecting billions of people. These all and many more, in the array of innovations have mobilized the economy, steered by the creative marketers, who create inclusive capital and capacitate the portals of business ventures. Innovative offerings and creating opportunities that was never before identified is the bottom line. Academic erudition, concepts, theoretical and practice is contextually relative to narrow alleys of marketing; calling for profit-maximization. It focuses and results in market transactions; chain of transactions increase and emphasize on long term customer relationships (Amabile, T., 1998). It ultimately forms the bastion of business; managing strategic alliances. Never the less, the intellectual core competencies of marketing management warrant an expansion beyond the conceptual framework; searching for novelty. It introspect on the organizational vision, mission, goals and strategic issues inherent in the business; endearing a seamless access in to available niche markets. Indeed, this research paper shall introspect on the essence of products and services that are relevant to redefine marketing moves in making business. The array of ideas shall be creatively analyzed to approach the issues associated with the dimensions of business. It shall deal on green strategy to marketing paradigms. Key words Marketing, Innovation, Change Management, Green Strategy Introduction In the radically new business environment, marketing functions are undergoing radical transformations. Disappearing of traditional marketing trends is an inevitable and distinct factor. Management functions at every level has to be rediscovered; inconsonance to swift changes in the markets. It has to ameliorate, animate the factors and forces intersecting and interdependent in the marketing warfare. Revival and restoration of the business from the blurred state can be possible with long-term strategic partnerships. In this borderless internet economy; survival of the fittest calls for redefining the stance of business; reinventing the wheel. To ensure the survival and success of the business, tycoons are emphasizing on strategic innovation and value addition. Innovation is a pretty simple concept; it’s all about doing things differently or in a better way. Innovation is the only weapon that differentiates and brings success in a highly competitive environment. Innovation brings all round development through new ideas for problem solving. It encourages the development of new products, services, processes, systems, methodologies and business models. Despite product or process innovation, marketing innovation has received a little more attention in the present era. This paper sought to analyze the new dimensions in the marketing innovation paradigm. The need of the hour is ‘value creation’ (through product and process innovation) and ‘value communication’ (through marketing innovation) for the customer kings. Creating break through innovation is the greatest challenge for marketers to craft significant differentiation and advantage strategy. Innovation is important because it plays a key role in product life cycle management in extending the lifespan of products; isolating competitors. It also allows creative thinkers to create and enter new markets. Either way, innovation is critical to business longevity and long-term viability. This research article certainly aims to bring the under shadowed issues with a view to share the insights on the transformation of traditional practices to set new benchmark for individuals, organizations and corporate. The article is divided into three parts. Part-1 deals with the new dimensions in the sphere of business for customer value creation, addition, communication through continuous innovation and creativity. Rest two parts illustrate radical turn around in the marketing galaxy through two interesting and unconventional cases namely, organic food marketing and tourism marketing. PART-1 New dimensions of Strategic Innovation R&D for Innovation, Productivity and Growth Innovation is essential for the firms to compete in the global marketplace, in the complex business environment. Since 1995, the world's 25 most innovative companies achieved 3% higher annual profit-margin growth; than other global firms. Thus speed of innovations does not occur in traditional Research and Development (R&D). High-quality R&D can be done all around the world. Proliferation of new R&D labs in other countries, notably China and India (Business Week, 2006) Information Technology has also greatly improved the productivity of R&D professionals. High-performance computing has evolved from an expensive capital investment to outsourcing service assistance; largely depending on the ‘make or buy’ decision of the firm. Information systems have encompassed knowledge-management as an essential element for all R&D operations. Resurgence in capital investment on R&D has brought continued growth in industry; dramatic changes in business and society. Continuous Innovation Continuous innovation has prime importance for companies with R&D departments. It delivers gradual improvements in quality, features, processes and technologies involved. It’s about gradual evolution to a revolutionary change. Ultimately, it enables firms to keep up-to-date with the market and ideally to edge ahead for sustainable development. It requires investment in people and a culture that keeps close to new technology and even closer to the customer needs. It means augmenting opportunities at the bottom line. Firms like Sony, Apple and Motorola have historically been very strong in this area. Continuous innovation presents a double challenge for business planning and strategy formulation because the competitors may be doing the same and at any point of time shiver the comfort zone of the leader. Strategic Issues Issues governing strategy formulation are multipronged. Developing a management framework to address the strategic issues in the rapidly changing markets is increasingly becoming critical. Researchers, tycoons and executives in the rapidly changing global business environment are striving hard to calibrate with the complexities. Branding has created market and collapsed companies in the marketing coliseums. The marketing gladiators are waging their fences every second. Conventional training and practices have too often omitted cutting edge strategies to assert a stable competitive attack. Existing business seldom recognize the effects of increasingly disruptive change in the marketing places and spaces. New strategic thinking logic and initiatives require a conceptual framework. It has to guide and ensure collection of right information, perceptive interpretation of strategic issues and reviewing of trends; choosing the right strategic initiatives. The conceptualization of strategy begins by assessment, evaluation and determining the market-based strategic capabilities and re-engineering. It is needed to identify the nature and scope of determinants of market changes. These changes are identified and driven by new competition, new business models, creativity and innovation. Understanding the fast changing markets require identifying new market spaces, conducting strategic segmentation analysis and determining customer value. Ultimately this body of knowledge guides, formulation and implementation of the market-driven strategies for the changing markets towards the strategic vision. Entire command in the framework is based on conceptual logic and empirical findings; originating from the multiple disciplines. Strategic issues are discerned when the market boundaries are reconfigured due to new technologies, creation of new business designs, generated markets and drastic competitions. The reality of business is to sustain and building competitive advantage in markets through altered strategic thinking approaching through a critical thinking process. Nurturing Brands “What’s in a name? A rose is a rose and would smell as sweet even if called by any other name”. These famous words of Shakespeare’s Juliet titillate the brand gurus into a mystic mocking. Redefining markets need revitalizing the branding of products and services. Rediscover is to spot the focal point of the demand in the prospect. Brands symbolize attributes of the products /services positioned in the mind of the prospect. Brand is all about a symbol, sign, logo and name that give identification to a product. It is about the mind tree positioning in the customer. It is the hallmark of the marketers and consumers to meet in place and trade off with reciprocity, at times unreasonably. Brands are blatant. Brands rule over the marketers and consumers mind; across the target market and across economies of scale. Enormous investments, planning and strategies are employed for sourcing business. Sourced to build and nurture brands for the consumers. A brand distinguishes the products and services offered by one seller from another. The immortal marketing maestros like Philip Kotler, Warren Keegan, Al Ries & Jack Trout and Mc Luhan defines marketing communication as the core to nurturing brand. Brand the fulcrum around which resources revolve. A brand conveys personality of the organization and can alter the perception of the end user. One feels comfortable with a product of a trusted brand like Apple, Google, Coca-Cola, Microsoft, Cadbury, Motorola or Pepsi; anywhere in the world. It is the outcome of the years of efforts in building, nurturing and managing the brands. Unforgettable classic slogans in defining the brand ‘Think Small’ by GM’s Volkswagen ‘Beetle’ and ‘Connecting People’ by Nokia capture the imaginations of buyers. None the less, the Indian success stories in nurturing the brand of Amul, Lifebuoy, Infosys, Reliance, MRF tyres, Titan watches, Tata and Hero Honda motorcycles are paradigms. Reinventing marketing, handling strategic aspects can be dealt through nurturing brands. Branding is a holistic tool and largely associated with the elements of marketing. Brand is an iceberg, in which the tip of the ice is visible to the customer king. The last decade of proliferation of brands, unparalleled furious upsurge in advertising has significantly hoisted the importance of brand building exercise in corporations. Companies are trying to deliver the committed brand promises to convert the customers in to brand loyal; rather than brand switchers. Nurturing any brand is impossible without quality of products and services, justifying value for money. PART-2 Organic Food Marketing In 1939, Lord Northbourne coined the term organic farming in his book “Look to the Land”. It describes the holistic, ecologically-balanced approach to farming—in contrast to what he called chemical farming. In simple words, “Organic foods are those foods that are produced, processed and packaged without using harmful chemicals”. They are been accepted for their perceived health benefits over conventional food. Organic farming sector is growing rapidly and has caught the attention of farmers, manufacturers and above all consumer kings. Some of the popular organic food items include organic tea, organic coffee, organic wine, organic milk, organic honey, organic vegetables, organic fruits, organic rice, organic corn, organic herbs, organic essential oils, organic coconut oil and organic olive oil. Organic foods protect from heart disease and cancer, as they contain Phenolic compounds. Organic food is natural, fresh and tasty too. Many people prefer to grow organic food in their home gardens, because it costs about 20% more than the conventional food. Organic gardening uses organic seeds, organic fertilizers, compost, organic root stimulators, and organic pest control. Key advantages of Organic food Few identified salient points, which are the key to the certification of organic food, are given as under. Organically grown foods are natural and without any chemicals. Organically grown foods are nutritious and full of taste although they may not look as shiny, colorful and well presented as shop produce. Organic foods put fewer burdens on environment. Growing foods organically can protect the topsoil from erosion and is a great way of getting closer to nature. Under organic food production, use of inorganic pesticides, insecticides and herbicides is greatly restricted. Organic Farming in India Organic farming is being practiced in India since thousands of years. The great Indian civilization thrived on organic farming and was one of the most prosperous countries in the world, till the British ruled it. In traditional India, the entire agriculture was practiced using organic techniques. Organic farming was the backbone of the Indian economy. Cow was worshipped as a God. The cow, not only provided milk, but also provided bullocks for farming and dung was used as fertilizers. Indian organic food market The organic food market is worth USD 129.3 million and shows huge potential for growth in future. The analysis of the drivers explains huge exports, organized retail distribution network, government initiatives and increasing health consciousness among consumers. Eventually the market for organic food products has largely been characterized by inadequate retail presence, lack of integrated supply chain, absence of certified brands, incomplete range, higher price and highly export-oriented government policies. This is because most producers are either small or marginal farmers, small cooperatives or trade fair companies. Historically, organic farms have been relatively small family-run operations, which is why organic food was once only available in small stores or farmers' markets. Not with standing these shortfalls, retailers are optimistic about the future benefits. India will take long time to catch up with the global growth rate of 20-30% annually. However, since the early 1990s organic food production has had growth rates of around 20% a year, far ahead of the rest of the food industry, in both developed and developing nations. According to the International Fund for Agriculture and Development (IFAD), about 2.5 million hectares of land was under organic farming in India in 2004 and over 15,000 certified organic farms in India. India therefore is one of the most important suppliers of organic food to the developed nations. No doubt, the organic movement has again started in India. Organic food exports from India are increasing with more farmers shifting to organic farming. With the domestic consumption being low, the prime market for Indian organic food industry lies in the US and Europe. India has now become a leading supplier of organic herbs, organic spices, organic basmati rice, etc. In 2003, only 6-7% of the total agricultural produce in India was exported. Table-1 Organic Food Products Exported from India Organic Food Category Organic Food Products Organic Cereals Wheat, Rice, Maize or Corn Organic Pulses Red gram, Black gram Organic Fruits Banana, Mango, Orange, Pineapple, Passion fruit, Cashew nut, Walnut Organic Oil Seeds and Oils Soybean, Sunflower, Mustard, Cotton seed, Groundnut, Castor Organic Vegetables Brijal, Garlic, Potato, Tomato, Onion Organic Herbs and Spices Chili, Peppermint, Cardamom, Turmeric, Black pepper, White pepper, Amla, Tamarind, Ginger, Vanilla, Clove, Cinnamon, Nutmeg, Mace Others Jaggery, Sugar, Tea, Coffee, Cotton, Textile Source: org-marg.com Table-2 Indian Organic Food Production and Exports, 2010 Total registered and certified organic farming projects 332 Total registered area of cultivation 10.5 lakh hectares Total certified area of cultivation 7.5 lakh hectares Total certified production 115,238 metric tonne Number of processing units 158 Accredited inspection and certifying agencies 11 Total number of exported products 135 (18 categories) All India total organic food export 44,476 tonne Total revenue generation against organic food export Rs. 4931 crore Overall growth of organic food exports over 2009 50.31% Source: Compiled from the articles thaindian.com Marketing of Organic Products The economic development of any nation is largely dependent on sufficient agricultural production and its proper distribution. Agricultural marketing comprises all the operations involved in the movement of food and raw materials from the place of production to the place of consumption. (a) Operations involved in organic food marketing In modern marketing, the produce has to undergo a series of transfers or exchange from one hand to another before it finally reaches the consumer. It comprises the process of concentration, equalization and dispersion of goods or produce. Concentration pertains to operations concerned with the assembling and transport of produce from the field to a common place or market. The produce may be taken direct to the market after it is harvested, or may be stored on the farm or in the village for varying periods prior to its transport. It may be sold as obtained from the field or cleaned, graded, processed and packed, either by the farmer or village merchant before it is taken to the market. At the market, the produce may be sold by the farmer direct to the consumer or more usually through a commission agent or a broker. It may also be purchased by traders, wholesalers or retailers. The transaction may be carried out by direct negotiation or through middlemen, by barter or by paying cash. The transactions take place at one or more levels, in the primary, secondary and/or terminal markets. Equalization mainly relates to the carrying forward of produce/goods for future distribution. Dispersion involves the operation of wholesaling and retailing at the terminal market. In the case of goods/produce meant for export, additional operations such as testing, analyzing and shipping are also involved at the terminal on export market. (b) Setting up of legal acts The Government of India passed the Agricultural Produce (Grading and Marketing) Act, 1937 to ensure a fair return to the farmer after taking into consideration the quality of his produce. The Agriculture Produce Market Committee (APMC) Act was brought in a number of States to protect the farmers against exploitation and also to ensure a fair and competitive price for their produce. The APMC act has been amended recently to update the provisions. Agriculture markets, which are efficient and competitive, are important for the overall growth in agriculture and broad based rural development. Besides bringing agricultural products to the consumers, domestic as well as international, smooth trading in the agricultural markets faster growth in non-farm sector also by expanding opportunities for value addition and increased employment. Development, in the global trade of agro products would have an impact on all the aspects of Indian agriculture. We have a wide range of diverse agro ecological conditions making it possible to grow different crop type, including horticulture, in all parts of the country. As the development of quality standards compatible with W'TO regime is an important aspect of agri-business, organic farming is going to be key business area in agriculture with participatory role of farmers in new venture. The drivers and the challenges for organic food industry are as follows: Drivers: Increasing health consciousness among customers Huge export market Organized retail enhancing distribution network Government and Private initiatives Challenges: High price of organic food No direct support and encouragement to farmers Lack of integrated supply chain Certification barriers PART-3 Tourism Marketing Tourism Marketing "enables a country to invite guests spanning across different cultures, traditions, customs and countries to visit their country, to enjoy their rich culture, heritage, places sculptures, cuisines, hospitality, entertainment, arts and architectures, by creating exiting experience through leisure and entertainment for commercial". Tourism industry is the largest employment generator of the world. This is the only industry which requires less or no investment, yet generates billions of foreign exchange to the country. Many small nations viz. Singapore, Srilanka, Malaysia, Thailand etc. woo millions of foreign tourists and bag billions of foreign exchange. India, albeit, the country houses rich tourism locations, yet, figured in the bottom of the rank table in wooing foreign tourists. Considering the above facts, the marketing of tourism plays a vital role in any country's agenda. Tourism proved to be world's biggest industry, generates massive employment opportunities and revenues as well. It is unlike, other marketing concepts, it needs a well-planned integrated approach, because, it is marketing of a country. Positioning and promotion are twin eyes, which are to be emphasized more, in the minds of international population. It is integrated with leisure, entertainment, transportation, communication and all service sectors. Traditionally, the job is usually done by a Government to promote the country. The whole process has to be revitalized and a full-fledged marketing process to be undertaken. The same old STP (Segmentation, Targeting, and Positioning) process can well be used in this marketing. It is a hybrid of services/products marketing. It is a marketing of nation. Table-3 Foreign Tourist Arrivals to India (in millions) & Foreign Exchange Earnings by India from Tourism (in Billion US$) Year Arrivals in India Change over previous year (%) Foreign Exchange Earnings by India Change over previous year (%) 2001 2.53 (-)4.2 3.2 (-)7.6 2002 2.38 (-)6.0 2.9 (-)3.9 2003 2.73 (+)14.3 3.5 (+)20.9 2004 3.46 (+)26.8 4.8 (+)35.0 2005 3.92 (+)13.3 5.7 (+)20.2 2006 4.45 (+)13.5 6.8 (+)18.1 2007 5.08 (+)14.3 10.73 (+)24.3 2008 5.28 (+) 4.0 11.75 (+)9.5 2009 5.11 (-)3.3 11.39 (-)3.0 Source: Annual Report 2006-07, 08-09, 09-10 Ministry of Tourism, Government of India Table-4 Share of Tourism Sector in India in GDP of India Year Total Share of Tourism in GDP 2002-03 5.83% 2003-04 5.90% ………. . ……… 2008-09 9.90% ……….. ………. 2017-18 10.5% (expected) Source: Annual Report 2006-07, 08-09, 09-10; Ministry of tourism, GOI Table-5 Employment Generation through Tourism in India Year Total Employment in Tourism Sector (in millions) 2002-03* 38.6 2003-04** 41.8 2004-05** . 44.7 2005-06** 47.8 2006-07** 51.1 *: TSA Figure **: Estimated Source: Annual Report 2006-07, Ministry of Tourism, GOI Opportunities in India India has huge scope in the following apart from the traditional ethnic tourism like sea beaches, religious or pilgrim tourism and sight seen etc Rivers, lakes and sea shores for water games as the famous boat race in Kerala, surfing waves or water scooting in Goa beach. Mountains and valleys for adventure sports like the Himalayan range attracts mountaineer, rockers and aero-sports persons. Clubs and health centers for fitness camps, yoga and ayurvedic recreation camps. The land and topography of India are ideal for Golf. Table-6 Adventure Sports Destination in India Adventure Type Destinations Mountaineering Himalayas, Himachal Pradesh, Uttaranchal and Darjeeling Trekking Laddakh, Himachal Pradesh, Uttaranchal and Darjeeling Rafting Sikkim and Upper Himalayas in river Ganga Hot Air Ballooning Himachal Pradesh, Uttaranchal and Darjeeling Canoeing Goa and River Ganga Skiing Himalayan Ranges Para Sliding Goa, Lakshadweep, Andaman & Nicobar Island Para Gliding Himachal Pradesh, Uttaranchal and Darjeeling Fishing Himachal Pradesh, Laddakh, Assam and Arunachal Pradesh Biking Himalayan Ranges, Himachal Pradesh, Uttaranchal and Darjeeling Camping Himachal Pradesh, Uttaranchal, Himalayas and Jaisalmer Jeep Safari National Parks and Deserts of Jaisalmer Camel Safari Deserts of Jaisalmer Elephant safari Kerala, Uttaranchal and Jaisalmer Horse Safari Great Himalayas and Jaisalmer Source: Compiled from the brochures of Indian Tourism Development Corporation (ITDC) Segmentation strategy for Tourism Marketing 1. Segment the countries for tourism based on their potential 2. Segmentation of tourists from their native countries a. Developed Countriesb. Developing Countriesc. Under Developed Countries 3. Segmentation of tourists as per Socio-Economic Class Upper class Middle class Lowe class 4. Segmentation of tourists as their nature of visit Business executives Leisure travelers Delegates Religious travelers NRI visiting home countries Sports players, officials and fan spectators, International air line crews International ship carrier crews Heritage travelers Travelers for arts & architecture Travelers for Wild life camps and bird sanctuaries Beach strollers Researchers and Interest groups etc. Targeting strategy for Tourism Marketing 1. Classify the locations according to the visitor’s requirements2. Select the target group of visitors3. Focus the target group of visitors with the USPs' of locations Positioning strategy for Tourism Marketing 1. Develop USP (Unique Selling Proposition) for all tourism locations a. Mountain sports b. Wild life camps c. Heritage place d. Sprawling beaches e. Arts and Architecture etc 2. Design strategic plans to promote the locations among domestic and foreign tourists 3. Designing alternate or back-up plans 4. Implementation 5. Continuous monitor and evaluation The road ahead To move up in the value chain like Singapore, Maldives and Mauritius, whose economies are sustained by tourism largely; Brand India has to revamp and reposition itself beyond the ‘country of snake charmers, saints and kings’. India must reposition itself as the land of opportunities for great brains and the dream destination for every tourist. In order to achieve the above said status quo, we must give special importance to the following: Creating top quality infrastructure for top quality tourists (Atithi Devo Bhabah). Protection and revamp of existing tourist places. Identifying and creating new tourist destinations. Providing adequate and appropriate professional training to guides, tour operators, staffs, managers of the hospitality and tourism industry. Encouraging PPP initiative and a coordinated effort between Central and State Government with the organized, unorganized and private players shall definitely enhance India’s tourism potential. All the related sectors like airline, surface transport, hotels along with all other infrastructure and facility centers should be modernized to world class. Technology should be introduced in the process of information exchange and overall management of tourism and other related industries / sectors. India possesses everything. The rich cultural heritage, sculptures, sprawling deserts, highest mountains, palaces, temples, delicious cuisine, rare mixture of life style etc, which makes it a 'Cross Cultural Paradise' stays on 'Unity in Diversity'. The Government and private sector need to work earnestly and with a commitment to develop India, as the most attractive tourist destination of the world. Conclusion Creativity is the stepping stone for innovations. When a person, organization or society faces some challenges or threats along with opportunities, it may come up with simple yet effective creative solutions. Thus, creativity can be spontaneous (primary creativity) and the creative responses could also be much more complex and people trained to be more creative. This is where the role of culture and education comes to fore. Innovation is plowing creativity into production; it produces tangible changes in the products and/or processes and thus gives a person, a firm or a society a definite competitive advantage. And this is why organizations as well as governments are now trying to institute processes and inculcate an environment conducive to innovativeness. In this context Indian society presents an interesting situation. Traditionally Indian society and the education system have focused on the convergence of ideas. Historically India is a pluralistic society marked by a tradition and acceptance of dissent and plurality. And this democratic tradition may be a propeller of innovativeness and entrepreneurship in any progressive society/economy. The other propeller of innovativeness present in India is competition firms, producers and marketers compete not only with other similar entities jockeying for the leadership position in the segment, but also with the consumers (who have very low individual purchasing power and are willing, in certain circumstances, to postpone consumption altogether or use substitute products) and suppliers. And, then, there are hosts of imitators and competitors on prices. Nevertheless, India is an attractive market, because of the opportunities it offers in the long run (increasing incomes and favorable demography). There is enormously latent across diverse fields as well as expressed demand, and firms with low-end disruption and product/distribution innovations can strike gold. Firms marketing in India can rapidly advance in the learning curve (because of volume) and gain advantage globally. Moreover, the innovative capital-efficient models devised in India can be extended and replicated in other developing and niche markets globally. Producers and marketers in India have demonstrated a degree of innovativeness varying in size and resourcefulness has been taken on the environmental challenges; in creative and innovative ways. Firms are increasingly incorporating innovation in their growth and functional strategies. HUL’s Shakti is an excellent example in this regard. Various social entrepreneurs and state governments are also contributing their bit in incubating creativity and innovativeness at the grass-root level. India ranked 26th in ‘innovation and sophistication’ factors (Global Competitiveness Report, 2007-08). To become a creative society, she has to focus on its culture and not just follow the other countries` innovation and creativity. It is essential to have a set of plans to think out of the box; focusing on its rich culture. Notably, India fares reasonably well in taking on the innovative challenges. It has a vast reservoir of scientific, engineers and quality of scientific research institutions to shoulder the responsibility. The situation is slated to improve furtherance, because various innovative global firms have begun to market in India and make it their R&D base. Over a passage of time the gradual transition in policy; both in the governments and businesses, culture (in organization and society) and economy, will ultimately facilitate further improvement in this area. Here, India needs to closely look at its approach to education. 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