Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Srivastava, Mallika; Sinha, Mudita Title A name given to the resource The Road to Marketing Success: Drivers and Barriers in SME Strategy Implementation Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Strategic Leadership and Management;pp.205-225 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1201/9781998511433-13" target="_blank" rel="noreferrer noopener">https://doi.org/10.1201/9781998511433-13</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105025633007?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105025633007?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Srivastava M., NMIMS, Karnataka, Bangalore, India; Sinha M., Christ University, Karnataka, Bangalore, India Description An account of the resource Purpose: The paper seeks to present the drivers and barriers to implementing effective marketing strategies by SMEs in India. In this current research, a systematic literature review (SLR) was adopted to collect existing literature; after identifying relevant literature, topic modeling was used to identify significant research themes in the SME sector. Methodology: A semi-structured interview was conducted for data collection by interviewing SME owners and managers, which was analyzed via thematic analysis (TA) to identify different barriers and drivers of SMEs in implementing effective marketing strategies. Findings: The discussion of the study has collated and proposed a combined set of drivers and barriers from all three methodologies. The studys findings highlight that external and internal barriers and drivers impact SMEs implementation of effective marketing strategies in India. Originality: This paper combines three approaches, namely structured literature review, topic modeling, and TA, to identify SMEs different barriers and drivers in implementing effective marketing strategies. 2026 by Apple Academic Press, Inc. Subject The topic of the resource barriers; drivers; marketing strategies; SMEs; thematic analysis; topic modeling Publisher An entity responsible for making the resource available Apple Academic Press Relation A related resource ISBN: 978-104080547-3; 978-199851142-6; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online