Abstract
Digital payments in India are in very nascent stage as compared to other large-sized economies around the world. Demonetization of high-value bank notes has given a positive trigger and opportunity for digital payments industry. This chapter focuses on analysing the environment in Indian economy which has made it conducive for the growth of digital payments industry. It also discusses possible steps that the industry participants could take to leverage this conducive environment to build a sustainable and profitable business. This chapter discusses various environment constraints and drivers that can be used for a strategic marketing exercise. It also discusses the 4 Ps framework which the digital payment industry can focus upon.
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References
Visa Research. (2016). Accelerating the growth of Digital payments in India: A Five year outlook.
IMAP India, Industry report. Payments Industry in India Q42016.
BCG-Google. Digital Payments 2020: The making of $500 Billion ecosystem in India.
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Gondalia, C. (2018). Demonetization in India: Opportunity for Digital Payment Industry. In: Adhikari, A. (eds) Strategic Marketing Issues in Emerging Markets. Springer, Singapore. https://doi.org/10.1007/978-981-10-6505-7_14
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DOI: https://doi.org/10.1007/978-981-10-6505-7_14
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