Empirical Insights into Wage Dynamics and ‎MarketingCompetitiveness: A Systematic Review of India’s MSME Sector

  • Authors

    • Rohit Ashok Mohite Prin. L. N. Welingkar Institute of Management Development and Research (PGDM)‎
    • Rachana Patil Prin. L. N. Welingkar Institute of Management Development and Research (PGDM)‎
    • Pravin Ghunnar Prin. L.N.Welingkar Institute of Management Development and Research (PGDM)
    • Reshma Pisal Prin. L.N.Welingkar Institute of Management Development and Research (PGDM)
    • Asokan Vasudevan INTI International University, Nilai, Malaysia
    • Sandesh Akre IIHMR University, Jaipur
    https://doi.org/10.14419/ha3yzf61

    Received date: November 3, 2025

    Accepted date: December 8, 2025

    Published date: December 17, 2025

  • Wage Dynamics; Labor Economics; MSMEs; Marketing Competitiveness; Wage Inequality; India

  • Abstract

    Purpose: This paper systematically reviews the literature on wage dynamics and marketing competitiveness within India’s Micro, Small, ‎and Medium Enterprises (MSMEs). The review identifies the interplay between labor economics, marketing orientation, and enterprise ‎competitiveness, emphasizing empirical insights into wage formation, gender pay gaps, productivity linkages, and market signaling mechanisms.‎

    Design/Methodology/Approach: Following the PRISMA 2009 protocol, this systematic literature review (SLR) synthesizes 70 peer-reviewed papers from Scopus, Web of Science, and Google Scholar published between 2000 and 2025. Keywords included “wage dynamics,” “labour economics,” “marketing competitiveness,” “MSMEs,” “India,” and “labour productivity.” Only English-language empirical ‎studies on Indian MSMEs were included. Conceptual and policy-based studies were excluded.‎

    Findings: The analysis indicates that marketing competitiveness significantly influences wage structures through three pathways: (1) ‎productivity-linked incentive systems, (2) labour market signaling of brand strength and firm reputation, and (3) marketing-driven product ‎diversification that enhances labour demand. However, wage rigidity persists in micro-units due to informal employment and limited financial literacy. Studies reveal wide inter-sectoral wage dispersion, gendered wage patterns, and a positive elasticity between export orientation ‎and average wages.‎

    Practical Implications: This study aids policymakers and MSME managers by highlighting how marketing strategies and labor investments co-determine firm competitiveness. It further proposes integrating marketing analytics with wage-performance dashboards for equitable compensation planning.‎

    Originality/Value: Few systematic reviews exist at the intersection of labour economics and marketing within MSMEs. This paper fills that ‎gap by developing a conceptual model of “Marketing-Driven Wage Competitiveness (MDWC)”, advancing theory and practice in MSME ‎labour markets‎.

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  • How to Cite

    Mohite, R. A., Patil, R., Ghunnar, P., Pisal, R., Vasudevan , A. ., & Akre, S. (2025). Empirical Insights into Wage Dynamics and ‎MarketingCompetitiveness: A Systematic Review of India’s MSME Sector. International Journal of Accounting and Economics Studies, 12(8), 530-540. https://doi.org/10.14419/ha3yzf61