Abstract
The automobile business in India is highly competitive, dynamic and technology driven. Achieving competitive advantage is of utmost importance for existing automobile players and ensuring enhanced product visibility is the key to gain required competitiveness in cutthroat market. The emergence of modern technology has changed the way organisations in automobile sector are reaching out to their prospective customers. It has also equipped marketers with most recent means of improving product visibility to ascertain a deeper market penetration and better coverage in Indian business scenario. Present research work is an attempt to identify the drivers of product visibility in context of automobile sector in India. A total of 32 initial dimensions which drive the visibility of a product are refined through a structured Delphi method and interrelationships among these drivers are established using an interpretive structural modelling technique. The insights gained through present work have several practical implications for academia and practicing managers of Indian automobile industry.
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