Sustainable Industrial Management Strategy of Linear Alkyl Benzene Marketing in Indian Context

In this competitive world, organisations need to adopt strategies based on the market structure. Historically, economic performance has been crucial parameter for Industries as it creates valued output of goods and services resulting in increase in human and man-made capital. On the other hand, production is rapidly affecting environment, depleting natural capital, eroding biodiversity and natural habitat which is socially and environmentally disruptive. This paper centres on investigating how Indian industry in India can align them towards sustainable industrial management strategy in petrochemical business with the special reference to Linear Alkyl Benzene(LAB),one of the major liquid petrochemicals and raw material for detergent industries. The organisational efforts towards growth and sustainability are discussed. Present article elaborates the probable marketing strategies Indian suppliers of LAB could adopt in the face of global competition. Overall perspective is reviewed in the light of oligopoly market structure of LAB suppliers and increasing trend of import influx so as to find the strategy domestic suppliers can plan to compete effectively with the import. Keywords: Linear Alkyl Benzene (LAB), Petrochemicals, Oligopoly Market, Strategy, Competition, Herfindahl-Hirschman Index, Environmen