Indian Economy ushered upon a new era of liberalization, which had its early beginning in the middle of 1980's, but gathered momentum since 1991. It had a varying impact on the functioning, performance and adaptability of organizations, particularly in coping up with stiff competition from international players. This study highlights the relative change in emphasis on competitive practices of the organizations in the post liberalization period (since 1991-92) .It simultaneously examines the impact of these practices on the organizations performance as perceived by executives.

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