An innovative culture helps MICROMAX to produce unique products and services that meet their customer’s needs… … "Innovative Culture (MICROMAX)" will have a long-term positive impact on the this entity, which adds to its value. This qualitative factor will lead to a decrease in costs. This statement will lead to an increase in profits for this entity. "Innovative Culture (MICROMAX)" is an easily defendable qualitative factor, so competing institutions will have a difficult time overcoming it.