Marketing strategy in entrepreneurial firms: A study of craft-based businesses in an emerging market
ISSN: 0258-0543
Article publication date: 31 January 2024
Issue publication date: 8 February 2024
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
The study demonstrates that craft-based microentrepreneurs in India pursue a hybrid form of marketing strategy, where the entrepreneur’s creativity and inner visions take precedence over market needs. Furthermore, these microenterprises adopt informal marketing practices that are usually not seen in traditional firms.
Originality/value
The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2024), "Marketing strategy in entrepreneurial firms: A study of craft-based businesses in an emerging market", Strategic Direction, Vol. 40 No. 2, pp. 25-27. https://doi.org/10.1108/SD-01-2024-0003
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited