Publication:
Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach

dc.contributor.authorSaiyed, Abrarali Mohammadusmanali
dc.contributor.authorShaikh, A.
dc.contributor.authorGupta, S.
dc.contributor.departmentEntrepreneurship
dc.contributor.ozuauthorSAIYED, Abraralı Mohammadusmanalı
dc.date.accessioned2024-01-11T11:03:30Z
dc.date.available2024-01-11T11:03:30Z
dc.date.issued2024-02-08
dc.description.abstractPurpose: The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation and implementation of conventional businesses and those of craft-based microenterprises with a specific focus on the context of emerging markets, particularly India. Design/methodology/approach: This paper follows a qualitative interpretivist paradigm using a multiple-case methodology approach. It tracks craft-based microenterprises that make furniture or home décor products in India. The study participants were the founders, principal designers, studio managers or craftspersons. Findings: This study’s findings reveal that craft-based microenterprises implement an EMS that adopts a hybrid form of market orientation strategy. In this approach, the product or creative concept is at the centre of the decision-making, and the customer needs are factored in at a later stage for customisation. These microenterprises prioritise product positioning over segmentation and targeting strategies. Research limitations/implications: This study tries to understand marketing strategy decision-making processes among craft-based microenterprises in India. Given that study participants came from only two-product-based craft businesses, this limits the generalisability of the findings to similar or related contexts. This study provides a framework and methodology for replication in other contexts and industries to formulate a nuanced understanding of micro, context-specific, craft-based businesses. Originality/value: This study uses qualitative analysis to understand EMS in craft-based businesses in India. This study contributes to this fledgling stream of literature at the interface of marketing and entrepreneurship to understand entrepreneurial marketing. This study analyses the marketing strategy of craft-based businesses using the framework of Morgan et al. (2019).en_US
dc.identifier.doi10.1108/JRME-04-2022-0058en_US
dc.identifier.endpage302
dc.identifier.issn1471-5201en_US
dc.identifier.issue2
dc.identifier.scopus2-s2.0-85175565025
dc.identifier.startpage279
dc.identifier.urihttp://hdl.handle.net/10679/9035
dc.identifier.urihttps://doi.org/10.1108/JRME-04-2022-0058
dc.identifier.volume26
dc.identifier.wos001091720400001
dc.language.isoengen_US
dc.peerreviewedyesen_US
dc.publicationstatusPublisheden_US
dc.publisherEmeralden_US
dc.relation.ispartofJournal of Research in Marketing and Entrepreneurship
dc.relation.publicationcategoryInternational Refereed Journal
dc.rightsinfo:eu-repo/semantics/restrictedAccess
dc.subject.keywordsCase studyen_US
dc.subject.keywordsCraft-based microenterprisesen_US
dc.subject.keywordsEmerging economiesen_US
dc.subject.keywordsEntrepreneurial marketingen_US
dc.subject.keywordsMarketing mixen_US
dc.subject.keywordsMarketing strategy formulationen_US
dc.subject.keywordsMarketing strategy implementationen_US
dc.titleEntrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approachen_US
dc.typeArticleen_US
dspace.entity.typePublication
relation.isOrgUnitOfPublication1a561d72-1f35-41e8-b2ff-a521d37d747d
relation.isOrgUnitOfPublication.latestForDiscovery1a561d72-1f35-41e8-b2ff-a521d37d747d

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