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

Title	Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach
Author	Saiyed, Abrarali Mohammadusmanali, Shaikh, A., Gupta, S.
Publication Date:	2024-02-08
Publication Place	- Emerald
Subject	Case study, Craft-based microenterprises, Emerging economies, Entrepreneurial marketing, Marketing mix, Marketing strategy formulation, Marketing strategy implementation
Type	Periodical
Language	English
Digital	Yes
Manuscript	No
Library:	Özyeğin University
Library Asset ID	1471-5201
Record ID	aa7b1716-4a95-4985-9e98-58fcbcebcb38
Library Location	Entrepreneurship
Date	2024-02-08
Sample Text	Purpose: 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).
DOI	10.1108/JRME-04-2022-0058
Cilt	26

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Özyeğin University

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

Author Saiyed, Abrarali Mohammadusmanali, Shaikh, A., Gupta, S.

Publication Date 2024-02-08

Publication Place - Emerald

Subject Case study, Craft-based microenterprises, Emerging economies, Entrepreneurial marketing, Marketing mix, Marketing strategy formulation, Marketing strategy implementation

Type Periodical

Language English

Digital Yes

Manuscript No

Library Özyeğin University

Library Asset ID 1471-5201

Record ID aa7b1716-4a95-4985-9e98-58fcbcebcb38

Library Location Entrepreneurship

Date 2024-02-08

Sample Text Purpose: 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).

DOI 10.1108/JRME-04-2022-0058

Cilt 26