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

İsim	Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach
Yazar	Saiyed, Abrarali Mohammadusmanali, Shaikh, A., Gupta, S.
Basım Tarihi:	2024-02-08
Basım Yeri	- Emerald
Konu	Case study, Craft-based microenterprises, Emerging economies, Entrepreneurial marketing, Marketing mix, Marketing strategy formulation, Marketing strategy implementation
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1471-5201
Kayıt Numarası	aa7b1716-4a95-4985-9e98-58fcbcebcb38
Lokasyon	Entrepreneurship
Tarih	2024-02-08
Örnek Metin	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 Üniversitesi

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

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

Basım Tarihi 2024-02-08

Basım Yeri - Emerald

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

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1471-5201

Kayıt Numarası aa7b1716-4a95-4985-9e98-58fcbcebcb38

Lokasyon Entrepreneurship

Tarih 2024-02-08

Örnek Metin 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