Entrepreneurship in emerging markets; the planning of survival and competition strategies of small businesses run by entrepreneurs against well established larger brands.
The case can be used at the post graduate level in principles of marketing, entrepreneurship or emerging markets courses.
The case looks at the antecedents and process of transformation of a small-scale firm into a marketing-oriented organization, through the lens of holistic marketing. The case focuses on a small-scale Bangalore based Indian company, Vishaal Natural Food Products (I) Pvt. Ltd that had used the concept of marketing orientation and holistic marketing to effectively make use of the advantages of its “smallness” and the characteristics of its entrepreneurial setup.
Expected learning outcomes
How can an entrepreneur survive in a dynamic environment? How should the company conceptually finalize its growth avenues? How can holistic marketing have an impact on the entire functioning of the organization when radical changes to handle the environmental changes, are made? How does the concept of holistic marketing which in textbooks fits in with the complexities of large corporations when they plan their strategies, have an impact on the functioning of these small businesses. The case delves into the conceptual linkages posed by these questions.
Teaching notes are available, please consult your librarian for access.
The authors are grateful to Mr P.S. Madhusudhan, MD, Vishaal Natural Food Products (I) Ltd for his whole-hearted cooperation in providing all relevant information required to complete the case.
Kumar, S. and Bhattacharyya, A. (2012), "VNFPP Ltd: using holistic marketing in a small enterprise context", Emerald Emerging Markets Case Studies, Vol. 2 No. 8. https://doi.org/10.1108/20450621211294399Download as .RIS
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