Innovative approach and marketing skill: a case study of artisan entrepreneurs of India
Journal of Entrepreneurship in Emerging Economies
ISSN: 2053-4604
Article publication date: 20 September 2022
Issue publication date: 12 April 2024
Abstract
Purpose
This study aims to examine individual-specific market orientation as an innovative approach and its relationship with marketing skills among artisan entrepreneurs in India.
Design/methodology/approach
The study adopted an in-depth interview to explore variables, a questionnaire survey to understand their latent dimensions through exploratory factor analysis and structural equation modeling to test the relationship between constructs under study.
Findings
The interview result indicates that 20 variables explain factors affecting individual-specific market orientation with four latent dimensions: customer orientation, competitor orientation, external coordination orientation and personal selling orientation. There is a significant and positive relationship between customer orientation and personal selling orientation with the marketing skills of artisan entrepreneurs in India.
Research limitations/implications
The study is confined to three southern states of India and weaving villages known for their endemic product specifications.
Practical implications
The study found significance in orienting artisan entrepreneurs of developing countries and equipping them with desired skills to meet the changing dynamics of the market and meet their livelihood needs. The study further supports policymaking in strengthening the capability of artisans to enter the market without mediators.
Social implications
The model provides insight into other unorganized sectors to formulate innovative approaches to strengthen marketing skills and entrepreneurial ability.
Originality/value
As an exploratory study, examining individual-level market orientation as an innovative approach and their relationship with marketing skills among artisan entrepreneurs was unexplored in several unorganized sectors, including handlooms.
Keywords
Acknowledgements
The researchers are grateful to all stakeholders who immensely contributed to the development of this manuscript by extending their valuable time and input. The academic colleagues who studied the issues in their length and breadth contributed a lot to bring a meaningful shape to this research with their strategic advice to strengthen artisan entrepreneurs.
Data available on request from the authors: The data that support the findings of this study are available from the corresponding author A. Vinodan, upon reasonable request.
Citation
Meera, S. and Vinodan, A. (2024), "Innovative approach and marketing skill: a case study of artisan entrepreneurs of India", Journal of Entrepreneurship in Emerging Economies, Vol. 16 No. 3, pp. 576-601. https://doi.org/10.1108/JEEE-03-2022-0105
Publisher
:Emerald Publishing Limited
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