Marketing strategy in entrepreneurial firms: A study of craft-based businesses in an emerging market

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The study demonstrates that craft-based microentrepreneurs in India pursue a hybrid form of marketing strategy, where the entrepreneur’s creativity and inner visions take precedence over market needs. Furthermore, these microenterprises adopt informal marketing practices that are usually not seen in traditional firms.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2024), "Marketing strategy in entrepreneurial firms: A study of craft-based businesses in an emerging market", Strategic Direction, Vol. 40 No. 2, pp. 25-27. https://doi.org/10.1108/SD-01-2024-0003