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).

中文翻译：

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新兴市场手工艺企业的创业营销策略：定性解释主义方法

目的

本研究的主要目的是深入了解手工艺行业微型企业的创业营销策略（EMS）决策，并对传统企业和有针对性的手工艺微型企业的营销策略制定和实施进行比较新兴市场，特别是印度的背景。

设计/方法论/途径

本文遵循使用多案例方法论的定性解释主义范式。它追踪在印度生产家具或家居装饰产品的手工艺微型企业。研究参与者是创始人、主要设计师、工作室经理或工匠。

发现

本研究的结果表明，以手工艺为基础的微型企业实施了采用混合形式的市场导向战略的环境管理体系。在这种方法中，产品或创意概念处于决策的中心，并在后期阶段考虑客户需求以进行定制。这些微型企业优先考虑产品定位而不是细分和目标定位策略。

研究局限性/影响

本研究试图了解印度手工艺微型企业的营销策略决策过程。鉴于研究参与者仅来自基于两种产品的手工艺企业，这限制了研究结果在类似或相关背景下的普遍性。这项研究提供了一个框架和方法，可以在其他环境和行业中进行复制，以形成对微观、特定环境、基于工艺的企业的细致入微的理解。

原创性/价值

本研究使用定性分析来了解印度手工艺企业的 EMS。这项研究为营销和创业领域的新兴文献做出了贡献，以理解创业营销。本研究使用摩根等人的框架分析了手工艺企业的营销策略。（2019）。