Empirical Analysis of Entrepreneurial Marketing Dimensions – Evidence from Indian MSMEs

Abstract

This research paper aims to provide empirical insights into the dimensions of entrepreneurial marketing in the context of Indian Micro, Small, and Medium Enterprises (MSMEs). Entrepreneurial marketing plays a crucial role in fostering the growth and sustainability of MSMEs, particularly in emerging economies like India. However, limited research has been conducted on the specific dimensions of entrepreneurial marketing within the Indian MSME sector. The survey instrument incorporates validated measures of entrepreneurial marketing dimensions, including opportunity identification, innovation, resource leveraging, customer focus, and risk management. The research sample consists of a diverse set of 64 MSMEs of Industrial Clusters of Karnataka i.e Hubballi- Dharwad Auto component Cluster and Belgaum Foundry Cluster.  The results of this empirical analysis provide valuable insights into the strategic priorities of Indian MSMEs . The findings highlight the significance of customer-centric approaches, innovative practices, and effective resource utilization for entrepreneurial marketing success. Furthermore, the study contributes to the existing literature on entrepreneurial marketing by extending its applicability to the Indian MSME context, thereby filling a crucial gap in the research.