Revista de la Academia de Estudios de Marketing

Abstracto

Entrepreneurial Marketing Drives MSME Sustainability? â?? Evidence from Indian MSMEs

Gururaj Phatak and Pushpa Hongal

Entrepreneurs must unlearn old marketing ideas and replace them with fresh, innovative thinking and actions, such as entrepreneurial marketing, when traditional marketing approaches are inadequate for small and medium businesses (EM). A Conceptual Framework is developed based on EM dimensions on Micro, Small and Medium-sized firms (MSMEs), highlighting their sustainability in this research related to Indian Context.