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Strategic communication for women entrepreneurs: a case study of India

Author

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  • Maharaja Thandabhani

    (TIPS School of Management, India)

Abstract

Small and Medium Enterprises (SMEs) play a significant role in all economies and are key agents of employment, innovation and growth. Strategic communication is something different from normal communication as it involves with certain intelligent way of communicating the clients and counter parts. The implications of future of small industries, globalization, performance, perspectives and challenges would insist on prompt and prudent way of communicating and are to be confronted by women entrepreneurs. To crack the challenges and overcome the negative impacts of communication successfully, strategic communication becomes a vital part of business and entrepreneurs should familiarize such type of business communication for better decision-making in all functional areas of business. If information asymmetry exists, clients may respond by negatively leading to miscommunication or misinterpretation which will have bad effects on organization and business negotiations. The concept and source of communication should be adapted to have more clarity and transparency to make the receiver understand the information and message so as to make him/her respond appropriately. The consequence of inappropriate communication, or weak communication would exhaust the time and energy of the receiver leading to refusal of the clients or business partners. The fact is that most of the entrepreneurs from small and medium industries in India have not developed adequate expertise in strategic communication which may create setbacks in their business performances. This article analyses the profiles of the SME women entrepreneurs and their perception and expectation on strategic communication and their strategic communication components which are analyzed to derive the results.

Suggested Citation

  • Maharaja Thandabhani, 2020. "Strategic communication for women entrepreneurs: a case study of India," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 2(1), pages 480-497, March.
    • Handle: RePEc:ssi:jouird:v:2:y:2020:i:1:p:480-497
    DOI: 10.9770/ird.2020.2.1(7)
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    References listed on IDEAS

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    1. Fahim Akhter, 2017. "Unlocking digital entrepreneurship through technical business process," Post-Print hal-01724064, HAL.
    2. Fahim Akhter, 2017. "Unlocking digital entrepreneurship through technical business process," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 5(1), pages 36-42, September.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Minimol M C, 2020. "Women entrepreneurship in Coastal Kerala: role of self help groups in developing a sustainable community," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(4), pages 3426-3437, June.
    2. Rafael Ravina-Ripoll & María-José Foncubierta-Rodríguez & Eduardo Ahumada-Tello & Luis Bayardo Tobar-Pesantez, 2021. "Does Entrepreneurship Make You Happier? A Comparative Analysis between Entrepreneurs and Wage Earners," Sustainability, MDPI, vol. 13(18), pages 1-19, September.

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    More about this item

    Keywords

    strategic communication; women entrepreneurs; communication components; small medium enterprises;
    All these keywords.

    JEL classification:

    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • L63 - Industrial Organization - - Industry Studies: Manufacturing - - - Microelectronics; Computers; Communications Equipment
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

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