Received: 2019-11-16  |  Accepted: 2020-01-10  |  Published: 2020-03-30


Strategic communication for women entrepreneurs: a case study of India


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.


strategic communication, women entrepreneurs, communication components, small medium enterprises

JEL classifications

L26 , L63 , L96







This research was partly supported by Entrepreneurship and Sustainability Center, Lithuania

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License


Thandabhani, Maharaja
TIPS School of Management, Coimbatore, India
Articles by this author in: CrossRef |  Google Scholar

Journal title

Insights into Regional Development





Issue date

March 2020

Issue DOI


ISSN 2345-0282 (online)


VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania


Google Scholar

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