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

Title

Strategic communication for women entrepreneurs: a case study of 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.


Keywords

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


JEL classifications

L26 , L63 , L96


URI

http://jssidoi.org/ird/article/33


DOI


HAL


Pages

480-497


Funding

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

Authors

Thandabhani, Maharaja
TIPS School of Management, Coimbatore, India http://www.tipssom.org
Articles by this author in: CrossRef |  Google Scholar

Journal title

Insights into Regional Development

Volume

2


Number

1


Issue date

March 2020


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 2526  |  PDF downloads: 1219

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