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
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
Article views & downloads
HTML views: 2390 | PDF downloads: 1173
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