Market Orientation and Performance of Micro-Enterprises
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Successful start-up enterprises tend to co-design products and services by involving consumers and manufacture and market desired products and services at an affordable price. The analysis of data reveals that start-ups gain competitive advantage in providing easy accessibility and availability to its products within a niche market. This chapter analyzes information based on empirical evidences on market orientation and performance of micro-enterprises. Categorical discussions have been held in this chapter on introduction to non-parametric analysis, organizational design, consumer-centric approach, consumer segmentation, transaction-based approach, pricing, distribution, and serviceability. The quantitative information analysis in this chapter validates research hypotheses and reveals that consumer-employee relationship in start-ups is acceptable in general to support their manufacturing and marketing activities within the minimum viable segments.
KeywordsEmpirical evidence Product co-design Consumer-employee relationship Minimum viable segment Competitive advantage
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