Role of Marketing in Tribal Entrepreneurship: A Study

Abstract

Tribal entrepreneurship mainly considers ways and means of how to best utilize the resources available to the tribal community and contribute to their overall development. Strategic utilization further helps in growth of the resource base and taking advantage of the available opportunities for the development of the tribal community. This, in turn, helps generate better employment as well as entrepreneurial opportunities for the broader tribal community. The factors of marketing play an inseparable part in strategic utilization of resources in facilitating the tribal enterprises and act as a determining factor for the growth of these organizations. The present study, with the help of existing literature, explores the factors of marketing that are important for the development of tribal-run enterprises in the Indian context.