Chapter 1: Introduction to Entrepreneurship Marketing in South Asia: Editors’ Perspective

This chapter examines the contextuality characterizing entrepreneurial marketing in adopting specific marketing techniques to overcome South Asian cultural, economic and technological barriers. The South Asian region, with its unique and diverse culture and rapidly progressing start-up environment, offers challenges and benefits for aspiring start-ups. The roles of entrepreneurship marketing are highlighted in this chapter as a tool central to creating sustainable businesses in environments of resource scarcity and competition. A discussion of the synergies of ‘conventional’ and emerging forms of marketing explores how a company uses technology and social media to increase the breadth of its market and communicate with its consumers. In this chapter, the authors use cases and research findings to emphasize promoting sustainable and socially responsible entrepreneurship marketing in South Asia. Finally, this chapter offers valuable information for academicians, especially scholars, who are inclined to comprehend the research agenda and opportunities and threats of South Asian entrepreneurship marketing within the context of entrepreneurship in emerging economies.