Chapter 2: Entrepreneurship Marketing in Community-Based Enterprises in Nepal

This chapter delves into entrepreneurship marketing (EM) within the context of community-based enterprises (CBEs) in Nepal. It unfolds in two primary dimensions: firstly, it provides a comprehensive overview of the current landscape of CBEs in Nepal and globally; secondly, it scrutinizes the diverse motivations driving EM within CBEs during their internationalization journey. The authors employ a research methodology combining a narrative literature review with subsequent content analysis for this exploration. This study seeks to provide insight into the five crucial aspects of marketing for community-based firms in entrepreneurship. The authors’ contribution lies in bridging these two models to facilitate the application of EM principles within CBEs in Nepal, ultimately enabling their successful internationalization. The authors offer practical recommendations for entrepreneurs and governmental stakeholders while suggesting future research directions for scholars in this domain. The study has implications for both CBEs and the government. CBEs should utilize all five elements to implement EM. The government should support and enable such firms appropriately. In addition, community-based firms should apply the knowledge gained by leveraging their network positions.