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The major challenges with the start-up enterprises (SUEs) in emerging markets are to explore right opportunities, co-create value, and identify suitable marketing strategies for sustainable growth. Understanding the business eco-system of SUE is essential to analyse the performance of start-ups in reference to marketing metrics. The metrics constitutes various performance indicators, which can be explained in a marketing-mix. These indicators help the SUE in identifying the attributes of consumers and earmarking the potential consumer segments. The research questions have been identified in view of the above rationale, which help in deriving the conceptual framework for marketing strategies for SUEs. This research study is conceptual, towards identifying appropriate marketing strategies for the start-up enterprises engaged in developing digital solution for business-to-business and business-to-consumer marketing segment. The conceptual framework includes literature review, theoretical motivation, research propositions, and research model. This conceptual paper would help in conducting the empirical study in future.

This study aims at analysing perceptions of entrepreneurial leaders to determine leadership patterns in start-up enterprises (SUEs). Perceptions of entrepreneurial leaders in reference to employee openness, administrative controls, innovations, and spatial expansions of SUEs have been critically examined in the study. This study has been conducted using qualitative research method, by applying in-depth interviews to the entrepreneurial leaders. In-depth interviews from entrepreneurial leaders of 32 start-up enterprises have been conducted within metropolitan area of Mexico City, which accounts for 10.25% of the top ranked start-ups, selected using convenience sampling method. Research instrument has been developed based on two focus group discussions. This study reveals that leadership in SUEs is centralised, which offers low flexibility and employee openness while exercising high administrative controls. However, in some SUEs, leadership is transforming by delegating autonomy to teams for specific functions. Innovations in SUEs are partially driven by employees and entrepreneurial leaders.

Consumer knowledge on brands affects the consumer perceptions and purchase intentions. Companies are actively engaged today in transferring the brand knowledge to consumers through ethnic, social, family, and digital channels to create sustainable brand literacy and empowering consumers with substantial information to support their decision-making process. This study analyses empirical data from consumers in Mexico with the principal objective of exploring the role of brand literacy in educating consumers and reinforcing consumer purchase intentions towards specific brands of the companies. The study reveals that the brand literacy generates cognitive strengths and perceptional stimuli among consumers towards buying behaviour in reference to competitively differentiated products and services, and price advantages, and breaks the attitudinal stigmas towards brand attributes like-brand etymology, ethnicity, family practice, and disruptive psychodynamics.

This study examines the effectiveness of different fashion marketing strategies and analyses of the consumer behaviour in a cross-section of demographic settings in reference to fashion apparel retailing. The study discusses the determinants of consumer behaviour and their impact on purchase intentions towards fashion apparel in reference to brand image, promotions, and external-market knowledge. The constructs of the study were measured using reflective indicators showing effects on the product related, economic, and cognitive variables. All variables were chosen following a focus group analysis of the potential respondents. The confirmatory factor analysis, scale reliability, and regression method were used to analyse the data. Data was collected from 217 respondents within the age group of 18-45 in reference to 35 variables on 11 fashion apparel brands in Mexico. The results reveal that socio-cultural and personality related factors induce the purchase intentions among consumers. One of the contributions that this research extends is the debate about the converging economic, cognitive and brand related factors to induce purchase intentions. Fashion loving consumers typically patronage multi-channel retail outlets, designer brands, and invest time and cost towards an advantageous product search. The results of the study show a positive effect of store and brand preferences on developing purchase intentions for fashion apparel among consumers.

In the rapidly changing global business environment multinational organisations experience the principal design challenge in managing differentiation in work culture and organisational structure towards achieving predetermined goals. Organisational design is a process involving development of control measures that help in coordinating organisational tasks and motivate the people to improve their performance. This paper discusses managing the values and organisational change in financial institutions during economic recession and driving sustainable growth. The discussion demonstrates a sustainable paradigm for managing performance and sustainable growth of financial institutions by converging traditional design activities, work culture, and monitoring and evaluation measures. Practitioners can benefit from the discussion presented in the study to clarify, improve and enrich new approaches of organisational designing during economic crisis.

This paper delineates the driving factors behind the ideologies of the strategy formulation through competition and cooperation. The arguments in the paper are woven around sociological, economical and human behavioural paradigms and analytically discuss the strategic fit of competition and cooperation maxims intended towards the business growth of a firm. The motivation on these juxtaposed issues of competition and cooperation has been derived by reviewing the ideologies debated over the recent past. The paper discusses managerial implications explaining the process map for both competition- and cooperation-oriented practices and their impact on business growth.