Entrepreneurship and Markets

This chapter discusses the attributes of entrepreneurship and marketing strategies in the contemporary context with focus on MSMEs. The SMART entrepreneurship traits including strategic attributes, performance measurement, applied innovation, market responsiveness, and technology have been discussed in relation to upstream collaborations of MSMEs with large industries. In addition, marketing of reverse innovation products and exploring entrepreneurial opportunities in biomimicry segment have been discussed in this chapter. Discussion on biomimicry offers an interconnected understanding between life, society, and business. The principle attributes of innovation that affect customer-centric innovation have been discussed as the major challenge in improving the performance of MSMEs.