 Development of a sustainable strategic marketing model for self-help groups - an analytical hierarchical approachC.H. Salwa and T. Radha Ramanan International Journal of Services and Operations Management, 2017, vol. 26, issue 3, 318-331 Abstract: Most self-help groups (SHGs) in India are social enterprises owned and operated by poor women. They have helped to create women entrepreneurs in the rural areas of the country. Though these SHGs are producing a large number of products with superior quality, they fail to sustain in the market. To address this problem of sustainability and marketability of SHG in Kerala, India, an attempt has been made to develop a sustainable marketing model of SHG using analytical hierarchical process (AHP). The objective of the study is to enable a SHG find out the most appropriate mode of finance, branding and positioning strategy, promotional strategy and appropriate production aspects of such products. Based on the feedback obtained on the critical areas and the practice of successful self-help groups in Kerala, this paper develops a marketing model for SHGs in Kerala. Keywords: self-help groups; SHGs; sustainable marketing; analytical hierarchical process; AHP; strategic marketing; India; social enterprises; rural poor; women entrepreneurs; rural areas; female entrepreneurs. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijsoma:v:26:y:2017:i:3:p:318-331 Access Statistics for this article More articles in International Journal of Services and Operations Management from Inderscience Enterprises Ltd |
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