Abstract:
ABSTRACT
This chapter provides an overview of a case study on the entrepreneurial marketing (EM) strategies
employed by artisans in Suame Magazine, an artisanal hub in Kumasi, Ashanti Region, Ghana. The
study explores the EM strategies employed by these artisans to navigate their businesses in a resourceconstrained and highly competitive business environment by interviewing five opinion leaders (masters)
of some of the artisanal units. The strategies identified include effective resource mobilization,
collaborations and partnerships, product localization and adaptation, word-of-mouth and relationship
marketing, and the use of offline marketing channels. The findings highlight the importance of
integrating entrepreneurship and marketing in achieving business success in developing economies. The
study also suggests future research directions, including exploring the effectiveness of specific strategies
in different sectors and regions and developing practical frameworks for entrepreneurs in resource- -
constrained environments.
