Shaping Entrepreneurial Marketing

Narayanage Jayantha Dewasiri is a Professor at the Faculty of Management Studies, Sabaragamuwa University of Sri Lanka, and the President of the Sri Lanka Institute of Marketing.Payal Kumar is the Principal Academic Advisor at the Indian School of Hospitality, India.Nirma Sadamali Jayawardena is an Assistant Professor at the University of Bradford, United Kingdom.Mananage Shanika Hansini Rathnasiri is a Senior Lecturer in the Department of Marketing Management, Faculty of Management Studies, Sabaragamuwa University of Sri Lanka

• Chapter 1. Introduction to entrepreneurship marketing in South Asia: Editors’ perspective; Narayanage Jayantha Dewasiri, Payal Kumar, Nirma Jayawardena, and Mananage Shanika Hansini Rathnasiri Chapter 2. Entrepreneurship marketing in community-based enterprises in Nepal; Udgam Mishra, Mananage Shanika Hansini Rathnasiri, and Rubee Singh Chapter 3. Overview of managing digital agility among South Asian family business firms during the ongoing economic crisis; Thilini Chathurika Gamage Chapter 4. Antecedents of knowledge hiding behaviour amongst Sri Lankan entrepreneurial undergraduates: An empirical study; Vilasini De SilvaChapter 5. Quest for student engagement and loyalty from a private higher education perspective; Konalingam Kajenthiran, Mahadevan Karunanithy, and Sivarajah Rajumesh Chapter 6. The moderating effects of transformational leadership behaviour and firm performance of SMEs in Sri Lanka; Sonali Diyamanthi Jayasooriya, Wanninayake Mudiyanselage Chandrarathne Bandara Wanninayake, and Kaushalya Yatigammana Chapter 7. Business continuity strategies during COVID-19 pandemic: A Case from a Small and Medium Enterprise (SME); Abiththa Godage Vishva Maithri and Kumudu Kushlani Kapiyangoda Chapter 8. Factors affecting the performance of the pickers in 3PL warehouses in Sri Lanka: A systematic review of literature; Agostheenu Paris Kankanamalage Jinendri Prasadika, Annista Nishanthy Wijayanayake, and Dona Hiruni Hansinie Niwunhella Chapter 9. Do human resource management practices ensure employee happiness? Unveiling the moderating effect of work-life balance; Renusha Mithulan Chapter 10. Implications of job hopping on employees: A case study from the Sri Lankan software development industry; Sivananthan Nishanthi and Kumudu Kushlani KapiyangodaChapter 11. The causes and effects of work-life conflict in copreneurial couples in South Asia; Mohit Yadav, Ashutosh Pandey, and Xuan-Hoa Nghiem Chapter 12. Employee branding and SME growth in India: Towards a US$5 trillion economy; Ajit Kumar Sarangi, Arun Kaushal, and Pawan KumarChapter 13. How can social media support improve the sustainability practices of Sri Lankan small and medium enterprises (SMEs)?; Vidana Gamage Pavani Lakshika and Batuwan Thudawa Kankanamge Chathuranga Chapter 14. Factors affecting the green purchase behaviour for SMEs in Sri Lanka; Keragala Rallage Hemendra Lal Gunasekara Chapter 15. Sustaining employee engagement during the COVID-19 pandemic and beyond; Narmada Gunawardhana, Ranitha Sachinthana Weerarathna, Rathnayake Mudiyanselage Nilmini Malkanthi Rathnayake, Wathudura Sanduni Dumalka Somawardana, and Hewa Waduge Mano Chathurangi Weligodapola

This book is relevant for academic and postgraduate students, policymakers, and practitioners seeking to enhance their understanding of how marketing drives sustainability, innovation and technology-driven growth in developing nations. Each chapter demonstrates how entrepreneurs navigate institutional voids and leverage innovation and sustainability to create competitive advantages in emerging markets. It also explores, through a multidisciplinary approach, how leadership, digitalisation, sustainability and culture influence the dynamic landscape of business. [...] a new perspective on entrepreneurial marketing (EM) for South Asia. The authors conceptualised the concepts using theories and real-life data to demonstrate that marketing is not just another business operation but a potent driver of socio-economic development and cultural transformation.