Parikalpana: KIIT Journal of Management

Koppala Venugopal ¹, Saumendra Das ²

Affiliations
1 Aditya Institute of Technology and Management, Tekkali, Srikakulam, AP, IN
2 Associate Professor, Dept. of MBA, Aditya Institute of Technology and Management, Tekkali, Srikakulam, AP, IN

Abstract

Micro and Small business being epitomised for the economic development, have had its detriments which domineer the success rate. To strengthen the enterprise, the supports from the governments in the way of many schemes have been exponentially disseminated to the relative communities. Yet, the sustainability of micro and small business is surmountable. It is evident through literature that the operational functions are not effective enough to be sustainable which would impact the success rate of the micro and small business. Assessing the impact of the operational functions i.e. marketing competence, technology competence, information access, government support and financial competence are dependent on the success of micro and small enterprise. The study has been carried out with a mix method of descriptive design, mixed approach of qualitative and quantitative, convenience sampling and the cross sectional surveys. The data collected with a self-administered questionnaire from the unit of proprietors of micro and small enterprises in Srikakulam District. The data was analysed with descriptive and inferential statistics and through ANOVA and Multiple Regression Analysis, the interpretations of impact and strength of explaining dependable variable were explored. Conclusions have been established out of certain management implications.

Keywords

MSEs, Sustainability, Operational Functions, Srikakulam, Multiple Regression Analysis.

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Koppala Venugopal ¹, Saumendra Das ²

Affiliations
1 Professor, Dept. of MBA, Aditya Institute of Technology and Management, Tekkali, Srikakulam, IN
2 Associate Professor, School of Management Studies, GIET University, Gunupur, IN

Abstract

Entrepreneurs who express their unique individuality tend to remain competitive in the market as they confront challenges and cultivate a strong brand image. Cluster branding, a strategy that unites businesses within a specific geographic region under a common brand, is a rare occurrence, as seen in the case of cashew production in Palasa, Srikakulam district, Andhra Pradesh. Despite Palasa’s well-known reputation, cashew entrepreneurs predominantly opt for individual branding instead of harnessing the location’s image for cluster branding. This silence surrounding cluster branding implies that there are both positive and negative attitudes toward the idea of collectively promoting all cashew merchants under a single brand. The study’s primary objective is to identify various determinants, categorized as either promoting or hindering cluster branding within this context. The research methodology employs a descriptive design and a quantitative approach. Data is gathered from the target population of Palasa’s cashew entrepreneurs through a semi-structured questionnaire, using stratified random sampling and a cross-sectional survey. The collected data is analyzed using descriptive statistics to assess demographic characteristics. Additionally, a factor analysis is conducted to extract key variables that are likely to have a significant impact on the sustainability of the cashew business in Palasa. The findings not only identify factors that positively influence cluster branding but also shed light on negative factors that can complicate individual business development. These insights offer valuable guidance for management decisions, and recommendations are put forth to pave the way for sustainable progress in the cashew industry.

Keywords

Palasa Cashew, Cluster Branding, Positive determinants, Negative Determinants, Factor Analysis.

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