International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Innovative Marketing Means: Inclusion of Artisan Cooperatives in State Policies


Affiliations
1 Director of SAP program, School of Management, New York Institute of Techonlogy, Abu Dhabi., United Arab Emirates
     

   Subscribe/Renew Journal


Artisan cooperatives are ideal vehicles for rural development. Yet limitations in resources and capabilities constantly force them to look up to state initiatives to achieve excellence in marketing. To marshal the different types of artisan cooperatives under a single development program, multi-layered federations were established at the state and national-levels in India. However, a blanket approach in channelizing government policies through these federations failed to reach the primary cooperatives. With the notion that participatory approach is the only alternative to make 'innovative marketing means' successful, this study carries an audit to ascertain the level of inclusion of artisans in planning and implementation of state policies. Focusing on artisan cooperatives in Kerala, this study comprises of 10 village artisan cooperatives and five apex federations randomly selected from the State. The findings exemplify the level of inclusion of village units in the state programs.

Keywords

Artisan Cooperatives, Marketing Means, State Policies, and Kerala Markets
Subscription Login to verify subscription
User
Notifications
Font Size


  • Ajay, K. G. (2005). A Study of Quality Management in Indian Handicrafts Units. Global Business Review, 6(2). Retrieved from http://gbr.sagepub.com/content/6/2/189. short (accessed in August).

  • Ananthu, T. S. (2002). Globalisation: A Gandhian Perspective. Retrieved from www.navadarshanam.org/ articles/2002/12/globalization_a.html (accessed 24 June 2012).

  • Arthur, T. S. (1965). Persian Architecture. (pp. 16). Retrieved from www.iranicaonline.org/articles/popearthur- upham. New York.

  • Aruna, C. G. (1969), Small Scale Industries. Khadi Gramodyog, 6(1), 64.

  • Bedi, R. D. (1958). Theory History and Practice of Co- Operation. New Delhi: Loyal Book Depot.

  • Despande, M. U. (1984). Entrepreneurship and SSIs: Concept, Growth and Management. New Delhi: Deep & Deep.

  • Digbey, M. (1965). World Co-Operative Movement. In J. M. Rava (Ed.), Co-operation and Small Industries in South East Asia, ICA Series-2.

  • Frost & Sullivan (2005). Market Feasibility Study and Business Development Plan for the Handicrafts Sector, Report for Export Promotion Council. Retrieved from http://www.epch.in/Circulars/Projects/Handicrafts%20 Final%20Report_August,%202005.pdf (accessed in August).

  • Gandhi, M. K. (1934). Rebuilding Our Villages. Harijan, November, 34.

  • George, V. (2009, February 29). Global Recession has Hit Handicrafts, Express News Service.

  • Gundiff, E. W. (1972). Basic Marketing Concept, Decision and Strategies. Prentice Hall, New York.

  • Gunnar, M. (1968). Asian Drama. London: Penguin.

  • Gupta, S. (2012), To Create a Sustainable Product Design, Asia CH. Encyclopaedia of Intangible Cultural Heritage, (114(3)). Retrieved from www.craftrevival.org/ voiceDetails.asp?Code=250

  • Hayashi. (1955). Japan's Small Scale Industry, Industrial and Trade Review. Andhra Education Society, 2, 43.

  • Jayaprakash, N. (1989). Small and Cottage Industries. New Delhi: Manas Publications.

  • Jena, P. K. (2008). Globalization and Indian Handicrafts: Quest for a Gandhian Way. Gandhi Maarg, 30(1), 103-119.

  • Jobber, D. (2007). Principles and Practice of Marketing. London: McGraw-Hill.

  • Kale, B. D. (1963). A Survey of Handicraft in South Mysore. Institution of Economic Research, Darwar, 27.

  • Keplan, A. D. H. (1977). Small Business: Its Place and Problems. New York: Praegar.

  • Kotler, P. (1977). From Sales Obsession to Marketing Effectiveness. Harvard Business Review, November- December, 55, pp. 67-75.

  • Kotler, P., Keller, K., Koshy, A. & Jha, M. (2009). Marketing Management: A South Asian Perspective. New York: Prentice Hall.

  • Khosla, D. N. (1959). Co-Operation in Cottage Industries in Rajasthan. Khadi Gramodyog, 6(2), 60.

  • Layila, T. (1994, October 2). Marketing Savvy is Vital for The Crafts, The Economic Times.

  • Mathur, B.S. (1985). Co-Operation in India. New Delhi: Sultan Chand.

  • Manzoor, A.S. (1992). Export Marketing of Kashmir Handicrafts. New Delhi: Ashish.

  • Mehta, V. C. (1965). Fundamental Cooperative Principles. Indian Cooperative Review, July, 495.

  • Menon, V. (1999). A Study of Marketing Handicrafts by Co-Operatives in Kerala. (Unpublished PhD Dissertation). University of Calicut, Calicut.

  • Menon, V. (2010). Art of Marketing Village Crafts: Challenges in Applying Quantitative Marketing to Resist Recession. International Review of Business Research Papers Journal, 6(5).

  • Murray, E. V. (2008), Producer Company Model: Opportunity for Bank Finance, Cab Calling. Retrieved from www.cab.org.in/CAB%20Calling%20Content/ The%20Sub%20Prime%20Crisis%20-%20An%20 Analysis/Producer%20Company%20Model-%20 Opportunity%20for%20Bank%20Finance.pdf

  • Papola. S., & Mishra. (1980). Source Aspects of Rural Industrialization. Economic and Political Weekly, October, 1733.

  • Planning Commission. (1951). Five Year Plan. Government of India. Retrieved from www.planningcommission.nic. in/plans/planrel/fi veyr/welcome.html (accessed in 27 June 2012).

  • Planning Commission (1955). Five Year Plan, Government of India. Retrieved from www.planningcommission.nic.in/plans/planrel/fi veyr/welcome.html (accessed 27 June 2012).

  • Prajapati. (1981). Development of Handloom Industry. New Delhi: Deep & Deep.

  • Pradeep, K. J. (2010). Indian Handicrafts in Globalization Times: An Analysis of Global-Local Dynamics. Interdisciplinary Description of Complex Systems, 8(2), 119-137.

  • Rao, V. K. (1970). The Gandhian Alternative to Western Socialism. Bombay: Bharatiya Bhavan.

  • Rao, V. C. (1986). Industrial Entrepreneurship in India. Allahabad: Chuga Publications.

  • Rava, J. M. (1965). Co-Operation and Small Industries in South East Asia. ICA, Series.

  • Reston, W. W. (1969). The Stages of Economic Growth, London: Cambridge Publication.

  • Sanjay, K. J. (1988). Export Performance and Export Marketing Strategies. New Delhi: Common Wealth Publication.

  • Santhanam, K. (2006, November 12). Different Strokes, The Hindu, pp. 43.

  • Uma, M. R. (1965). Small Scale Industries. Bombay: Popular Publishers.


Abstract Views: 285

PDF Views: 0




  • Innovative Marketing Means: Inclusion of Artisan Cooperatives in State Policies

Abstract Views: 285  |  PDF Views: 0

Authors

Vanaja Menon Vadakepat
Director of SAP program, School of Management, New York Institute of Techonlogy, Abu Dhabi., United Arab Emirates

Abstract


Artisan cooperatives are ideal vehicles for rural development. Yet limitations in resources and capabilities constantly force them to look up to state initiatives to achieve excellence in marketing. To marshal the different types of artisan cooperatives under a single development program, multi-layered federations were established at the state and national-levels in India. However, a blanket approach in channelizing government policies through these federations failed to reach the primary cooperatives. With the notion that participatory approach is the only alternative to make 'innovative marketing means' successful, this study carries an audit to ascertain the level of inclusion of artisans in planning and implementation of state policies. Focusing on artisan cooperatives in Kerala, this study comprises of 10 village artisan cooperatives and five apex federations randomly selected from the State. The findings exemplify the level of inclusion of village units in the state programs.

Keywords


Artisan Cooperatives, Marketing Means, State Policies, and Kerala Markets

References