Marketing Management and Entrepreneurship Development in a Tribal Dominated Economy: A Case Study of Small Scale Industries in East Khasi Hills District of Meghalaya, India

Abstract

The main objective of this paper is to analyze the various pertinent aspects of Small Scale Industries in East Khasi Hills District of Meghalaya, a state located in the northeastern part of India. The demography of this district is such that it is dominated by Khasi tribes. This district is most economically active district among all the seven districts of state. This study is based on the primary field survey conducted during the years 2004 and 2005. The majority entrepreneurs are educated and first generation tribal entrepreneurs. More than one fourth are women entrepreneurs. Yet the SSIs are at the preliminary developing stage and contribute in a small way to the state economy. It is recommended to develop additional manufacturing industries in the district in particular and in state in general to take full advantage of the economies of scale and technical advancements to take the state economy on rapid growth trajectories.

Keywords: Marketing Management, entrepreneurship development, Khasi tribe, Meghalaya, India

JEL Classification: M13, M31, O14