Entrepreneurial Epistemologies and Design-to-Market Modelling: A Latitudinal Discussion

This research proposes a conceptual approach, based on classical and neo-classical theories, to develop marketing strategies for SUEs based on design-to-market approach. This study significantly contributes to the existing literature by linking entrepreneurial epistemologies with the design-to-market strategies through latitudinal discussion comprising emerging markets such as India, China, Brazil, and Mexico. In view of the findings of the study, it can be stated that the low-cost transaction-based approach of SUEs offers competitive end-user prices, and builds brand awareness and trust among consumers. SUEs promote market-based pricing approach in order to maintain a balanced price-quality relationship leading to enhanced organizational performance.