Alternate Business Modeling

Agility in business is a value-based project-driven flexible approach for functional strategies like manufacturing, innovation, finance, distribution, and marketing. A central and novel feature of the crowd-based social marketing strategy model for entrepreneurial firms is about the simultaneous targeting of an upstream decision maker and influential peripheral (upstream) audiences to triangulate and increase campaign effectiveness. This chapter is woven around the elements of agility in marketing, brand taxonomy, and behavioral shifts driving the need for upstream marketing among niche enterprises. In addition, the increasing importance of branding and value creation, internationalization, and entrepreneurial clusters (such as export-oriented units) have been discussed to support the concept of upstream business alliances. The agile approach to upstream social marketing ensures consistent, persuasive messages specifically crafted for the selected target audiences and coordinated through precise channels to maximize impact.