Title: Strategic business model canvassing for terracotta pottery entrepreneurs in India

Authors: Anupama Panghal; Shweta Dahiya; Shilpa Sindhu; Parveen Siwach; Bharat Dahiya

Addresses: Department of Food Business Management and Entrepreneurship Development (FBM&ED), National Institute of Food Technology Entrepreneurship and Management (NIFTEM), Sonipat, Haryana, India ' Department of Food Business Management and Entrepreneurship Development (FBM&ED), National Institute of Food Technology Entrepreneurship and Management (NIFTEM), Sonipat, Haryana, India ' School of Management, The NorthCap University, Gurugram, India ' Department of Food Business Management and Entrepreneurship Development (FBM&ED), National Institute of Food Technology Entrepreneurship and Management (NIFTEM), Sonipat, Haryana, India ' Research Center for Sustainable Development and Innovation, School of Global Studies, Thammasat University, Learning and Laboratory Building, Piyachart 2, 99 Moo 18 Klong Luang, Rangsit, Pathumthani 12121, Thailand

Abstract: The paper discusses strategic entrepreneurship vis-à-vis terracotta pottery production in Delhi, India. Pottery artisans face changing regulatory and market forces, which could result in a severe financial and technological burden on them. The study suggests strategies to protect this sustainable and traditional art of entrepreneurship. Present status of business of potters' community is examined using the business model canvas (BMC) and Porter's (2001) industry analysis and value chain model, and a new BMC is proposed. The strategies based on the new BMC are modelled through decision-making trial and evaluation laboratory technique (DEMATEL). To sustain entrepreneurship of terracotta art in India, the proposed strategies include stakeholders to focus on reducing production costs, conducting training and development, promoting product innovation, and exploring direct marketing channels and new customer segments.

Keywords: business model canvas; BMC; terracotta pottery; Porter's industry analysis; strategic entrepreneurship; DEMATEL; India.

DOI: 10.1504/IJESB.2023.134176

International Journal of Entrepreneurship and Small Business, 2023 Vol.50 No.3, pp.407 - 432

Received: 03 Sep 2020
Accepted: 21 Oct 2020
Published online: 13 Oct 2023 *

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