Customer Orientation in Indigenous Entrepreneurial Activities

Abstract

This article explores the concept of customer orientation and the emerging field of indigenous entrepreneurship. Data for the study was collected through ethnographic research in the Andro village of Manipur. The article illustrates how indigenous people strategise to satisfy customer demands and earn customer loyalty through innovation of products and improve sales performance, but not necessarily for generating profits. The study hopes to initiate a dialogue between academia and practitioners regarding
the relevance of indigenous entrepreneurship as a field of research.

Keywords: customer orientation, customer relationship, product innovation, indigenous entrepreneurship, indigenous knowledge

DOI: 10.32444/IJSW.2023.84.2.185-202