Strategies for Cluster Branding in MSMEs Clusters: A Grounded Theory Approach

Abstract

Cluster initiatives are an essential way to increase the competitiveness of enterprises, especially micro, small and medium enterprises (MSMEs) within the region. Therefore, building a strong cluster brand is a prerequisite for a successful cluster initiative. However, the concept of cluster branding in MSMEs handloom clusters remains unexplored in India. The drive of this research was to examine the role of branding as a strategic asset and how it plays an instrumental role in the overall growth of MSMEs clusters, with a specific focus on handloom clusters of Gujarat, India. Using the grounded theory approach, semi-structured interviews were conducted in the Surendranagar saree cluster in Gujarat, India. The study led to the formulation of strategies for cluster branding, along with the benefits and impacts on member MSMEs of the handloom cluster. Finally, a framework is proposed as the outcome of qualitative research which may be helpful to the stakeholders in taking the clusters to the next level in the era of globalization and competitive environment.