Year-end Sale % OFF 
Abstract
Entrepreneurial marketing enhances corporate performance by enabling a firm to agilely adapt its strategy to market trends. The hair‐care company Radico, which began as a small start‐up in India, used entrepreneurial marketing techniques to pursue growth outside its home market and became a multinational firm with Indian roots—a desi. An analysis of its key stages of growth shows how even a small company can raise brand awareness and expand in international markets.
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