Entrepreneurial Marketing-An Emerging Concept: A Study of Arambagh Hatcheries Limited (a Poultry Farm Company) in West Bengal

The purpose of this article is to examine the concept of Entrepreneurial Marketing (EM). This concept needs a marketer to be innovative, risk-taking and proactive in performing managerial responsibility. It is an ongoing struggle among firms to achieve a sustainable competitive advantage in resources. In EM, the competitive interplay among firms reflects in marketplace positions that show the relative efficiency and effectiveness of each entrant. Here, the firms that are in disadvantaged positions can learn where they need to acquire additional resources or to use existing resources more efficiently and effectively. These firms come at the same level and/ or leapfrog their advantaged firms by better management of existing resources i.e. by acquisitions, imitation, substitution or innovation. It entails six core dimensions that have been identified and explored in the article. Its advantages and potential deserve its bright prospects. Resource leveraging and entrepreneurial marketing relationship have been adequately and appropriately highlighted. This is being taught as a complete course in Wharton University, USA and a paper in Harvard University, USA. Organizations like eBay, Virgin Group etc are practicing this in reality.
The Kolkata-based B.K. Roy Group, which owns Arambagh Hatcheries Limited, has always dealt in broilers. The company reassembled a good old chicken farm for the most part, ever since it was founded in 1973. The small, 5,000-bird poultry farm in Arambagh, started by Mr. Roy, seemed to be in protracted incubation. Till the 90s, it dealt only in day-old chicks and stayed small. But a little social engineering thereafter saw them grow about as fast as the broilers they breed. Since its inception, Arambagh has been fighting many odds. A recession in 1992-93 was a real body blow. It turned out, however, to be a turning point as well. From a Rs 8 crore company in 1990, it has grown to a Rs 200 crore organisation now. It had just a couple of retail outlets till 1994, now it has 150 and 3000 employees. Conclusions have been drawn pointing out the need for more researches on this area for its potential to develop competitive advantage on sustainable basis.