Sustainable crisis marketing by micro-enterprises during crises – Analysis

In the current dynamic business landscape defined by volatility, uncertainty, complexity, and ambiguity (VUCA), micro, small, and medium enterprises (MSMEs), particularly micro-enterprises, have been facing extraordinary challenges in maintaining operations. Deep-tech startups have also been affected by these turbulent conditions. In response, sustainable crisis marketing has emerged as a contemporary marketing approach to help these enterprises navigate instability and hostile business conditions. This study integrates the dimensions of sustainability, crisis management, and marketing to examine how micro-enterprises perform uninterruptedly and improve performance under uncertain and disruptive conditions. This paper, part of a postdoctoral research project, outlines the identified knowledge gaps and proposes the research methodology. The research is expected to contribute to the United Nations’ Sustainable Development Goal 8 (SDG-8), which emphasizes sustained economic growth and the booming entrepreneurial landscape in the Telangana region.