Transforming entrepreneurial business design: Converging leadership and customer-centric approach.

This study analyzes the impact of leadership, employee-engagement, market-oriented approach, and co-creation on the business design of the SUEs in Mexico. This study aims at presenting new insights on effect of leadership on employee engagement and transformation of marketing strategies through co-creation, identification of minimum viable segment and improving organizational design to achieve market competitiveness. The information of 364 respondents was admitted to the data analysis process. In all, information of 91% of respondents was considered for data analysis. In view of the findings discussed in the study, it can be stated that SUEs tend to develop effective entrepreneurial leadership that is based on family-based-firms organizational design. Co-design and co-creation of products and services are the attributes of SUEs that lead to an increase in organizational performance. Effective leadership in SUEs play a significant role in developing market-oriented strategies within the niche markets by catering the needs of consumers. [ABSTRACT FROM AUTHOR]