Cluster Based Entrepreneurial Orientation Analysis among Mushroom Entrepreneurs in Meghalaya, India

Mushroom cultivation in Meghalaya has emerged as a promising avenue for rural income diversification, leveraging the region’s favorable agro-climatic conditions and growing market demand. This study employs a k-means cluster analysis to assess the entrepreneurial orientation of 200 mushroom entrepreneurs across five key dimensions: planning, production, marketing, leadership, and decision-making. Data were collected using a structured questionnaire and analyzed to identify low, medium, and high capability groups for each dimension. Results reveal that while a substantial proportion of entrepreneurs exhibit high capabilities in planning, production, leadership, and decision-making, significant gaps remain in innovation, labor productivity, systematic market intelligence, and especially technology adoption. Notably, only a minority consistently utilize market news or adopt new technologies, even among otherwise high-scoring individuals. These findings underscore the need for targeted interventions including market intelligence systems, innovation workshops, and digital skills training to move more entrepreneurs into the high capability clusters and ensure sustainable sectoral growth. The study highlights the importance of integrated training in market analysis and innovation management for maximizing the potential of mushroom entrepreneurship in rural Meghalaya.