SYSTEMATIC REVIEW OF ENTREPRENURIAL MARKETING
Keywords:
Entrepreneurial Marketing, Small and Medium Enterprises, SMEsAbstract
Marketing is considered to be one of the most critical tasks for minor plus medium-sized enterprises in terms of growth as well as development, but it is also considered to be the biggest challenge for SMEs. Shortage of possessions, expertise and expertise, it is hard for SMEs to carry out traditional marketing activities. As a result, working in an atmosphere of aggregate dynamics, turbulence and competitiveness means that entrepreneurs with innovative creative concepts and attitudes, such as Entrepreneurial Marketing, have to overcome and modify conventional marketing principles (EM). When conventional marketing does not support small and medium enterprises (SME) then here is A new area of exploration that initiated by combination of marketing and entrepreneurship is Entrepreneurial marketing. The main purpose of this essay is the notion that can be found in literature like types, dimensions of Entrepreneurial marketing and major differences b/w Entrepreneurial marketing and conventional marketing. It also give a brief view about the history of basis of different new fields and in the last it focuses on the significance of small and medium enterprise with reference to the modern standard. The main objective of this study is to provide guideline to small and medium enterprises and give suggestion to them about future research direction in the same field.
Downloads
References
Alqahtani, N. and C. Uslay (2020). "Entrepreneurial marketing and firm performance: Synthesis and conceptual development." Journal of Business Research 113: 62-71.
Awan, A. G. and S. Hashmi (2014). "Marketing practices of small & medium size enterprises: A case study of SME‟s in Multan District." European journal of business and innovation research 2(6): 9-20.
Bäckbro, J. and H. Nyström (2006). Entrepreneurial marketing: Innovative value creation.
Baker, M. J. (2016). "12 The marketing mix1." The Marketing Book: 297.
Becherer, R. C., et al. (2012). "The effect of entrepreneurial marketing on outcome goals in SMEs." New England Journal of Entrepreneurship 15(1): 3.
Bjerke, B. and C. Hultman (2004). Entrepreneurial marketing: The growth of small firms in the new economic era, Edward Elgar Publishing.
Burns, P. (2016). Entrepreneurship and small business, Palgrave Macmillan Limited.
Crick, J. M. (2018). "The facets, antecedents and consequences of coopetition." Qualitative Market Research: An International Journal.
Fillis, I. and R. Rentschler (2010). "The role of creativity in entrepreneurship." Journal of enterprising culture 18(01): 49-81.
Gaddefors, J. and A. R. Anderson (2008). "Market creation: the epitome of entrepreneurial marketing practices." Journal of research in marketing and entrepreneurship.
Gruber, M. (2004). "Marketing in new ventures: theory and empirical evidence." Schmalenbach business review 56(2): 164-199.
Hamali, S. (2015). "The effect of entrepreneurial marketing on business performance: Small garment industry in Bandung City, Indonesia." Developing Country Studies 5(1): 2225-0565.
Hills, G. E., et al. (2010). "History, theory and evidence of entrepreneurial marketing–an overview." International Journal of Entrepreneurship and Innovation Management 11(1): 3-18.
Hills, G. E., et al. (2008). "The evolution and development of entrepreneurial marketing." Journal of Small Business Management 46(1): 99-112.
Hisrich, R. D. and V. Ramadani (2017). "Effective entrepreneurial management." Strategy, Planning, Risk.
Hisrich, R. D. and V. Ramadani (2018). Entrepreneurial Marketing: A Practical Managerial Approach, Edward Elgar Publishing.
Hogarth‐Scott, S., et al. (1996). "Do small businesses have to practise marketing to survive and grow?" Marketing intelligence & planning.
Hunt, S. D. (1999). A general theory of competition: Resources, competences, productivity, economic growth, Sage publications.
Ionita, D. (2012). "Entrepreneurial marketing: A new approach for challenging times." Management & Marketing 7(1): 131.
Kanu, A. (2020). "THE REWARDS AND CHALLENGES OF ENTREPRENEURIAL MARKETING IN SMES." Marketing 3(4): 19-36.
Kilenthong, P., et al. (2015). "An empirical investigation of entrepreneurial marketing dimensions." Journal of International Marketing Strategy 3(1): 1-18.
Kotler, P. T. (2019). Marketing management, Pearson UK.
Kraus, S., et al. (2012). "The entrepreneurial marketing domain: a citation and co‐citation analysis." Journal of research in marketing and entrepreneurship.
Kraus, S., et al. (2010). "Entrepreneurial marketing: moving beyond marketing in new ventures." International Journal of Entrepreneurship and Innovation Management 11(1): 19-34.
Kum, L. and C. Siat (2013). "An exploratory study on the Relationship between Entrepreneurial altitude and firm performance." Human Resource Management Research 3(1): 34-38.
Maritz, A., et al. (2010). "A discursive approach to entrepreneurial marketing: Integrating academic and practice theory." Small Enterprise Research 17(1): 74-86.
Miles, M., et al. (2015). "Exploring entrepreneurial marketing." Journal of Strategic Marketing 23(2): 94-111.
Morris, M. H., et al. (2002). "Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives." Journal of marketing theory and practice 10(4): 1-19.
Morrish, S. and A. Gilmore (2011). "Entrepreneurial and SME marketing." Journal of research in marketing and entrepreneurship.
Morrish, S. C. and J. H. Deacon (2011). "A tale of two spirits: entrepreneurial marketing at 42Below vodka and Penderyn whisky." Journal of Small Business & Entrepreneurship 24(1): 113-124.
Mugambi, E. and W. Karugu (2017). "Effect of entrepreneurial marketing on performance of real estate enterprises: A case of Optiven Limited in Nairobi, Kenya." International Academic Journal of Innovation, Leadership and Entrepreneurship 2(1): 46- 70.
Nijssen, E. J. (2017). Entrepreneurial marketing: an effectual approach, Taylor & Francis.
Nwankwo, C. A. and M. Kanyangale (2020). "Deconstructing entrepreneurial marketing dimensions in small and medium-sized enterprises in Nigeria: a literature analysis." International Journal of Entrepreneurial Venturing 12(3): 321-341.
O'Connor, G. C. and M. P. Rice (2013). "New market creation for breakthrough innovations: Enabling and constraining mechanisms." Journal of Product Innovation Management 30(2): 209-227.
O'dwyer, M., et al. (2009). "Innovative marketing in SMEs." European Journal of Marketing.
Rashad, N. M. (2018). "The impact of entrepreneurial marketing dimensions on the organizational performance within Saudi SMEs." Eurasian Journal of Business and Management 6(3): 61-71.
Rasheed, K. O., et al. (2016). "Entrepreneurial marketing and SMES performance in Lagos State, Nigeria." Imperial Journal of Interdisciplinary Research 2(1): 98-101.
Resnick, S. M., et al. (2016). "Marketing in SMEs: a “4Ps” self-branding model." International Journal of Entrepreneurial Behavior & Research.
Rezvani, M. and Z. Fathollahzadeh (2020). "The impact of entrepreneurial marketing on innovative marketing performance in small-and medium-sized companies." Journal of Strategic Marketing 28(2): 136-148.
Sadiku-Dushi, N., et al. (2019). "Entrepreneurial marketing dimensions and SMEs performance." Journal of Business Research 100: 86-99.
Sadiku-Dushi, N. and V. Ramadani (2020). Entrepreneurial Marketing Mindset: What Entrepreneurs Should Know? Organizational Mindset of Entrepreneurship, Springer: 181-210.
Sagolsem, A. (2019). Entrepreneurial marketing as sustainable competitive advantage for SME's: An exploratory study within the Irish Flower Industry, Dublin Business School.
Sarasvathy, S. D. (2001). "Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency." Academy of management Review 26(2): 243-263.
Stokes, D. (2000). "Putting entrepreneurship into marketing: the processes of entrepreneurial marketing." Journal of research in marketing and entrepreneurship.
van Scheers, L. (2018). "Marketing challenges small and medium enterprises (SME) are facing in South Africa." The Journal of Accounting and Management 8(1).
Wernerfelt, B. (1984). "A resource‐based view of the firm." Strategic management journal 5(2): 171-180.
Whalen, P., et al. (2016). "Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing." Journal of Strategic Marketing 24(1): 5-19.
Wynn, M. and P. Jones (2019). "Context and entrepreneurship in knowledge transfer partnerships with small business enterprises." The International Journal of Entrepreneurship and Innovation 20(1): 8-20.
Yusendra, M., et al. (2020). "Building and Enhancing Startup Business Performance Using Entrepreneurial Marketing and Collaborative Business Incubation." International Journal of Psychosocial Rehabilitation 24(1).
Downloads
Published
How to Cite
Issue
Section
License
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.