The mutual influence between entrepreneurial marketing and causal and effectual entrepreneurship: an empirical study in an emerging and developing economy

Abstract

PurposeEntrepreneurial marketing (EM) literature has evolved recently, but more understanding is needed on how the seven dimensions of EM impact causal and effectual entrepreneurial behavior and, similarly, how entrepreneurial behavior influences the results of all dimensions of the EM construct. This study investigates the association and mutual influence between EM and entrepreneurship.Design/methodology/approachThis study uses a qualitative strategy, addressing gaps due to its low incidence and employs theoretical replication, which is practically unexplored. It investigates two cases in Brazil: small companies (eight cases selected by literal replication) and a structured network of companies (one case selected by theoretical replication), predicting a positive influence of EM in the first case and a negative or neutral influence in the second.FindingsThe influence of EM on entrepreneurship is context-dependent and varies according to the empirical object. In turn, the impact of entrepreneurship on the results of the EM dimensions is more stable, primarily causal and varies slightly between structures.Originality/valueFirst, by studying how the dimensions of EM impact causal/effectual behavior, this study broadens the understanding of the area, which was previously focused on only a few dimensions. Second, by investigating the impact of entrepreneurship on EM outcomes, this study sheds light on the influence of and differences in causal/effectual behavior in each of the seven dimensions. Finally, it extends the understanding of EM and entrepreneurship in small businesses and a structured network by identifying similarities and distinctions hitherto unexplored.