Entrepreneurial Marketing Practices Research Articles

Linking business sustainable development with entrepreneurial marketing practices: Evidence from small and medium enterprises in Ethiopia

AbstractBusiness sustainable development (BSD) refers to practices that meet current economic, environmental, and social needs without compromising the ability of future generations to meet their own needs. In Ethiopia, prior studies overlooked this concept when studying entrepreneurial marketing practices (EMP) in small and medium enterprises (SMEs). This study aimed to investigate the effect of these practices on the BSD. Employing a mixed‐methods approach, primary and secondary data from 387 SMEs (selected via stratified and simple random sampling from 5765) are analyzed using structural equation modeling (SEM). Results demonstrate a significant, positive relationship between EMP such as innovativeness, opportunity focus, value creation, proactiveness, and sustainable development. The study underscores the necessity for SMEs to enhance marketing practices to ensure long‐term viability and competitiveness. It highlights stakeholder engagement: policymakers, local communities, and consumers as critical for aligning marketing efforts with sustainability goals. This engagement not only meets consumer expectations for ethically driven businesses but also enhances inclusive growth and community welfare. By promoting dialogue among stakeholders, SMEs drive sustainable development initiatives and advocate for policies supporting environmentally and socially responsible practices, contributing to a greener, socially conscious economy. Future research should explore mediating or moderating variables across different SME types and regions. This study's novelty lies in its insights into how EMP impact SME sustainable development within Ethiopia, offering valuable insights for strategic decision‐making and highlighting the pivotal role of entrepreneurial marketing (EM) in achieving long‐term success in dynamic markets.

Unveiling the Nexus: the crucial role of competitive advantage in bridging entrepreneurial marketing practices and sustainable firm performance in small and medium enterprises

Studies about entrepreneurial marketing linked with competitive advantage and sustainability in SMEs are limited in the existing literature. This study therefore aimed to investigate the relationship between entrepreneurial marketing dimensions, focusing on the mediating role of competitive advantage, in ensuring the sustainability of firm performance. Descriptive research design combined with explanatory research to examine the relationships; and stratified sampling with simple random sampling techniques to select the enterprises were used. Data from 387 SMEs in Oromia, Ethiopia were collected and analyzed using structural equation modeling (SEM). The findings indicated significant connections among entrepreneurial marketing practices, competitive advantage, and sustainability of firm performance, with competitive advantage partially mediating the relationships. The finding also underlined SMEs that are entrepreneurial, strategic, and socially responsible are best positioned for long-term success. Practical implications suggested aligning marketing practices with overall strategies, optimizing resource usage, and enhancing innovation to improve competitive advantage and sustain firm performance. From a social perspective, embracing sustainable practices could positively impact, employment, environmental responsibility, economic stability, and consumer perception. The study offers valuable insights for academia, policymakers, and practitioners.

Entrepreneurial marketing practices and rural wine producers’ performance: The moderating role of competitive intensity in an immediate post crisis period

This study unpacks the relationship between engaging in entrepreneurial marketing practices and firm performance under the moderating role of competitive intensity, in an immediate post-crisis (COVID-19) period. Following 20 field interviews, the model testing stage featured survey responses from owner-managers of 306 small, rural wine producers across multiple regions in the United States. Underpinned by a relational, stakeholder perspective of resource-based theory, alongside an outside-in lens, unique insights revealed that in aggregate terms, entrepreneurial marketing activities were positively and significantly associated with firm performance, while competitive intensity yielded a non-significant moderating effect. Importantly, a post-hoc test revealed that only certain dimensions of the multi-faceted entrepreneurial marketing construct were significantly associated with firm performance, whereby, competitive intensity played different moderating roles (exhibiting varying interaction effects). Implications arise for practitioners building resilience after an environmental shock, whereby, they are likely to need to pivot strategies while facing new degrees of competitive intensity.

A study of entrepreneurial marketing activities and firm performance in an immediate post-COVID-19 era: the moderating role of coopetition

Purpose Although earlier research suggests a positive relationship exists between engaging in entrepreneurial marketing activities and firm performance, there may be contingent issues that impact the association. This investigation unpacks the relationship between entrepreneurial marketing behaviour and firm performance under the moderating role of coopetition, in an immediate post-COVID-19 period.Design/methodology/approach A resource-based theoretical lens, alongside an outside-in perspective, underpins this study. Following 20 field interviews, survey responses via an online survey were obtained from 306 small, passive exporting wine producers with a domestic market focus in the United States. The data passed all major robustness checks.Findings The statistical findings indicated that entrepreneurial marketing activities positively and significantly influenced firm performance, while coopetition provided a non-significant moderation effect. Field interviews suggested that entrepreneurs’ attemps to scale up from passive to more active export activities in an immediate post-pandemic period helped explain the findings. Owner-managers rejoined trustworthy and complementary pre-pandemic coopetition partners in the immediate aftermath of coronavirus disease 2019 (COVID-19) for domestic market activities. In contrast, they had to minimise risks from dark-side/opportunistic behaviour when joining coopetition networks with partners while attempting to scale up export market activities.Originality/value Unique insights emerge to unpack the entrepreneurial marketing–performance relationship via the moderation effect of coopetition, namely, with the temporal setting of an immediate post-COVID-19 period. Firstly, new support arises regarding the likely performance-enhancing impact of owner-managers’ engagement in entrepreneurial marketing practices. Secondly, novel findings emerge in respect of the contrasting role of coopetition in both domestic and export market activities. Thirdly, new evidence arises in relation to a resource-based theoretical lens alongside an outside-in perspective, whereby, strategic flexibility in pivoting facets of a firm’s business model needs effective management following a crisis.

Entrepreneurial marketing strategies, resources and social disadvantage: exploring the role of resources and minority status among US agrofood enterprises

PurposeThis paper aims to investigate associations between firm resources and reliance on entrepreneurial marketing (EM) channels among agrofood ventures. It accounts for agropreneur gender and racial/ethnic status in the context of marketing channel portfolio composition. The authors examine the established assumption that resource limitations drive EM and whether socially disadvantaged status of agropreneurs is associated with marketing strategy beyond standard resourcing measures.Design/methodology/approachUsing 2015 Local Foods Marketing Practices Survey data, the authors apply linear regression to investigate differences in the use of EM channels, accounting for resources, social status and other factors.FindingsLimited-resource ventures rely more on consumer-oriented channels that require EM practices. Socially disadvantaged entrepreneurs favor these channels, even when accounting for resources. Notably, ventures headed by men of color rely more on the most customer-centric local foods marketing channel.Research limitations/implicationsFuture research should investigate how social and human capital influences the use of EM.Practical implicationsEntrepreneurial support policy and practice for agropreneurs should be cautious about the “double-burden” folk theorem of intersectional disadvantage and review how to best direct resources on EM to groups most likely to benefit.Originality/valueThis paper uses a unique, restricted, nation-wide, federal data set to examine relationships between resource endowments, social status and the composition of agrofood enterprises’ marketing channel portfolios. To the best of the authors’ knowledge, it is the first to include racial- and ethnic-minority status of agropreneurs and to account for intersectionality with gender.

Entrepreneurial marketing practices and manufacturing venture performance during a pandemic: the mediating role of innovation

PurposePrevious research has indicated that entrepreneurial marketing (EM) positively influences small and medium-sized enterprises’ (SMEs) performance. While most studies have examined the relationship in a stable environment, EMs’ effectiveness during environmental instability remains uncertain. Therefore, the study aims to investigate the influence of EM on Indian manufacturing-based SMEs’ performance during the COVID-19-induced environmental instability. Additionally, it explores the mediating role of innovative performance in the relationship between EM and SME performance.Design/methodology/approachThe data were collected by distributing a structured survey questionnaire to 302 owners/managers of SMEs. Hypotheses were tested using structural equation modeling (SEM).FindingsThe result indicates that EM significantly impacts both innovation and SME performance. Furthermore, the innovative performance partially mediates the link between EM and SME performance. The findings suggest that even within severely affected sectors (manufacturing) during the pandemic, SMEs can achieve growth and innovation through effective EM practices.Research limitations/implicationsThis study validates the theoretical notion that EM remains effective even in unpredictable environments such as the COVID-19 pandemic. The findings offer valuable insights for SMEs seeking innovative strategies to enhance their performance, particularly those in emerging economies.Originality/valuePrior studies have relied on a single layer of abstraction to analyze the impact of EM. The present study is the first to extend standard construct (EM) conceptualization. Furthermore, it evaluated the efficiency of EM in situations characterized by instability, which is rare in the EM and SME literature.

The Entrepreneurship Marketing Practices: Evidence from Pakistan

The purpose of this study is to develop an understanding of how entrepreneurs in Pakistan implement marketing strategies, including their application and the dimensions of entrepreneurial marketing. Qualitative research was used, and for getting in-depth information, interviews through the cause study analysis approach were used. The data was analyzed using Nvivo 12. Further thematic analysis, word trees, word tag clouds, and tree maps have been conducted. The semi-structured interviews were conducted with senior managers, directors, and CEOs of various firms to support our research. There is a significant gap in research regarding the application of marketing strategies in the entrepreneurial context in Pakistan. To the best of the authors' knowledge, similar research has been conducted in Poland, Sri Lanka, and the UAE, but with regard to Pakistan, this topic is relatively unexplored. The study explains the seven dimensions of entrepreneurial marketing practices to gain further clarity. The research is both explorative and descriptive in nature, aligning with the theory of entrepreneurial marketing. This study will assist practitioners and researchers in understanding how to retain existing customers in the market, manage risk, allocate resources, and create value for customers. Additionally, it highlights both commonalities and differences between entrepreneurial practices in Pakistan and other regions.

Entrepreneurial Marketing Practices and the Performance of Small and Medium Enterprises in Kogi State

Purpose: This study is aimed at the entrepreneurial marketing practices (EMP) and performance of small and medium enterprises (SMEs) in Kogi State.Methodology:A survey research design was used for the study. The researchers gathered data from 208 participants. The data collected were analyzed using descriptive statistics and multiple regression analysis.Findings: Findings showed that SMEs' proactive-ness (PROA) and customer satisfaction have a negative association. However, the relationship is insignificant (p>0.05). Risk-taking (RSKT) and innovativeness (INVT) of SMEs and customer satisfaction have a favorable link that is statistically significant (p<0.05).Implication:The study concludes that SME owners and managers must properly evaluate their EMP, which may be the possible cause of the inability to cope with the dynamic and competitive business climate. The study recommended, among others, that SME owners and managers embrace more innovativeness and risk-taking disposition to achieve improved performance relative to customer satisfaction and combine entrepreneurial marketing skills of risk-taking and innovativeness.

The Mediating Role of New Product Development in the Relationship Between Entrepreneurial Marketing and Growth Intentions

The purpose of this study is to discover how entrepreneurial marketing affects growth intentions through new product development and can help to create and facilitate access to entrepreneurial opportunities to develop new product, in turn help the firm to adapt the strategy of growth intention. The study adopted quantitative methods, and using structural equation modeling, data were collected utilized the questionnaire survey. The questionnaire was directed to SMEs managers, 248 questionnaires were collected. Findings: The study presents a vision into how entrepreneurial marketing can gain advantage. The findings propose that entrepreneurial marketing can be used to create outstanding opportunities to develop new products and direct the strategy of SEMs to growth intentions. Theoretical implications: This study significantly contributes to the literature through illustrating how entrepreneurial marketing contributes to growth intentions. First, the study introduced, a comprehensive conceptual framework of how entrepreneurial marketing through new product development can increase growth intentions in SEM’s industries. From a broad literature review, we identify measures of entrepreneurial marketing, growth intentions and new product development. The study support entrepreneurial marketing research by discovering the effects of entrepreneurial marketing on growth intentions through new product development. Moreover, the study examines the role of the enterprise's experience in the industry, the enterprise's experience in business, the number of enterprises with ownership rights, enterprise activity in these effects. Second and more importantly, the study reviled that NPD has an important role for companies to be able to competitiveness and enhance growth intentions. Finally, this study also offers valuable contributions for managers. Because it recommends ways to foster and identify main points in entrepreneurial marketing practices, which allow companies to act in flexible way and to be talented in developing new products.

The market turbulence, entrepreneurial marketing and marketing performance: An empirical study of tuna fillets SME's industry in Southeast Sulawesi, Indonesia

This study examines market turbulence's role in moderating the relationship between entrepreneurial marketing and marketing performance in tuna fillets SME industries in Southeast Sulawesi, Indonesia. The research was conducted in two cities in Southeast Sulawesi Province, Indonesia - Kendari City and Baubau City. The population of this research is all of the managers or owners of the fillets tuna industry in both cities, which amount to 118 industries, 73 tuna fillet SMEs industry in Kendari City, and 45 in Baubau City. Data were collected based on census technique from 118 industries that became respondents. Respondents are the managers or owners of the tuna fillet industry. Next, the data were analyzed using Partial Least Square (PLS) analysis to test the research hypothesis. The study found that entrepreneurial marketing practices applied by managers or owners of the tuna fillets SME's industries in Southeast Sulawesi could improve marketing performance. The study results also indicate that the dimensions of entrepreneurial marketing partially affect marketing performance. Market turbulence has a positive moderating role in the relationship between entrepreneurial marketing and marketing performance.

Evaluating the relationship between entrepreneurial marketing, competitive advantage, and Islamic banks performance

The purpose of this paper is to analyze the effect of entrepreneurial marketing on competitive advantage and Islamic bank performance in Indonesia with the moderating role of vigilant leadership. We used a convenience sampling method to collect data from 204 Islamic bank branches in Indonesia. To test the hypotheses, we employed Smart-Partial Least Square (Smart-PLS) software. The findings indicate that entrepreneurial marketing directly or indirectly (through competitive advantage) influences bank performance. Vigilant leadership does not moderate the influence of entrepreneurial marketing on bank performance. Therefore, Islamic banks in Indonesia need to develop entrepreneurial marketing practices to increase their competitive advantage and bank performance. This study is the first to examine the effect of entrepreneurial marketing on organizational outcomes in Islamic banking and among the first to use vigilant leadership as a research variable in the banking context.

Customer-centric influence of entrepreneurial marketing on business performance of hotels in Nigeria during the COVID-19 crisis

The ravaging COVID-19 pandemic has forced hotels in developed countries to adopt entrepreneurial marketing (EM) practices as a resilience strategy. However, there are few studies in Nigeria on how EM practices have been used in the hotel industry for their survival and growth. The study examines the customer-centric influence of EM on business performance of hotels in Nigeria during the COVID-19 crisis. Using a cross-sectional survey design, we collected primary data from 578 owner-managers and top managers of 66 hotels in Lagos and Yola in Nigeria using structured questionnaires. Respondents were selected based on the purposive sampling technique. The data collected were analysed using descriptive and inferential statistics with the aid of statistical package for social sciences (SPSS Version 21). Three regression estimations are reported. The estimation in model 1 indicates that calculated risk-taking dimension has a significant positive influence on general performance, while the proactiveness, innovativeness, value creation, resource leveraging, opportunity to focus and customer intensity dimensions do not. The estimation in model 2 suggests that calculated risk-taking and customer intensity dimensions have a significant positive influence on revenue per room, while the other five EM dimensions do not. The estimation in model 3 indicates that calculated risk-taking dimension has a significant positive influence on market share, while the six EM dimensions do not. The owner-mangers and top managers of hotels should fortify and upscale the weak EM dimensions as a resilience strategy for recovery from the ravages of the COVID-19 crisis. We bridge the gaps in the literature by providing interesting insights into the potential value of the adoption of EM as a post-COVID-19 recovery strategy by the hotel segment of the hospitality industry in the developing context of Nigeria. We also validate the applicability of RBT in predicting the influence of EM dimensions on performance in the developing context.

Entrepreneurial Marketing, Corporate Reputation, Corporate Creativity and Competitive Advantage: A Research Framework and Proposition

This study explored the consequences of entrepreneurial marketing by creating empirical evidence grounded in dynamic capability view and image theory. The study proposed a direct and indirect relationship between entrepreneurial marketing and competitive advantage, recognizing corporate creativity as the boundary condition on the entrepreneurial marketing-competitive advantage link suggesting a moderated entrepreneurial marketing model. The study explained the theoretical and practical contribution of the study in our understanding of entrepreneurial marketing practices and the role of corporate reputation. Corporate creativity was also discussed especially from the perspective of entrepreneurial firms.

Entrepreneurial Marketing Dimensions: Evidence from Women-Owned SMEs in Sri Lanka

Women-owned SMEs have an enormous contribution to the economic development of Sri Lanka, which experienced 30 years of conflict, created numerous micro and small enterprises as the livelihoods of women-headed families. Since the entrepreneurial marketing (EM) approaches are new practices followed by numerous SMEs worldwide, this study intended to explore how these women-owned SMEs in Sri Lanka practice entrepreneurial dimensions for their marketing benefits. This study meant to discrete entrepreneurial marketing thoughts in women-owned SMEs and distinguished how current approaches seem steady through the entrepreneurial marketing benefits. The considerable inspiration in this study derived from how new evaluation of entrepreneurial marketing from the perspective of women-owned SMEs has gotten insufficient consideration in the critical literature. This study has been feasible with qualitative research with 49 women-owned SMEs in five districts of Sri Lanka. This study has collected primary data through an in-depth interview method. Thematic analysis was employed to analyze and interpret the seven fundamental dimensions of entrepreneurial marketing. Results show that even though the women-owned SMEs in Sri Lanka do not have professional marketing knowledge, they apply entrepreneurial marketing practices as similar approaches mentioned in the literature to succeed in their businesses. The findings of this study conveyed that entrepreneurial marketing practices have incredible significance for women-owned SMEs in Sri Lanka. Future research can empirically prove the seven dimensions of entrepreneurial marketing through a considerable sample size from other districts with cultural differences.

The impact of the interaction between an entrepreneurial marketing orientation and coopetition on business performance

PurposeCertain small businesses do not possess the assets needed to implement a performance-enhancing entrepreneurial marketing orientation (opportunity-driven behaviours focussed on creating value for customers). Although some entrepreneurs cooperate with their competitors (coopetition) to achieve their day-to-day and long-term goals, it is unclear whether these partnerships are advantageous in this capacity. Thus, grounded in the resource-based view, the purpose of this investigation is to examine whether coopetition positively moderates the relationship between an entrepreneurial marketing orientation and financial performance.Design/methodology/approachSurvey responses were obtained from 184 small tourism and hospitality organisations in New Zealand. Following a series of robustness checks, covariance-based structural equation modelling was used to test the elements of the conceptual model.FindingsUnique insights illustrate an entrepreneurial marketing orientation yielding a negative and significant link with financial performance. Nevertheless, this result was potentially related to the entrepreneurial marketing-oriented opportunities that owner-managers pursued within the context of their sector; in particular, situations when employing an individualistic business model constrained certain decision-makers' ability to pursue “growth-oriented” objectives. However, coopetition produced a positive and significant moderating effect, enabling owner-managers to pursue opportunities via collaborative business models facilitating mutually beneficial performance outcomes.Practical implicationsOwner-managers of under-resourced small firms should be careful when implementing entrepreneurial marketing strategies utilising an individualistic business model. For example, they might pursue opportunities that are not viable and/or become over-loaded with market intelligence that they cannot handle. By collaborating with competitors, owner-managers can learn improved ways to operate within their industries, alongside being equipped with new resources and capabilities. In doing so, coopetition can help overcome some of the potential performance-limiting issues owner-managers face by being under-resourced, namely, via employing a collaborative business model.Originality/valueThis current study contributes to the extant literature by evaluating the complexities of entrepreneurial marketing practices. That is, although earlier research has focussed on the performance-driving outcomes of an entrepreneurial marketing orientation, prior studies typically overlook certain moderating factors that could influence this association. By examining the interaction between an entrepreneurial marketing orientation and coopetition on financial performance, new evidence has emerged on how owner-managers of small firms can utilise interfirm collaboration to succeed within their markets, as opposed to struggling to cope with the challenges of an individualistic business model. Specifically, an entrepreneurial marketing orientation is likely to enhance financial performance when under-resourced companies effectively collaborate with their competitors.

Fast-growth firms and successful environmental entrepreneurs in emerging countries

Growth is a broad area and many aspect of growth is under research especially in smaller and entrepreneurial firms. Many research show that growth and fast growth happens randomly and is not a continuous phenomenon. In this study, we investigate how successful entrepreneurs grow their firms. The investigation involved ten fast-growth firm cases in Iran -as an emerging economy- in different industries. The research is qualitative and data gathered through semi structured in-depth interviews. After coding, all interviews are mapped. By using Decision Explorer® all causal maps are analyzed. Analysis show that fast growth is a direct outcome of entrepreneurial marketing (EM) practices and indirectly influenced by serendipity. Serendipity is an element observed in many firms that generally occurs at the initial phase of firm formation and could bring great opportunities but indirectly associated with fast-growth. However, serendipity itself is not important but the ability to recognize and exploit opportunity is a crucial activity that entrepreneurs are really great at it. The ability of entrepreneurs to exploit serendipitous opportunities and use entrepreneurial marketing practices in terms of innovative products and activities/process lead to fast growth. Other elements, such as network, innovation, and perseverance, could either directly or indirectly influence growth.

Marketing practices of craft and textile entrepreneurs of the municipalities of Antiguo Cuscatlán and Santa Tecla

The study of "Marketing strategies used by small entrepreneurs to promote their products" seeks to identify the entrepreneurial marketing practice in Antiguo Cuscatlán and Santa Tecla, and to carry out an analysis of the way in which entrepreneurs develop said practice. Marketing planning is a fundamental strategic element for the projection and effective communication of the products and services of any company or business. Marketing planning requires a knowledge of the market based on a clear segmentation and the identification of those factors that allow creating an innovative and attractive value proposition for the different segments. A fundamental factor analyzed is the vacuum and the need to strengthen the capacities of entrepreneurs in the marketing area, with the aim of making the effort and investment more effective made to publicize their products. The following is an analysis of the entrepreneurial marketing practice based on the planning and development of the market mix: product, price, place and promotion, by the entrepreneurs. Realidad Empresarial No. 9, 2020: 15-24

Determining contributions of entrepreneurial marketing to the growth of small firms in Meru town, Kenya

1982, emerged a paradigm shift from the old marketing approach to Entrepreneurial Marketing practice that focused on attracting and retaining profitable customers using creative and unsophisticated tactics with minimal resources. As a recent strategy for small firms, Entrepreneurial Marketing (EM) is characterized by pro-activeness; focus on opportunity, risk taking, innovativeness, customer intensity, resource leveraging and value creation. The extent to which innovativeness, risk taking and pro-activeness in marketing has been adopted by small firms in Meru Kenya to achieve higher returns on investment, growth in sales and satisfy customers is the focus of this study. The study is grounded on entrepreneurial marketing, theory. Explanatory research design was adopted to explain the direction and extent to which entrepreneurial marketing improved performance of small firms. Data was collected from 112 small firms sampled from Meru town and was analysed using descriptive and inferential techniques. The findings of the study revealed that innovative marketing practices had inverse effect (beta = -0.153). Risk taking and pro-activeness had a positive effect on the firms’ performance. However, none of the three dimensions of entrepreneurial marketing significantly affected the growth of the small enterprises. The study suggests that owners of small enterprises be trained in entrepreneurial marketing. Secondly the innovative marketing strategies should be made compatible with the customers’ values and beliefs. Further studies in entrepreneurial marketing should be done on large firms across the country. Also, other studies should focus on opportunity customer intensity, resource leveraging and value creation and their influence on small enterprise growth

The role of effectual networking in small business marketing

Purpose The purpose of this paper is to address the recent calls for an in-depth investigation of the entrepreneurial marketing (EM) practices of small businesses and a further conceptual development of EM under market uncertainty. Drawing on the EM mix (i.e. person, purpose, practices and process), the authors aim to conceptualise EM under market uncertainty through principles of effectual networking. Design/methodology/approach The authors conducted an in-depth case study of an owner-manager who networks with many different stakeholders to create new markets for wool in the Norwegian wool industry. Findings Situated within the creative and craft-based industries, the study demonstrates that market uncertainty can be reduced through effectual networking to produce highly beneficial outcomes for small businesses. The findings give rise to a new model of the EM mix under uncertainty, emphasising the role of the owner-manager (i.e. person) and the purpose as the outset and driving force of the EM process. These two elements constitute the initial means in the means-driven EM process and the foundation for subsequent EM practices. The person, purpose and practices interact iteratively, and focal effectual networking principles guide EM practices. Originality/value This paper expands and contextualises existing theories on EM under market uncertainty by introducing the effectual networking perspective. This represents a hitherto under-investigated area of research in small business marketing.

ENTREPRENEURIAL MARKETING EDUCATION AND GRADUATE‘S CAPACITY FOR SELF-EMPLOYMENT IN SOUTH-WEST, NIGERIA

This study looked into the relationship between entrepreneurial marketing education and graduates’ capacity for self-employment in southwest, Nigeria. The study unit for this research is the Universities and Polytechnic graduates in South West, Nigeria. Cross sectional descriptive survey research design was used to investigate how entrepreneurial marketing education would have a significant effect on graduates’ capacity to become self-employed in specialized fields of marketing. The population of the study consisted of three hundred and forty seven (347) graduating students of marketing in 9 tertiary institutions that offer marketing in southwest, Nigeria. Using questionnaire administration as data collection technique, a total enumeration (census) of the population was sampled. Data collected was analyzed using both descriptive and inferential statistics. Findings of the study hypothesis one revealed that there is a significant positive relationship between entrepreneurial marketing education and entrepreneurial digital marketing (r = .696, n = 329, p <.005). Similarly, the study second hypothesis showed that there is significant positive relationship between entrepreneurial marketing education and entrepreneurial event marketing (r =.897, n =329, p<.05). The third hypothesis further showed a significant positive relationship between entrepreneurial marketing education and entrepreneurial merchandising (r = .636, n = 329, p = .005).The study concluded that there is a significant positive relationship between the entrepreneurial marketing practices and graduates’ capacity for self-employment in Southwest, Nigeria.