Entrepreneurial Marketing Research Articles

Innovation, risk management, and proactive behavior: An insight into the aspects of entrepreneurial marketing in SMEs

Innovation, risk management, and proactive behaviour are the primary rudiments of entrepreneurial marketing that drive success and augment the competitiveness of business firms. Hence, exploring the interlinkage of these entrepreneurial marketing strategies in detail and looking forward to their underlying influence on the competitiveness of small and medium-sized enterprises (SMEs) is a useful approach to getting an overview of the current standing of small and emerging businesses in this regard. Therefore, the current study intends to contribute to this paradigm by sampling a total of 400 respondents from 47 SMEs in Kuwait. Data was collected via a questionnaire, and the responses were analyzed using SPSS v23. The outcomes depicted that all three dimensions of entrepreneurial marketing strategies have a positive and strong correlation with each other and a pronounced impact on driving competitiveness in SMEs. It has been noted that the aspiration towards bringing innovation, taking and managing risk for the anticipated good of the firm, and a proactive mindset are among the cardinal aspects that are imperative for the success and overall competitiveness of a firm to evolve and thrive in a diverse corporate sector and adopt change for the better of the organizations as well as the involved stakeholders.

Is a Rural Entrepreneurial Ecosystem Conducive to the Improvement of Entrepreneurial Performance? Evidence from Typical Counties of Rural Entrepreneurship and Innovation in China

Rural entrepreneurship is an important means to solve the problem of “rural decline” and is also the focus of the “rural revitalization” strategy. The rural entrepreneurship ecosystem directly affects entrepreneurial performance. Based on the configurational perspective, using the fuzzy-set qualitative comparative analysis (fsQCA) method, taking 85 typical rural innovation and entrepreneurship demonstration counties in China as research samples, this study explores the impact path of the rural entrepreneurship ecosystem composed of multiple factors on entrepreneurial performance and the complex causal mechanisms behind it. The results show that market size, human capital, financial capital, infrastructure (both hardware and software), and government scale cannot individually constitute the necessary conditions for high or non-high rural entrepreneurial performance; there exist two pathways driving high entrepreneurial performance in rural areas: a market-driven financing-and-intelligence integration pathway and a government-supported infrastructure-assisted pathway. Under certain conditions, there is a substitution relationship between rural entrepreneurial market allocation and government intervention; there are two paths driving non-high rural entrepreneurial performance, which are summarized into market–financing suppression and market–government suppression according to the core driving factors. By systematically analyzing the impact of the rural entrepreneurial ecosystem on entrepreneurial performance, and explaining the intrinsic logic and path of high and non-high entrepreneurial performance based on the configurational perspective, this paper provides a decision-making reference for further enhancing the entrepreneurial performance in rural China and realizing rural revitalization.

The Effect of Product Innovation and Entrepreneurial Marketing on SME Competitive Advantage

This study aims to determine the effect of product innovation and entrepreneurial marketing on the competitive advantage of SME in Medan Tuntungan District, North Sumatra. This type of research uses quantitative methods. The population of this study were all SME in Medan Tuntungan District, totaling 375 SME, and the number of samples obtained from calculations using the Slovin formula, namely 79 samples. The results obtained from this study are that partially product innovation has a positive and significant effect on competitive advantage with a t-calculated of 2.895 and a t-estimated worth 1.99 so that the t-calculated> t-estimated (2.895> 1.99) and the significance value is smaller than 0.05 (0.025 <0.05). Likewise, the entrepreneurial marketing variable has a positive and significant effect on competitive advantage with a t-calculated of 2.014 and a t-estimated worth 1, 99 so that the t-calculated> t-estimated (2.014> 1, 99) and a significance value smaller than 0.05 (0.019 < 0.05). While simultaneously, product innovation (X1) and entrepreneurial marketing (X2) together have a positive and significant effect on the competitive advantage of SME in Medan Tuntungan District with an F-calculated value of 4.027 and an F-estimated value of 3.12, so 4.027> 3.12 with a significance value of 0.022 < 0.05.

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

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.

Building sales through connections: how network capabilities and tie strength foster entrepreneurial marketing

PurposeThe purpose of this study is to delve into the intricate relationship between network capabilities (NCs), entrepreneurial marketing (EM) and sales performance (SP), with a specific focus on uncovering the nuanced role that ties strength (TS) plays as a mediator.Design/methodology/approachThis research was conducted using a survey method with a population of software small and medium-sized enterprises (SMEs) in Colombia using a sample size of 164 questionnaires. The data analysis method used was the partial least squares.FindingsThe results show that EM has an impact on SP. TS mediates the influence of NC and EM. Findings highlighted the importance of networking in EM and the relationship with SP.Practical implicationsNCs emerge as a vital determinant for fostering EM within SMEs. Owners should prioritize the development and enhancement of their NCs; for example, building relationships, fostering collaborations and leveraging connections within the industry. Also, this could lead to more innovative marketing strategies, differentiating the firm in a competitive marketplace. The mediating role of TS underscores the importance of not just having network connections but building strong, meaningful relationships with customers. SMEs with high NCs should design more targeted and customized marketing strategies.Originality/valueThe value of this research lies in its intricate exploration of the complex relationships between NCs, TS and EM. This study paves the way for a deeper understanding of network dynamics and their implications within EM. It sets the stage for subsequent studies that may lead to the formulation of more sophisticated network marketing strategies tailored for EM contexts.

A Digital Transformation in Action: Assessing the Impact of Information System Capabilities on Firm Performance through the Lens of Innovation and Business Process Performance and Moderating Role of Entrepreneurial Marketing in Indian SMEs

A Digital Transformation in Action: Assessing the Impact of Information System Capabilities on Firm Performance through the Lens of Innovation and Business Process Performance and Moderating Role of Entrepreneurial Marketing in Indian SMEs

Towards a Socially Conscious Start-up Brand: EDI in Entrepreneurial Branding

Successful start-ups are those capable of evoking customer loyalty. To achieve this, a well-crafted brand with a clear brand message that resonates with the target audience is needed. The pandemic, and its aftermath, has led to heightened scrutiny of brands by audiences, with consumers spending more time and money online. Purchase decisions and brand loyalty are increasingly influenced by what brands stand for, with a preference for those that believably prioritise people over profits. Nearly two-thirds of UK consumers expect brands to address societal issues. This trend is particularly pronounced among Generation Z, the fastest-growing demographic in the UK and other advanced economies in terms of spending power. This age cohort differs in several respects from preceding generations, showing a distinct hunger for social causes relating to equity, diversity and inclusion (EDI). This paper presents findings from an investigation into Generation Z's perception of EDI as part of entrepreneurial market communications. Our research aims to explore the target audience's awareness and attitude toward the inclusion of EDI elements in start-up brands and to ideate tangible recommendations for entrepreneurs in terms of embracing EDI as part of their brand’s activities. Guided by Design Thinking, a total of 35 semi-structured interviews were conducted with young adults in Greater London, UK. Through inductive Thematic Analysis, four key themes emerged: (i) There is currently limited visibility and awareness of start-ups with EDI branding; (ii) there is a desire for authenticity alongside distrust of brands delivering on this; (iii) there is an expectation of intersectional diversity; and (iv) there is a limited risk of 'cancel culture' for start-ups. Based on these insights, four tangible recommendations were formulated for crafting socially conscious start-up brands: (i) embrace intersectional diversity internally and externally; (ii) cultivate a community to co-create EDI initiatives; (iii) utilising/collaborate with existing EDI associations; and (iv) prioritise EDI efforts in branded communications.

Developing and validating a scale for entrepreneurial marketing orientations: EMICO framework and its impact on business performance in startups

PurposeAlthough marketing is essential for a firm’s survival and growth, a set of entrepreneurial strategic orientations may help it gain a competitive advantage. Entrepreneurial marketing (EM) is critical for growing businesses to succeed in today's fast-paced industry. The present study aims to measure the role of EM on the business performance (BP) of Indian startups.Design/methodology/approachFor this purpose, a thorough literature review was conducted to develop a scale from the proposed conceptual framework – EMICO by Jones and Rowley (2009b). To assess the reliability and validity of the scale (62 items), the data are analyzed by employing partial least square-structural equation modeling (PLS-SEM).FindingsThe scale is empirically tested, and the results lead to discussions. The results show the positive impact of entrepreneurial orientation (EO), marketing orientation (MO), innovation orientation (IO) and customer orientation (CO) on the BP of the startups. The paper concludes by suggesting managerial and practical implications, also providing future research agenda.Originality/valueOur objective is to address the existing dearth of comprehensive scales for evaluating EM by undertaking a rigorous statistical approach. Notably, our research represents the pioneering effort in adopting the EMICO framework and subsequently formulating and empirically validating a robust scale specifically tailored for nascent or small-scale startups within the Indian context.

Entrepreneurial Marketing and Business Sustainability in Bayelsa State

This study investigated entrepreneurial marketing and business sustainability in Bayelsa State. The study formulated three specific objectives, three research questions and three hypotheses. The study adopted a descriptive survey design. The population of this study consists of 900 entrepreneurs and employees of the fifteen selected small scale businesses under investigation in Yenagoa Bayelsa State. Taro Yamane formula was used to arrive at the sample size of 200. A purposive sampling method was adopted. A structural questionnaire consisting of 15-item questions on a 4-point rating scale titled “Entrepreneurial Marketing and Business Sustainability Questionnaire (EMBSQ) was used for data collection. The research instrument was validated by three experts in the Department of Business Education of Ignatius Ajuru University of Education Port Harcourt for face validation. The reliability of the instrument was ascertained using the Cronbach Alpha Reliability method. After the analysis, a reliability coefficient index of 0.78 was obtained which deemed the instrument highly reliable. To analyse the data collected, the mean and standard deviation was used while the hypotheses was tested using the t-test at 0.05 alpha level of significance. Findings revealed that entrepreneurial proactiveness, innovativeness and calculated risk-taking to a high extent relate to business sustainability in Bayelsa State. Hence, entrepreneurial marketing dimensions adopted for entrepreneurial ventures are very important and indispensable for the sustainability of the business. Based on the findings of the study it was recommended that entrepreneurial proactiveness should be propagated and encouraged as it seeks novel ways in creating value for the customers. Entrepreneurs should continue to invest in innovation that yields positive and significant influences toward the sustainability of business in Bayelsa State of Nigeria.

Utilization of Digital Marketing Content Creator for Promotion of Entrepreneurship

Technological developments, the use of smartphones and internet access provide innovation in marketing activities. Entrepreneurs have new strategies in marketing the goods they produce which were originally marketed offline and can then be marketed online. Online marketing is one of the digital marketing strategies. Digital marketing activities are an important point in entrepreneurship promotion activities, considering that all forms of activity, especially in the business sector, have gone through the digitalization stage, so understanding in the digital marketing process must be improved so that they are not left behind and goals can continue to be achieved. The use of digital marketing is needed to improve the entrepreneurial marketing skills of students at SMA 7 Padang, SMK 4 Padang, and SMA 3 Tebo, so that students can implement digital marketing and be able to increase their business potential. Digital marketing involves starting from content creation, placing online advertisements, website optimization, email marketing, relations with online media, to becoming a social media admin. One application of digital marketing in business is content creation. This activity provides guidance regarding digital marketing strategies using content creation methods via social media platforms.

Entrepreneurial Marketing and Performance of Small and Medium Scale Enterprises in Akwa Ibom State

Entrepreneurial marketing has become increasingly popular in the fields of entrepreneurship and marketing, as well as among organizations aiming to obtain a competitive edge. In practice, small and medium-sized enterprises (SMEs) in Akwa Ibom State, Nigeria, generally see entrepreneurial marketing as an appealing and efficient marketing strategy motivated by the desire to make the most of their unique strengths. These SMEs are involved in the sale of products and services. This study aimed to investigate the influence of entrepreneurial marketing on the performance of small and medium-scale enterprises in Akwa Ibom State. The sample size for the study was 400, determined using the Taro Yamane formula. The proxies for entrepreneurial marketing were considered jointly as customer orientation, entrepreneurial orientation, and innovation orientation. The researchers adopted a survey research design. A structured questionnaire was designed to obtain data from 400 SME owners. We also adopted a simple random technique for this study. We tested the combined hypothesis using multiple regression analyses. The study revealed a significant influence of customer orientation, entrepreneurial orientation, and innovation orientation on the performance of small and medium-scale enterprises in Akwa Ibom State. In conclusion, this study empirically provides evidence of the influence of entrepreneurial marketing on SME performance. SMEs can improve their performance by embracing the entrepreneurial marketing philosophy. Based on these conclusions and findings, the researchers recommended that SMEs in Akwa Ibom State improve their customer orientation to understand their customers better.

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.

Organisational sensemaking, outside-in entrepreneurial marketing capability, and effectual problem setting

Organisational sensemaking, outside-in entrepreneurial marketing capability, and effectual problem setting

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.

Navigating start-ups: a qualitative exploration of causal and effectual decision-making in entrepreneurial marketing

Purpose This study aims to enrich the field of entrepreneurial marketing (EM) by examining decision-making processes in the unique context of start-up ventures. To do so, it extends research on the distinct EM dimensions to the behavioral context by revealing how causation and effectuation principles shape entrepreneurs’ actions. Design/methodology/approach The study investigates EM behavior through 12 semi-structured interviews with 10 start-up founders and two founder associates in Germany. Use of established frameworks of the EM dimensions and causation/effectuation principles paves the way for an in-depth analysis. This methodology uncovers a distinct pattern of decision-making behaviors characterizing various activities within start-ups. Findings The findings show that causal logic prevails in start-ups’ EM, and effectual reasoning serves a complementary role. On the dimensional level, the findings reveal a predominant goal-driven focus on customer intensity and value-creation processes. Predictive logic guides opportunity focus, proactiveness and risk management, with nonpredictive behaviors providing adaptability. The principle of affordable loss is also evident in risk management. Finally, start-ups exhibit a blend of causal and effectual logic in innovativeness and resource-leveraging. Originality/value To the best of the authors’ knowledge, this study is the first to illuminate the interplay of behavioral logics in start-up firms’ EM by exploring the nuanced principles underpinning the decision-making processes of entrepreneurs. In doing so, it advances understanding of the marketing–entrepreneurship interface and enriches decision-making literature.

Entrepreneurial Knowledge, Motivation, Desires, and Intention: A Content Analysis Approach

Entrepreneurial marketing is widely recognized for its dynamic nature, characterized by innovation and adaptability in navigating intricate market dynamics. However, a significant gap persists in understanding how entrepreneurial knowledge intersects with market dynamics. This study aims to bridge this gap by exploring the influence of entrepreneurial knowledge on motivation, desires, and intentions. It emphasizes the pivotal role of entrepreneurial knowledge in shaping market outcomes, offering valuable insights for scholars and practitioners alike. Utilizing content analysis as a fundamental research method, the study delves into qualitative data to uncover themes, words, and concepts in entrepreneurship research domains. Through this methodological approach, it meticulously tracks antecedents, mechanisms, impacts, patterns, and trends in entrepreneurship, thus enriching the understanding of entrepreneurial dynamics. Moreover, the study explores the relationship between entrepreneurial knowledge and motivation within the context of entrepreneurship. Drawing on extensive research on entrepreneurial motivation and psychological mechanisms, it elucidates how entrepreneurial knowledge serves as a primary driver of motivation, influencing attitudes, intentions, and actions toward entrepreneurial pursuits. By integrating insights from diverse perspectives, this study contributes to a deeper comprehension of the interplay between knowledge and motivation in shaping entrepreneurial behaviors. Ultimately, the findings underscore the critical importance of fostering entrepreneurial knowledge and addressing socio-cultural influences to promote entrepreneurship across diverse contexts.

The effect of partnership and information and communication technology (ICT) capability on competitive advantage through entrepreneurial marketing: a study on culinary sector SMEs in Batam City

This study analyzes the influence of partnership and Information and Communication Technology (ICT) capability on competitive advantage through entrepreneurial marketing. The research employs a quantitative approach with descriptive analysis, involving data collected through questionnaires, interviews, and observations from 56 culinary sector SMEs in Batam City. The data analysis technique used is Structural Equation Modeling-Partial Least Square (SEM-PLS). The results indicate that partnership and ICT capability positively and significantly affect entrepreneurial marketing, enhancing coordination and technology usage among SMEs. However, these variables do not significantly impact competitive advantage directly. On the other hand, entrepreneurial marketing demonstrates a positive and significant influence on competitive advantage, highlighting the importance of strong customer relationships and high-value product creation. Additionally, ICT capability significantly influences competitive advantage through entrepreneurial marketing, emphasizing the role of technology in enhancing business flexibility and marketing capabilities.

The impact of entrepreneurial marketing on new venture brand image and performance: a capability perspective

PurposeThis study aims to examine the underlying mechanisms through which entrepreneurial marketing (EM) promotes the development of a favorable brand image and enhances sales growth and market share in new ventures (NVs).Design/methodology/approachThe authors tested the theoretical model using a multi-informant design in which survey data were collected from NV entrepreneurs and marketing managers. Hypotheses were tested using linear regression and PROCESS analysis.FindingsThe authors demonstrate the significance of EM as comprising two NV capabilities – first, the level of complementarity between entrepreneurial orientation (EO) and market orientation (MO) as a dynamic capability, and second, brand management capabilities (BMCs) as an operational capability – in shaping a favorable NV brand image and promoting market performance.Research limitations/implicationsThe authors offer a novel perspective by demonstrating that EO and MO yield complementarities in driving NVs’ BMCs, which, in turn, drive brand image development and market performance for NVs. In doing so, the authors demonstrate novel theoretical implications for the relevance of EM to NV branding, which, to date, has received scant attention in the literature.Practical implicationsThe authors identify a potential avenue for entrepreneurs and NV managers to mitigate the potential failure rates by simultaneously pursuing a higher level of EO and MO and investing in brand-building activities. Such efforts can help enhance brand image, drive sales growth and foster long-term success.Originality/valueTo the best of the authors’ knowledge, this study is the first to include brand capabilities as an element of EM, examine EM in NV brand image development and identify the role of EM capabilities relevant to NV brand building and market performance simultaneously.

The Role of Entrepreneurial Marketing, Digital Marketing Through Product Innovation on SMEs Business Performance

The Role of Entrepreneurial Marketing, Digital Marketing Through Product Innovation on SMEs Business Performance

An Exploration of Entrepreneurial Marketing Dimensions and Competitive Advantage in Small and Medium Enterprises

The prime focus of this article was on investigating whether the dimensions of entrepreneurial marketing have any effect on an enterprise’s competitive advantage in small and medium enterprises’ (SMEs’) setting. It further aims to close existing theoretical gaps in the previous literature concerning the scarce empirical studies on entrepreneurial marketing in the Gulf Cooperation Council countries. In order to respond to this gap, a structured survey was designed for obtaining the required data from several owners as well as managers of diverse SMEs in the United Arab Emirates (UAE). After completing data collection, the software of SmartPLS4 was used for validating the hypotheses and drawing conclusions. Based on the analysis, the results exhibited that innovativeness, resource leveraging, and customer intensity positively impact competitive advantage. The analysis also supported that opportunity focus, customer proactiveness, as well as value creation all positively affect competitive advantage. However, risk-taking dimension was found to be an insignificant predictor of competitive advantage. By providing insights into SMEs in the UAE context, this article enhances the prevailing knowledge on the connection among the selected elements of entrepreneurial marketing and competitive advantage.