The Strategic Role of Entrepreneurial Marketing in Small and Medium Enterprises
Keywords:
Strategic role; entrepreneurial marketing; SMEAbstract
Without proper adoption of entrepreneurial marketing (EM) as a business strategy, many small and medium enterprises (SMEs) in both developed and developing economy would fail to survive. The aim of this conceptual paper is to elaborate the strategic role of EM in SMEs. To achieve this, the complexity of EM as well as the aspects of entrepreneurial marketing (EM) are discussed. The paper assert that strategic roles of EM embrace eight dimensions which are cardinal for SMEs to adopt not only to ensure the long-term direction of the business, but also leverage resources and capability to sustain advantage over competitors.
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based on the competing values framework. Jossey-Bass.
Carter, M., & Tamayo, A. (2017). Entrepreneurial and entrepreneurial skills of managers as
determinant of organizational performance of small and medium enterprises in Davao Region, Philippines.
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orientation and innovativeness, Journal of Marketing, 57 (1), 23–37.
Dias, Á.L. (2013). A measure of market sensing capabilities, EMAC, 1-7
Dimoji F. A. & Onwuneme L. N (2016). Small and medium scale enterprises and sustainable
economic development in Nigeria. Proceedings of 33rd International Business Research Conference 4 - 5 January 2016, Dubai.
Du, S., Bhattacharya, C.B., & Sen, S. (2010). Maximizing business returns to corporate social
responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12 (1), 8 – 19.
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environmental factors matter? Journal of Economics and Sustainable Development, 9(4), 117-127.
Farniha, L., Ferreira, J. & Gouveia, B. (2016). Network of Innovation and Competitiveness: A
triple Helix case study, Journal of the knowledge economy, 7:1, 259-275
Fiore, A.M., Niehm, L.S, Son, J. & Sadachar, A. (2013). Entrepreneurial marketing: scale
validation with small, independently-owned businesses, Journal of Marketing Development and Competitiveness. 7(4), 63-86
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development on organizational commitment: the mediating role of human capital, Technical Gazette, 20(6), 1019-1025
Gürbüz, G., & Aykol, S. (2009). Entrepreneurial management, entrepreneurial orientation and
Turkish small firm growth. Management Research News, 32(4), 321-336.
Gwadabe, U.M. & Amirah, N.A. (2017). Entrepreneurial competencies: SMES performance
factor in the challenging Nigerian economy, Academic Journal of Economic Studies, 3(4), 55–61
Hacioglu, G., Eren, S.S., Eren, M.S., & Celikkan, H. (2012). The effect of entrepreneurial
marketing on firms’ innovative performance in Turkish SMEs. Procedia-Social and Behavioral Sciences, 58(12), 871–878.
Hills, G., Hultman, C., Kraus, S., & Schulte, R. (2010). History, theory and evidence of
entrepreneurial marketing: An overview. International Journal of Entrepreneurship and Innovation Management 11.
Hills, G.E., & Hultman, C.M. (2011). Academic roots: the past and present of entrepreneurial
marketing. Journal of Small Business and Entrepreneurship, 24, (1), 1-10.
Hills, G.E., Hultman, C.M., & Miles, M.P. (2008). The evolution and development of
entrepreneurial marketing. Journal of Small Business Management, 46(1), 99-112.
Hill, J. & Wright, L.T. (2000). Defining the scope of entrepreneurial marketing: a qualitative
approach, Journal of Enterprising Culture, 8(1), 23-46.
Holmes, C. & Jorlov, K. (2015). Entrepreneurial marketing: a descriptive study of Swedish
charitable organizations. Master Thesis, Umea School of Business and Economics, Umea University, Sweden.
Idemobi, E.I., (2016). Critical skills for entrepreneurship success: how to become successful in
your own business, Awka: De-Emeralds Printing & Publishing
IFC (2010). Scaling-up SME access to financial services in the developing world, international
finance corporation, world bank group, Washington D.C., http://www.enterprise-development.org/wpcontent/uploads/ScalingUp_SME_Access_to_Financial_Services.pdf
Ifekwem, N. & Adedamola, O. (2016). Survival strategies and sustainability of small and
medium enterprises in the Oshodi-Isolo Local Government Area of Lagos State. Acta Univ. Sapientiae, economics and Business, 4, 103–118.
Ionita, D. (2012). Entrepreneurial marketing: a new approach for challenging times. Management and Marketing Challenges for the Knowledge Society, 7, (1), 131-150.
Ismail, M.D., Isa, M.I., Alam, S.S. & Ahmad, M. (2016). Market orientation, entrepreneurship
orientation, relationship commitment and communication among SME exporters in Malaysia, Malaysian Journal of Society and Space. 12(1); 19 – 28.
Jaworski, B., Kohli, A.K. & Sahay, A. (2000). Market driven versus driving markets. Journal of
the Academy of Marketing Science, 28(1):45-54.
Johnson, R. H., Macpherson, C. F., Smith, A. W., Block, R. G., & Keyton, J. (2016).
Facilitating teamwork in adolescent and young adult oncology. Journal of Oncology Practice, 12(11), 1067-1074.
Johnson, G., Whittington, R., Scholes, K., Angwin, D. & Regner, P. (2017). Exploring Trategy:
Text and case (11th Edition), United Kingdom: Pearson Education Limited
Jones, R. & Rowley, J. (2011). Entrepreneurial marketing in small businesses: a conceptual
exploration. International Small Business Journal, 29, 25-36.
Kapepa, O., & Van Vuuren, J., (2019). The importance of tolerance for failure and risk-taking
among insurance firms in hyperinflationary Zimbabwe, Southern African Journal of Entrepreneurship and Small Business Management, 11(1), 1-15.
Kerr, S.P., Kerr, W.R. & Xu, T. (2017). Personality traits of entrepreneurs: a review of recent
literature. Working Paper, 18(047), 1-50.
Khan, S. & Al Mashikhi, L.S. (2017). Impact of teamwork on employee’s performance,
International Journal of Education and Social Science, 4(11). 14-22
Kilenthong, P., Hills, G.E. & Hultman, C.M. (2015). An empirical investigation of
entrepreneurial marketing dimensions. Journal of International Marketing Strategy 3(1), 1-18
Korkman, O. (2006). Customer value formation in practice: a practice-theoretical approach. (Doctoral Dissertation), Swedish School of Economics and Business Administration.
Kotler (2013). Entrepreneurial marketing in USA. Journal of Social Sciences, 27(8), 340-357
Kotler, P., & Keller, K.L. (2016). Marketing management (14thed.). Boston. Prentice Hall,
Pearson.
Kraus, S., Harms, R., & Fink, M. (2010). Entrepreneurial marketing: moving beyond marketing in new ventures. International Journal of Entrepreneurship and Innovation Management, 11(1), 19-34.
Kurgun, H., Bagiran, D., Ozeren, E., & Maral, B. (2011). Entrepreneurial marketing-the interface
between marketing and entrepreneurship: a qualitative research on boutique hotels, European Journal of Social Science, 26 (3), 340-357.
Linton, G. (2019). Innovativeness, risk-taking, and proactiveness in startups: a case study and
conceptual development, Journal of Global Entrepreneurship Research, 9: 20.
Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic: premises, perspectives,
possibilities. New York, NY: Cambridge University Press.
Manley, L.L., (2015). The use of traditional versus e-marketing in SMEs in a developing
country: a comparative analysis, Journal of Governance and Regulation, 4(1), 202-212.
Matsuno, K., Mentzer, J.T. & O’zsomer, A. (2002). The effects of intrapreneurial proclivity and
market orientation on business performance, Journal of Marketing, 66, 18-32.
Miles, M.P., & Darroch, J. (2006). Large firms, entrepreneurial marketing processes, and the
cycle of competitive advantage. European Journal of Marketing 40, 485-501.
Morris, M.H., Schindehutte, M., & LaForge, R.W. (2002). Entrepreneurial marketing: a
construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1-19.
Morris, M. H., Coombes, S., Schindehutte, M., & Allen, J. (2007). Antecedents and outcomes of
entrepreneurial and market orientations in a non-profit context: Theoretical and empirical insights. Journal of Leadership & Organizational Studies, 13(4), 12-39.
Morrish, S. C. & Deacon, J. H, (2011). A tale of two spirits: entrepreneurial marketing at
42below vodka and Penderryn Whisky. Journal of Small Business and Entrepreneurship, 24, 113-123.
Morrish, S.C. (2011). Entrepreneurial marketing: a strategy for the twenty-first century? Journal
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Published
2020-07-15
How to Cite
Nwankwo, C., & Kanyangale, M. I. (2020). The Strategic Role of Entrepreneurial Marketing in Small and Medium Enterprises: Array. Acta Universitatis Danubius. Œconomica, 16(4). Retrieved from https://dj.univ-danubius.ro/index.php/AUDOE/article/view/386
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