ENTREPRENEURIAL MARKETING: CONCEPTUALIZATIONS, DIMENSIONAL PECULIARITIES AND RESEARCH INSTRUMENTATION
DOI:
https://doi.org/10.46273/jobe.v10i2.310Keywords:
Entrepreneurship, entrepreneurial marketing, marketing, innovation, entrepreneurial marketing research instrument.Abstract
Marketing and entrepreneurship are interrelated business activities. The entrepreneurial marketing construct has been associated with myriad of conceptualizations. Generally, entrepreneurial marketing is a creative, mainly unstructured, and vital practice for marketing decision-makers to achieve business efficiency and effective within their relevant contextual settings of operations. It is concerned with doing something new with ideas, goods, services, processes, or technology and refining these ideas, goods, services and processes to market segments and environments of interest in order to meet the market needs, demands, and opportunities in a new or different way. This means that entrepreneurial marketing is an innovative and creative process of marketing goods, services, and ideas to target market segments and environments of interest that have been hitherto unexploited. This conceptual paper synthesizes materials from relevant extant literature to conceptualize the entrepreneurial marketing construct, presents its dimensional peculiarities, and proposes a research agenda (with a research instrument) to investigate the construct in different business and cultural settings. The paper has theoretical and practical forms of values, especially when situated within different cultural (developed and developing countries) and business contexts (small and large business organizations).
References
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Cantner, U., Cunningham, J. A., Lehmann, E. E., & Menter, M. (2020). Entrepreneurial ecosystems: A dynamic lifecycle model. Small Business Economics, 57, 407-423.
Christiani, T. A. (2016). Normative and empirical research methods: Their usefulness and relevance in the study of law as an object. Procedia-Social and Behavioral Sciences, 219, 201-207.
Chwolka, A. & Raith, M.G. (2022). Overconfidence as a driver of entrepreneurial market entry decisions: A critical appraisal. Review of Managerial Science, 6, 1-32.
De Crescenzo, V., Bonfanti, A., Castellani, P., & Vargas-Sanchez, A. (2022). Effective entrepreneurial narrative design in reward crowdfunding campaigns for social ventures. International Entrepreneurship and Management Journal, 18, 773-800.
De Massis, A., Kotlar, J., Wright, M., Kellermanns, F. (2018). Sector-based entrepreneurial capabilities and the promise of sector studies in entrepreneurship. Entrepreneurship Theory and Practice, 42(1), 3-23.
Dube, L., & Pare, G. (2003). Rigor in information systems positivist case research: Current practices, trends and recommendations. MIS Quarterly, 27(4), 597-635.
Eckhardt, J. T., & Shane, S. A. (2003). Opportunities and entrepreneurship. Journal of Management, 29(3), 333-349.
Fernades, A. J., & Ferreira, J. J. (2022). Entrepreneurial ecosystems and networks: A literature review and research agenda. Review of Managerial Science, 16, 189-247.
Ferreira, C. C., Ferguson, S. L., & Pitt, L. F. (2019). Entrepreneurial marketing and hybrid entrepreneurship: The case of JM Reid Bamboo Rods. Journal of Marketing Management, 35(9-10), 867-885.
Ghods, M. A. (2019). Entrepreneurial marketing: The missing link in social enterprise studies. Journal of Global Entrepreneurship Research, 9(39), 1-12.
Haeckel, S. H. (1997). Preface. In D. R. Lehmann & K. Jocz (Eds.), Reflections on the futures of marketing (pp. ix– xvi). Marketing Science Institute.
Hamali, S. (2015). The effect of entrepreneurial marketing on business performance: Small garment industry in Bandung city, Indonesia. Developing Country Studies, 5(1), 24-29.
Hills, G. E., Hultman, C., & Miles, M. (2008). The evolution and development of entrepreneurial marketing. Journal of Small Business Management, 46(1), 99-112.
Hills, G. E. & Hultman, C. M. (2012). Academic roots: The past and present of entrepreneurial marketing. Journal of Small Business & Entrepreneurship, 24(1), 1-10.
Hisrich, D. R. & Ramadani, V. (2017). Effective entrepreneurial management. Springer.
Hulland, J. (2020). Conceptual review papers: Revisiting existing research to develop and refine theory. AMS Review 10, 27-35.
Hunt, S. D. (2015). The theoretical foundations of strategic marketing and marketing strategy: Foundational premises, R-A theory, three fundamental strategies, and societal welfare. AMS Review, 5, 61-77.
Hunt, S. D. (2020). Indigenous theory development in marketing: The foundational premises approach. AMS Review, 10, 8-17.
Ionita, D. (2012). Entrepreneurial marketing: A new approach for challenging times. Management & Marketing Challenges for the Knowledge Society, 7(1), 131-150.
Jones, B. (2010). Entrepreneurial marketing and the Web 2.0 interface. Journal of Research in Marketing and Entrepreneurship, 12(2), 143-152.
Jones, R., Suoranta, M., & Rowley, J. (2013). Entrepreneurial marketing: A comparative study. The Service Industries Journal, 3(7-8), 705-719.
Kivenzor, G. J. (2015). Cultural dynamics and marketing strategies for emerging markets: Characterization of group subcultures and consumption preferences. AMS Review, 5, 142-158.
Kraus, S. & Harms, R. (2010). Entrepreneurial marketing: Moving beyond marketing in new ventures. International Journal of Entrepreneurship and Innovation Management, 1-21.
Kilenthong, P., Hills, G. E., & Hultman, C. (2015). An empirical investigation of entrepreneurial marketing dimensions. Journal of International Marketing Strategy, 3(1), 1-18.
Kilenthong, P., Hultman, C. M., & Hills, G. E. (2016). Entrepreneurial marketing behaviours: Impact of firm age, firm size and firm’s founder. Journal of Research in Marketing and Entrepreneurship, 18(1), 127-145.
Lehman, K., Fillis, I. R., & Miles, M. (2014). The art of entrepreneurial market creation. Journal of Research in Marketing and Entrepreneurship, 16(2), 163-182.
Lunde, M. B. (2018). Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016). AMS Review, 8, 85-110.
Marlow, S. & Dy, A. M. (2018). Annual article review: Is it time to rethink the gender agenda in entrepreneurship research? International Small Business Journal: Researching Entrepreneurship, 36(1), 3-22.
Martin, D. M. (2009). The entrepreneurial marketing mix. Qualitative Market Research: An International Journal, 12(4), 391-403.
McAdam, M. (2012). Female Entrepreneurship. Routledge.
McKelvie, A., Wiklund, J., & Brattstrom, A. (2018). Externally acquired or internally generated? Knowledge development and perceived environmental dynamism in new venture innovation. Entrepreneurship Theory and Practice, 42(1), 24-46.
McNichols, M. F. (2000). Research design issues in earnings management studies. Journal of Accounting and Public Policy, 19, 313-345.
Mile, M., Gilmore, A., Harrigan, P., Lewis, G., & Sethna, Z. (2015). Exploring Entrepreneurial marketing. Journal of Strategic Marketing, 23(2), 94-111.
Morris, M. H., Schindehutte, M., & Laforge, R. W. (2002). Entrepreneurial marketing: A construct for integrating entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1-19.
Morrish, S. C., Miles, M. P., & Deacon, J. H. (2010). Entrepreneurial marketing: Acknowledging the entrepreneur and customer-centric interrelationship. Journal of Strategic Marketing, 18(4), 303-316.
Morrish, S. C. (2011). Entrepreneurial marketing: A strategy for the twenty-first century? Journal of Research in Marketing and Entrepreneurship, 13(2), 110-119.
Nieuwenhuis, P. (2018). Alternative business models and entrepreneurship: The case of electric vehicles. The International Journal of Entrepreneurship and Innovation, 19(1), 33-45.
Nwankwo, C. A., & Kanyangale, M. (2020). Deconstructing entrepreneurial marketing dimensions in small and medium enterprises in Nigeria: A literature analysis. International Journal of Entrepreneurial Venturing, 12(3), 321-341.
O’Cass, A. & Morrish, S. (2016). Anatomy of entrepreneurial marketing. Journal of Strategic Marketing, 24(1), 2-4.
Omrane, A., Kammoun, A., & Seaman, C. (2018). Entrepreneurial burnout: Causes, consequences and way out. Fortune Institute of International Business (FIIB) Review, 7(1), 28-42.
Osuagwu, L. (2008). Business research methodology: Principles & practice, 4th Ed. Grey Resources Limited.
Osuagwu, L. (2020). Research methods: Issues and research direction. Business and Management Research, 9(3), 46-55.
Pinsonneault, A. & Kraemer, K. L. (1993). Survey research methodology in management information systems: An assessment. Journal of Management Information Systems, 10(2), 75-105.
Radaelli, G., Dell’Era, C., Frattini, F., & Petruzzelli, M. (2018). Entrepreneurship and human capital in professional sport: A longitudinal analysis of the Italian soccer league. Entrepreneurship Theory and Practice, 42(1), 70-93.
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.
Sa, M. J., & Serpa, S. (2020). Some issues on the funding of the scientific publication in the open access. Academic Journal of Interdisciplinary Studies, 9(4), 77-85.
Sadiku-Dushi, N., Dana, L., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SME performance. Journal of Business Research, 100, 86-99.
Shane, S. & Venkataraman, S. (2000). The promise of entrepreneurship as a field of research. Academy of Management Review, 25(1), 217-226.
Sodhi, R. S., & Bapat, D. (2020). An empirical study of the dimensions of entrepreneurial marketing. Academy of Marketing Studies Journal, 24(1), 1-7.
Stokes, D. (2000). Entrepreneurial marketing: A conceptualization from qualitative research. Qualitative Market Research: An International Journal, 3(1), 47-54.
Subrahmanya, M. H. B. (2022). Competitiveness of high-tech start-ups and entrepreneurial ecosystems: An overview. International Journal of Global Business and Competitiveness, 17, 1-10.
Toghraee, M. T., Rezvani, M., Mobaraki, M. H., & Farsi, J. Y. (2017). A systematic review on entrepreneurial marketing: Three-decade research on entrepreneurial marketing. International Journal of Applied Business and Economic Research, 15(8), 273-296.
Varadarajan, R. (2020). Advancing theory in marketing: Insights from conversations in other disciplines. AMS Review, 10, 73-84.
Whalen, P., Uslay, C., Paschal, V. J., Omura, G., McAuley, A., Kasouf, C. J., Jones, R., Hultman, C. M., Hills, G. E., Hansen, D. J., Gilmore, A., Giglieramo, J., Eggers, F., & Deacon, J. (2016). Anatomy of competitive advantage: Towards a contingency theory of entrepreneurial marketing. Journal of Strategic Marketing, 24(1), 5-19.
Aly, M., Audretsch, D.B., & Grim, H. (2021). Emotional skills for entrepreneurship success: The promise of entrepreneurship education and policy. The Journal of Technology Transfer, 46, 1611-1629.
Anwar, M., Clauss, T., & Issah, W. B. (2022). Entrepreneurial orientation and new venture performance in emerging markets: The mediating role of opportunity recognition. Review of Managerial Science, 16, 769-796.
Bouncken, R. B., & Kraus, S. (2022). Entrepreneurial ecosystems in an interconnected world: Emergence, governance and digitalization. Review of Managerial Science, 16, 1-14.
Bruyat, C. & Julien, P. (2001). Defining the field of research in entrepreneurship. Journal of Business Venturing, 16(2), 165-180.
Cantner, U., Cunningham, J. A., Lehmann, E. E., & Menter, M. (2020). Entrepreneurial ecosystems: A dynamic lifecycle model. Small Business Economics, 57, 407-423.
Christiani, T. A. (2016). Normative and empirical research methods: Their usefulness and relevance in the study of law as an object. Procedia-Social and Behavioral Sciences, 219, 201-207.
Chwolka, A. & Raith, M.G. (2022). Overconfidence as a driver of entrepreneurial market entry decisions: A critical appraisal. Review of Managerial Science, 6, 1-32.
De Crescenzo, V., Bonfanti, A., Castellani, P., & Vargas-Sanchez, A. (2022). Effective entrepreneurial narrative design in reward crowdfunding campaigns for social ventures. International Entrepreneurship and Management Journal, 18, 773-800.
De Massis, A., Kotlar, J., Wright, M., Kellermanns, F. (2018). Sector-based entrepreneurial capabilities and the promise of sector studies in entrepreneurship. Entrepreneurship Theory and Practice, 42(1), 3-23.
Dube, L., & Pare, G. (2003). Rigor in information systems positivist case research: Current practices, trends and recommendations. MIS Quarterly, 27(4), 597-635.
Eckhardt, J. T., & Shane, S. A. (2003). Opportunities and entrepreneurship. Journal of Management, 29(3), 333-349.
Fernades, A. J., & Ferreira, J. J. (2022). Entrepreneurial ecosystems and networks: A literature review and research agenda. Review of Managerial Science, 16, 189-247.
Ferreira, C. C., Ferguson, S. L., & Pitt, L. F. (2019). Entrepreneurial marketing and hybrid entrepreneurship: The case of JM Reid Bamboo Rods. Journal of Marketing Management, 35(9-10), 867-885.
Ghods, M. A. (2019). Entrepreneurial marketing: The missing link in social enterprise studies. Journal of Global Entrepreneurship Research, 9(39), 1-12.
Haeckel, S. H. (1997). Preface. In D. R. Lehmann & K. Jocz (Eds.), Reflections on the futures of marketing (pp. ix– xvi). Marketing Science Institute.
Hamali, S. (2015). The effect of entrepreneurial marketing on business performance: Small garment industry in Bandung city, Indonesia. Developing Country Studies, 5(1), 24-29.
Hills, G. E., Hultman, C., & Miles, M. (2008). The evolution and development of entrepreneurial marketing. Journal of Small Business Management, 46(1), 99-112.
Hills, G. E. & Hultman, C. M. (2012). Academic roots: The past and present of entrepreneurial marketing. Journal of Small Business & Entrepreneurship, 24(1), 1-10.
Hisrich, D. R. & Ramadani, V. (2017). Effective entrepreneurial management. Springer.
Hulland, J. (2020). Conceptual review papers: Revisiting existing research to develop and refine theory. AMS Review 10, 27-35.
Hunt, S. D. (2015). The theoretical foundations of strategic marketing and marketing strategy: Foundational premises, R-A theory, three fundamental strategies, and societal welfare. AMS Review, 5, 61-77.
Hunt, S. D. (2020). Indigenous theory development in marketing: The foundational premises approach. AMS Review, 10, 8-17.
Ionita, D. (2012). Entrepreneurial marketing: A new approach for challenging times. Management & Marketing Challenges for the Knowledge Society, 7(1), 131-150.
Jones, B. (2010). Entrepreneurial marketing and the Web 2.0 interface. Journal of Research in Marketing and Entrepreneurship, 12(2), 143-152.
Jones, R., Suoranta, M., & Rowley, J. (2013). Entrepreneurial marketing: A comparative study. The Service Industries Journal, 3(7-8), 705-719.
Kivenzor, G. J. (2015). Cultural dynamics and marketing strategies for emerging markets: Characterization of group subcultures and consumption preferences. AMS Review, 5, 142-158.
Kraus, S. & Harms, R. (2010). Entrepreneurial marketing: Moving beyond marketing in new ventures. International Journal of Entrepreneurship and Innovation Management, 1-21.
Kilenthong, P., Hills, G. E., & Hultman, C. (2015). An empirical investigation of entrepreneurial marketing dimensions. Journal of International Marketing Strategy, 3(1), 1-18.
Kilenthong, P., Hultman, C. M., & Hills, G. E. (2016). Entrepreneurial marketing behaviours: Impact of firm age, firm size and firm’s founder. Journal of Research in Marketing and Entrepreneurship, 18(1), 127-145.
Lehman, K., Fillis, I. R., & Miles, M. (2014). The art of entrepreneurial market creation. Journal of Research in Marketing and Entrepreneurship, 16(2), 163-182.
Lunde, M. B. (2018). Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016). AMS Review, 8, 85-110.
Marlow, S. & Dy, A. M. (2018). Annual article review: Is it time to rethink the gender agenda in entrepreneurship research? International Small Business Journal: Researching Entrepreneurship, 36(1), 3-22.
Martin, D. M. (2009). The entrepreneurial marketing mix. Qualitative Market Research: An International Journal, 12(4), 391-403.
McAdam, M. (2012). Female Entrepreneurship. Routledge.
McKelvie, A., Wiklund, J., & Brattstrom, A. (2018). Externally acquired or internally generated? Knowledge development and perceived environmental dynamism in new venture innovation. Entrepreneurship Theory and Practice, 42(1), 24-46.
McNichols, M. F. (2000). Research design issues in earnings management studies. Journal of Accounting and Public Policy, 19, 313-345.
Mile, M., Gilmore, A., Harrigan, P., Lewis, G., & Sethna, Z. (2015). Exploring Entrepreneurial marketing. Journal of Strategic Marketing, 23(2), 94-111.
Morris, M. H., Schindehutte, M., & Laforge, R. W. (2002). Entrepreneurial marketing: A construct for integrating entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1-19.
Morrish, S. C., Miles, M. P., & Deacon, J. H. (2010). Entrepreneurial marketing: Acknowledging the entrepreneur and customer-centric interrelationship. Journal of Strategic Marketing, 18(4), 303-316.
Morrish, S. C. (2011). Entrepreneurial marketing: A strategy for the twenty-first century? Journal of Research in Marketing and Entrepreneurship, 13(2), 110-119.
Nieuwenhuis, P. (2018). Alternative business models and entrepreneurship: The case of electric vehicles. The International Journal of Entrepreneurship and Innovation, 19(1), 33-45.
Nwankwo, C. A., & Kanyangale, M. (2020). Deconstructing entrepreneurial marketing dimensions in small and medium enterprises in Nigeria: A literature analysis. International Journal of Entrepreneurial Venturing, 12(3), 321-341.
O’Cass, A. & Morrish, S. (2016). Anatomy of entrepreneurial marketing. Journal of Strategic Marketing, 24(1), 2-4.
Omrane, A., Kammoun, A., & Seaman, C. (2018). Entrepreneurial burnout: Causes, consequences and way out. Fortune Institute of International Business (FIIB) Review, 7(1), 28-42.
Osuagwu, L. (2008). Business research methodology: Principles & practice, 4th Ed. Grey Resources Limited.
Osuagwu, L. (2020). Research methods: Issues and research direction. Business and Management Research, 9(3), 46-55.
Pinsonneault, A. & Kraemer, K. L. (1993). Survey research methodology in management information systems: An assessment. Journal of Management Information Systems, 10(2), 75-105.
Radaelli, G., Dell’Era, C., Frattini, F., & Petruzzelli, M. (2018). Entrepreneurship and human capital in professional sport: A longitudinal analysis of the Italian soccer league. Entrepreneurship Theory and Practice, 42(1), 70-93.
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.
Sa, M. J., & Serpa, S. (2020). Some issues on the funding of the scientific publication in the open access. Academic Journal of Interdisciplinary Studies, 9(4), 77-85.
Sadiku-Dushi, N., Dana, L., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SME performance. Journal of Business Research, 100, 86-99.
Shane, S. & Venkataraman, S. (2000). The promise of entrepreneurship as a field of research. Academy of Management Review, 25(1), 217-226.
Sodhi, R. S., & Bapat, D. (2020). An empirical study of the dimensions of entrepreneurial marketing. Academy of Marketing Studies Journal, 24(1), 1-7.
Stokes, D. (2000). Entrepreneurial marketing: A conceptualization from qualitative research. Qualitative Market Research: An International Journal, 3(1), 47-54.
Subrahmanya, M. H. B. (2022). Competitiveness of high-tech start-ups and entrepreneurial ecosystems: An overview. International Journal of Global Business and Competitiveness, 17, 1-10.
Toghraee, M. T., Rezvani, M., Mobaraki, M. H., & Farsi, J. Y. (2017). A systematic review on entrepreneurial marketing: Three-decade research on entrepreneurial marketing. International Journal of Applied Business and Economic Research, 15(8), 273-296.
Varadarajan, R. (2020). Advancing theory in marketing: Insights from conversations in other disciplines. AMS Review, 10, 73-84.
Whalen, P., Uslay, C., Paschal, V. J., Omura, G., McAuley, A., Kasouf, C. J., Jones, R., Hultman, C. M., Hills, G. E., Hansen, D. J., Gilmore, A., Giglieramo, J., Eggers, F., & Deacon, J. (2016). Anatomy of competitive advantage: Towards a contingency theory of entrepreneurial marketing. Journal of Strategic Marketing, 24(1), 5-19.
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2022-12-25
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ENTREPRENEURIAL MARKETING: CONCEPTUALIZATIONS, DIMENSIONAL PECULIARITIES AND RESEARCH INSTRUMENTATION (L. Osuagwu , Trans.). (2022). Journal of Business And Entrepreneurship, 10(2), 122-132. https://doi.org/10.46273/jobe.v10i2.310
