RESEARCH METHODOLOGY ASSIGNMENT

SUBMITTED BY:

NOOR SAEED (FA22-RBA-011)

Theme of Articles Research

 Entrepreneurial Marketing
Entrepreneurial marketing is a proactive identification & exploitation of opportunities for
acquiring and retaining profitable customers through innovative approaches to risk
management, resource leveraging, and value creation (Morris, Schindehutte & LaForge).

Entrepreneurial marketing is an organizational function and a set of processes for

creating, communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders, and that is
characterized by innovativeness, risk-taking, proactiveness, and may be performed
without resources currently controlled (Kraus, Harms and Fink)

Entrepreneurial marketing is less about a single marketing strategy and more about a
marketing spirit that differentiates itself from traditional marketing practices

1. Putting Entrepreneurship into Marketing: The Processes of Entrepreneurial

Marketing

 Link :
https://www.emerald.com/insight/content/doi/10.1108/14715200080001536/full/
html
 Journal & Publication: Journal of Research in Marketing & Entrepreneurship
(Emerald)

 Abstract: This paper considers how marketing can be made more appropriate in
entrepreneurial contexts by proposing a conceptual model of the processes of
marketing as undertaken by entrepreneurs. Although marketing is a key factor in
the survival and development of business ventures, a number of entrepreneurial
characteristics seem to be at variance with marketing according to the textbook.
These include over‐reliance on a restricted customer base, limited marketing
expertise, and variable, unplanned effort. However, entrepreneurs and small
business owners interpret marketing in ways that do not conform to standard
 textbook theory and practice. An examination of four key marketing concepts
indicates ways in which entrepreneurial marketing differs from traditional
marketing theory. Entrepreneurs tend to be “innovation‐oriented”, driven by new
ideas and intuitive market feel, rather than customer oriented, or driven by
rigorous assessment of market needs. They target markets through “bottom‐up”
self‐selection and recommendations of customers and other influence groups,
rather than relying on “top‐down” segmentation, targeting and positioning
processes. They prefer interactive marketing methods to the traditional mix of the
four or seven “P’s”. They gather information through informal networking rather
than formalized intelligence systems. These processes play to entrepreneurial
strengths and represent marketing that is more appropriate in entrepreneurial
contexts, rather than marketing which is second best due to resource limitations.

 Justification: The concept of this research is synchronized with the title as the
research described in the abstract clearly defines the various processes of
“Entrepreneurial Marketing”, how it differs from the traditional methods of
Marketing & how Marketing can be made more appropriate in Entrepreneurial
contexts by proposing a conceptual model of the processes of Marketing as
undertaken by Entrepreneurs.
Marketing & Entrepreneurship have been regarded traditionally as two distinct
fields of study, but a growing awareness of the importance of Entrepreneurship,
innovation to Marketing, & of Marketing to successful Entrepreneurship, has led
to attempts to combine the two disciplines as “Entrepreneurial Marketing” &
hence, with the lapse of time, these two distinct fields now go hand in hand.

2. Entrepreneurial Marketing : A New Approach for Challenging Times

 Link
https://www.proquest.com/openview/d845145c3351f9b0be1ba720563664ec/1?
pq-origsite=gscholar&cbl=226548

 Journal & Publication: Management & Marketing (ProQuest)

 Abstract: Entrepreneurial Marketing (EM) is a theoretical construct at the nexus

between marketing and entrepreneurship, with a relatively long existence – over
thirty years - but insufficiently developed. Entrepreneurial thinking, which is
nonlinear, creative and avoids predictions, contradicts the traditional marketing
model. Thus a “divorce” appears between marketing theory - which emphasizes
 managerial marketing behavior- and marketing practice in entrepreneurial firms.
The purpose of this paper is to conceptually define EM through integration of
different perspectives of marketing, management and entrepreneurship. This
conceptual paper used a critical review of the most representative articles from
international marketing and entrepreneurship journals. This paper presents a brief
history of EM evolution and an analysis of the most common definitions. It
clarifies the differences between EM and small business marketing, based on the
differences between entrepreneurs and small business owners.

 Justification: The title of this research summarizes the main concept of the whole
research in a nutshell. The main focus is on the nexus & contradiction between
“Entrepreneurial Marketing” & “Traditional Marketing”

Entrepreneurs do not tend to follow the traditional marketing principles, when

undertaking marketing activities, due to which entrepreneurial marketing is
different in many ways to the traditional marketing.

3. Entrepreneurial Marketing: A Construct for Integrating Emerging

Entrepreneurship & Marketing Perspectives

 Link : https://www.tandfonline.com/doi/abs/10.1080/10696679.2002.11501922

 Journal & Publication: Journal of Marketing Theory and Practice

(Taylor & Francis)

 Abstract: The purpose of this paper is to critically explore the construct of

entrepreneurial marketing (EM). This term is used as an integrative
conceptualization that reflects such alternative perspectives as guerrilla
marketing, radical marketing, expeditionary marketing, disruptive marketing and
others. Seven core dimensions of EM are identified, and an underlying theoretical
foundation based on resource advantage theory is proposed. A conceptual model
is introduced of key factors surrounding the phenomenon of entrepreneurial
marketing. Conclusions and implications are drawn for theory and practice, and
priorities are proposed for continuing research.

 Justification: The title depicts the related contents in the abstract & just by
reading the title; one can grasp the main gist of the research.
 In this article, the term “Entrepreneurial Marketing” has been used as a bridge for
bringing together different concepts of marketing (guerrilla marketing, radical
marketing, expeditionary marketing, & disruptive marketing) into a single system
that functions as one. Also, this paper highlights the core dimensions of EM
(proactiveness, calculated risk-taking, innovativeness, opportunity focus, resource
leveraging, costumer intensity, & value creation).These dimensions distinguish
Entrepreneurial Marketing from Traditional Marketing.

4. Entrepreneurial Marketing Dimensions & SMEs Performance

 Link https://www.sciencedirect.com/science/article/abs/pii/S0148296319301973

 Journal & Publication: Journal of Business Research (Elsevier)

 Abstract: When traditional marketing practices are unsuitable for small and
medium enterprises, entrepreneurs have to unlearn traditional principles and
replace them with new innovative thoughts and actions, such as entrepreneurial
marketing (EM). This paper examines the impact of EM dimensions on small and
medium-sized enterprises (SMEs) in Kosovo. Findings reveal that respondents
tend to be highly opportunity focused and understand the importance of resource
leveraging. While value creation is seen as a very important entrepreneurial
marketing dimension, respondents are reserved with respect to taking risks;
furthermore, they do not tend to be proactive, innovative nor customer oriented.
Finally, the limitations of the study and the suggestions for future research are
provided.

 Justification: The title coincides with the research described in the abstract as it
explains the evolution of “Entrepreneurial Marketing” & highlights that the main
thrust of entrepreneurial marketing is an emphasis on adapting marketing to forms
that are appropriate to small and medium-sized enterprises (SMEs),
acknowledging the likely pivotal role of an Entrepreneur in any marketing
activity.

5. Entrepreneurial Marketing: Acknowledging the Entrepreneur & Customer-centric

Interrelationship

 Link : https://www.tandfonline.com/doi/abs/10.1080/09652541003768087
 Journal & Publication : Journal of Strategic Marketing (Taylor & Francis)

 Abstract: The purpose of this paper is to present a conceptualization of

entrepreneurial marketing drawn from recent developments in literature and
supported by case evidence from firms leveraging an approach to marketing that
explicitly considers the entrepreneur/customer interrelationship. The paper
develops a model that puts the entrepreneur and customers and their
interrelationship as the organizational drivers that exist in a wider environment of
an organization that embraces marketing augmented by a collection of non-
traditional opportunity focused marketing strategy and tactics. Propositions are
offered to stimulate and guide subsequent research efforts.

 Justification: The concept of this research is synchronized with the title as the
research described in the abstract defines the Entrepreneur & Customer-centric
Interrelationship.
Marketing is a vital process for Entrepreneurs because no venture can become
established & grow without a customer market.
Successful brands are not built in a day. A lot of perseverance is required to build
a successful business & at the heart of a successful venture are its customers. To
become a successful entrepreneur, you must know your customers & offer them
the best possible experiences.
Entrepreneurial marketing is a critical part of entrepreneurship that focuses on the
customer as the fundamental driver of entrepreneurial success. As such,
entrepreneurial marketers should not underestimate the importance of gathering
customer insight to get new ideas, new products, and innovative processes.