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A New Dimension of Entrepreneurial Marketing and Key Challenges: A Case Study from Pakistan

Tayyab Amjad, Shamsul Huda Abdul Rani, Shiza Sa'Atar
Published: 4 January 2020
SEISENSE Journal of Management , Volume 3, pp 1-14; doi:10.33215/sjom.v3i1.272

Abstract: Purpose- Numerous studies have explored entrepreneurial marketing (EM) activities in the firms that are established for a few years, but the research exploring the EM activities and challenges, particularly during the start-up phase, is scant. To cover this wide gap, the current study explores in-depth the EM activities and EM challenges faced during the start-up phase by a graduate entrepreneur who has exposure to both marketing and entrepreneurship education and practical EM experiences. Design/Methodology- In-depth case study approach has been adopted to study an SME owned and managed successfully by a graduate entrepreneur. Findings- After rigorous data analysis, in addition to the currently known seven EM dimensions, this study has discovered a new EM dimension, i.e., ‘legitimation’. Moreover, the key EM challenges in emerging economies are also identified. Practical Implications- The results have guided future entrepreneurs regarding their investment decisions, and to the entrepreneurship education policymakers regarding pedagogical up-gradation.
Keywords: Depth / Dimension / entrepreneurship / Phase / graduate / Marketing / Entrepreneurial / Em Activities

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