Technology and Entrepreneurial Marketing Decisions During COVID-19

Mohammad Rashed Hasa Polas () and Valliappan Raju ()
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Valliappan Raju: Limkokwing University of Creative Technology

Global Journal of Flexible Systems Management, 2021, vol. 22, issue 2, No 2, 95-112

Abstract: Abstract The prime concern of this study is to explore how technology influences entrepreneurial marketing decisions during the world pandemic (COVID-19). The study uses a sample of 127 SMEs from Bangladesh. Data were collected by sending out questionnaires electronically and by mail. Smart PLS (SEM) 3.0 was used to analyse the data following the quantitative method. The study reveals positive and significant relationships between entrepreneurial opportunity recognition, opportunity development and opportunity exploitation with their entrepreneurial marketing decisions. It also claims that entrepreneurial passion mediates the relationship between entrepreneurial opportunity recognition and opportunity development with their entrepreneurial marketing decisions. However, entrepreneurial passion does not mediate the relationship between entrepreneurial opportunity exploitation and entrepreneurial marketing decisions. The study offers researchers a broader and more wide-ranging view of the importance of artificial intelligence in small firms. Researchers, educators and practitioners will benefit from the findings. The analyses are more complex and varied than the methodologies used in most of the limited previous research.

Keywords: Bangladesh; COVID-19; Entrepreneurial marketing decisions; Opportunity development; Opportunity exploitation; Opportunity recognition; Technology (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (14)

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DOI: 10.1007/s40171-021-00262-0

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