A scientometric analysis of the relationship between entrepreneurial marketing and SME performance for long-term sustainability

R. Manigandan

International Journal of Services and Operations Management, 2026, vol. 53, issue 3, 363-399

Abstract: The study aims to examine the comprehensive relationship between entrepreneurial marketing (EM) and small and medium enterprises (SMEs) performance. The present study addresses the research gap in many empirical studies available. However, no systematic literature reviews focused on the impact of EM on SME's performance in emerging markets. Thus we investigate the 167 documents retrieved from the Scopus database using bibliometric analysis, thematic clustering, and performance analysis. The study mainly focuses on annual scientific production, keyword analysis, citation, co-citation, and country-wise analysis. R studio and VOS software were used to conduct visualise the network analysis and cluster analysis. The study's main finding is the highest production in 2023 with 205 publications, and the most impactful countries are Ulster University and the USA, respectively. This article will be more helpful to society in providing a conceptual framework for the firm development process and emerging markets.

Keywords: entrepreneurial marketing; SMEs performance; systematic literature review; integrative framework; bibliometric analysis. (search for similar items in EconPapers)
Date: 2026
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