 Critical Understanding of Existing Entrepreneurial Marketing Models: 2002 – 2022Cosmas Nwankwo and
Kanyangale MacDonald Isaac ()
Foundations of Management, 2023, vol. 15, issue 1, 89-100 Abstract: With the consistent failure of small and medium enterprises (SMEs) globally, many scholars have developed entrepreneurial marketing (EM) models that are aimed at reducing the failure frequently experienced. The aim of this paper is to critically review the different EM models from 2002 to 2022. In pursuit of this aim, the paper reviewed 10 EM models to find out their strengths and shortfalls. The review found that some research constructs such as market sensing and teamwork, which were ignored, were identified as posing a significant contribution to business survival in the integrative EM model. The paper concludes that since different EM models have been developed to reduce the consistent failure of business, efforts should be intensified towards adopting the integrative EM model to measure its applicability in other sectors as well as to have a unified and acceptable EM model that will grow and sustain SMEs. Keywords: Entrepreneurial Marketing; entrepreneurial marketing model; SMEs (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:vrs:founma:v:15:y:2023:i:1:p:89-100:n:7 Access Statistics for this article Foundations of Management is currently edited by Tadeusz Krupa More articles in Foundations of Management from Sciendo |
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