<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

Critical Understanding of Existing Entrepreneurial Marketing Models: 2002 – 2022

Foundations of Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

With the consistent failure of small and medium enterprises (SMEs) globally, many scholars have developed entrepreneurial marketing (EM) models that are aimed...

Critical Understanding of Existing Entrepreneurial Marketing Models: 2002 – 2022

Online veröffentlicht: 04. Juli 2023

Seitenbereich: 89 - 100

DOI: https://doi.org/10.2478/fman-2023-0007

Schlüsselwörter
Entrepreneurial Marketing, entrepreneurial marketing model, SMEs

© 2023 Cosmas Anayochukwu Nwankwo et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Critical Understanding of Existing Entrepreneurial Marketing Models: 2002 – 2022

Online veröffentlicht: 04. Juli 2023

Seitenbereich: 89 - 100

DOI: https://doi.org/10.2478/fman-2023-0007

SchlüsselwörterEntrepreneurial Marketing, entrepreneurial marketing model, SMEs

© 2023 Cosmas Anayochukwu Nwankwo et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Schlüsselwörter
Entrepreneurial Marketing, entrepreneurial marketing model, SMEs