Entrepreneurial marketing in small businesses: A conceptual exploration

Abstract

This article proposes further development of the concept of entrepreneurial marketing towards the concept of entrepreneurial marketing orientation. Drawing on the earlier research and scales in the entrepreneurial orientation, market orientation, innovation orientation and customer orientation literatures, the article proposes a conceptual model for entrepreneurial marketing that identifies the components of such a model, together with specific indications of the overlap between scales in the different areas. This model implicitly suggests that marketing in SMEs is intertwined with other activities and behaviours in the small business enterprise, and argues that in order to understand marketing in SMEs it is essential to understand its context, specifically in relation to customer engagement, innovation and entrepreneurial approaches to marketing.