A New Dimension of Entrepreneurial Marketing and Key Challenges: A Case Study from Pakistan

SEISENSE Journal of Management

View Publication Info
Field Value
Title A New Dimension of Entrepreneurial Marketing and Key Challenges: A Case Study from Pakistan
Creator Amjad, Tayyab
Abdul Rani, Shamsul Huda
Sa'atar, Shiza
Subject Entrepreneurial marketing
Graduate Entrepreneur
Start-up challenges
Case study
Enterepreneurial education
Description Purpose- Numerous studies have explored entrepreneurial marketing (EM) activities in the firms that are established for a few years, but the research exploring the EM activities and challenges, particularly during the start-up phase, is scant. To cover this wide gap, the current study explores in-depth the EM activities and EM challenges faced during the start-up phase by a graduate entrepreneur who has exposure to both marketing and entrepreneurship education and practical EM experiences.
Design/Methodology- In-depth case study approach has been adopted to study an SME owned and managed successfully by a graduate entrepreneur.
Findings- After rigorous data analysis, in addition to the currently known seven EM dimensions, this study has discovered a new EM dimension, i.e., ‘legitimation’. Moreover, the key EM challenges in emerging economies are also identified.
Practical Implications- The results have guided future entrepreneurs regarding their investment decisions, and to the entrepreneurship education policymakers regarding pedagogical up-gradation.
Date 2020-01-04
Type info:eu-repo/semantics/article
Peer Reviewed Article
Format application/pdf
Identifier http://journal.seisense.com/index.php/jom/article/view/272
Source SEISENSE Journal of Management; Vol 3 No 1 (2020): SEISENSE Journal of Management; 1-14
Language eng
Relation http://journal.seisense.com/index.php/jom/article/view/272/95
Rights Copyright (c) 2020 Tayyab Amjad, Shamsul Huda Abdul Rani, Shiza Sa'atar

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us


Copyright © 2015-2018 Simon Fraser University Library