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

SEISENSE Journal of Management

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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
Legitimation
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.
 
Publisher SEISENSE (PRIVATE) LIMITED
 
Date 2020-01-04
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer Reviewed Article
 
Format application/pdf
 
Identifier http://journal.seisense.com/index.php/jom/article/view/272
10.33215/sjom.v3i1.272
 
Source SEISENSE Journal of Management; Vol 3 No 1 (2020): SEISENSE Journal of Management; 1-14
2617-5770
 
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
http://creativecommons.org/licenses/by/4.0
 

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