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Critical Understanding of Existing Entrepreneurial Marketing Models: 2002 – 2022

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  • Nwankwo Cosmas Anayochukwu

    (University of KwaZulu Natal, KwaZulu Natal, SOUTH AFRICA)

  • Kanyangale MacDonald Isaac

    (University of KwaZulu Natal, KwaZulu Natal, SOUTH AFRICA)

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.

Suggested Citation

  • Nwankwo Cosmas Anayochukwu & Kanyangale MacDonald Isaac, 2023. "Critical Understanding of Existing Entrepreneurial Marketing Models: 2002 – 2022," Foundations of Management, Sciendo, vol. 15(1), pages 89-100, January.
    • Handle: RePEc:vrs:founma:v:15:y:2023:i:1:p:89-100:n:7
    DOI: 10.2478/fman-2023-0007
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    More about this item

    Keywords

    Entrepreneurial Marketing; entrepreneurial marketing model; SMEs;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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