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

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  • Tayyab Amjad (show author details)

    Tayyab Amjad

    School of Business Management, College of Business, Universiti Utara Malaysia , Malaysia

    Corresponding author

  • Shamsul Huda Abdul Rani (show author details)

    Shamsul Huda Abdul Rani

    School of Business Management, College of Business, Universiti Utara Malaysia , Malaysia

  • Shiza Sa'atar (show author details)

    Shiza Sa'atar

    School of Business Management, College of Business, Universiti Utara Malaysia , Malaysia

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Amjad, T., Abdul Rani, S. H., & Sa'atar, S. (2020). A New Dimension of Entrepreneurial Marketing and Key Challenges: A Case Study from Pakistan. SEISENSE Journal of Management, 3(1), 1-14. https://doi.org/10.33215/sjom.v3i1.272

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Abstract

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.

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Copyright (c) 2020 Tayyab Amjad, Shamsul Huda Abdul Rani, Shiza Sa'atar

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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Vol. 3 No. 1 (2020): SEISENSE Journal of Management View Issue

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2025-122026-11

Article history

  1. ReceivedDecember 10, 2019
  2. AcceptedDecember 31, 2019
  3. Published January 4, 2020

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