DECONSTRUCTING ENTREPRENEURIAL MARKETING DIMENSIONS IN SMALL AND MEDIUM-SIZED ENTERPRISES IN NIGERIA: LITERATURE ANALYSIS

IF 1.4 Q3 MANAGEMENT

International Journal of Entrepreneurial Venturing Pub Date : 2020-06-29 DOI:10.1504/ijev.2020.10029936

C. Nwankwo, M. Kanyangale

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引用次数: 13

Abstract

In Nigeria, many small and medium enterprises (SMEs) go moribund despite the efforts of government and other supportive agents. There is a dearth of entrepreneurial marketing (EM) models that address the problem of short-term survival of SMEs faced by owners or managers. This paper aims at evaluating extant literature and models on EM to propose a new and comprehensive model for research. In this pursuit, a background literature review on EM was conducted in several peer-reviewed journals to identify the evolution of EM and the milestones and the dimensions of EM and their significance in existing models in relation to the performance and survival of businesses. Nine key dimensions were identified, namely: innovativeness, proactiveness, calculated risk-taking, resource leveraging, customer intensity, value creation, market sensing, alliance formation and teamwork. Based on these dimensions, a new and exhaustive model of EM is proposed. This paper concludes that applying these EM dimensions to SMEs would significantly propagate success in an innovative and sustainable way.

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解构尼日利亚中小企业创业营销维度:文献分析

在尼日利亚，尽管政府和其他支持性机构做出了努力，但许多中小企业(SMEs)仍濒临倒闭。缺乏解决中小企业所有者或管理者面临的短期生存问题的创业营销(EM)模式。本文旨在对现有的EM文献和模型进行评估，提出一个新的、全面的研究模型。在此过程中，我们在一些同行评议的期刊上进行了EM的背景文献综述，以确定EM的演变，EM的里程碑和维度，以及它们在与企业绩效和生存相关的现有模型中的重要性。研究确定了9个关键维度，即:创新性、主动性、计算风险、资源杠杆、客户强度、价值创造、市场感知、联盟形成和团队合作。基于这些维度，提出了一种新的、详尽的电磁模型。本文的结论是，将这些新兴市场维度应用于中小企业将显著地以创新和可持续的方式传播成功。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Entrepreneurial Venturing MANAGEMENT-

CiteScore

2.60

自引率

20.00%

发文量

期刊介绍： The journal name relates to Harvard Business School''s understanding of "The Entrepreneurial Venture" (Sahlmann/Stevenson/Roberts/Bhidé), the concept of entrepreneurship not only limited to new ventures/start-ups, but further understood as the concentration of opportunity/growth/value creation regardless of company size, age or kind. Hence, IJEV addresses organisational processes surrounding these concepts: from an idea to an innovation. To bridge the gap between innovation and entrepreneurship research, IJEV emphasises implications of this new knowledge for researchers, managers, public policy makers and business educators. Topics covered include: -Opportunity: identification; recognition; creation; selection; exploitation -Growth: management of rapidly growing enterprises; control -Value creation: for owners; for customers; other stakeholders; society -Entrepreneurship and intrapreneurship -New venture creation -Management of technology and innovation -New product development and creativity -SME management -Entrepreneurial and small enterprise finance -Crowdsourcing and crowdfunding -Family business -Gender and diversity -Global entrepreneurship and internationalisation -Public policy, the economy, and the small enterprise -Business and organisational failure