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Yunia Wardi
Faculty of Economics and Business, Padang State University, Indonesia
Economics, Econometrics & Finance

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What's New In Entrepreneurial Marketing? A Systematic Literature Review, Thematic Synthesis, And Future Research Agenda yerizal Yerizal; Abror Abror; Vidyarini Dwita; Yunia Wardi
JURNAL ECONOMINA Vol. 5 No. 6 (2026): JURNAL ECONOMINA, Juni 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i6.2346

Abstract

Purpose: This study aims to identify what is new in entrepreneurial marketing (EM) through a Systematic Literature Review (SLR), thematic synthesis, and a future research agenda for strengthening EM among micro, small, and medium-sized enterprises (MSMEs). Methodology: An SLR with thematic synthesis of recent literature was conducted by examining seven core elements: proactiveness, opportunity focus, innovativeness, calculated risk-taking, resource leveraging, customer intensity, and value creation. Findings: The synthesis reveals several developments, including the extension of EM dimensions toward networking capability and digital literacy, positive effects on marketing performance through digital marketing and innovation, and persistent empirical gaps in emerging markets and longitudinal mixed-methods research. EM is crucial for MSME competitiveness; therefore, deeper research on the integration of digital technology, local wisdom, and innovative methodological designs is needed in future research agendas. Originality: The distinctiveness of this review lies in its comprehensive thematic synthesis of emerging trends, such as digital marketing capabilities and open innovation in entrepreneurial marketing, which addresses critical gaps identified in previous systematic reviews.
Co-Authors Abror Abror Vidyarini Dwita yerizal Yerizal