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

Tayyab Amjad (School of Business Management, College of Business, Universiti Utara Malaysia)
Shamsul Huda Abdul Rani (School of Business Management, College of Business, Universiti Utara Malaysia)
Shiza Sa'atar (School of Business Management, College of Business, Universiti Utara Malaysia)

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

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.