... activities, known as entrepreneurial marketing (EM) behavior, is likely to lead to positive performance outcomes. Earlier mixed findings provide the need to unpack the nuances of EM practices, in terms of their boundary conditions, regarding circumstances where this behavior does or does not lead...

...Ali Mahdi; Dave Crick; James M. Crick; Wadid Lamine; Martine Spence Purpose Although earlier research suggests a positive relationship exists between engaging in entrepreneurial marketing activities and firm performance, there may be contingent issues that impact the association...

...Yiwen Hong; Sukanlaya Sawang; Hsiao-Pei (Sophie) Yang Purpose The focus of this study is on how online-only retailers, known as pure-play e-retailers, leverage e-commerce platforms to identify and pursue market opportunities. Through the perspective of entrepreneurial marketing, this study aims...

... entrepreneurial marketing of SMSs enhances their technological capability and to explore factors that stimulate SMSs to implement entrepreneurial marketing. Design/methodology/approach Based on a survey data set on 249 industrial SMSs in South Korea, the authors test the hypotheses formulated in this work...

... for entrepreneurial learning and self-employment; social media as tools for entrepreneurial marketing; social media as sources of entrepreneurial opportunities and finally, social media as enablers of networking and entrepreneurial ecosystems. Research limitations/implications The limitations of the study regard...

...Lisa C. Thomas; Sandra Painbéni; Harry Barton Purpose The aim of this paper is to develop an understanding of the value and application of entrepreneurial marketing within the French wine industry. Design/methodology/approach Following an initial review of the literature describing the nature...