Examining the Impact of Entrepreneurial Marketing Strategies on Fostering Entrepreneurial Orientation and Enhancing Market Responsiveness in SMEs
Year: 2025
Type: article
Study design: Observational Study
Abstract: This paper explores how alternative entrepreneurial marketing hacks transform the atmosphere of small and medium-sized businesses. And what better way to see it than with the latest thinking on guerrilla marketing, relationship marketing, expeditionary marketing, real-time marketing, word-of-mouth moves, online marketing, and the viral craze, presenting a sweet chance to expand customer buzz, loyalty, and give brands that winning edge. Making use of a data-driven method using a sample of college graduates who are interested in starting up, the paper analyzes the associations between these strategies and entrepreneurial mindset - innovativeness, proactiveness, risk-taking, and confidence - using regression models. The most striking finding is that entrepreneurial attitude is significantly influenced by marketing, specifically relationship marketing (35.7%) is found to be the most influential (closely followed by real-time marketing (21.4%) and expeditionary marketing (14%)). It was found that the percentage of variation in entrepreneurial direction they explain is 71.3 percent due to the presence of marketing variables, which shows that good marketing plans can greatly enhance entrepreneurial activities and intentions to establish and expand business. In short, SMEs can secure sizeable competitive advantages by embracing flexible and innovative marketing tricks that match the pace of market changes. This research provides new understanding about the entrepreneurial marketing process and offers practical implications for business founders, educators and policy makers to contribute to the development and long-term sustainability of entrepreneurship in developing economies.
Authors: Maheswaran, M, Kuselar, Ramasamy, Kant, Shashi
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7104442200
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