Re-Evaluating Entrepreneurial Marketing Dimension In The Pursuit Of SME Innovation And Growth

Abstract

The relevance of Entrepreneurial Marketing (EM) dimensions in firm performance has been confirmed in many studies of a wide range of firms. EM is particularly helpful in turbulent and unpredictable business environment such as the one currently presented by the Covid-19 pandemic. There is however no consensus as to which EM dimensions are the most effective at promoting firm innovation and growth. Although many studies have used the seven dimensions proposed by Morris et al. (2002), there is a growing body of literature that points to the role of other dimensions. In this paper, we propose that in addition to the seven established dimensions, Internal Marketing Practices (IMP) can help improve our understanding of how entrepreneurial firms can achieve improved innovation and growth.