Entrepreneurial Marketing: Specificities, Challenges and Opportunities
Entrepreneurial Marketing: Specificities, Challenges and Opportunities

Summary/Abstract: From an organizational perspective the SMEs present specific characteristics in terms of strategic approach, operationalisation and implementation. Considering this perspective it is necessary to investigate in more detail the specificity of entrepreneurial marketing, as well as the challenges and opportunities encountered by entrepreneurs in their day-to-day marketing activity. This study presents several elements that should be taken into account, both by researchers and practitioners, when studying, developing and implementing entrepreneurial marketing strategies. After a presentation of the organizational characteristics of SMEs, the paper discusses the entrepreneurial specificity of SMEs‘ marketing activities in relation to the personal and professional profile of the manager-entrepreneur. Using this analysis as a theoretical basis, the study outlines the specific advantages of SMEs in marketing operations, and the importance of marketing activities for SMEs‘ globalization. The paper ends with a series of concluding remarks, which summarise the main elements discussed and propose potential research areas to be developed in the future.

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