Entrepreneurial marketing in small businesses: A conceptual exploration
基于创业导向、市场导向等文献，提出创业营销导向的概念模型，指出小企业营销与客户互动、创新和创业方法紧密相关，有助于理解小企业营销的独特背景。
This article proposes further development of the concept of entrepreneurial marketing towards the concept of entrepreneurial marketing orientation. Drawing on the earlier research and scales in the entrepreneurial orientation, market orientation, innovation orientation and customer orientation literatures, the article proposes a conceptual model for entrepreneurial marketing that identifies the components of such a model, together with specific indications of the overlap between scales in the different areas. This model implicitly suggests that marketing in SMEs is intertwined with other activities and behaviours in the small business enterprise, and argues that in order to understand marketing in SMEs it is essential to understand its context, specifically in relation to customer engagement, innovation and entrepreneurial approaches to marketing.