In the current dynamic market environment, small and medium enterprises (SMEs) face the daunting task of competing against established players and navigating rapid change. Drawing upon the Resource Advantage Theory (R-A Theory), this paper tries to investigate the influence of strategic...

Purpose – The purpose of this paper is to advance the domain of entrepreneurial marketing (EM) responding to the challenge to EM scholars to more fully develop EM as a school of marketing thought. The paper seeks to argue that the context of the born global firm is an appropriate and novel...

This study investigates customer‐value based marketing activities in emerging or new fast‐growth ventures. A contextual analysis of interview data identified seven customer‐value based marketing activities actively pursued synergistically by fast growth firms: employee branding, target...

Purpose – The purpose of this paper is to present the author's view of the role of entrepreneurial marketing (EM) as a strategy to address the dynamic marketing environment of recent times. Design/methodology/approach – The author reflects on some significant marketing changes and provides...

Purpose – The purpose of this paper is to introduce and explore the tenets of the mindful entrepreneurial marketing (MEM) construct and to illustrate its mediation effect between production and consumption. Design/methodology/approach – Based on the existing mindfulness and entrepreneurial...