Journal of Research in Marketing and Entrepreneurship: Volume 26 Issue 4

Prototypically small: an exploration of consumers’ small business prototypes

Michael Ryan Jenkins

As consumers interact with various small businesses, they develop a mental image, called a prototype, to represent what small businesses are as a generalized, conceptual category…

Microentrepreneurs in the gig economy: who they are, what they do, and why they do it

Robert A. Peterson, Victoria Crittenden

Gig microentrepreneurs are individuals who have embraced short-term gigs as an entrepreneurial agency for both financial and social livelihood. Based on surveys in 2020 and 2023…

Female entrepreneurial support requirements: post pandemic ecosystems in India

Bhairab Chandra Patra, Usha Lenka

The corona virus outbreak has affected the entrepreneurial ecosystem adversely. This in particular has impacted on females. This study aims to identify the factors affecting the…

The role of SME’s owner-manager decision-making styles in marketing strategies and organizational performance

Kelly Mara Seronato, Tomás Sparano Martins

Although studies have analyzed individual factors and their impact on marketing strategies and organizational performance, little is known about the owner-manager’s…

Resource mobilization and technology adoption by small firms to co-create opportunities in uncertain environments

Masoud Karami, Mokter Hossain, Arto Ojala, Nikan Mehrara

Resource mobilization and technology adoption by small firms are mainly studied separately, although considering them together is crucial for understanding how resources are…

The strategic role of entrepreneurial computer engineers in shaping innovation ecosystems: innovation engineering

Amir Ardeshir, Mehdi Sharifi Khobdeh, Ian Fillis, Hossein Eghbali

This paper investigates the critical role of entrepreneurial computer engineers in driving innovation and accelerating economic growth through the creation of technological…

Building sales through connections: how network capabilities and tie strength foster entrepreneurial marketing

Gersson Torres, Sandra Patricia Rojas-Berrio, Veronica Duque-Uribe, Sebastian Robledo

The purpose of this study is to delve into the intricate relationship between network capabilities (NCs), entrepreneurial marketing (EM) and sales performance (SP), with a…

Perceptions and contradictions: a study of market orientation and innovation among Cuban entrepreneurs

Luis Demetrio Gómez García, Alma Delia Hernández Ruíz

This study aims to examine whether market orientation or innovation is a more significant mediator between an entrepreneur’s culture and perceived success in Cuba, where…

How entrepreneurial orientation improves new-venture performance: the mediating role of innovation ambidexterity

Shiwangi Singh, Mamta Singh

This study aims to examine various facets of entrepreneurial orientation (EO), including innovativeness, proactiveness and risk-taking. It investigates their linkage to the…