Search results

The developing field of entrepreneurial marketing reflects input from both marketing and entrepreneurship. Since the early 1980s, it has evolved heterogeneously, without a coherent theory, leading to complex scholarly views. Therefore, this literature review aims to shed light on the recent developments, reveal various research perspectives related to entrepreneurial marketing and derive future research avenues.

To account for recent scientific contributions and establish a more transparent view of divergent insights, the systematic literature review reported herein covers 207 peer-reviewed journal articles published after the “Charleston Summit” over 12 years (2010–2021) and details their contributions based on descriptive and inductive thematic analysis.

First, a descriptive analysis illustrates recent scientific developments indicating that entrepreneurial marketing is a vibrant research field with a continuous increase in publications worldwide and a wide range of research methods applied. Second, the thematic analysis suggests a three-part classification into entrepreneur, business and market perspectives. The authors present the most frequent themes and subthemes within this literature domain, as well as offering a critical assessment of the field that reveals key directions for expanding existing research.

To the best of the authors’ knowledge, this study is the first comprehensive review systematically examining entrepreneurial marketing literature while conducting an in-depth thematic analysis. It enhances current knowledge of the field by extending previous narrative and bibliographic reviews and discussing research directions. Aside from specific research questions, an alternative way to narrow down the multiple research objects is elaborated by critically debating the perspectives.

This study aims to enrich the field of entrepreneurial marketing (EM) by examining decision-making processes in the unique context of start-up ventures. To do so, it extends research on the distinct EM dimensions to the behavioral context by revealing how causation and effectuation principles shape entrepreneurs’ actions.

The study investigates EM behavior through 12 semi-structured interviews with 10 start-up founders and two founder associates in Germany. Use of established frameworks of the EM dimensions and causation/effectuation principles paves the way for an in-depth analysis. This methodology uncovers a distinct pattern of decision-making behaviors characterizing various activities within start-ups.

The findings show that causal logic prevails in start-ups’ EM, and effectual reasoning serves a complementary role. On the dimensional level, the findings reveal a predominant goal-driven focus on customer intensity and value-creation processes. Predictive logic guides opportunity focus, proactiveness and risk management, with nonpredictive behaviors providing adaptability. The principle of affordable loss is also evident in risk management. Finally, start-ups exhibit a blend of causal and effectual logic in innovativeness and resource-leveraging.

To the best of the authors’ knowledge, this study is the first to illuminate the interplay of behavioral logics in start-up firms’ EM by exploring the nuanced principles underpinning the decision-making processes of entrepreneurs. In doing so, it advances understanding of the marketing–entrepreneurship interface and enriches decision-making literature.

Social organisations and their entrepreneurial approaches are quite challenging to avail a robust and sustainable platform. Yet it is more difficult when the venture is aimed to serve an uncommon service that the target group are not aware of. Leveraging morale boosts and power of the mind through yoga and transcendental meditation practices could be an approach of a social enterprise that are outlined in this chapter. How tranquility and mental peace in the midst a huge number of people can be achieved by some innovative steps, that is also conferred here.

It aims to understand crowdfunding’s effect on women’s entrepreneurship and summarize key findings, methods, and challenges women face in using crowdfunding for financing.

This literature review examines 36 empirical studies on crowdfunding use by women entrepreneurs. It follows the PRISMA framework, using Scopus and citation tracking to categorize studies on crowdfunding’s potential to empower women financially and address their barriers to accessing finance.

The review identified seven key themes: opportunities and challenges for women in crowdfunding, equity crowdfunding’s potential, gender differences in crowdfunding outcomes, the role of social capital and networks, investor trust and decision-making, the influence of language, communication, and platform design, and the importance of considering intersectionality and context. Crowdfunding offers women entrepreneurs access to capital and helps them overcome traditional financing barriers. Women-led campaigns achieve comparable or even higher success rates compared to their male counterparts. However, under-representation, lower funding requests, pitching difficulties, and limited access to networks remain as challenges.

This study has limitations inherent to systematic reviews, including potential methodological flaws or biases in the included studies and the exclusion of relevant studies due to time and resource constraints.

Crowdfunding can be promoted as a viable financing option for women entrepreneurs and design targeted initiatives to support them. Building social capital, enhancing financial literacy, and creating networking opportunities can contribute to their success in navigating crowdfunding platforms effectively.

This review offers a comprehensive analysis of empirical studies conducted between 2012 and 2023. It provides up-to-date insights, identifies key themes, and offers actionable recommendations for policymakers and organizations seeking to support women entrepreneurs in effectively accessing and utilizing crowdfunding platforms.