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Although marketing is essential for a firm’s survival and growth, a set of entrepreneurial strategic orientations may help it gain a competitive advantage. Entrepreneurial marketing (EM) is critical for growing businesses to succeed in today's fast-paced industry. The present study aims to measure the role of EM on the business performance (BP) of Indian startups.

For this purpose, a thorough literature review was conducted to develop a scale from the proposed conceptual framework – EMICO by Jones and Rowley (2009b). To assess the reliability and validity of the scale (62 items), the data are analyzed by employing partial least square-structural equation modeling (PLS-SEM).

The scale is empirically tested, and the results lead to discussions. The results show the positive impact of entrepreneurial orientation (EO), marketing orientation (MO), innovation orientation (IO) and customer orientation (CO) on the BP of the startups. The paper concludes by suggesting managerial and practical implications, also providing future research agenda.

Our objective is to address the existing dearth of comprehensive scales for evaluating EM by undertaking a rigorous statistical approach. Notably, our research represents the pioneering effort in adopting the EMICO framework and subsequently formulating and empirically validating a robust scale specifically tailored for nascent or small-scale startups within the Indian context.

Conventional economic contexts and value creation exert on the extensive use of intangible resources whose value is much greater than the tangible assets. In particular, intellectual capital (IC) is recognized as an important source of value creation for firms. However, the field of IC is majorly dominated by large firms, and little has been done in exploring IC in small and medium enterprises (SMEs). Within this context, the purpose of this article is to contribute to the body of literature on IC in the SMEs context by investigating the different dynamics of IC and understanding its impact on their organizational performance and processes.

The study has contextualized an integrative review of literature collected from Web of Science (WoS) and further analyzed integrating the bibliometric and manual review in a systematic approach.

The paper summarizes the key findings highlighting how SMEs can grasp IC in their core competencies and operational processes to achieve sustainable business performance. The study provides theoretical propositions highlighting the conceptual underpinnings of the literature on IC in SMEs and proposed methods outlining the methodological issues arising out of the diverse empirical/quantitative approaches adopted in the previous literature. Furthermore, empirical findings from the literature show that IC management affects a broad range of financial performance metrics in SMEs, however, sometimes with unexpected and mixed results. Hence, more research to replicate prior studies and corroborate extant research in both similar and different contexts would be desirable.

The study adopts an integrative review to understand the context of IC in SMEs; however, it does not study the synergy between varied IC components individually and their role in SMEs performance. Furthermore, the review relates IC to SMEs and does not cover the role of IC in large corporations.

The originality of this paper lies in its contribution to the body of knowledge in the field of IC and SMEs by exploring IC's impact on SME performance, especially the market performance, knowledge management (KM), strategic business models, sustainability performance (corporate social responsibility [CSR]), innovation and their intercollaborations (varied stakeholders).

The present paper explores and analyses various aspects of entrepreneurial marketing in the different regions (developed or developing) and attempts to consolidate the extant literature in the field of entrepreneurial marketing and suggests future directions for research.

The research questions developed by the paper deal with (1) comparison of entrepreneurial marketing in the developed and developing world; (2) methodological approaches used in entrepreneurial marketing; (3) the constructs or theories used in literature; (4) the existing research gaps and potential future directions in research of entrepreneurial marketing. To answer the same, we conduct a systematic literature review of the 82 research papers extracted from the Web of Science (WoS) and ScienceDirect databases.

The findings are presented in the form of descriptive and results. The descriptive findings show that more studies are needed in developing nations, introducing or developing entrepreneurial marketing conceptually, using mixed research designs, having objective measurements of constructs and contributing to comparative studies. The results discuss the constructs and theories employed in the extant literature and suggest that theories like human capital, creation, causation or trust are fundamental to study entrepreneurial marketing.

The paper adopts the existing entrepreneurial, marketing, innovation, and customer orientation (EMICO) framework and further develops an organizing framework to discover several gaps in the existing literature that can further be explored and promote the development of research in entrepreneurial marketing.