What's New In Entrepreneurial Marketing? A Systematic Literature Review, Thematic Synthesis, And Future Research Agenda

yerizal Yerizal; Abror Abror; Vidyarini Dwita; Yunia Wardi

doi:10.55681/economina.v5i6.2346

Authors

Yerizal Faculty of Economics and Business, Padang State University, Indonesia
Abror Faculty of Economics and Business, Padang State University, Indonesia
Vidyarini Dwita Faculty of Economics and Business, Padang State University, Indonesia
Yunia Wardi Faculty of Economics and Business, Padang State University, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i6.2346

Keywords:

Entrepreneurial marketing; Marketing innovation; Marketing performance; MSMEs

Abstract

Purpose: This study aims to identify what is new in entrepreneurial marketing (EM) through a Systematic Literature Review (SLR), thematic synthesis, and a future research agenda for strengthening EM among micro, small, and medium-sized enterprises (MSMEs). Methodology: An SLR with thematic synthesis of recent literature was conducted by examining seven core elements: proactiveness, opportunity focus, innovativeness, calculated risk-taking, resource leveraging, customer intensity, and value creation. Findings: The synthesis reveals several developments, including the extension of EM dimensions toward networking capability and digital literacy, positive effects on marketing performance through digital marketing and innovation, and persistent empirical gaps in emerging markets and longitudinal mixed-methods research. EM is crucial for MSME competitiveness; therefore, deeper research on the integration of digital technology, local wisdom, and innovative methodological designs is needed in future research agendas. Originality: The distinctiveness of this review lies in its comprehensive thematic synthesis of emerging trends, such as digital marketing capabilities and open innovation in entrepreneurial marketing, which addresses critical gaps identified in previous systematic reviews.

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References

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