Template-Type: ReDIF-Article 1.0
Author-Name: Imane HMAIDOUCH
Author-Email: imanehmaidouch@gmail.com
Author-Workplace-Name: National School of Business and Management of Agadir, Ibn Zohr University of Agadir, Morocco
Author-Name: Asma JAFARI
Author-Email: asma.jafari@edu.uiz.ac.ma
Author-Workplace-Name: National School of Business and Management of Agadir, Ibn Zohr University of Agadir, Morocco
Author-Name: Lahcen EL MESKINE
Author-Email: l.elmeskine@uiz.ac.ma
Author-Workplace-Name: National School of Business and Management of Agadir, Ibn Zohr University of Agadir, Morocco
Author-Name: Ahmed CHAKIR
Author-Email: achakir_encg@yahoo.fr
Author-Workplace-Name: National School of Business and Management of Agadir, Ibn Zohr University of Agadir, Morocco
Title: Beyond Conventional Strategies: The Untapped Potential of Entrepreneurial Marketing for Moroccan Companies
Abstract: The study of entrepreneurial marketing (EM) has gained prominence in exploring the relationship between entrepreneurship and marketing. The purpose of this paper is to delve into the field of entrepreneurial marketing (EM) and present the foundational concepts that have led to the emergence of EM as an independent research field. The paper explores the intersection between entrepreneurship and marketing while shedding light on key theories and perspectives of entrepreneurial marketing such as the effectuation theory, and the S-D logic. Moreover, the paper investigates the role of EM in mitigating uncertainty, particularly within the context of post-disaster recovery scenarios. Overall, this paper contributes to the growing body of knowledge on entrepreneurial marketing. Future research opportunities are highlighted, particularly within the realm of Moroccan SMEs, to further advance the understanding and application of entrepreneurial marketing strategies.   Keywords: Entrepreneurial marketing, uncertainty, crisis, literature review, marketing, entrepreneurship JEL Classification: L26; M31 Paper type: Theoretical Research
Journal: International Journal of Accounting, Finance, Auditing, Management and Economics
Pages: 334-350
Volume: 4
Issue: 5-1
Year: 2023
File-URL: https://ijafame.org/index.php/ijafame/article/view/1104
File-Format: text/html
File-URL: https://ijafame.org/index.php/ijafame/article/view/1104/1103
File-Format: application/pdf
Handle: RePEc:aoa:journl:v:4:y:2023:i:5-1:p:334-350