Beyond Conventional Strategies: The Untapped Potential of Entrepreneurial Marketing for Moroccan Companies

  • Imane HMAIDOUCH National School of Business and Management of Agadir, Ibn Zohr University of Agadir, Morocco
  • Asma JAFARI National School of Business and Management of Agadir, Ibn Zohr University of Agadir, Morocco
  • Lahcen EL MESKINE National School of Business and Management of Agadir, Ibn Zohr University of Agadir, Morocco
  • Ahmed CHAKIR National School of Business and Management of Agadir, Ibn Zohr University of Agadir, Morocco

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

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Published
2023-10-23
How to Cite
HMAIDOUCH, I., JAFARI, A., EL MESKINE, L., & CHAKIR, A. (2023). Beyond Conventional Strategies: The Untapped Potential of Entrepreneurial Marketing for Moroccan Companies. International Journal of Accounting, Finance, Auditing, Management and Economics, 4(5-1), 334-350. https://doi.org/10.5281/zenodo.10032269