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