Journal of Research in Marketing and Entrepreneurship: Volume 26 Issue 2


Table of contents

Recent developments in entrepreneurial marketing: systematic literature review, thematic analysis and research agenda

Luca A. Breit, Christine K. Volkmann

The developing field of entrepreneurial marketing reflects input from both marketing and entrepreneurship. Since the early 1980s, it has evolved heterogeneously, without a…

Short video marketing strategy: evidence from successful entrepreneurs on TikTok

Huan Chen, Dalong Ma, Bhakti Sharma

This study aims to delve into entrepreneurs’ perceptions and interpretations of short video marketing on TikTok.


Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach

Abrar Ali Saiyed, Ateeque Shaikh, Suruchika Gupta

The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons…

How to flourish under constraints: imitation or innovation? The mediation role of innovation and absorptive capacity on firm performance

Mojtaba Azhdary Moghadam, Mohsen Akbari, Gholamreza Mahfoozi, Mahyar Mohaghegh Montazeri

The purpose of this study is to simultaneously investigate a comprehensive analysis of the extent to which strategic orientations, namely, imitation and innovation orientations…

Using entrepreneurial competencies and action to profile entrepreneurs: a CHAID analysis approach

Melodi Botha

Entrepreneurial trait and behaviour approaches are used to identify differing entrepreneurial profiles. Specifically, this study aims to determine which entrepreneurial…

Sourcing and cocreating course-client entrepreneurial marketing (EM) projects

Linden Dalecki

After reviewing the literature focused on real-world course–client marketing projects as well as the literature regarding teaching entrepreneurial marketing (EM), the current…

The promise of entrepreneurship ecosystems: a conceptual model for black American entrepreneurs

Vickie Cox Edmondson, Mostaque A. Zebal, Faye Hall Jackson, Mohammad A. Bhuiyan, Jack Crumbly

The purpose of this paper is to set forth a conceptual model describing the actors and roles in ecosystems created to enable productive black entrepreneurship in the USA.

Mediating effect of absorptive capacity on the relationship between knowledge sharing and entrepreneurial orientation and the moderating role of opportunity recognition

Lahcene Makhloufi, Abderrazak Ahmed Laghouag, Alhussain Ali Sahli

Knowledge sharing enables a firm’s absorptive capacity to reconfigure its dynamic capabilities to sense, track and recognise embryonic business opportunities. Entrepreneurial…

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  • Rosalind Jones