Entrepreneurial marketing practices and challenges: development of a pedagogy model

Small and medium enterprise and entrepreneurship development are highly pivotal to economic growth. Small and medium enterprise is one of the largest economic sectors globally, whereas, marketing is one of the greatest challenges faced by small and medium enterprise entrepreneurs. The research in sm...

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Main Author:	Amjad, Tayyab
Format:	Thesis
Language:	eng eng eng
Published:	2020
Subjects:	HB615-715 Entrepreneurship Risk and uncertainty Property HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/9278/1/s902614_01.pdf https://etd.uum.edu.my/9278/2/s902614_02.pdf https://etd.uum.edu.my/9278/3/s902614_references.docx
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id	my-uum-etd.9278
record_format	uketd_dc
spelling	my-uum-etd.92782023-05-07T00:36:43Z Entrepreneurial marketing practices and challenges: development of a pedagogy model 2020 Amjad, Tayyab Abd. Rani, Shamsul Huda Sa'atar, Shiza School of Business Management School of Business Management HB615-715 Entrepreneurship. Risk and uncertainty. Property HF5001-6182 Business Small and medium enterprise and entrepreneurship development are highly pivotal to economic growth. Small and medium enterprise is one of the largest economic sectors globally, whereas, marketing is one of the greatest challenges faced by small and medium enterprise entrepreneurs. The research in small and medium enterprise marketing, also commonly referred as entrepreneurial marketing, has progressed rapidly over the last decade, however, the theoretical developments in entrepreneurial marketing domain are inadequate as yet. Due to this, higher education institutions are also using outdated curricula to teach entrepreneurial marketing, as theoretical developments contribute towards the development of curricula. Moreover, pedagogical choices of business schools for entrepreneurship education are also mismatched with the practical entrepreneurial needs. Thus, a wide theory/pedagogy-practice gap has emerged in the domain of entrepreneurial marketing, due to which, graduates are lacking in practical entrepreneurial marketing skills that are required for the survival of small and medium enterprise ventures. To bridge this gap, the current research is aimed at: 1) exploring entrepreneurial marketing practices of graduate entrepreneurs during the start-up phase, 2) exploring entrepreneurial marketing challenges faced by graduate entrepreneurs during the start-up phase, and, 3) developing a practical model of entrepreneurial marketing pedagogy. For first two explorations, the current study has used a purely qualitative method i.e., the case study in which four small and medium enterprises owned and managed by graduate entrepreneurs were studied. The first exploration has foregrounded 11 entrepreneurial marketing dimensions, as well as how entrepreneurs practice each dimension within their network, thus, making significant theoretical developments. The second exploration has foregrounded two types of entrepreneurial marketing challenges i.e., social and educational. Using educational challenges, a practically implementable entrepreneurial marketing pedagogy model is developed to achieve the third objective, which is also the major and practical contribution of current study. 2020 Thesis https://etd.uum.edu.my/9278/ https://etd.uum.edu.my/9278/1/s902614_01.pdf text eng public https://etd.uum.edu.my/9278/2/s902614_02.pdf text eng public https://etd.uum.edu.my/9278/3/s902614_references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Abd. Rani, Shamsul Huda Sa'atar, Shiza
topic	HB615-715 Entrepreneurship Risk and uncertainty Property HF5001-6182 Business
spellingShingle	HB615-715 Entrepreneurship Risk and uncertainty Property HF5001-6182 Business Amjad, Tayyab Entrepreneurial marketing practices and challenges: development of a pedagogy model
description	Small and medium enterprise and entrepreneurship development are highly pivotal to economic growth. Small and medium enterprise is one of the largest economic sectors globally, whereas, marketing is one of the greatest challenges faced by small and medium enterprise entrepreneurs. The research in small and medium enterprise marketing, also commonly referred as entrepreneurial marketing, has progressed rapidly over the last decade, however, the theoretical developments in entrepreneurial marketing domain are inadequate as yet. Due to this, higher education institutions are also using outdated curricula to teach entrepreneurial marketing, as theoretical developments contribute towards the development of curricula. Moreover, pedagogical choices of business schools for entrepreneurship education are also mismatched with the practical entrepreneurial needs. Thus, a wide theory/pedagogy-practice gap has emerged in the domain of entrepreneurial marketing, due to which, graduates are lacking in practical entrepreneurial marketing skills that are required for the survival of small and medium enterprise ventures. To bridge this gap, the current research is aimed at: 1) exploring entrepreneurial marketing practices of graduate entrepreneurs during the start-up phase, 2) exploring entrepreneurial marketing challenges faced by graduate entrepreneurs during the start-up phase, and, 3) developing a practical model of entrepreneurial marketing pedagogy. For first two explorations, the current study has used a purely qualitative method i.e., the case study in which four small and medium enterprises owned and managed by graduate entrepreneurs were studied. The first exploration has foregrounded 11 entrepreneurial marketing dimensions, as well as how entrepreneurs practice each dimension within their network, thus, making significant theoretical developments. The second exploration has foregrounded two types of entrepreneurial marketing challenges i.e., social and educational. Using educational challenges, a practically implementable entrepreneurial marketing pedagogy model is developed to achieve the third objective, which is also the major and practical contribution of current study.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Amjad, Tayyab
author_facet	Amjad, Tayyab
author_sort	Amjad, Tayyab
title	Entrepreneurial marketing practices and challenges: development of a pedagogy model
title_short	Entrepreneurial marketing practices and challenges: development of a pedagogy model
title_full	Entrepreneurial marketing practices and challenges: development of a pedagogy model
title_fullStr	Entrepreneurial marketing practices and challenges: development of a pedagogy model
title_full_unstemmed	Entrepreneurial marketing practices and challenges: development of a pedagogy model
title_sort	entrepreneurial marketing practices and challenges: development of a pedagogy model
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2020
url	https://etd.uum.edu.my/9278/1/s902614_01.pdf https://etd.uum.edu.my/9278/2/s902614_02.pdf https://etd.uum.edu.my/9278/3/s902614_references.docx
_version_	1776103727101378560

Entrepreneurial marketing practices and challenges: development of a pedagogy model

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