A conceptual review on entrepreneurial marketing and business sustainability in small and medium enterprises

This paper aims to review the current literature on entrepreneurial marketing and business sustainability while explaining various scholars’ views on the relationships between these constructs. A comprehensive analysis of the previous literature on these concepts was conducted to gain better insights and in-depth knowledge regarding the trends in the past studies related to the entrepreneurial marketing and Small and Medium Enterprises’ (SME) business sustainability. It is often postulated in the literature that entrepreneurial marketing represents a key strategy for driving and determining SMEs’ business sustainability. Therefore, some propositions were suggested with reference to the examined literature as a basis for the future empirical investigation to examine effects of entrepreneurial marketing dimensions on SME business sustainability. The study provides a key contribution to current knowledge on the linkages among the entrepreneurial marketing dimensions, namely value creation, proactiveness, customer intensity, resource leveraging, and innovativeness) and business sustainability with reference to SME's context. This paper also addresses existing gaps in the literature on entrepreneurial marketing and business sustainability and put forward directions for future empirical studies.