REVOLUTIONISING NEW VENTURE CREATION: THE CATALYST OF ENTREPRENEURIAL MARKETING

Abstract

Purpose. This study explores the role of entrepreneurial marketing in new venture creation and opportunity identification, moving beyond traditional marketing approaches. Objective. The objective is to investigate how entrepreneurial marketing strategies and practices contribute to successful new venture creation and opportunity identification. Methodology. A mixed-methods approach was employed, combining qualitative and quantitative data collection and analysis methods. In-depth interviews with entrepreneurs and surveys of new ventures were conducted to gather insights into entrepreneurial marketing practices. Findings.  The study reveals that entrepreneurial marketing plays a crucial role in new venture creation and opportunity identification. Key findings highlight the importance of proactive market scanning, innovative marketing strategies, and adaptive entrepreneurial behaviours in driving new venture success. Originality. This research contributes to the entrepreneurial marketing literature by providing new insights into the intersection of marketing and entrepreneurship in new venture creation and opportunity identification. Implications. The study's findings have implications for entrepreneurs, policymakers, and educators, highlighting the need for entrepreneurial marketing education and training programs that foster innovative marketing strategies and opportunity identification skills. Recommendations.  Based on the findings, recommendations are made for entrepreneurs to adopt proactive and adaptive entrepreneurial marketing strategies, and for educators to integrate entrepreneurial marketing into their curricula. Future research directions are also suggested, including investigating the impact of digital marketing on entrepreneurial marketing practices.