Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


An Empirical Study of the Dimensions of Entrepreneurial Marketing

Author(s): Ranbir Singh Sodhi and Dhananjay Bapat

Entrepreneurial Marketing (EM) would help organisations remain relevant and competitive in the world full of uncertainties brought about by advances in science and technology on the one hand and shrinking product and business life cycles on the other. EM has been evolving over the last three decades, But there has not been a consensus on the definition of EM. A few of these definitions have suggested the dimensions of EM. The empirical investigations have not confirmed the dimensions of these EM definitions. The purpose of this study is to empirically verify the six dimensions of EM as proposed by Kilenthong, Hills and Hultman in the Indian context. Structural Equations Modelling was used to analyse. Results showed that five factors fit well in the model.