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


How to Strategize SMEs Capabilities Via Entrepreneurial Marketing Approaches

Author(s): Sheerad Sahid, Suriani Abdul Hamid

Small and Medium Enterprises (SMEs) have played an important role in fostering growth, employment and national income around the world. However, despite the significant role and contribution to the economy, SMEs faced some constraints and challenges that directly affect their business growth and performance. Therefore, the purpose of this paper is to suggest strategies that will help in enhancing SME's capabilities through the entrepreneurial marketing approaches. Firstly, the paper identified the marketing issues faced by SMEs. Subsequently, it focused on the discussion on the EM dimensions that exist in the domain of marketing and entrepreneurship. The researchers had identified and analyzed three EM models in the EM literature. In conclusion, the paper proposed a structural research model to be conducted in the future research.