Journal of Research in Marketing and Entrepreneurship
Scope & Guideline
Connecting theory and practice in the realms of marketing and entrepreneurship.
Introduction
Aims and Scopes
- Entrepreneurial Marketing Strategies:
The journal emphasizes innovative marketing strategies tailored for entrepreneurs, particularly in SMEs, exploring how these strategies can enhance competitive advantage and drive growth. - Small Business Dynamics:
Research on the unique challenges and opportunities faced by small businesses, including decision-making processes, resource allocation, and performance metrics. - Social Networks and Relationships:
Exploration of how social capital and network ties influence marketing outcomes and entrepreneurial success, highlighting the importance of relationships in business. - Technology Adoption and Innovation:
Focus on how small firms leverage technology and innovation to create opportunities, enhance productivity, and adapt to changing market conditions. - Diversity and Inclusion in Entrepreneurship:
Investigating the role of gender, ethnicity, and socio-economic factors in shaping entrepreneurial ventures and marketing practices. - Impact of External Factors:
Analysis of how external elements such as economic conditions, government policies, and social changes influence marketing strategies and entrepreneurial performance.
Trending and Emerging
- Digital and Social Media Marketing:
There is a growing focus on how digital and social media platforms are utilized by entrepreneurs, especially in the context of the gig economy and micro-entrepreneurship. - Entrepreneurial Ecosystems:
Research is increasingly centered on the concept of entrepreneurial ecosystems, examining how various stakeholders contribute to the success of entrepreneurs and startups. - Resilience and Adaptability:
Studies highlighting the importance of resilience among entrepreneurs, particularly in the face of challenges such as the COVID-19 pandemic, are gaining traction. - Sustainable Entrepreneurship:
Emerging themes around sustainability and ethical business practices are becoming prominent, reflecting a broader societal shift towards responsible entrepreneurship. - Diversity in Entrepreneurship:
There is an increasing emphasis on how diverse backgrounds influence entrepreneurial outcomes, including the study of female and minority entrepreneurs in various contexts. - Data-Driven Decision Making:
The journal is seeing a rise in research focused on how entrepreneurs leverage data analytics to inform marketing strategies and improve business performance.
Declining or Waning
- Traditional Marketing Techniques:
There is a noticeable decline in research focusing on conventional marketing methods as the emphasis shifts towards innovative and digital strategies that align with contemporary entrepreneurial needs. - Generalized Entrepreneurship Models:
Previous broad models of entrepreneurship that do not account for specific contexts or industries are becoming less relevant as the journal increasingly highlights niche and context-specific studies. - Passive Consumer Behavior Studies:
Research centered on passive consumer behavior without considering active engagement or interaction strategies is less frequently published, signaling a shift towards more dynamic marketing interactions. - Focus on Large Enterprises:
There has been a noticeable decrease in studies related to large corporations and their marketing practices, with a stronger emphasis now on SMEs and their unique challenges. - Static Market Research:
Traditional, static market research approaches are being overshadowed by dynamic, real-time analysis methods that better reflect the fast-paced changes in entrepreneurial environments.
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