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THE ROLE OF ENTREPRENEURIAL MARKETING IN IMPROVING MARKET SHARE FOR SMALL BUSINESSES FACING EXTERNAL ENVIRONMENTAL OR RESOURCE CHALLENGES

Abstract

Marketing is critical for small companies, but conventional marketing practices are not always available or appropriate. A nascent business venture is more likely to face uncertain market conditions and limited resources and the entrepreneur must use innovative approaches. This research links entrepreneurial marketing practices with changes in market share in small businesses. The findings indicate much support for the small businesses who face greater external or macro-environmental challenges utilizing more entrepreneurial marketing than small businesses that do not face external environmental challenges. Relative to internal resource challenges, however, entrepreneurial marketing is utilized by firms with more resources. Similarly, entrepreneurial marketing is associated with improved market share, particularly with less challenging internal or external environments.

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