A New Dimension of Entrepreneurial Marketing and Key Challenges: A Case Study from Pakistan



  • Tayyab Amjad School of Business Management, College of Business, Universiti Utara Malaysia
  • Shamsul Huda Abdul Rani School of Business Management, College of Business, Universiti Utara Malaysia
  • Shiza Sa'atar School of Business Management, College of Business, Universiti Utara Malaysia


Entrepreneurial marketing, Graduate Entrepreneur, Start-up challenges, Case study, Legitimation, Enterepreneurial education


Purpose- Numerous studies have explored entrepreneurial marketing (EM) activities in the firms that are established for a few years, but the research exploring the EM activities and challenges, particularly during the start-up phase, is scant. To cover this wide gap, the current study explores in-depth the EM activities and EM challenges faced during the start-up phase by a graduate entrepreneur who has exposure to both marketing and entrepreneurship education and practical EM experiences.

Design/Methodology- In-depth case study approach has been adopted to study an SME owned and managed successfully by a graduate entrepreneur.

Findings- After rigorous data analysis, in addition to the currently known seven EM dimensions, this study has discovered a new EM dimension, i.e., ‘legitimation’. Moreover, the key EM challenges in emerging economies are also identified.

Practical Implications- The results have guided future entrepreneurs regarding their investment decisions, and to the entrepreneurship education policymakers regarding pedagogical up-gradation.


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How to Cite

Amjad, T., Abdul Rani, S. H. ., & Sa’atar, S. . (2020). A New Dimension of Entrepreneurial Marketing and Key Challenges: A Case Study from Pakistan. SEISENSE Journal of Management, 3(1), 1-14. https://doi.org/10.33215/sjom.v3i1.272