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Deconstructing entrepreneurial marketing dimensions in small and medium-sized enterprises in Nigeria: a literature analysis

机译：尼日利亚中小企业解构企业营销优势：文献分析

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In Nigeria, many small and medium enterprises (SMEs) go moribund despite the efforts of government and other supportive agents. There is a dearth of entrepreneurial marketing (EM) models that address the problem of short-term survival of SMEs faced by owners or managers. This paper aims at evaluating extant literature and models on EM to propose a new and comprehensive model for research. In this pursuit, a background literature review on EM was conducted in several peer-reviewed journals to identify the evolution of EM and the milestones and the dimensions of EM and their significance in existing models in relation to the performance and survival of businesses. Nine key dimensions were identified, namely: innovativeness, proactiveness, calculated risk-taking, resource leveraging, customer intensity, value creation, market sensing, alliance formation and teamwork. Based on these dimensions, a new and exhaustive model of EM is proposed. This paper concludes that applying these EM dimensions to SMEs would significantly propagate success in an innovative and sustainable way.
机译：尼日利亚，尽管政府和其他支持者的努力，许多中小企业（中小企业）遭到奄奄一息。有一种高尚的企业家营销（EM）模型，解决了业主或经理面临的中小企业短期生存问题。本文旨在评估EM的现存文献和模型，提出了一种新的研究模型。在这一追求中，在几个同行评审期刊上进行了背景文献综述，以确定EM和里程碑的演变以及EM的职位以及其在与企业表现和生存相关的现有模型中的重要性。确定了九个关键维度，即：创新，主动，计算的风险，资源利用，客户强度，价值创作，市场传感，联盟形成和团队合作。基于这些尺寸，提出了一种新的和详尽的EM模型。本文得出结论，将这些EM维度应用于中小企业将以创新和可持续的方式显着传播成功。

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