The Place Of Entrepreneurship In Marketing Practice: A Global And Comparative Analysis
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Abstract
The convergence of entrepreneurship and marketing has given rise to the dynamic field of Entrepreneurial Marketing (EM), which has become increasingly critical in the contemporary global business landscape. This paper explores the place of entrepreneurship in marketing practice through a global and comparative lens. It examines the theoretical underpinnings of EM, highlighting its departure from traditional marketing through dimensions such as proactiveness, innovativeness, risk-taking, and opportunity focus. Through a comparative analysis of different regions, including North America, Europe, Asia, and Africa. The paper identifies how institutional environments, cultural factors, and technological advancements shape EM practices. The findings reveal that while developed economies like the United State (US) and European Union (EU) emphasise structured research and development (R&D) and innovation-led growth, emerging economies in Asia and Africa leverage mobile technology and fintech to drive necessity-driven and rapid-growth innovations. The study concludes by discussing the challenges and opportunities in global EM and providing directions for future research and practice....
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