Does entrepreneurial marketing impacts business sustainability?: new evidence from small and medium-sized enterprises in Egypt

Abstract EN

Due to the dynamic nature of the marketing environment and the competition among small and medium-sized businesses, traditional marketing techniques are not enough to gain a competitive advantage and achieve business sustainability with the rapid emergence and evolution of new technologies and the increasing complexity of the market are creating a challenge for the traditional marketing strategies of small and medium-sized enterprises.

in response with Egypt’s vision 2030 and with sustainable development goals (SDG’s), one of the most important factors that small and medium enterprises need to consider is entrepreneurial marketing.

the concept of entrepreneurial marketing has been coined to provide businesses with a new approach to marketing.

it involves using innovative and creative ideas to create value for their customers.

the purpose of this research is to examine the impact of entrepreneurial marketing practices (customer intensity, proactiveness, innovativeness, value creation, competitor orientation, risk taking and marketing mix) on business sustainability in small and medium enterprises operating in Egypt.

a structured questionnaire was distributed on a sample of 257 owners who are supposed to be owned a small and medium business in different sectors.

the results suggest that there is significant positive effect of entrepreneurial marketing on business sustainability.

simultaneously, the moderating role of government support is significant on the relationship between entrepreneurial marketing and business sustainability.

this research should support the owners of small and medium enterprises in Egypt to design an entrepreneurial marketing strategy to maintain an effective performance and sustainable business.

the contribution of this research to the literature by being one of the rising empirical studies addressing the role of entrepreneurial marketing on business sustainability for small and medium sized enterprises operating in Egypt.

this research will tackle the role of entrepreneurial marketing practices (customer intensity, proactiveness, innovativeness, value creation, competitor orientation, risk taking and marketing mix) in applying the entrepreneurial marketing strategy on small and medium sized enterprises in Egypt.

the findings of the research will help scholars and practitioners get insight into the entrepreneurial marketing role on the business sustainability and the role of government support in small and medium sized enterprises in Egypt.