Global Journal of Economic and Finance Research

Purpose: this study examined the impact entrepreneurial marketing strategies on business growth in times of crisis and beyond. It investigates how marketing strategies are embedded in entrepreneurship during times of crisis and beyond using opportunity-driven marketing, customer-centric innovation, and resource leveraging.

Design/methodology/approach: The study employs a descriptive and explanatory research design with a focus on SMEs that have implemented entrepreneurial marketing strategies. A structured online survey was administered to 430 SME owners, managers, and policymakers from various industries. Stratified random sampling technique was used to ensure broad representation. The multiple regression and correlation analysis were used to analyse the data to assess the impact of entrepreneurial marketing strategies on business growth support using SPSS.

Findings: The results show that SMEs' resource leveraging, customer-centric innovation, and opportunity-driven marketing significantly impact business growth. Businesses that integrate entrepreneurial marketing strategies tend to achieve greater adaptability and long-term sustainability. 

Practical implications: The study clarifies the importance of entrepreneurial marketing strategies for SMEs, policymakers, stakeholders and industry in navigating economic volatility. It emphasises that businesses need to use entrepreneurial marketing strategies (resource leveraging, customer-centric innovation, and opportunity-driven marketing) in order to remain competitive.

Originality/value: This study contributes to the growing body of knowledge by demonstrating that entrepreneurial marketing strategies is effective in times of crisis and beyond. It also highlights how resource leveraging, customer-centric innovation, and opportunity-driven marketing are essential for enhancing SMEs' sustainability and how marketing strategies are always evolving.

Entrepreneurial marketing strategies, resource leveraging, customer-centric innovation, opportunity-driven marketing, business growth

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