TRADITIONAL MARKETING TO ENTREPRENEURSHIP MARKETING: A DECADE- OF TRANSITION

C.F.O. NNAJI; B. N. DIXON-OGBECHI; A.C. ONIKU

C.F.O. NNAJI Department of Business Administration, University of Lagos, Nigeria.
B. N. DIXON-OGBECHI Department of Business Administration, University of Lagos, Nigeria.
A.C. ONIKU Department of Business Administration, University of Lagos, Nigeria.

Keywords: Entrepreneurship marketing, Traditional marketing, Multidimensionality, Innovation-centrism, Customer-centrism, Competitive advantage

Abstract

The purpose of this study is to examine the differences between traditional marketing and entrepreneurship marketing and the various conceptualization of entrepreneurship marketing (EM) over a decade (2010-2019). Desk research design was employed to review a sample of n = 61 out of a population of 81 scholarly articles through the use of purposive sampling technique. The data in the study was analyzed using a pie chart and frequency table. The findings reveal that EM has evolved over the years and is reflected in its multidimensionality, fusion of customer-centrism and innovation-centrism with the aim of achieving competitive advantage. EM also is viewed to be unique from small business marketing in terms of behavioral differences of the small business owner from an innovative entrepreneur whose target is in the growth of the business based on market need evaluation. The study indicated that several differences exist between EM and TM as indicated in literature. Based on this, it is recommended that an empirical study be carried out on same topic so as to determine the extent to which the differences that exist between traditional and entrepreneurship marketing is reflected in corporate organizations.

Author Biographies

C.F.O. NNAJI , Department of Business Administration, University of Lagos, Nigeria.

B. N. DIXON-OGBECHI, Department of Business Administration, University of Lagos, Nigeria.

A.C. ONIKU, Department of Business Administration, University of Lagos, Nigeria.