Entrepreneurial Marketing And Networking A Systematic Mapping Study

adjie achmad darajat

Abstract


The role Entrepreneurial Networking help entrepreneurs to gather useful information to help assess, evaluate and support their decisions on any market situation or opportunity, and help maintain awareness of market-related issues. While there are various definitions of entrepreneurial marketing and specific principles in this area that are still loose, practice tools are not adequately developed and unfortunately no unifying theory exists. The purpose of this study is to examine and analyze the available literature on the role of Networking in Entrepreneurial Marketing and to identify gaps and state of the art in research. In the search process we found 274 studies, and the result found 33 relevant studies to answer our research questions. Based on analysis of 33 papers, that SMEs are the dominant locus of research in this study. Validation research approach qualitative research method was found with the highest number in this field. There have been several systematic literature reviews on entrepreneurial marketing but not one of them has addressed the realm of networking in EM specifically. Therefore, the aim of this study is to provide a map of the existing literature to identify any research gaps for further research.

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References


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DOI: https://doi.org/10.22515/relevance.v4i2.3636

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