The Entrepreneurship Marketing Practices: Evidence from Pakistan

Abstract

The purpose of this study is to develop an understanding of how entrepreneurs in Pakistan implement marketing strategies, including their application and the dimensions of entrepreneurial marketing. Qualitative research was used, and for getting in-depth information, interviews through the cause study analysis approach were used. The data was analyzed using Nvivo 12. Further thematic analysis, word trees, word tag clouds, and tree maps have been conducted. The semi-structured interviews were conducted with senior managers, directors, and CEOs of various firms to support our research. There is a significant gap in research regarding the application of marketing strategies in the entrepreneurial context in Pakistan. To the best of the authors' knowledge, similar research has been conducted in Poland, Sri Lanka, and the UAE, but with regard to Pakistan, this topic is relatively unexplored. The study explains the seven dimensions of entrepreneurial marketing practices to gain further clarity. The research is both explorative and descriptive in nature, aligning with the theory of entrepreneurial marketing. This study will assist practitioners and researchers in understanding how to retain existing customers in the market, manage risk, allocate resources, and create value for customers. Additionally, it highlights both commonalities and differences between entrepreneurial practices in Pakistan and other regions.