A New Dimension of Entrepreneurial Marketing and Key Challenges: A Case Study from Pakistan

@inproceedings{Amjad2020AND,
  title={A New Dimension of Entrepreneurial Marketing and Key Challenges: A Case Study from Pakistan},
  author={Tayyab Amjad and Shamsul Huda Abdul Rani and Shiza Binti Sa'atar},
  year={2020}
}
PurposeNumerous studies have explored entrepreneurial marketing (EM) activities in the firms that are established for a few years, but the research exploring the EM activities and challenges, particularly during the start-up phase, is scant. To cover this wide gap, the current study explores in-depth the EM activities and EM challenges faced during the start-up phase by a graduate entrepreneur who has exposure to both marketing and entrepreneurship education and practical EM experiences. 

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