Developing entrepreneurial marketing dimensions for SMEs in the digital era: a grounded theory approach

Conventional entrepreneurial marketing principles, formulated in developed nations, may insufficiently face the digital-era challenges encountered by small and medium-sized enterprises (SMEs) in developing countries. This research seeks to establish a novel conceptual framework that is more appropriate for the challenges of the digital era, employing a qualitative study grounded in theory methodology. Comprehensive interviews were performed with 30 entrepreneurs from five regions of Thailand, representing micro, small, and medium-sized enterprises in the agricultural, service, manufacturing, and trading sectors. The research produced three notable findings: (1) the extension of entrepreneurial marketing components from two conventional dimensions (entrepreneurial orientation and market orientation) to four dimensions by integrating networking capabilities and digital literacy; (2) the establishment of new metrics that illustrate the amalgamation of traditional methodologies with digital technologies, including the use of online data for identifying business opportunities, fostering customer relationships through online communities, and creating products informed by digital data analytics; and (3) the formulation of specific practical guidelines aimed at improving the marketing capabilities of SMEs, especially in cultivating collaborative networks and enhancing digital skills. This research expands the theoretical framework of entrepreneurial marketing and offers practical guidelines for the development of SMEs in developing nations.