Reconceptualizing Entrepreneurial Marketing in the Age of Digital Commerce: The Case of China

In the era of rapid digital transformation, traditional approaches to entrepreneurial marketing (EM) are increasingly being challenged by the rise of integrated digital commerce. This conceptual paper reconceptualizes EM by exploring how digital platforms, data analytics, and customer co-creation reshape entrepreneurial strategies, with a focus on the Chinese entrepreneurial ecosystem. Drawing from the Resource-Based View, Dynamic Capabilities Theory, and Effectuation Theory, this study proposes a theoretical framework that positions digital resource capabilities and platform economies as core drivers of modern EM. It presents key propositions for future empirical validation and emphasizes the need for adaptive, innovation-driven, and customer-centric marketing approaches in the digital age. The paper contributes to the growing discourse on digital entrepreneurship by offering new insights into how entrepreneurs can achieve market responsiveness and scalability through digital commerce integration.