تحلیل کتاب شناختی و مصورسازی پژوهش های منتشر شده در زمینه بازاریابی کارآفرینانه در چهار دهه گذشته (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
بازاریابی کارآفرینانه به عنوان یک مفهوم کلیدی در زمینه بازاریابی و کارآفرینی با تمرکز بر استراتژی های بازاریابی مبتکرانه و خلّاقانه ای که شرکت ها به کار گرفته اند، در نظر گرفته می شود. با توجه به رشد روزافزون پژوهش های منتشرشده در این حوزه هدف از پژوهش حاضر تحلیل روند انتشارات و تحلیل کتاب شناختی پژوهش هایی است که در زمینه بازاریابی کارآفرینانه منتشر شده است. در این پژوهش از سه روش تحلیل زوج کتاب شناختی، هم استنادی و هم واژگانی استفاده و روند تأثیر مقاله ها، نویسندگان، مجله ها و مؤسسه ها بررسی شد. بدین منظور، اطلاعات 273 مقاله که در بازه 1976 تا 2024 منتشر شده است از پایگاه داده ای وب آو ساینس استخراج و تحلیل شد. نتایج نشان داد که تحقیقات حوزه بازاریابی کارآفرینانه به سه دسته اصلی «مفهوم بازاریابی کارآفرینانه»، «بازاریابی کارآفرینانه در عمل» و «گرایش کارآفرینانه و بازارگرایی» طبقه بندی می شود.نتایج این پژوهش نشان می دهد که در سال های اخیر مفهوم بازاریابی کارآفرینانه حوزه در حال رشدی بوده است و پژوهشگران برای بررسی دقیق تر این حوزه باید مفاهیمی همچون گرایش کارآفرینانه و بازارگرایی را در پژوهش های آتی خود در نظر گیرند.Bibliographic Analysis and Visualization of Research on Entrepreneurial Marketing in the Last Four Decades
Entrepreneurial marketing has emerged as a pivotal concept within the realms of marketing and entrepreneurship, emphasizing innovative and creative marketing strategies employed by companies. With the rising volume of published research in this area, this study aimed to analyze the publishing process and conduct a bibliographic analysis of works in the field of entrepreneurial marketing.This research utilized 3 methods, i.e., bibliographic analysis, co-citation analysis, and co-word analysis, to investigate the influence of articles, authors, journals, and institutions. A total of 273 articles published between 1976 and 2024 were extracted from the Web of Science database for this analysis. The findings categorized research in entrepreneurial marketing into 3 main themes:Concept of Entrepreneurial MarketingEntrepreneurial Marketing in PracticeEntrepreneurial Orientation and Market OrientationThe results indicated a growing interest in entrepreneurial marketing, suggesting that future research should further explore the interplay between entrepreneurial orientation and market orientation to deepen understanding of this evolving field.IntroductionEntrepreneurial marketing, an emerging field that integrates marketing and entrepreneurship, has garnered significant attention from researchers and entrepreneurs over the past four decades. In an environment characterized by intense competition and instability, Small and Medium-sized Enterprises (SMEs) often face constraints due to limited resources and seek innovative solutions to attract and retain customers. Within this context, entrepreneurial marketing introduces concepts, such as innovation, flexibility, and unconventional strategies, enabling businesses to differentiate themselves from competitors.In contrast to traditional marketing approaches, which rely heavily on precise market forecasts and long-term planning, entrepreneurial marketing prioritizes rapid innovation and creative customer engagement. Historically, this concept has emerged primarily as a solution for SMEs but has gradually expanded to encompass a wider range of industries.Despite the increasing volume of research in this field, various definitions and perspectives can complicate a full understanding of the concept. Therefore, this study aimed to classify and evaluate existing research through bibliometric analysis, identifying the core structure and main trends within entrepreneurial marketing. This analysis highlighted the most influential sources, journals, and authors in the field while providing a comprehensive overview of the research methodologies employed across studies. By doing so, it outlined key research trends and presented a conceptual roadmap to guide future investigations in entrepreneurial marketing. Ultimately, the objective of this article was to offer a thorough overview of existing studies, categorize them by key themes, and analyze the evolution of entrepreneurial marketing.Materials & MethodsThis study employed a bibliometric approach to analyze research within the field of entrepreneurial marketing. Bibliometric analysis is a scientific method that elucidates the intellectual and thematic structure of research in a specific domain, while also highlighting emerging trends. Data were extracted from the Web of Science database, a reputable source for academic and research articles. Studies related to entrepreneurial marketing published between 1976 and 2024 were identified by searching for the term "entrepreneurial marketing" in the title, abstract, and keywords of the selected articles. After a thorough screening process, 273 articles directly pertinent to the field were selected for final analysis. To ensure a comprehensive examination of these articles, 3 primary bibliometric techniques were utilized:Bibliographic Coupling Analysis: This method categorized articles that cited the same references, thereby measuring thematic connections among them. It helped in identifying thematic clusters and patterns within the research.Co-citation Analysis: This technique identified articles or sources that were frequently cited together. By analyzing co-citation, the researchers could ascertain the most influential articles and journals that had shaped the concepts and theories in entrepreneurial marketing, thus mapping the intellectual structure of the field.Co-word Analysis: This analysis examined keywords and frequently used phrases across various articles, helping to identify emerging topics and research trends. Co-word analysis revealed which subjects had garnered the most attention from researchers, aiding in the recognition of key and future research directions in this area.For data visualization, VOSviewer software was utilized. VOSviewer generated graphical networks of citations, research clusters, and thematic connections, providing a comprehensive understanding of the field's structure. The results included graphical representations of influential articles, researchers, clusters, and themes, enhancing the understanding of the intellectual organization within this domain.Research FindingsThe findings of this study derived from bibliographic coupling, co-citation, and co-word analyses revealed 3 primary clusters within entrepreneurial marketing research: The Concept of Entrepreneurial Marketing: This cluster centered on theoretical discussions and conceptual definitions of entrepreneurial marketing. It encompassed studies that had explored the fundamental principles and frameworks of the field, emphasizing topics, such as innovation and risk management, in marketing. Within this cluster, entrepreneurial marketing was defined as a novel approach to seizing market opportunities through efficient resource utilization and value creation. Entrepreneurial Marketing in Practice: This cluster examined the practical applications of entrepreneurial marketing in SMEs. Research in this area highlighted the role of entrepreneurial marketing in fostering business growth and enhancing organizational performance. Studies indicated that SMEs could adapt more swiftly to environmental changes and effectively respond to evolving customer needs by leveraging innovative marketing and entrepreneurial strategies. Entrepreneurial Orientation and Market Orientation: This cluster focused on the interplay and alignment between entrepreneurial orientation and market orientation within organizations. Research suggested that harmonizing these two orientations could lead to increased innovation, improved organizational performance, and sustained success. Studies in this area emphasized that organizations adept at aligning these orientations were more likely to achieve their objectives.The co-word analysis further revealed a shift in terminology within entrepreneurial marketing, moving from terms, such as "company", "marketing strategy", "marketing", and "growth" to more contemporary concepts like "behavior", "social media", "business", "dynamic capabilities", and "SMEs". Researchers in this field are encouraged to consider these evolving trends in their future studies. Additionally, the co-citation analysis identified 5 key articles that had significantly impacted the field of entrepreneurial marketing. Notable works included those of Atuahene-Gima & Ko (2001), which investigated the alignment of market and entrepreneurial orientations, and Hills et al. (2008), which focused on the evolution of entrepreneurial marketing.Discussion of Results & ConclusionThis comprehensive bibliometric analysis revealed that research on entrepreneurial marketing had been steadily increasing over the past four decades. As a strategic alternative to traditional marketing—especially in volatile business environments—entrepreneurial marketing has proven to be highly effective for Small and Medium-sized Enterprises (SMEs). By leveraging innovative approaches and optimizing the use of limited resources, firms can gain a significant competitive advantage.The findings highlighted 3 main clusters within entrepreneurial marketing that contribute to the field's advancement. This study identified influential articles, key authors, leading journals, and relevant keywords, effectively mapping the conceptual structure of entrepreneurial marketing and providing a solid foundation for future research. Moreover, many studies emphasized the alignment between entrepreneurial and market orientations as a crucial factor in achieving organizational success. This alignment can serve as a central theme for future investigations, guiding researchers in exploring its impact on performance and innovation within the entrepreneurial marketing landscape.Building on the findings and analysis of the research structure, this article offers several recommendations for future studies: Expanding Time Range and Data Sources: Since this study relied solely on data from the Web of Science, future research could enhance comprehensiveness by incorporating additional databases, such as Scopus and Google Scholar, to capture a broader array of relevant articles. Utilizing Mixed Quantitative and Qualitative Analyses: To deepen the understanding of the content and significance of the articles, future research might benefit from combining quantitative and qualitative analyses. This approach would provide a more nuanced view of the value and contributions of each study. Investigating the Cultural and Social Impacts of Entrepreneurial Marketing: To achieve a more nuanced understanding of regional and cultural differences in entrepreneurial marketing, future studies could explore its cultural and social impacts across diverse contexts. This exploration would enrich the field by highlighting how entrepreneurial marketing practices vary in different cultural settings.
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