Investigating the reinforcing Factors of Entrepreneurial Marketing : a systematic review with meta-synthesis technique

Entrepreneurial marketing is one of the new topics in the field of management and marketing that plays an important role in the future of organizations. The purpose of this study is a systematic study of entrepreneurial marketing in the form of identifying reinforcing factors using the meta-combined method.

In this study, 605 valid scientific texts in Persian and English were identified and extracted in the period of 2020-2001 and 1397-1387. A total of 71 research items were used using the Currency Skills (CASP) method. The meta-combined method was used to analyze the research literature.

After studying and extracting the text, the key codes were extracted and clustered with Max QD software and arranged in the form of concepts and components. Findings showed that entrepreneurial marketing drivers have two main components, 8 concepts and 42 indicators including internal factors (including 5 main concepts of entrepreneurial subjectivism, organizational structure, culture, knowledge management and emotional intelligence) and external factors (including 3 main concepts of branding, marketing Innovative and improved communication).

Entrepreneurial marketing has several main components and indicators that can help managers in developing innovative activities as a driving force of organizations and turn them into leading organizations in their field.