Entrepreneurial Marketing and Digitalization: Strategic Integration, Challenges, and Emerging Opportunities

Author(s)	Vijayalakshmi Duraisamy
Country	United States
Abstract	The convergence of entrepreneurial marketing (EM) and digitalization has fundamentally redefined how emerging ventures and resource-constrained enterprises engage with dynamic, technology-mediated marketplaces. Entrepreneurial marketing, characterized by its opportunistic, agile, and resource-leveraging nature, aligns closely with digitalization—the systemic adoption of digital technologies to enhance value creation, customer interaction, and operational scalability. This paper critically examines the synergistic relationship between EM and digitalization, providing a comprehensive analysis of the inherent challenges, strategic enablers, and transformative opportunities that arise from this intersection. The discourse contributes to advancing a more nuanced understanding of marketing innovation in digitally evolving entrepreneurial ecosystems.
Field	Engineering
Published In	Volume 6, Issue 10, October 2025
Published On	2025-10-21
Cite This	Entrepreneurial Marketing and Digitalization: Strategic Integration, Challenges, and Emerging Opportunities - Vijayalakshmi Duraisamy - IJLRP Volume 6, Issue 10, October 2025. DOI 10.70528/IJLRP.v6.i10.1794
DOI	https://doi.org/10.70528/IJLRP.v6.i10.1794
Short DOI	https://doi.org/g97gjq

About IJLRP Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijlrp.com

International Journal of Leading Research Publication