Stakeholder Engagement for Sustainable Entrepreneurial Marketing: Theoretical Synchronization and Empirical Insights

Sustaining competitive advantage is widely researched individually in different knowledge-streams; however, developing insights on sustained competitive advantage, based on the mutual application of different knowledge-streams, is scarce. Centred on a theoretical synchronisation between strategic management, entrepreneurship and marketing literature, this study is the first of its kind to accentuate a research gap at the intersection of these three business research-streams. The aim here is to understand how the interlinked dynamics of these three cross-functional business areas could strategically leverage stakeholder relationships, in a way that could help marketeers to sustain their entrepreneurial marketing initiatives. In order to develop a theoretical synthesis to pursue this aim, this study follows an inductive constructive method to clarify arguments, in order to coherently flourish insights from the reviewed literature and industry information. Following the theoretical insights, three case examples are presented in support of the discussed theoretical synchronisation. Future research areas are discussed.