Technology and Entrepreneurial Marketing Decisions During COVID-19

• Published in: Global journal of flexible systems management Vol. 22; no. 2; pp. 95 - 112
• Main Authors: Polas, Mohammad Rashed Hasan, Raju, Valliappan
• Format: Journal Article
• Language: English
• Published: New Delhi Springer India 2021
• Subjects: Business and Management; Original Research; COVID-19; Bangladesh; Entrepreneurial marketing decisions; Opportunity development; Technology; Opportunity exploitation; Opportunity recognition
• ISSN: 0972-2696; 0974-0198; 0974-0198
• DOI: 10.1007/s40171-021-00262-0

The prime concern of this study is to explore how technology influences entrepreneurial marketing decisions during the world pandemic (COVID-19). The study uses a sample of 127 SMEs from Bangladesh. Data were collected by sending out questionnaires electronically and by mail. Smart PLS (SEM) 3.0 was used to analyse the data following the quantitative method. The study reveals positive and significant relationships between entrepreneurial opportunity recognition, opportunity development and opportunity exploitation with their entrepreneurial marketing decisions. It also claims that entrepreneurial passion mediates the relationship between entrepreneurial opportunity recognition and opportunity development with their entrepreneurial marketing decisions. However, entrepreneurial passion does not mediate the relationship between entrepreneurial opportunity exploitation and entrepreneurial marketing decisions. The study offers researchers a broader and more wide-ranging view of the importance of artificial intelligence in small firms. Researchers, educators and practitioners will benefit from the findings. The analyses are more complex and varied than the methodologies used in most of the limited previous research.