Purpose Although the literature has examined the relationship between entrepreneurship and entrepreneurial marketing (EM), the theoretical influence of the four dimensions and five principles of causal and effectual behavior on the seven dimensions of EM remains unclear. This exploratory study investigates how the four causal entrepreneurship dimensions and five effectual entrepreneurship principles influence the seven dimensions of EM. Design/methodology/approach This study employs a qualitative, integrated, multiple-case study design. Eight Brazilian women entrepreneurs participated in this study. Findings Women entrepreneurs leverage their resources through both causal and effectual behaviors. However, they tend to innovate and explore new markets less frequently. Their effectual initiatives are particularly noticeable in their proactive behavior. Additionally, there is a balanced relationship between planned and unplanned practices with respect to value creation and customer engagement. Originality/value This study elucidates the under-theorized mechanisms of EM by examining how causal and effectual behaviors shape its seven dimensions. In doing so, it allows for three key contributions to the literature. First, both causal and effectual behaviors influence EM dimensions distinctly, underscoring the need to consider both types for a comprehensive understanding of EM. Second, this study identifies which dimensions of causal behavior and which principles of effectual behavior most strongly affect each of the seven EM dimensions, providing new insights into theoretical and empirical relationships that have not yet been examined. Finally, we propose future research agendas to explore this field and address these gaps in the literature.
Corrêa et al. (Mon,) studied this question.