ENTREPRENEURIAL MARKETING IN FAMILY-OWNED STITCHING FASHION OF MSME: A SYSTEMATIC REVIEW OF MARKET ORIENTATION AND PERFORMANCE OUTCOMES

Abstract

Entrepreneurial marketing (EM) has become a critical strategy for Micro, Small, and Medium Enterprises (MSMEs), especially for family-owned businesses in niche industries like Stitching fashion. This systematic review focuses on how entrepreneurial marketing practices in family-owned Stitching fashion MSMEs impact market orientation and performance outcomes. Using the PRISMA methodology, we analyze a range of studies related to entrepreneurial marketing, familiness, social capital, and market orientation in family firms. Findings reveal that market orientation, coupled with strong family dynamics, positively influences business performance, especially in industries that rely on craftsmanship and personalization. The study offers insights for MSMEs seeking to enhance their competitiveness in a market dominated by mass-produced goods. EM and MO: Both family and non-family businesses benefit from integrating entrepreneurial marketing, but family businesses tend to have deeper market connections due to their long-standing relationships and the familiness aspect, allowing for more sustainable EM practices. Familiness and Social Capital in MO in family businesses have a competitive edge due to the interpersonal trust and relational social capital they build over generations, which non-family businesses often lack. This leads to stronger customer relationships and a more effective market orientation. Family businesses show superior performance in market-oriented strategies, particularly when focusing on financial outcomes and customer relationships. However, their reluctance to pursue high-risk strategies, such as those involving technological innovation or optimization-based metrics, can sometimes limit their growth potential compared to non-family firms