Presentation of a generic “EMICO” framework for research exploration of entrepreneurial marketing in SMEs

Purpose – This research paper seeks to contribute to discussions at the marketing and entrepreneurship interface from the small to medium‐sized enterprise (SME) perspective, in particular to further developments in the entrepreneurial marketing (EM) literature by presenting a research framework suitable for research exploration of EM in SMEs. Design/methodology/approach – Development of the “EMICO” framework has taken place within the context of a research project which explores EM orientation in small technology firms. The framework was constructed using EM theory and informed by a range of established orientation scales drawn from the wider literature. Methodological approaches used in refinement of the framework are then described. Findings – The paper reflects on and discusses the contribution that extant EM theory makes to the framework's development, specifically reporting the findings relating to EM theory applied to the SME research context. Originality/value – The paper addresses the paucity of research on the EM orientation of firms by offering a qualitative research framework suitable for the research exploration of EM in SMEs. It advances knowledge and understanding of EM by reflecting on the outcomes of the application of the framework in respect of existing EM theory.