Article Review: Ethical Challenges in Entrepreneurial Marketing in UAE

This article review examines a research paper focusing on the ethical challenges encountered by entrepreneurial marketers, particularly within the context of the United Arab Emirates (UAE). The review delves into the purpose of the original article, which is to identify and analyze the ethical dilemmas faced by entrepreneurial organizations. It explores the problems addressed, including time and resource constraints, lifestyle factors, time horizon issues, and social legitimacy concerns that contribute to unethical practices. The review highlights the main research questions, such as the specific ethical challenges, the impact of the "greater good" concept, and the influence of lifestyle and time horizon issues on decision-making. It assesses the relevance of the literature review, discussing key concepts like entrepreneurial marketing, the pursuit of the greater good, and time horizon considerations. The review also critiques the research methodology, noting the use of structured surveys and discussing the appropriateness of the sampling techniques. Furthermore, it summarizes the major findings, which emphasize the positive impact of legal, social, and operational factors on entrepreneurial marketing, as well as the importance of cultural issues. Finally, the review provides suggestions for future research, emphasizing the growth potential of entrepreneurial marketing and the opportunities for new theories and integrative research in this evolving field.

Running head: ARTICLE REVIEW
ARTICLE REVIEW
Name of Student
Name of the University
Author Note

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Table of Contents
The purpose of the article...........................................................................................................3
The problem or issue addressed by the article...........................................................................3
The main question answered in the research article...................................................................4
Relevance of the review of literature of articles........................................................................5
Explanation of the flow of research methodology.....................................................................6
Major findings and conclusions of the research article..............................................................7
Inputs or suggestions for future research based on the articles..................................................7
References..................................................................................................................................9

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The purpose of the article
The paper discusses about ethical challenges in entrepreneurial marketing.
Entrepreneurial marketing refers to the marketing activities that are carried out by
entrepreneurial organizations. Each industry or profession has got some unavoidable
challenges related to the conduct of ethical activities (Dubey & Balaji, 2019). However the
ethical challenges faced by the entrepreneurial marketers are even more difficult to manage.
One of the major reasons behind the same is that the small organization or the start-ups are
often unable to deal with moral difficulties and therefore they do not get the proper time to
check their own behaviour. Therefore the main purpose of this article is top discuss about the
ethical challenges that are being faced by the entrepreneurial marketers presently at the time
of marketing their products and services in different situations. Moreover it has been found
that very few marketers adopt an ethical course for marketing their products and services.
And mostly these cases are considered as special one. One of the major reasons contributing
to their unethical practices includes inability to meet the market demand with their
constrained resources. Therefore this study will help in investigating about the most basic
challenge that is being confronted by the entrepreneurial marketers in UAE and the
techniques that is applied by them for overcoming all these issues.
The problem or issue addressed by the article
The main problem addressed by this article includes identifying the unexpected
ethical challenges that are faced by entrepreneurial marketers while marketing their goods
and services. Moreover this paper also helps in improving the awareness of the readers about
all those factors that can contribute to unethical practices on part of the entrepreneurial
marketers. One of the most important factors contributing to the practise of unethical

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activities on part of the entrepreneurial marketers includes- time and resource restraint due to
which they are unable to check their own behaviours and practices. And some of the other
factors contributing to unethical practices by the entrepreneurial marketers includes- his
lifestyle for instance the distribution of time done by the entrepreneur for his family and
clients. Then comes the time horizon issue that is decision of selection related to satisfaction
of the short term needs or long term needs. Many times an entrepreneur decides to satisfy his
short term needs without thinking about the long term impacts of his decision therefore such
decisions involve ethical concerns. Then the next factor that can lead to unethical practices on
part of the entrepreneurs includes the social legitimacy issues. The entrepreneur often
engages on creative destruction and the impact of the same may vary depending upon the
innovation. However he needs to decide whether to continue with his work or not on the basis
of the intensity of the damage that is being made. Therefore the paper tries to address the
issues by increasing the awareness of readers about all the factors or issues that affects their
decision making.
The main question answered in the research article
The main question that the research article tries to answer includes- the ethical
challenges that are being faced by the entrepreneurial marketers while marketing their
products and services under different situations. It also tries to identify the most basic
challenges faced by the entrepreneurial marketers in UAE and the techniques that is applied
by them for the purpose of overcoming the issues. Further the research article also tries to
answer the following questions:
What are the ethical challenges faced by the entrepreneurial marketer?
What is the concept of doing greater good for others and how can it affect the entrepreneurial
marketers?

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What are the lifestyle issues faced by the entrepreneurial marketers and how can they affect
the decision making of the entrepreneurial marketers?
What are the time horizon issues faced by the entrepreneurial marketer and how can the time
horizon issues affect the decision making of the entrepreneurs and the ethical concerns in the
same?
What are the social legitimacy issues faced by the entrepreneurial marketers and how can the
same affect their ability to take ethical decision?
What are some of the operational issues faced by the entrepreneurial marketers and the way
the same affects their ethical decision making?
What is meant by the concept of entrepreneurial marketing?
Relevance of the review of literature of articles
The main elements or variables of the literature review discussed in the research
article includes- the entrepreneurial marketing, ethical challenges, the concept of greater
good, the issues related to the individual lifestyle of the marketers, the issue related to time
horizon, the issue related to social legitimacy, the operational issues (O'Cass & Morrish,
2016). The literature review of the article is therefore relevant because it helps us in
understanding some of the most important concepts. Some of these includes- entrepreneurial
marketing, greater good and time horizon issues. Entrepreneurial marketing refers to all the
marketing activities undertaken by small start-ups and other entrepreneurs for the purpose of
marketing their products and services. This term not only includes the smaller firms but also
those firms which make use of creative ways of marketing. Simultaneously (Bandara,
Kodithuwakku & Jayaweera, 2019) had also claimed that the application of entrepreneurial
marketing I significant for all organization irrespective irrespective of their scale of business.

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Further the concept of greater good discusses about the way the entrepreneurial marketers
needs to take decision that can provide greater good for others. This is so because many time
entrepreneurs innovative new goods or services that requires testing the products on the
society and that can also lead to death in such situation it becomes necessary for him to take
those decision that will be good for most of the people. The concept of time frame horizon
includes the decision of the entrepreneurial marketer to choose whether he wants short term
satisfaction and profitability or a sustainable one. This decision will further have an impact
on various ethical practices of the marketers.
Explanation of the flow of research methodology
The author has made use of structured surveys that are self-administered for collecting
data from respondents and thereby identifying the challenges that are being faced by the
entrepreneurial marketers in UAE. This technique had been used for the purpose of this study
for getting detailed answers to the questions and it is self-administered such that the
respondents can answer the questions of the survey without the help of an interviewer
(Nijssen, 2017). The population selected for the purpose of this study was 1820 number of
organization and as a result the findings of the study are limited because it had been found on
the basis of 1820 organizations only. Moreover random sampling survey methods had been
used and it is inappropriate because the selection of the sample is based upon the decision and
choice of the surveyor and therefore they may get influenced. The flow of research
methodology suffers from inappropriate arrangement because the concept model that has
been shared in the methodological section should have been given in the literature review
section. Therefore visually the arrangement of the conceptual model is incorrect and this is so
because the elements as shown in the conceptual model has been discussed in the literature
review section such as the elements of lifestyle and time, greater good and others.

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Major findings and conclusions of the research article
Some of the major findings of the research article is that all the factors that have been
identified and discussed in the literature review section that is- legal and social factors,
concept of greater good, time and lifestyle, organizational culture and other operational
variables are all having a positive impact over the entrepreneurial marketing. And there exists
a positive relation between the entrepreneurial marketing and the business performance.
Moreover it has been found that more attention needs to be given to cultural issues. And the
factor having the least amount of impact of entrepreneurial marketing includes- the
operational issues. Moreover the concept of entrepreneurial marketing is continuously
evolving and therefore business persons have to face through a number of problems related to
identification of the consequences. And the concept of entrepreneurial marketing is highly
profitable for all organizations as it can also be applied to larger organizations which make
use of creative marketing practices. Moreover the positive relation between the factors is
much evident from the findings section and table that is given in the findings section.
Inputs or suggestions for future research based on the articles
The concept of entrepreneurial marketing is a new one and therefore continuously
growing and as a result all organizations can make use of the concept for marketing their
products and services. Therefore the concept of entrepreneurial marketing offers wide range
of opportunities for future research. One of the recent developments in the field of
entrepreneurial marketing includes effectuation theory that helps us in understanding the
decision making process and it is an important aspect of the entrepreneurial marketing
behaviour. Therefore there is much scope for development of new theories in the field of
entrepreneurial marketing as it is growing continuously. There is a continuous expectation
from young scholars for disseminating information in the field of entrepreneurial marketing.

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Therefore EM is in a stage of development and therefore there is much scope for integrative
and conceptual research.

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References
Bandara, T. U., Kodithuwakku, S. S., & Jayaweera, V. W. (2019, October). Entrepreneurial
Marketing of Small & Medium Scale Enterprises in a Selected Divisional Secretariat
Division of Sri Lanka. In Proceedings of The International Conference on Economics
and Development (Vol. 3, No. 1, pp. 25-46).
Dubey, A. R. & Balaji, B. (2019). UNDERSTANDING ETHICAL CHALLENGES IN
ENTREPRENEURIAL MARKETING: AN UAE PERSPECTIVE
Nijssen, E. J. (2017). Entrepreneurial marketing: an effectual approach. Taylor & Francis.
O'Cass, A., & Morrish, S. (2016). Anatomy of entrepreneurial marketing. Journal of Strategic
Marketing, 24(1), 2-4.