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Adibah Zainualdin
Hanis Syazwani Kamarudin
Arliza Abdullah
Mazilena Tajuddin


Entrepreneurship, Entrepreneurial Marketing, Social Entrepreneurship, Social Entrepreneurs


Purpose of Study: In this paper, the significance and justification for studying entrepreneurship, marketing, innovation and customer orientation (EMICO) in the context of social enterprises in Malaysia is discussed and elaborated.

Methodology: EMICO is an emerging framework developed by Jones and Rowley (2009) to explore the interface between each dimension in the context of small and medium-sized enterprises (SMEs).  Past studies are reviewed to describe and explain the dimensions of the EMICO framework. In addition, literature relating to the characteristics of SMEs and entrepreneurs are reviewed to build the basis for studying their direct effects on the ventures’ EMICO.

Results: The paper puts forward propositions to test and validate the relationship between the variables for future empirical research.


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