Linking business sustainable development with entrepreneurial marketing practices: Evidence from small and medium enterprises in Ethiopia

Business sustainable development (BSD) refers to practices that meet current economic, environmental, and social needs without compromising the ability of future generations to meet their own needs. In Ethiopia, prior studies overlooked this concept when studying entrepreneurial marketing practices (EMP) in small and medium enterprises (SMEs). This study aimed to investigate the effect of these practices on the BSD. Employing a mixed-methods approach, primary and secondary data from 387 SMEs (selected via stratified and simple random sampling from 5765) are analyzed using structural equation modeling (SEM). Results demonstrate a significant, positive relationship between EMP such as innovativeness, opportunity focus, value creation, proactiveness, and sustainable development. The study underscores the necessity for SMEs to enhance marketing practices to ensure long-term viability and competitiveness. It highlights stakeholder engagement: policymakers, local communities, and consumers as critical for aligning marketing efforts with sustainability goals. This engagement not only meets consumer expectations for ethically driven businesses but also enhances inclusive growth and community welfare. By promoting dialogue among stakeholders, SMEs drive sustainable development initiatives and advocate for policies supporting environmentally and socially responsible practices, contributing to a greener, socially conscious economy. Future research should explore mediating or moderating variables across different SME types and regions. This study's novelty lies in its insights into how EMP impact SME sustainable development within Ethiopia, offering valuable insights for strategic decision-making and highlighting the pivotal role of entrepreneurial marketing (EM) in achieving long-term success in dynamic markets.