Intrapreneurship as competitive engine of SME marketing

a theoretical review

Abstract

This article proposes an integrative theoretical review on the potential of intrapreneurship as a strategic driver of marketing competitiveness in Small and Medium-sized Enterprises (SMEs). Based on a literature review, it identifies a persistent gap in the articulation between intrapreneurial behaviours and marketing practices within smaller organisational contexts. As an original contribution, the article introduces the Intrapreneurial Marketing Enhancement Model for SMEs, which structures three interconnected mechanisms — customer-oriented innovation, organisational agility, and enhanced relational value — as pathways to translate intrapreneurship into competitive advantage. The article offers relevant theoretical and practical implications