Entrepreneurial marketing as a tool used by business incubators to effectively support SMEs in South Africa.

The purpose of this research study was to ascertain how business incubators can use entrepreneurial marketing to effectively support small and medium enterprises (SMEs) in South Africa. A further purpose was to determine the challenges SMEs face, the challenges faced by Business Incubators (BIs) in supporting SMEs and to ascertain the role that entrepreneurial marketing (EM) can play in mitigating the challenges that SMEs face. The study utilised the quantitative research approach with a questionnaire serving as the data collection tool. In addition, opened-ended questions were incorporated to gain qualitative insights.