FROM AGILITY TO ALGORITHM: A CRITICAL LITERATURE REVIEW OF DIGITAL TRANSFORMATION’S IMPACT ON ENTREPRENEURIAL MARKETING STRATEGIES

Abstract

In the context of digital transformation, this paper investigates the strategic evolution of Entrepreneurial Marketing (EM). It examines the manner in which the competitive advantage of resource-constrained firms is altered by the transition from traditional organisational agility to data-driven "algorithmic" strategies. The study utilises a critical literature review methodology to synthesise 16 high-impact sources that were identified through Scopus and Web of Science. The analysis includes nearly four decades worth of research (1987-2025) and applies a thematic synthesis methodology to analyse conceptual shifts and methodological developments. Four major themes were identified in the analysis: the integration of strategic competencies, co-creation of digital value, the “marketing-entrepreneurship paradox” and algorithmic sustainability. The findings show that digital platforms, especially social media and e-commerce, operate as a mediating factor that helps enterprises to balance high-risk innovation and disciplined marketing performance. The study is restricted to English-language peer-reviewed journals with high impact. Future research should investigate the long-term effect of artificial intelligence on the human-centric entrepreneurial approach. The study shows that for managers; the transition has been from administrative marketing to relationship-based digital engagement. For policymakers, it indicates the necessity of digital maturity measures that help SMEs harness co-creation for business sustainability. This paper proposes a novel conceptual framework that resolves the inherent conflicts of the marketing-entrepreneurship contradiction through the prism of digital maturity. It is a timely redefinition of EM, linking traditional intuition to modern technological precision.