How can entrepreneurial marketing promote the entrepreneurship culture in an organization: case of banking sector in Jordan

Sultan Mohammed Freihat,Diana (Moh’d Adnan) Homsi,Tareq N. Hashem

doi:10.21511/im.16(1).2020.04

Sultan Mohammed Freihat, Diana (Moh’d Adnan) Homsi + Show 1 more

Open Access

https://doi.org/10.21511/im.16(1).2020.04

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Journal: Innovative Marketing	Publication Date: Feb 14, 2020
Citations: 3	License type: CC BY 3.0

Affiliation: Isra University

Abstract

The current study focuses on the entrepreneurial marketing. The study aims to examine how entrepreneurial marketing can act in defining and nurturing the entrepreneurship culture within the banking sector in Jordan in the period of 2018–2019. The chosen dimensions of entrepreneurial marketing include customer focus, opportunity driven, innovation, risk management, and proactiveness. Utilizing the quantitative approach, 368 questionnaires were distributed among marketing managers within the commercial banks in Jordan, including marketing managers, marketing officers, and e-marketing representatives. Descriptive statistics, multiple regression, and linear regression were used in order to analyze the results by using SPSS ver. 23. The study analysis indicates a positive influence of entrepreneurial marketing on organizational culture through nurturing the entrepreneurial spirit and motives. The study has also shown that proactiveness and risk management were the most influential variables as they scored R-value of 0.697 and 0.692, respectively, referring to these variables as highly influential, and play a significant role in nurturing the entrepreneurial culture within the organization.

Highlights

Entrepreneurial marketing dimensions influence the entrepreneurial culture within banking sector in Jordan
Entrepreneurial thinking is an important element in supporting the entrepreneurship culture, whether directly in the case of entrepreneurial legislation, entrepreneurial initiatives in the investment environment in general and for banking sector in particular
To harmonize their competitiveness and marketing capabilities by providing the products that meet the needs of customers and their desires, the banking sector in that sense works to follow effective marketing strategies carefully selected to contribute to the success rates and increase the marketing capabilities of the organization through a positive impact on the bank’s culture

Summary

INTRODUCTION

Entrepreneurship is one of the topics that have recently received the attention of academics and owners of organizations of different types and activities, as these organizations have become aiming to achieve excellence and gain competitive advantages by adopting some developmental approaches, and entrepreneurship has emerged as one of these entry points which has received great attention from organizations looking to achieve excellence continuously, but rather considers it a strategic choice that excel can only be achieved through it, especially in light of the rapid developments that have occurred in the global banking arena Mutual relationships at all levels move in this institution (Chirico & Nordqvist, 2010)

Organizational culture

DISCUSSION

Findings

CONCLUSION