Concept Of Entrepreneurial Marketing Research Articles

Entrepreneurial Marketing in Village Owned Enterprises (VOEs): A Qualitative Study of Village Owned Enterprises in Indonesia

This study explores the main dimensions of the entrepreneurial marketing concept in village-owned enterprises and assesses how far marketing strategies are currently consistent with the entrepreneurial marketing approach. This research method is qualitative with a semi-structured in-depth interview approach based on seven elements of the entrepreneurial marketing concept with twelve directors of selected village-owned enterprises. Data were collected and analyzed using thematic analysis facilitated by ATLAS.ti software. The findings from this research show that village-owned enterprises have succeeded in adapting and implementing the entrepreneurial marketing concept, which is essential for their business. The main motivation for this research is that empirical investigation of entrepreneurial marketing from the perspective of village-owned enterprises has received little attention.

Entrepreneurs’ Social Ties and International Digital Entrepreneurial Marketing in Small and Medium-Sized Enterprise Internationalization

Digitalization has enabled entrepreneurs to adopt digital tools to create opportunities and reach customers in international markets. Yet, the understanding of international digital entrepreneurial marketing in the global marketplace is limited. Drawing on social network theory, the authors investigate how entrepreneurs’ social ties and firms’ international digital entrepreneurial marketing influence small and medium-sized enterprise (SME) internationalization. Based on multiple case study methodology, the results suggest that entrepreneurs’ bonding and bridging ties facilitate different dimensions of international digital entrepreneurial marketing. That further enhances the intensity and geographic scope of SME internationalization. SME internationalization also reinforces entrepreneurs’ accumulation of social ties. This study contributes to international marketing research by developing the dimensions of the international digital entrepreneurial marketing concept and exploring its important role in SME internationalization.

Entrepreneurial Marketing Impact Score on MSME Performances Through Its Dimension

The presence of the entrepreneurial marketing concept is considered capable of overcoming marketing problems in MSMEs. This study aims to determine the specific magnitude of the influence score given by each entrepreneurial marketing dimension to MSMEs in Bengkulu City. This study focuses on culinary MSMEs that are the mainstay sector of the region. The effective and relative contribution has been used to measure the influence score of its dimension on performance and 183 questionnaires are distributed to the owners of MSMEs in Bengkulu City. The results show that the dimension of resource leverage most dominantly affects business performance. Meanwhile, calculated risk-taking has a minor effect. Essentially, culinary MSME business actors in Bengkulu City must improve their ability to effectively predict the problem in the future that can be done by joining risk management certification or webinar.JEL Classification: L25, L26, L66How to Cite:Putri, M. K., & Putri, A. N. (2023). Entrepreneurial Marketing Impact Score on MSME Performance Through Its Dimension. Etikonomi, 22(1), 79–92. https://doi.org/10.15408/etk.v22i1.25617.

기업가적 마케팅 척도개발에 관한 연구

Entrepreneurial marketing is a new concept and its concept has not been established due to the short duration of the study. The purpose of this study is to develop a generalizable entrepreneurial marketing scale that can be applied to various organizations in Korea because there is no instrument of measurement for agreed entrepreneurial marketing to date.BR To achieve the research purpose, this study refined the initial measurement items through in-depth literature review, interviews with managers and an expert panel survey. The questionnaire was distributed and collected for non-profit organizations under government control nationwide. A total of 230 copies were distributed and 225 copies were collected and 212 copies were used in the final analysis except for insincere data.BR After selecting the 7 sub-factors, pro-activeness, innovativeness, risk-taking, value co-creation, networking, opportunity focus, and resource leverage for which content validity was secured through literature review, interviews with managers and expert panel survey, convergent validity, and discriminant validity were measured through exploratory factor analysis and confirmatory factor analysis. Through these process, networking and resource utilization are finally composed of one factor to determine the scale of entrepreneurial marketing. Further a total of six sub-factors of entrepreneurial marketing networking resource, opportunity focus, innovativeness, and risk-taking value co-creation and pro-activeness were derived.BR As a study limit and future research direction, though the entrepreneurial marketing measurement scale was intended to reflect the comprehensive concept of entrepreneurial marketing including organizational characteristics and service characteristics, further research is needed to expand the scope.

Competitive Advantage Model of Culinary MSMEs In West Java

The MSMEs sector as a form of people's economy, has become an industrial sector that is relatively able to survive amid the global economic downturn due to the COVID-19 pandemic. However, the MSME sector on the other hand also has problems in the growth rate of performance and increasing the scale of its business. The author identified this because of his ability to map the orientation of strategic policy formulation which is still low. In this study, the author tries to dissect with the concept of entrepreneurial marketing to examine the extent of the ability of the MSMEs sector to transform from traditional marketing concepts to entrepreneurial marketing. Associative quantitative research methods are used to find out how the conditions of the research variables and the relationship between exogenous variables and their endogenous. The sampling technique is carried out by proportional-clustered-random-sampling. Research data sources include primary and secondary data sources with data collection through observation, literature studies, interviews and questionnaires. The analysis technique uses SEM analysis with the LISREL 8.0 program. The results showed that descriptively the conditions of market orientation and competitive advantage are in the criteria of not being good towards good, while entrepreneurial orientation is in the criteria of not being good towards excellent. The results also showed a significant influence of market orientation and entrepreneurial orientation on competitive advantage. The importance of the MSMEs sector to apply the concept of learning orientation in orderto improve their entrepreneurial ability.

Competitive Advantage Model of Culinary MSMEs In West Java

The MSMEs sector as a form of people's economy, has become an industrial sector that is relatively able to survive amid the global economic downturn due to the COVID-19 pandemic. However, the MSME sector on the other hand also has problems in the growth rate of performance and increasing the scale of its business. The author identified this because of his ability to map the orientation of strategic policy formulation which is still low. In this study, the author tries to dissect with the concept of entrepreneurial marketing to examine the extent of the ability of the MSMEs sector to transform from traditional marketing concepts to entrepreneurial marketing. Associative quantitative research methods are used to find out how the conditions of the research variables and the relationship between exogenous variables and their endogenous. The sampling technique is carried out by proportional-clustered-random-sampling. Research data sources include primary and secondary data sources with data collection through observation, literature studies, interviews and questionnaires. The analysis technique uses SEM analysis with the LISREL 8.0 program. The results showed that descriptively the conditions of market orientation and competitive advantage are in the criteria of not being good towards good, while entrepreneurial orientation is in the criteria of not being good towards excellent. The results also showed a significant influence of market orientation and entrepreneurial orientation on competitive advantage. The importance of the MSMEs sector to apply the concept of learning orientation in orderto improve their entrepreneurial ability.

Entrepreneurial marketing strategy and customer loyalty: An empirical evidence from coffee shops

For many decades, the main focus of successful businesses has been customer orientation. However, the role of the entrepreneur in shaping the landscape of marketing and business performance was recognized recently. Entrepreneurial marketing (EM) is described as the marketing done by entrepreneurs or business owners of entrepreneurial businesses by employing different strategies that are distinct from the typical textbook marketing to attract new businesses. In EM, the entrepreneur is a crucial actor in the marketing process (Adel et al., 2020). Grounded on the concept of entrepreneurial marketing and business performance, the aim of this study revolves around analysing the relationship among entrepreneurial marketing, business performance, antecedents of entrepreneur, and customer loyalty. Six hundred customers who regularly visit the coffee shops in Muwaileh, Sharjah, were a part of this study. The study used a descriptive research method. Entrepreneurial marketing was measured using five sub-variables namely, Product strategy, Pricing strategy, Promotion strategy, Behavioural strategy, and Locality/Area characteristics (Al-Shaikh, 2022). Statistical techniques like descriptive analysis, reliability analysis, structural equation modelling (SEM), and mean comparison tests were performed in this study. The study found that all the factors of entrepreneurial marketing have a significant impact on business performance. It was also evident from the study that the antecedent of entrepreneur, as well as customer loyalty, have a positive influence on business performance.

Entrepreneurial Marketing dan Jejaring Sosial dalam Usaha Kecil: Studi Kasus tentang Bisnis Petshop di Kabupaten Bandung

This article aims to examine how small entrepreneurs use social networks to develop and implement marketing strategies. The type of small business studied is the Petshop business. The research method used is qualitative by conducting in-depth interviews and analysis with Petshop entrepreneurs through an entrepreneurial marketing perspective. Ultimately, we found that Petshop entrepreneurs are using social connections through market intelligence, new customer acquisition, and current customer retention to create and deliver more value to customers. Entrepreneurs take steps to build emotional attachments and carry out marketing activities through giving gifts or by approaching customers through the community, and most of the entrepreneurs in the Petshop business in Bandung Regency do marketing through physical (offline) stores and online shops. The majority of entrepreneurs stated that the application of the entrepreneurial marketing concept and strengthening social networks were important in the continuity of the Petshop business, only one Petshop entrepreneur had contradictory statements, especially in the aspect of searching for market information.

Marketing Portfolio in Managing Uncertainty Risk During the Covid-19 Pandemic

Apart from finance and accounting, marketing is an important aspect that determines the level of success in managing a business or company. The entrepreneurial marketing concept revolutionize marketing strategies rather than relying on approaches that have been used for long, especially by large companies. This study examines marketing as a management strategy. It focuses on the role of entrepreneurial marketing in marketing strategies and how it works in various companies when faced with market uncertainty risk. Marketing strategy is associated with risk management theory, including dealing with crisis due to a pandemic. Building a marketing concept to anticipate market uncertainty is not difficult provided it does not conflict with other key factors in entrepreneurial management. Entrepreneurial marketing is a common approach used by small businesses, though established companies utilize large media. In case of a pandemic, marketing proportionally combines the entrepreneurial and traditional approaches depending on uncertainties. This study shows that using different marketing strategies is still not sufficient to avoid uncertainty during a pandemic. The main solution in this regard should involve increasing purchasing power through social assistance and restoring people's mobility while limiting the risk of spreading Covid-19. Keywords: Entrepreneurial Marketing, Marketing Portfolio, Risk Management, Covid-19

The Effect of Entrepreneurial Marketing on the Performance of Small and Medium-sized Enterprises

Entrepreneurial marketing is a non-conventional marketing technique that provides business owners a method to successfully operate their business with limited resources. The main objective of this study is to therefore investigate whether entrepreneurial marketing can affect the performance of small and medium-sized enterprises operating in Ethiopia, specifically in the city of Jimma. A purposive sampling technique was employed to gather data from 100 business owners that have been on market for more than 7 years. The data were analysed using Minitab and SPSS statistical software packages. The study showed that some elements of entrepreneurial marketing indeed affect the performance of small and medium-sized enterprises. Innovation orientation and customer intensity have a positive relationship with the performance of small and medium-sized enterprises and are statistically significant, while risk-taking orientation has a negative relationship and is statistically significant. It is therefore recommended that business owners apply the concept of entrepreneurial marketing to leverage their limited resources to cope with competitors and maintain the sustainability of their business.

MODEL OF ENTREPRENEURIAL MARKETING ON WOMENPRENEUR

This research revealed the model of entrepreneurial marketing, especially on Moslem fashion womenpreneurs. Recently, the opportunity for women in entrepreneurship with micro and small scale businesses (MSMEs) has increase. Womenpreneur also contributes to the field of human resource management, namely empowering women and playing a role in the nation's economy. The main reason is that they want to be independent, followed by the second rank who says that opening a business, especially the Moslem fashion business, as an effort to increase family income. Implementing the concept of entrepreneurial marketing requires supporting factors, namely market orientation, innovation, value creation, and risk-taking. The purpose of this research is to implement the model of entrepreneurial marketing on womenpreneurs. This research used a descriptive survey method through SEM (Structural Equation Models) analysis. Sample of this research is 209 Moslem fashion womenpreneurs with a small business scale in West Java from different characteristics, both shar'i Moslem fashion (veiled), semi-shari'a and trendy. This research has been reduced the dimensions of previous studies, only focus on market orientation, innovation, and value creation, without risk-taking factors because womenpreneurs have been thinking first before they start the business and they have calculated risk factors. that value creation can be formed from market orientation and innovation. As we can say, market orientation and innovation are important factors in the formation of value creation for women entrepreneurs of small scale Moslem fashion in West Java By applying these concepts, it builds an effective entrepreneurial marketing performance for womenpreneur.

Can Small and Medium Enterprises Survive in MEA 2025: A Case Study of Agro-industry SMEs in Indonesia

Food processing agro-industry is a creative industry which immensely contributes to economic development, employment, and Gross Domestic Product (GDP) in Indonesia. Competitiveness is a combination of successful inside and outside of Small Medium Enterprise. Thus, this research aims to 1) get an overview related to the SME food sector and its competitiveness, and 2) understand the influence of entrepreneurial marketing and government policy to Tempe (soybean-cake) chips SME’s competitiveness by using Structural Equation Model (SEM) toward MEA 2025. This quantitative research is using 64 soybean cake chips entrepreneurs as a sample purposively. Data analysed with Entrepreneurial Marketing concept in 7 dimensions, and SEM PLS to understand the relation between the important factors in developing SME market. The result shows that the government policy is insignificant, influential policy but the effect is inconsiderably significant because there is actually technological assistance which is not targeted yet. Regarding capital, the craftsmen prefer using their owned-capital. The entrepreneurs expected for focusing on the service quality, raising the selling price while maintaining the quality, and innovating their business to have a different character than competitors. Good relationships with consumers must be maintained so that loyalty customer can achieve.

Entrepreneurial marketing: an analytical viewpoint on perceived quality and customer delight

Purpose Entrepreneurial marketing is a hybrid concept of entrepreneurship and marketing defining business for future challenges. This study aims to examine the following two issues of entrepreneurial marketing concerning impact of perceived quality on customer delight: first, identifying entrepreneurial marketing factors of delight and customer perceived quality to develop the model; second, applying the aforesaid model to discriminate customer delight in categories of gender as male delight and female delight. Design/methodology/approach In this endeavour, the authors examined the data collected from survey of Indian mobile users. In total ten perceived quality predictor variables are used to measure customer delight. Further, for identifying the difference in male delight and female delight, discriminant analysis is used. Findings The conceptual and empirical vantage point of study provides a framework to entrepreneurs emphasizing on male and female customers distinctly during marketing. Research limitations/implications The results are used to sketch the profile of male and female customer segment, and innovative applications are discussed for business success. Though proposed approach is limited to gender, mobile users still open the avenue for researchers to work on other demographic factors and product categories. Practical implications The theoretical underpinnings warrant practical applications of quality dimensions in telecom market for creation of customer delight. The present gender classification of customer delight will assist the entrepreneurs, intrapreneurs and product developers in developing the competitive business policy. Social implications The classification of male and female delight suggests the female segment of Indian telecom market is socially important and as similar to the male segment. Originality/value The study is a novel assessment of customer delight on gender quality perception contributing the newly explored concept of entrepreneurial marketing.

PENGARUH INOVASI DAN KREATIVITAS TERHADAP ENTREPRENEURIAL MARKETING DALAM UPAYA MENINGKATKAN KINERJA PEMASARAN

An industry that is successful in its business is an industry that is able to create the right strategy formulation, because the right strategy can determine the success of Small and Medium Enterprises can compete in the global market. The purpose of this study is to determine the effect of innovation on entrepreneurial marketing, creativity on entrepreneurial marketing and the influence of entrepreneurial marketing on marketing performance. The population in this study were the Small and Medium Enterprises actors whose sales systems were carried out using the Entrepreneurial Marketing system. In this study the number of indicators used was 21 x 10. So, the number of samples determined was 210 respondents. The sample determination technique used in this study is based on purposive sampling technique, namely sampling based on criteria. The criteria for selecting a sample are the actors of Small and Medium Enterprises who apply the concept of Entrepreneurial Marketing in their business. The next step is accidental sampling, which is the sampling technique that is carried out on Small and Medium Enterprises actors that are easy to find. Data analysis method used is Structural Equation Model (SEM) from the PLS statistical package. Results of Innovation Research have a positive and significant effect on Entreprenuerial Marketing in Small and Medium Enterprises in Denpasar City. Creativity has a positive and significant effect on Entreprenuerial Marketing in Small and Medium Enterprises in Denpasar City. Entreprenuerial Marketing has a positive and significant effect on curious performance.

Exploring customer orientation as a marketing strategy of Mexican-American entrepreneurs

Customer orientation is a major tenet of the entrepreneurial marketing concept, especially as the concept applies to small- and medium-sized minority businesses. The present exploratory research focuses on the customer orientation of Mexican-American entrepreneurs in the context of enclave theory, firm performance, and immigrant generation. A discernible percentage of the firms of the Mexican-American entrepreneurs surveyed followed a co-ethnic enclave customer orientation marketing strategy. However, the most common entrepreneurial marketing strategy observed was oriented toward a mixture of Hispanic and non-Hispanic customers. First generation Mexican-American entrepreneurs differed from second-and later-generation Mexican-American entrepreneurs in terms of the extent to which they employed co-ethnic customer and employee strategies as well as their self-assessed business skills. Even so, perceived business performance did not differ across customer orientation strategies and was relatively similar across immigrant generation and other personal and firm characteristics.

Traditional Marketing Practice Model and Entrepreneurship Marketing in SMEs in Indonesia

Small Medium Enterprises (SMEs) in Indonesia have a significantly strategic role in the national economy to improve employment, Gross Domestic Product (GDP) and export value, thus increase the economic growth in Indonesia. The purpose of the study is to describe and analyze the traditional marketing practices and entrepreneurial marketing and their effects on business performance. The object of the research is industrial SMEs in garment production, located in East Java Province. The number of research samples is 134. The data is analyzed by using SEM-PLS and Different Test Statistics. The result of the study indicates that the traditional marketing practice model and entrepreneurial marketing influence business performance. And the other research results show that there are differences in traditional marketing practices and entrepreneurial marketing in SMEs. The concept of entrepreneurial marketing is suitable for SMEs to improve their business performance. From the research it is recommended that the government policy, with its SME empowerment program, is able to overcome marketing challenges. For SMEs, they need to consider and learn the entrepreneurial marketing concept as a new paradigm in marketing.

Developing a scale for entrepreneurial marketing: Revealing its inner frame and prediction of performance

Entrepreneurial marketing (EM) is considered a marketing concept for firms that strive to run entrepreneurial, market-driving and at the same time customer-focused marketing programs that work particularly well under resource constraints. However, even after more than three decades after its inception, researchers still focus on validating single dimensions of the EM concept (the outer frame), but do not ask what these dimensions may have in common (the inner frame). Using a sample of 1156 firms, this paper develops such a valid scale and analyzes its effect on firm performance. Results show that EM consists of three correlating dimensions: 1) change-driving, 2) bootstrapping, and 3) risk-taking that have a positive effect on firm performance.

Entrepreneurial marketing strategy on tempe sanan chips small and medium entreprises in Malang

The development of national industry in Indonesia still faces a number of obstacles such as inadequate infrastructure condition, as well as an increase on subsidised fuel price increase, basic electricity rate and minimum wage. Small and medium scale (SME) food industry is one sector of creative industries with a high contribution to the Indonesian economic development. This study aims to get an overview related to agribased agri-sector SME and to identify internal and external factors to formulate appropriate strategies. The data used were primary data from 30 craftsmen in tempe Sanan Malang Chips Center. Data analysis was done descriptively quantitative using Entrepreneurial Marketing concept consisting of 7 dimensions. The results showed that the SME had a strength in terms of its already known products, the weakness was that the product has not been able to meet the export market share. An appropriate strategy was to improve marketing and processing technology.

Marketing activity of international new ventures – application of the EMICO framework

PurposeOne of the approaches to study entrepreneurial marketing (EM) is the EMICO framework. The extant studies have not yet explored the application of this framework by international new ventures (INVs). To address this research gap, four Polish INVs from medium-tech sector have been studied to check whether this tool can be applied to investigate the companies from Central and Eastern European Countries and identify the hierarchy of elements in the EMICO framework.Design/methodology/approachUsing semi-structured interviews and the card game method, the understanding and importance of the EM concept elements by the Polish entrepreneurs have been explored. The collected text has been analyzed using qualitative data analysis software.FindingsThe studied INVs in their international marketing activity attributed most importance to understanding and responsiveness toward customers, networking, innovation introductions based on gathering of information and on the constant communication with clients. Most of the EMICO framework dimensions were confirmed; however, the concepts of “exploiting markets” and “integration of business processes” had minor importance for marketing.Research limitations/implicationsResearch findings are relevant mainly for the B2B companies.Originality/valueThe paper recommends a modified list of EMICO elements for use in future studies concerning the small- and medium-sized enterprise internationalization.

APLIKASI REMOTE SENSING UNTUK PEMETAAN SEBARAN KEMISKINAN (STUDI KASUS: KELURAHAN KLEDUNGKRADENAN, KECAMATAN BANYUURIP, KABUPATEN PURWOREJO, PROVINSI JAWA TENGAH)

Creativity and innovation is a topic that is relevant not only for the entrepreneurs who are just starting, but also for business activities in general. The concept of entrepreneurial marketing is a scientific discipline that studies about the value, capabilities and a person's behavior in dealing with various issues related to business opportunities in an effort to get done. The purpose of this study are: first, to determine and analyze creativity and innovation have a significant effect simultaneously on entrepreneurial marketing. Second, to identify and analyze creativity and innovation have a significant effect partially towards entrepreneurial marketing. Third, to identify and analyze between creativity and innovation are the dominant influence on entrepreneurial marketing. The research location is determined at small business centers Ceramic Dinoyo Malang. The number of small businesses as respondents: 34 business units. Data analysis tool used is multiple linear regression using the F test and T test. Based on the results of data analysis using multiple linear regression, the results of the study are as follows: First, creativity and innovation have a significant effect simultaneously on entrepreneurial marketing. Second, creativity and innovation have a significant effect partially towards entrepreneurial marketing. Third, creativity is the dominant influence on entrepreneurial marketing. Keywords: Creativity, innovation entrepreneurial marketing