Entrepreneurial Marketing Dimensions Research Articles

An Exploration of Entrepreneurial Marketing Dimensions and Competitive Advantage in Small and Medium Enterprises

The prime focus of this article was on investigating whether the dimensions of entrepreneurial marketing have any effect on an enterprise’s competitive advantage in small and medium enterprises’ (SMEs’) setting. It further aims to close existing theoretical gaps in the previous literature concerning the scarce empirical studies on entrepreneurial marketing in the Gulf Cooperation Council countries. In order to respond to this gap, a structured survey was designed for obtaining the required data from several owners as well as managers of diverse SMEs in the United Arab Emirates (UAE). After completing data collection, the software of SmartPLS4 was used for validating the hypotheses and drawing conclusions. Based on the analysis, the results exhibited that innovativeness, resource leveraging, and customer intensity positively impact competitive advantage. The analysis also supported that opportunity focus, customer proactiveness, as well as value creation all positively affect competitive advantage. However, risk-taking dimension was found to be an insignificant predictor of competitive advantage. By providing insights into SMEs in the UAE context, this article enhances the prevailing knowledge on the connection among the selected elements of entrepreneurial marketing and competitive advantage.

Entrepreneurial Marketing – 4Ps Approach in MSME Industrial Clusters of Karnataka

Historically speaking, Many scholars though argue marketing and entrepreneurship as has been looked upon as a something what distinct and unreasonable relationship components, unrelated to each other, However, several the studies argue in favour of done till today have contributed to collate interlinking these two disciplines. In the last two decades, efforts have been made to theoretically as well as empirically Studies have also identified and evaluated the relationships between these two fields, which has led to the emergence of new area of theoretically as well as practically. In the last two decades, a new area of marketing is identified and, focused, and called known as “Entrepreneurial Marketing”. Entrepreneurial Marketing has grown both as a discipline as well as a subject in various management schools. Entrepreneurial Marketing helps the firms to adopt bold postures in changing the business environment. Entrepreneurial Marketing is originates from two major discipline’s, namely, Entrepreneurship and Marketing. Entrepreneurial Firms, Commonly as owner -managed firms, have the characteristics of Opportunity Focus, Pro-activeness, Customer Intensity, Risk Taking, Innovation, Resource Leveraging and Value Creation which are seen similar to Dimensions of Entrepreneurial Marketing identified by various scholars/academicians over a period of time. The aim of this paper is to bring out the origin and development of Entrepreneurial Marketing, How the definitions of Entrepreneurial marketing and its dimensions have changed over a period, and measuring dimensions of Entrepreneurial Marketing in MSME Entrepreneurial Firms along with 4Ps in selected Industrial Clusters of Karnataka.

The Entrepreneurship Marketing Practices: Evidence from Pakistan

The purpose of this study is to develop an understanding of how entrepreneurs in Pakistan implement marketing strategies, including their application and the dimensions of entrepreneurial marketing. Qualitative research was used, and for getting in-depth information, interviews through the cause study analysis approach were used. The data was analyzed using Nvivo 12. Further thematic analysis, word trees, word tag clouds, and tree maps have been conducted. The semi-structured interviews were conducted with senior managers, directors, and CEOs of various firms to support our research. There is a significant gap in research regarding the application of marketing strategies in the entrepreneurial context in Pakistan. To the best of the authors' knowledge, similar research has been conducted in Poland, Sri Lanka, and the UAE, but with regard to Pakistan, this topic is relatively unexplored. The study explains the seven dimensions of entrepreneurial marketing practices to gain further clarity. The research is both explorative and descriptive in nature, aligning with the theory of entrepreneurial marketing. This study will assist practitioners and researchers in understanding how to retain existing customers in the market, manage risk, allocate resources, and create value for customers. Additionally, it highlights both commonalities and differences between entrepreneurial practices in Pakistan and other regions.

Impact of Entrepreneurial Marketing on Performances of Small-scale Food Processing Firms in Kalutara District, Sri Lanka

Entrepreneurial Marketing (EM) represents an unconventional marketing strategy tailored for small businesses with limited resources. This research aimed to empirically investigate the impact of various entrepreneurial marketing dimensions (such as proactiveness, opportunity focus, calculated risk-taking, innovativeness, customer intensity, value creation, and resource leveraging) on the overall performance (a collective measure of efficiency, growth, profit, and owners’ personal goals) of small-scale food processing firms in the Kalutara District, Sri Lanka. Moreover, the study also intended to assess the impact of human capital variables (gender, age, experience, and education level) on the dimensions of EM in these small businesses. The data were gathered through simple random sampling from 100 small businesses operational for more than a year. The findings indicate that opportunity focus, innovativeness, customer intensity, value creation, and resource leveraging positively affected overall small business performance, whereas proactiveness and calculated risk-taking had a negative influence. Moreover, all human capital variables exhibited a significant and positive association with different EM dimensions at varying levels of significance. Notably, owners' experience and education level were positively linked to dimensions such as innovativeness, customer intensity, and resource leveraging. The study recommends the application of entrepreneurial marketing by small businesses to enhance sustainability and performance. Furthermore, enhancing the education and experience of business owners is advised, as it fosters the adoption of EM at the organizational level, thereby contributing to improved performance.

Peningkatan Eksistensi Business Performance Umkm Kota Jambi dengan Model Entrepreneurial Marketing Strategy

The situation resulting from the Covid-19 Pandemic is a situation full of uncertainty (uncertainty). Some experts have even realized and predicted that a situation like this will have an impact and risk for economic actors, causing micro, small and medium enterprises (MSMEs) to be able to survive and compete to gain market share by implementing management strategies, concepts and management plans. . it is good. Using multiple linear regression analysis, it can be seen that the variables consumer orientation and innovation orientation have a significant influence on business performance. It is necessary to analyze the direct influence of entrepreneurial marketing dimensions on business performance so that the three independent variables do not have a direct influence on business performance. The purpose of this research is to formulate the ability to be able to utilize the resources they have even though they are limited (resource-based view) so that they can at least maintain financial performance or even be able to achieve competitive advantage with their competitors with the strategy being through the Entrepreneurial Marketing (EM) approach. The data in this research was obtained through distributing questionnaires and interviews with the Keys Coffee Shop manager in Jambi City. The research results show that the variables consumer orientation and innovation orientation have a significant positive influence on Coffee Shop business performance in Jambi City.

Pengaruh Dimensi-Dimensi Entrepreneurial Marketing terhadap Business Success Industri Kreatif di Indonesia dengan ZIS/TITHE sebagai variabel moderasi

This research examines the influence of Entrepreneurial Marketing factors on Business Success, with ZIS/Tithe as a moderating factor. Data was collected from 199 MSME business actors in the creative economy industry and then analyzed using SEM-PLS. The results show that proactiveness, innovative-oriented, customer intensity and Resources Leveraging have a significant positive influence on business success. Meanwhile, opportunity-focused, risk-taking oriented and value creation do not have a significant effect on business success. ZIS/Tithe has a generally positive influence on business success, but does not moderate the influence of Entrepreneurial Marketing on Business Success, acting as a pure moderation, changing the impact to be more negative. The conclusion of this research provides insight into the Entrepreneurial Marketing factors that influence the Business Success of MSMEs. However, this research has limitations in that the sample coverage is limited to MSMEs and the measurement of variables may be less accurate. Future research could expand the sample and consider other dimensions of Entrepreneurial Marketing. These findings can be a basis for developing more effective business strategies in various business contexts.

Pengaruh Interaksi Virtual terhadap Sikap Loyalitas dan Pembelian Impulsif Pelanggan Online

This research examines the influence of Entrepreneurial Marketing factors on Business Success, with ZIS/Tithe as a moderating factor. Data was collected from 199 MSME business actors in the creative economy industry and then analyzed using SEM-PLS. The results show that proactiveness, innovative-oriented, customer intensity and Resources Leveraging have a significant positive influence on business success. Meanwhile, opportunity-focused, risk-taking oriented and value creation do not have a significant effect on business success. ZIS/Tithe has a generally positive influence on business success, but does not moderate the influence of Entrepreneurial Marketing on Business Success, acting as a pure moderation, changing the impact to be more negative. The conclusion of this research provides insight into the Entrepreneurial Marketing factors that influence the Business Success of MSMEs. However, this research has limitations in that the sample coverage is limited to MSMEs and the measurement of variables may be less accurate. Future research could expand the sample and consider other dimensions of Entrepreneurial Marketing. These findings can be a basis for developing more effective business strategies in various business contexts.

A qualitative investigation of entrepreneurial marketing dimensions and their effect on brand image on the Instagram platform

Although entrepreneurial marketing (EM) and its dimensions are not an unknown concept, there is a lack of definite consensus among researchers, especially on the utility of social media platforms. The widespread use of social media platforms such as Instagram has led companies to take advantage of them in their brand management with an entrepreneurial approach; therefore, social media is considered a necessary factor in modern entrepreneurship. In this study, we identified the EM dimensions of the Instagram platform and examined their effect on brand image (BI) enhancement. To do so, a qualitative content analysis was performed using Instagram posts related to new products of dairy companies, and seven dimensions were obtained, which are proactiveness, innovativeness, opportunity focus, resource leveraging, customer intensity, emotional connections, and entrepreneurial promotion on social media. The results of sentiment analysis of comments indicate that among the mentioned dimensions, “emotional connections” have the most effect and “opportunity focus” has the least effect on BI enhancement.

Entrepreneurial Marketing: A Panacea for Market Performance of Small-Sized Enterprises (SSEs) in Benin City, Nigeria

AbstractThe study looked at the impact of entrepreneurial dimensions and market performance of small sized-enterprises in Benin City, Edo State, Nigeria. Two hundred and forty two (242) respondents who are owners or managers of SSEs in the Benin City Metropolis were selected as the sample size of the study using stratify and random sampling techniques. Data from respondents were gathered using a survey research design and a questionnaire. Multiple regressions were used to analyse the relationship between the study's variables that had been hypothesized. Results show a substantial positive and significant association between the entrepreneurial marketing dimensions (pro-activeness, opportunity-focus, innovation-oriented, customer focus, resource leveraging, and value creation) and market performance of SSEs in Benin City, Edo State, Nigeria. As a result, the study recommends that SSEs should use aggressive entrepreneurial marketing dimensions to enhance their market performance in terms of sales expansion and profitability.

A conceptual review on entrepreneurial marketing and business sustainability in small and medium enterprises

This paper aims to review the current literature on entrepreneurial marketing and business sustainability while explaining various scholars’ views on the relationships between these constructs. A comprehensive analysis of the previous literature on these concepts was conducted to gain better insights and in-depth knowledge regarding the trends in the past studies related to the entrepreneurial marketing and Small and Medium Enterprises’ (SME) business sustainability. It is often postulated in the literature that entrepreneurial marketing represents a key strategy for driving and determining SMEs’ business sustainability. Therefore, some propositions were suggested with reference to the examined literature as a basis for the future empirical investigation to examine effects of entrepreneurial marketing dimensions on SME business sustainability. The study provides a key contribution to current knowledge on the linkages among the entrepreneurial marketing dimensions, namely value creation, proactiveness, customer intensity, resource leveraging, and innovativeness) and business sustainability with reference to SME's context. This paper also addresses existing gaps in the literature on entrepreneurial marketing and business sustainability and put forward directions for future empirical studies.

The market turbulence, entrepreneurial marketing and marketing performance: An empirical study of tuna fillets SME's industry in Southeast Sulawesi, Indonesia

This study examines market turbulence's role in moderating the relationship between entrepreneurial marketing and marketing performance in tuna fillets SME industries in Southeast Sulawesi, Indonesia. The research was conducted in two cities in Southeast Sulawesi Province, Indonesia - Kendari City and Baubau City. The population of this research is all of the managers or owners of the fillets tuna industry in both cities, which amount to 118 industries, 73 tuna fillet SMEs industry in Kendari City, and 45 in Baubau City. Data were collected based on census technique from 118 industries that became respondents. Respondents are the managers or owners of the tuna fillet industry. Next, the data were analyzed using Partial Least Square (PLS) analysis to test the research hypothesis. The study found that entrepreneurial marketing practices applied by managers or owners of the tuna fillets SME's industries in Southeast Sulawesi could improve marketing performance. The study results also indicate that the dimensions of entrepreneurial marketing partially affect marketing performance. Market turbulence has a positive moderating role in the relationship between entrepreneurial marketing and marketing performance.

Impact of Entrepreneurial Marketing Dimensions on Competitive Advantage of Small and Medium-Scale Enterprises in Plateau State, North Central Nigeria

Impact of Entrepreneurial Marketing Dimensions on Competitive Advantage of Small and Medium-Scale Enterprises in Plateau State, North Central Nigeria

Exploring the Relationship between Entrepreneurial Marketing Dimensions, Brand Equity and SME Growth

This study was conducted to test the linkages among the dimensions of entrepreneurial marketing, brand equity and business growth in small and medium enterprises (SMEs). Required data were gathered using the quantitative research approach. Particularly, the primary data were obtained through a structured survey from several owners and managers in SMEs. The obtained data were then analysed through SPSS and Partial-Least Square (PLS-SEM) approach to calculate the validity and reliability of the measurement items and also to verify the association among entrepreneurial marketing dimensions, brand equity and SME growth. The results showed that brand equity has a positive association with SME growth. The outcomes further indicated that customer intensity, value creation, innovativeness, resource leveraging, proactiveness and opportunity focus have positive effects on brand equity. However, the effect of risk taking on brand equity was found insignificant. This article addresses existing research gaps in the literature with regard to the linkages between entrepreneurial marketing dimensions, brand equity and SME growth.

THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING AND MICRO SCALE BUSINESS PERFORMANCE IN OGUN STATE, NIGERIA

The study investigated the relationship between entrepreneurial marketing dimensions and performance of micro scale businesses in Ogun East Senatorial District in Ogun Stae, Nigeria. The survey research design was employed and purposive sampling technique was used to select a sample of 259 out of the 270 copies of the structured questionnaire administered to owners and managers of micro scale businesses in all the Nine (9) Local Government Areas in the study area. Employing regression analysis technique, empirical findings revealed that all the entrepreneurial marketing dimensions (innovativeness, proactiveness, risk-taking, resources leveraging and value creation) except innovativeness are positively and significantly related to micro scale business performance. The study recommends that micro scale businesses as well as government and non-governmental organizations should incorporate and practice the five major constructs of entrepreneurial marketing dimensions in order to achieve the desired results and enhance micro scale business performance in Nigeria.

An Examination of Entrepreneurial Marketing Dimensions and Firm Performance in Small and Medium Enterprises

The purpose of this study was to test the impact of entrepreneurial marketing dimensions on firm performance in small and medium enterprises. Required data was gathered using the quantitative research approach. Particularly, the primary data was obtained through a structured survey from 153 SMEs operating in Saudi Arabia. The obtained data was then analyzed through SPSS and partial least square (PLS-SEM) approach to calculate the validity and reliability for the measurement items, and also to verify the impact of entrepreneurial marketing dimensions on firm performance. The results showed that customer intensity and value creation have positive effects on firm performance. The findings also confirmed that innovativeness and resource leveraging are positively correlated with firm performance. However, the effect of risk taking on firm performance was found insignificant. Finally, it was found that proactiveness and opportunity focus have significant positive effects on firm performance. This paper contributes to resource-advantage theory and empirical literature by addressing existing research gaps between the selected dimensions of entrepreneurial marketing and firm performance. It also contributes to the theory by bringing new insights from a Middle Eastern country owing to the lack of research on this topic, particularly in this region.

Entrepreneurial marketing orientation of the Polish and Finnish SMEs and its environmental determinants

Purpose The entrepreneurial marketing orientation (EMO) has been studied primarily in developed countries. The past research has focused on entrepreneurial marketing dimensions and their relationship with selected small- and medium-sized firm (SME) activities, strategic orientations or performance. Scholars have not paid enough attention to the EMO determinants. This study aims to investigate whether the SMEs originating from different countries, including the post-transition market, differ in their entrepreneurial marketing approach and checks its external determinants connected with environmental turbulence. Design/methodology/approach A total of 219 Polish and 81 Finnish manufacturing SMEs, serving mainly business-to-business clients, were surveyed using the mixed-mode computer assisted telephone interview/computer assisted web interview method between 2020 and 2021. Structural equation modelling, multigroup confirmatory factor analysis analysis, analysis of variance and T-tests were applied. Findings The metric and partial scalar invariance of the EMO scale used in Finland and Poland was found. The authors showed that Finnish firms represent a more robust entrepreneurial posture in marketing than Polish ones. The export market turbulence and the perceived crisis influence are the environmental determinants of EMO level, while the industry technological development level is not. Research limitations/implications The conducted analyses allowed to identify EMO determinants, verify the entrepreneurial marketing measurement concept in a new country (Finland) and show the differences in EMO between SMEs from a less and more developed country. Originality/value The existing literature lacks empirical data on the external EMO determinants and inter-country comparisons. This study shows the differences in EMO level of companies from different country backgrounds and points to the market turbulence as its determinant.

Role of Entrepreneurial Marketing to Attain Competitive Edge Applied to Commercial Banks in El Obeid City, Sudan.

The study is carried out to explain the role of entrepreneurial marketing to attain a competitive edge in commercial banks in El Obeid, Sudan 2019. The study problem was represented in the main question ‘what is the impact of entrepreneurial marketing to attain a competitive edge?’ To answer the question, we identified the effect of applying entrepreneurial marketing dimensions to attain a competitive edge in the two main dimensions: cost reduction and aimed quality. For this study, we used the descriptive analytical approach and the case study method. The two main hypotheses of the study were, 1) there is a relationship between entrepreneurial marketing and a competitive edge (cost reduction), and 2) there is a relationship between entrepreneurial marketing and a competitive edge (aimed quality). A questionnaire survey was also carried out with 7 arbitrators. The reliability and validity of the questionnaire were tested with Cronbach's alpha which reached 71%. The study result from the methods and statistical analysis with SPSS shows that there is a relationship between entrepreneurial marketing and a competitive edge (cost reduction) and between entrepreneurial marketing and a competitive edge (aimed quality). Therefore, it is recommended that the bank departments pay more attention and research to address the deficiencies of cost reduction and aimed quality when applying innovative marketing dimensions. The result also supports the continuation of creating the appropriate environment for more practice of creative marketing that reduces the cost of their services.

Entrepreneurial Marketing and Organizational Entrepreneurship Performance of Small and Medium Enterprises: A Systematic Review

Objective: The purpose of this article was to systematically review the existing articles on entrepreneurial marketing and organizational entrepreneurship of small and medium enterprises. Research Design & Methods: For this purpose, English research related to the keywords entrepreneurial marketing, impact, organizational entrepreneurship and small and medium enterprises were searched in Elsevier, Emerald and Springer databases for the period 2018-2021. In the meantime, 12 related articles were extracted and studied. Findings: The results of this study showed that the dimensions of entrepreneurial marketing improve organizational entrepreneurship indicators in small and medium enterprises. Implications & Recommendations: Entrepreneurial marketing is one of the marketing strategies of small and medium enterprises that helps them grow through entrepreneurship. In fact, entrepreneurial marketing translates important aspects of marketing and entrepreneurship into a comprehensive conceptualization in which marketing becomes the method that firms use to do entrepreneurship. Contribution & Value Added: This article reviewed 12 most recent published articles in terms of entrepreneurial marketing and organizational entrepreneurship to pave the way of finding latest information in this regard.

The Entreprenuerial Marketing: Concept, Nature And Orientations

Entrepreneurial Marketing is the old and untouched, unfocussed Entrepreneurship and Marketing topic. Its research is has started around 30 years old. The purpose of this paper is to discuss the Evolution and the Nature of Entrepreneurial Marketing, Historical perspective of the Evolution of EM and Six core dimensions of entrepreneurial marketing are identified. The Research aims to focus on the Marketing Orientation as well as Entrepreneurial Orientations in Venture Creation and Management. A comprehensive assessment of the most representative publications from worldwide marketing and entrepreneurial journals was employed in this conceptual study. This study provides a brief overview of the evolution of EM as well as an examination of the most frequent definitions. Insights are drawn from a variety of sources, including corporate entrepreneurship, innovation and new product creation, creative leadership, and change management research. Entrepreneurial marketing's intellectual substance and validity are assessed. Priorities for future study are offered, as well as consequences for theory development, training, and management practice

Innovations in entrepreneurial marketing dimensions: evidence of Halal food SMES in Ghana

PurposeSmall and medium enterprises (SMEs) do not need only traditional marketing strategies in the dynamic business environment of the manufacturing sector. Entrepreneurial marketing dimension (EMD) is an alternative marketing approach for SMEs. Therefore, this paper aims to investigate whether EMD innovation has a positive and significant effect on SMEs performance on Ghanaian Halal food and beverages.Design/methodology/approachCorrelative descriptive research method was used and 432 questionnaires with five-point Likert scale were distributed among owners-managers of manufacturing sectors of Ghanaian Halal food and beverages SMEs producers were chosen by a simple random sampling method. Structural equations modelling structural equations modelling techniques was used to analyse data.FindingsThe result of data analysis indicates a positive and significant effect of EMD on manufacturing SMEs performances of Halal food. Nevertheless, the effect of EMD on the production performance of the aforementioned companies is confirmed positive. The findings also show that production performances of Halal food SMEs result in their financial performance.Research limitations/implicationsThe study’s sample is limited to Halal food SMEs manufacturing in Ghana. More research can be done investigating this relationship from different sectors and in Islamic and non-Islamic countries.Practical implicationsThis research implies that Halal food SMEs manufacturing producers in a country is imperative in Muslim-minority countries. This study gives a benchmark for the non-Muslim-majority countries which endeavour to embark on the Halal SMEs manufacturing food. Muslim-minority countries that envision to succeed in the global Halal market could emulate Ghana’s approach in branding itself as a recognised non-Muslim-majority country in producing Halal foods. This can be done by implementing innovative, proactive, opportunist, risk-taking and customer-oriented initiatives to achieve better market and innovative performances and higher profits.Originality/valueThis paper fills a knowledge gap by presenting the first comprehensive overview of Halal food SMEs manufacturing performance research that enhances the ongoing discussion in hospitality, entrepreneurship and marketing fields in Islamic and non-Islamic contexts.