Effect Of Entrepreneurial Marketing Research Articles

THE EFFECT OF MARKET ORIENTATION AND ENTREPRENEURIAL MARKETING ON MARKET PERFORMANCE AND BUSINESS SUSTAINABILITY OF BAG CRAFT MSMES

This study aims to investigate the effect of market orientation and entrepreneurial marketing on market performance, as well as the effect of entrepreneurial marketing and market performance on business sustainability of bag craft micro, small, and medium enterprises (MSMEs). This study was conducted using a descriptive-quantitative method, with eighty bag craft entrepreneurs serving as research participants. Questionnaires were used to collect data from the research participants over a period of thirty days. The data was analyzed using descriptive analysis and the structural equation modeling-partial least square (SEM-PLS). The results show that the market orientation and entrepreneurial marketing have a significant effect on the market performance, and so does the market performance on the business sustainability. However, the entrepreneurial marketing has no significant effect on the business sustainability. These findings imply that both market orientation and entrepreneurial marketing are essential determinants of the market orientation. Thus, the bag craft entrepreneurs must address these issues.JEL: M30, M31.

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.

Entrepreneurial Marketing dan Trust Terhadap Marketing Performance

The purpose of this research is to determine the level of entrepreneurial marketing and trust carried out by SMEs and to contribute to literature and conceptual models on the effect of entrepreneurial marketing and trust on marketing performance. The sample in this study were SMEs in the handicraft sector in Rembang, Central Java. The number of samples studied was 200 samples. The sampling technique used purposive sampling. The sample criteria are SMEs that have been running a business for at least 3 (three) years. This is because in measuring the dimensions of marketing performance there are several indicators of the level of achievement of marketing performance each year, at least for a minimum of 3 years it can be seen the marketing performance of these SMEs. Data analysis using multiple regression modeling. The results show that entrepreneurial marketing has a significant effect on marketing performance, trust has a significant effect on marketing performance, entrepreneurial marketing and trust simultaneously have a significant effect on marketing performance.

The effect of entrepreneurial marketing on halal food SMEs performance

PurposeSmall and medium enterprises (SMEs) need to use specific marketing strategies and approaches due to their limited resources and capabilities. Entrepreneurial marketing (EM) is an alternative marketing management approach under the special conditions that describe SMEs. Therefore, the purpose of this paper is to investigate whether EM has a positive and significant effect on different aspects of performance of Iranian halal food SMEs.Design/methodology/approachA correlative descriptive research method is used and 384 questionnaires with five-point Likert scale are distributed among managers of Iranian halal food SME producers chosen by simple random sampling method. To analyze the data, structural equations modeling based on partial least squares is applied using SmartPLS 3.FindingsThe result of data analysis indicates a positive and significant effect of EM on the market and innovative performances of halal food SMEs. Nevertheless, the effect of EM on production performance of aforementioned companies is not confirmed. The findings also show that production, market and innovative performances of halal food SMEs result in their financial performance.Research limitations/implicationsThe study’s sample is limited to halal food SMEs of Iran. Although the objectives of the study have been aimed, more research can be done investigating this relationship in other companies from different sectors, contexts and countries. Similar studies can be conducted cross-culturally and in different Islamic countries.Practical implicationsFor halal food SMEs that tend to achieve better performance, obtaining improved innovative and market performances requires using EM activities effectively. This paper suggests that halal food SMEs should be innovative, proactive, opportunist, risk-taker and customer-oriented to achieve better market and innovative performances and consequently earn higher profits.Originality/valueThis is one of the earliest studies investigating the effects of EM in the halal food industry. Although very few papers practically recognized the impact of EM on the performance of SMEs and entrepreneurial ventures, the effect of this concept on halal food SMEs has remained unknown.

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

The effect of entrepreneurial marketing on outcome goals in SMEs

This study examines how entrepreneurial marketing dimensions (proactiveness, opportunity focused, leveraging, innovativeness, risk taking, value creation, and customer intensity) are related to qualitative and quantitative outcome measures for the SME and the entrepreneur (including company success, customer success, financial success, satisfaction with return goals, satisfaction with growth goals, excellence, and the entrepreneurʼs standard of living). Using factor analysis, three success outcome variables (financial, customer, and strong company success) emerged together. A separate factor analysis identified satisfactory growth and return goals. Stepwise regression revealed entrepreneurial marketing impacts outcome variables, particularly value creation. Implications for entrepreneurs and areas for research are included.