Entrepreneurial Marketing Strategy Research Articles

Innovation, risk management, and proactive behavior: An insight into the aspects of entrepreneurial marketing in SMEs

Innovation, risk management, and proactive behaviour are the primary rudiments of entrepreneurial marketing that drive success and augment the competitiveness of business firms. Hence, exploring the interlinkage of these entrepreneurial marketing strategies in detail and looking forward to their underlying influence on the competitiveness of small and medium-sized enterprises (SMEs) is a useful approach to getting an overview of the current standing of small and emerging businesses in this regard. Therefore, the current study intends to contribute to this paradigm by sampling a total of 400 respondents from 47 SMEs in Kuwait. Data was collected via a questionnaire, and the responses were analyzed using SPSS v23. The outcomes depicted that all three dimensions of entrepreneurial marketing strategies have a positive and strong correlation with each other and a pronounced impact on driving competitiveness in SMEs. It has been noted that the aspiration towards bringing innovation, taking and managing risk for the anticipated good of the firm, and a proactive mindset are among the cardinal aspects that are imperative for the success and overall competitiveness of a firm to evolve and thrive in a diverse corporate sector and adopt change for the better of the organizations as well as the involved stakeholders.

Entrepreneurial marketing strategies, resources and social disadvantage: exploring the role of resources and minority status among US agrofood enterprises

PurposeThis paper aims to investigate associations between firm resources and reliance on entrepreneurial marketing (EM) channels among agrofood ventures. It accounts for agropreneur gender and racial/ethnic status in the context of marketing channel portfolio composition. The authors examine the established assumption that resource limitations drive EM and whether socially disadvantaged status of agropreneurs is associated with marketing strategy beyond standard resourcing measures.Design/methodology/approachUsing 2015 Local Foods Marketing Practices Survey data, the authors apply linear regression to investigate differences in the use of EM channels, accounting for resources, social status and other factors.FindingsLimited-resource ventures rely more on consumer-oriented channels that require EM practices. Socially disadvantaged entrepreneurs favor these channels, even when accounting for resources. Notably, ventures headed by men of color rely more on the most customer-centric local foods marketing channel.Research limitations/implicationsFuture research should investigate how social and human capital influences the use of EM.Practical implicationsEntrepreneurial support policy and practice for agropreneurs should be cautious about the “double-burden” folk theorem of intersectional disadvantage and review how to best direct resources on EM to groups most likely to benefit.Originality/valueThis paper uses a unique, restricted, nation-wide, federal data set to examine relationships between resource endowments, social status and the composition of agrofood enterprises’ marketing channel portfolios. To the best of the authors’ knowledge, it is the first to include racial- and ethnic-minority status of agropreneurs and to account for intersectionality with gender.

The Effect of Entrepreneurial Marketing Education on The Determinants of Students' Entrepreneurial Intention

Entrepreneurial Marketing (EM) is crucial in today’s business landscape as it enables businesses to adapt quickly, optimize resources, focus on customers, drive innovation, embrace digital transformation, facilitate growth, and build strong brands. It was adopted by several enterprises across divers sectors and have greatly influenced upon EM Education (EME). This latter was seen as an interesting course, which develops students' Entrepreneurial Intention (EI). The present work aims to examine the effects of EME on students' EI determinants. Data were collected from 285 Tunisian Entrepreneurship Master Students, and the results were analyzed using structural equation modelling (AMOS.18 and SPSS.20). We founded that EME influences positively students' EI determinants. Technology related to Marketing, EM Strategies and Practices, Networking and Exposure to Entrepreneurs affected positively Perceived Desirability (PD) and Perceived Feasibility (PF) as EI determinants. This work is one of the rarest research going over EME contribution to rise students' EI Influential factors. It contributes in extending EME literature. It covers pedagogical and practical gaps in EME to develop valuable entrepreneurial skills.

Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach

PurposeThe primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation and implementation of conventional businesses and those of craft-based microenterprises with a specific focus on the context of emerging markets, particularly India.Design/methodology/approachThis paper follows a qualitative interpretivist paradigm using a multiple-case methodology approach. It tracks craft-based microenterprises that make furniture or home décor products in India. The study participants were the founders, principal designers, studio managers or craftspersons.FindingsThis study’s findings reveal that craft-based microenterprises implement an EMS that adopts a hybrid form of market orientation strategy. In this approach, the product or creative concept is at the centre of the decision-making, and the customer needs are factored in at a later stage for customisation. These microenterprises prioritise product positioning over segmentation and targeting strategies.Research limitations/implicationsThis study tries to understand marketing strategy decision-making processes among craft-based microenterprises in India. Given that study participants came from only two-product-based craft businesses, this limits the generalisability of the findings to similar or related contexts. This study provides a framework and methodology for replication in other contexts and industries to formulate a nuanced understanding of micro, context-specific, craft-based businesses.Originality/valueThis study uses qualitative analysis to understand EMS in craft-based businesses in India. This study contributes to this fledgling stream of literature at the interface of marketing and entrepreneurship to understand entrepreneurial marketing. This study analyses the marketing strategy of craft-based businesses using the framework of Morgan et al. (2019).

The Moderating Role of Social Media Marketing on the Relationship between Entrepreneurial Marketing Strategy and Business Outcomes: An Empirical Study in SMEs in Jordan

The Moderating Role of Social Media Marketing on the Relationship between Entrepreneurial Marketing Strategy and Business Outcomes: An Empirical Study in SMEs in Jordan

Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery

The use of digital resources through digital marketing is an option to be able to reach customers, build interactions with customers in real time and finally achieve customer satisfaction. This research intends to determine the influence of entrepreneurial marketing through digital marketing capabilities on marketing performance in Palu, Indonesia. The population in the study amounted to 21,696 with a total number of samples of 197 SMEs obtained with the Yamane and Isaac formula. The sampling technique in this study went through two stages, namely the Area Sampling Technique and then the Stratified Random Sampling Technique. Hypothesis testing used was path analysis with Smart-PLS software. The results showed that entrepreneurial marketing have positive and significant effects on digital marketing capabilities and on marketing performance. Furthermore, digital marketing capabilities have a positive and significant effect on marketing performance. However, digital marketing is less likely to mediate the relationship between entrepreneurial marketing and marketing performance. As practical implications, SMEs should continue to improve their capabilities and sharpen the implementation of entrepreneurial marketing strategies, in order to utilize their resources to find opportunities and create added value for customers, in order to continue to achieve marketing performance in a sustainable manner.

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.

Effect of Entrepreneurial Strategies on the Performance of Smes in Kogi State, Nigeria

This study investigated the effect of entrepreneurial strategies on the performance of SMEs in Kogi State. This study adopted survey research design to achieve its aim. The population of the study was 844; from which the sample size of 260 was selected. Multi-stage sampling technique was used. The analytical technique that was employed to achieve the study’s objectives was multiple regression analysis. Findings show that product differentiation strategy, adaptation strategy, human resource strategy, and entrepreneurial marketing strategy have significant weak effects on the return on investment of SMEs in Kogi State. Findings further show that product differentiation strategy, human resource strategy, entrepreneurial marketing strategy and adaptation strategy have significantly strong effects on the market share of SMEs in Kogi State. The study concluded that entrepreneurial strategies have the propensity to increase the business performance of SMEs. The study recommended that SME owners should adopt the combination of entrepreneurial marketing strategy and product differentiation strategy to achieve increasing return on investment, market share and competitive advantage of SMEs in Kogi State; and give less attention to the adoption of both adaptation strategy and human resource strategy.

Marketing ‎and entrepreneurship‎: challenges and opportunities‎

ABSTRACT In the current special issue, we emphasize that entrepreneurial marketing is influential for enterprises to endure competitive, customer inspiration, relevant, satisfaction and loyalty in the market environment. The aim of the special issue is to generate academic debate about the importance of marketing to entrepreneurship. The best research papers were selected from International Conference on Business and Technology ICBT’2021 conference, which were evaluated by the guest editors, and all were subject to double blind peer review. The conduction of quantitative, qualitative, or mixed-method research is essential to expand theories and discover opportunities and challenges facing Small and medium-sized enterprises SMEs while formulating entrepreneurial marketing strategies. Concerning the existing contextual gap, even though social entrepreneurship varies in different countries from legitimate and conceptual perspectives, it is clear that it has received less attention in some contexts. Therefore, we highlighted many of these topics within the papers selected to be published in this special issue.

Entrepreneurs’ Responses to COVID-19 Crisis: A Holistic Dynamic Capabilities Perspective in the Saudi Food and Beverage Sector

The COVID-19 pandemic has been an active crisis for businesses around the globe. This paper adopts the Dynamic Capabilities (DC) theory to investigate factors that may account for differences in entrepreneurial marketing (EM) adoption and entrepreneurial marketing opportunities during two stages of the recent COVID-19 pandemic, namely the full and partial closure. The existing study provides useful insights into the functioning of entrepreneurial marketing that make the related opportunities and challenges visible. Additionally, the paper explores entrepreneurial marketing strategies employed by Saudi entrepreneurs within the Food and Beverage sector (F&B) to mitigate the uncertainty and challenges posed by the pandemic. Since the nature of the research inquiry is exploratory, semi-structured interviews with seventeen restaurant and cafe owners were conducted to explore the phenomena under investigation and confirm the constructs used for the model development. Under exceptional circumstances, restaurants and cafés representing the F&B sector have been forced to respond quickly, become innovative and make compromises. Findings revealed that converting to survival mode with short time frames was the only solution for entrepreneurial marketing within the context of the COVID-19 pandemic.

THE MEDIATING EFFECT OF ENTREPRENEURIAL MARKETING STRATEGY BETWEEN DYNAMIC CAPABILITIES AND COMPETITIVE ADVANTAGE IN THE WOMEN-OWNED ENTERPRISES IN MALAYSIA

<p>This research scrutinizes the influence of dynamic capabilities in achieving and sustaining competitive advantage by women who own enterprises in Malaysia. The contribution of the businesswomen is highly significant to the economy of the nation. Malaysian businesswomen strive hard to stay competitive in the business environment. Therefore, they understand the significance of dynamic capabilities to attain competitive advantage. However, dynamic capabilities in solo will not lead to competitive advantage because the businesswomen operate their business in a volatile business environment. Another significant factor that impacts competitive advantage is entrepreneurial marketing strategies. Therefore, the intervening effect of entrepreneurial marketing strategy between dynamic capabilities and competitive advantage was investigated in this research. A total of 1023 businesswomen imparted their views through questionnaires in this research. Additionally, in-depth literature was presented to reveal the association between dynamic capabilities, entrepreneurial marketing strategies, and competitive advantage of the businesswomen. The findings of this research implied a statistically significant relationship between dynamic capabilities and entrepreneurial marketing strategy as well as competitive advantage. Finally, all the hypotheses formulated for this study were supported by data, which illuminated that entrepreneurial marketing strategy statistically mediates the relationship between dynamic capabilities and competitive advantage of the women-owned enterprises in Malaysia. Moreover, this study verifies that the businesswomen in Malaysia who engage in dynamic capabilities will be able to apply entrepreneurial marketing strategies in their enterprises to achieve competitive advantage, ensuring the enterprise’s survival and success in an ever-changing business environment.</p><p> </p><p><strong>JEL</strong>: M10; M30; M31; L62</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0937/a.php" alt="Hit counter" /></p>

Entrepreneurial Marketing: Solutions to Rise Up in Times of Crisis

So far, marketing and entrepreneurship research has been expanding. This article aims to assist businesses in reducing the risks they encounter, both those that they can foresee and those that they cannot, so that they can recover in their business operations. In this article, a literature review was utilized as an approach. Companies can use entrepreneurial marketing methods to deal with market volatility and unpredictability in order to survive and develop sustainably. In this article, the author provides reference comments on entrepreneurial marketing strategies that companies can use in post-disaster or post-pandemic times such as the current COVID-19 pandemic.

Entrepreneurial Marketing Strategy of Micro, Small and Medium Enterprises in Pandemic Covid-19 Era

Purpose: The Indonesian economy's core strength comes from micro, small and medium enterprises (MSMEs). However, the impact of the Covid-19 pandemic causes problems for MSMEs, for example, decreased sales, difficulties in financial aspects, slow distribution of products, and raw materials shortage. The problems of MSME during the Covid-19 pandemic require entrepreneurs' readiness to survive and sustain their business. Entrepreneurial marketing is a suitable paradigm to be implemented by MSME entrepreneurs during the Covid-19 pandemic. The research objective is to determine the entrepreneurial marketing strategy plan for MSMEs during the Covid-19 pandemic. Research Methods: The research informants were government officials of Industry and Trade, MSME, and academicians. The data analysis model used a SWOT analysis based on IFAS and EFAS assessments. The strategic plan was positioned on the SWOT matrix with the values of strength, weakness, opportunity, and threats. Findings: The results show that the SWOT matrix's entrepreneurial marketing strategy plan is in the position of Quadrant one. The entrepreneurial marketing strategy that should be applied in the quadrant is to support an aggressive growth policy. Practical Implications: This aggressive growth strategy focuses on using the company's strengths to take advantage of various business opportunities during the Covid -19 pandemic. Originality value: This study contributes to the survivability of MSMEs in Indonesia, especially during the Covid-19, and shows practitioners to harness the inner strength of their businesses and pursue proactive marketing policy.

The impact of the interaction between an entrepreneurial marketing orientation and coopetition on business performance

PurposeCertain small businesses do not possess the assets needed to implement a performance-enhancing entrepreneurial marketing orientation (opportunity-driven behaviours focussed on creating value for customers). Although some entrepreneurs cooperate with their competitors (coopetition) to achieve their day-to-day and long-term goals, it is unclear whether these partnerships are advantageous in this capacity. Thus, grounded in the resource-based view, the purpose of this investigation is to examine whether coopetition positively moderates the relationship between an entrepreneurial marketing orientation and financial performance.Design/methodology/approachSurvey responses were obtained from 184 small tourism and hospitality organisations in New Zealand. Following a series of robustness checks, covariance-based structural equation modelling was used to test the elements of the conceptual model.FindingsUnique insights illustrate an entrepreneurial marketing orientation yielding a negative and significant link with financial performance. Nevertheless, this result was potentially related to the entrepreneurial marketing-oriented opportunities that owner-managers pursued within the context of their sector; in particular, situations when employing an individualistic business model constrained certain decision-makers' ability to pursue “growth-oriented” objectives. However, coopetition produced a positive and significant moderating effect, enabling owner-managers to pursue opportunities via collaborative business models facilitating mutually beneficial performance outcomes.Practical implicationsOwner-managers of under-resourced small firms should be careful when implementing entrepreneurial marketing strategies utilising an individualistic business model. For example, they might pursue opportunities that are not viable and/or become over-loaded with market intelligence that they cannot handle. By collaborating with competitors, owner-managers can learn improved ways to operate within their industries, alongside being equipped with new resources and capabilities. In doing so, coopetition can help overcome some of the potential performance-limiting issues owner-managers face by being under-resourced, namely, via employing a collaborative business model.Originality/valueThis current study contributes to the extant literature by evaluating the complexities of entrepreneurial marketing practices. That is, although earlier research has focussed on the performance-driving outcomes of an entrepreneurial marketing orientation, prior studies typically overlook certain moderating factors that could influence this association. By examining the interaction between an entrepreneurial marketing orientation and coopetition on financial performance, new evidence has emerged on how owner-managers of small firms can utilise interfirm collaboration to succeed within their markets, as opposed to struggling to cope with the challenges of an individualistic business model. Specifically, an entrepreneurial marketing orientation is likely to enhance financial performance when under-resourced companies effectively collaborate with their competitors.

Entrepreneurial Marketing Strategies for Small Businesses : An Exploratory Study of Start-up Companies in India

Marketing is an important activity for the survival and growth of start-ups, but a start-up – usually with limited budget, moderate capital, and with no concrete customer base – finds it difficult to compete against the industry giants and big players. They can achieve this by converting their weakness into strengths as they can be more flexible in marketing strategies than their competitors in the market. The purpose of this paper was to explore the marketing strategies of start-up companies in India with reference to entrepreneurial marketing. The research is based on a sample of 67 start-up companies operating in India using the mixed research method. Data collection were done using a semi-structured questionnaire comprising of quantitative and open-ended questions. Data were analyzed using SPSS 22.0 and AQUAD 7.0. The findings indicated that start - up companies see marketing as a vital function for their growth and sustainability. Companies are ready to adopt entrepreneurial marketing, and they were already using few of the entrepreneurial marketing techniques. We explored the marketing environment of start-ups in its extant form. The entrepreneurial practitioners as well as the owners of start-up companies may note that this research provides meaningful insights into the significance of their marketing-related activities. The study offers three distinct contributions pertaining to the marketing practices in start-ups : (a) Identifies the research gap within the existing research literature ; (b) explains the marketing strategies by start-up companies ; (c) compares and maps the marketing strategies with entrepreneurial marketing.

A mediation analysis of social media marketing between the relationship of entrepreneurial marketing strategies and the performance of small & medium enterprises in Pakistan

Objectives: The main focus of this study is to find the role of social media marketing between the relationship of entrepreneurial marketing strategies and Performance of Small and medium enterprises (SMEs) in Pakistan. This research will answer the question that how social media marketing can be crucial for the entrepreneurial marketing to increase the performance of small and medium enterprises in Pakistan. Methodology: The SMEs operating in Pakistan have been considered and the respondents are the Marketing Managers of SMEs. The total number of SME’s in Pakistan is 3.3 million having one marketing manager. The total population of study is 3.3 million. Roscoe 1975 technique has used for selecting sample size. The 384 SME’s managers were selected through Roscoe sampling method and survey instrument has randomly been distributed among the marketing managers of SMEs in Pakistan through the primary data collection mode. Discussion: Hypotheses have been tested through “Structural Equation Modeling”. Since SEM is latest second generation tool of multivariate analysis and it has been used in this study to test the hypothesis. Findings: It is found from the results and discussion that entrepreneurial marketing strategies; proactive orientation, value creation,innovativeness and customer focus plays important role in enhancing the SMEs performance in Pakistan and Social media marketing can highly be effective to implement entrepreneurial marketing strategies to improve the performance of small and medium enterprises in Pakistan. Keywords: Entrepreneurial marketing strategies; SMEs Performance; role of social media marketing

Entrepreneurial marketing strategy, institutional environment, and business performance of SMEs in Egypt

PurposeThe purpose of this research paper is to study the relationship between entrepreneurial marketing strategy (EMS), institutional environment (IE) and business performance (BP). Further, it examines the role of gender and entrepreneurial experience (EE) as moderators of EMS-BP and IE-BP relationships.Design/methodology/approachBased on the literature review, the authors proposed a conceptual model that was tested using a quantitative approach. Questionnaires were filled by 202 owners/entrepreneurs of small- and medium-sized enterprises (SMEs) in Egypt. Because of the absence of a formal population-frame for the Egyptian SMEs, non-probability quota sampling technique was used that considered differences in gender and EE. SmartPLS software was used for data analysis.FindingsThe results indicated that EMS has significant positive effect on BP. IE has significant positive effect on EMS but insignificant effect on BP. Gender was found to be moderating significantly both the EMS-BP and IE-BP relationships. However, EE was found to be an insignificant moderator in the EMS-BP relationship.Practical implicationsThe findings communicate insights to the SMEs on the importance of undertaking proactive, risk-taking and innovative activities while creating and delivering value to their customers. Also, it encapsulates further implications for policymakers to promote a better IE for entrepreneurship in Egypt.Originality/valueThis study contributes conceptually to the interdisciplinary research that investigated the integration between entrepreneurship and marketing as a successful functional strategy in SMEs and its effect on enhancing BP and market share. Empirically, it adds value to the available literature on contemporary strategic entrepreneurship by analysing these IE-EMS-EE-Gender-BP relationships in a promising, yet under-researched, transitional economy.

Entrepreneurship Training and Sustainability of Entrepreneurial Activities: A Case of Cοcοnut Sub-Sectοr in Kwale Cοunty, Kenya

Extensive studies have been conducted on entrepreneurship training and sustainability of entrepreneurial activities. Findings from these studies have shown that entrepreneurship training greatly influence the sustainability of entrepreneurial activities. These studies have however created cοntextual and methοdοlοgical gaps since they have fοcused οn different cοntext οther than Kwale Cοunty and cοncentrated οn different pοpulatiοns such as students in variοus settings. Lack of entrepreneurship training has dealt a major blow to most of the coconut sub-sector enterprises leading to their unsustainability or failures altogether. As such, the aim of this study was to find how entrepreneurship training affects sustainability of entrepreneurial activities in the coconut sub-sector in Kwale County, Kenya. The study was to assess the influence of opportunity identification training, resource identification training, business managerial training and entrepreneurial marketing training and sustainability of entrepreneurial activities in the coconut sub-sector in Kwale County. The study was grounded on social capital theory, knowledge spill over theory of entrepreneurship, entrepreneurship innovation theory and Marketing Orientation Theory. The study used descriptive and Explanatory research designs. The population of focus was the 264 respondents drawn from the 42 institutions including coconut processors, farmer’s cooperatives, marketing Agents for example EPC, National and County governments agencies and corporations as well as tertiary institutions offering entrepreneurship education in Kwale County. Stratified sampling technique was used to select 30% (79) respondents. A questionnaire was used to collect the data from the respondents. Descriptives and regression analyses was utilized to analyse the collected data. The study found a strong and significant relationship between the four independent variables and the dependent variable. The study concluded that various aspects of opportunity identification, resοurce identificatiοn, business managerial and entrepreneurship marketing training affect sustainability οf entrepreneurial activities οf cοcοnut sub-sectοr in Kwale Cοunty. The study recommended that there is need for concerned institutions to develop a practical oriented entrepreneurship curriculum that enhances resource identification. It is important that organizers, funding organizations and executers of entrepreneurship training continuously review the objectives of such trainings to ensure that they are relevant and contributing to different facets of entrepreneurship ventures. Training programmes, such as the business growth training, should be offered more frequently and target a higher number of entrepreneurs so that they too could benefit and acquire business management skills. The relevant stakeholders in the coconut sub-sector should leverage training on entrepreneurial marketing strategy in order to grow their business, suggested entrepreneurial strategies like guerilla and buzz marketing strategies, this are vital for the firm to grow.

التسويق الريادي وأثره في استراتيجيات بورتر التنافسية: مدخل في مدى ادراك مديري المشاريع الصغيرة والمتوسطة الحجم لتلك العلاقة (دراسة ميدانية لأراء عينة من مديري عدد من المشاريع الخدمية في محافظة دهوك)

سعت الدراسة الحالية الى التعرف على مدى إدراك مديري المشاريع الصغيرة والمتوسطة الحجم لمفهوم التسويق الريادي واستراتيجيات بورتر التنافسية والعلاقة بينهما، ونظراً لأهمية القطاع الخدمي فقد اجريت الدراسة في عدد من المشاريع الخدمية الصغيرة والمتوسطة الحجم في محافظة دهوك، إذ تم الحصول على االبيانات اللازمة للجانب الميداني من خلال استمارة الاستبيان التي تم توزيعها على عينة من مديري المشاريع الصغيرة والمتوسطة الحجم مؤلفة من (50) مدير مشروع.
 وتوصل البحث الى مجموعة من الاستنتاجات أهمها وجود علاقة ارتباط وأثر معنوية بين التسويق الريادي واستراتيجيات بورتر العامة على المستوى الكلي والجزئي، ثم اختتم البحث بمجموعة من التوصيات اهمها زيادة الاهتمام بمفهوم التسويق الريادي واستراتيجيات بورتر العامة بشكل متكامل من أجل تحقيق أداء متميز على مستوى الأعمال للمشاريع والبحث عن حالة التفرد في قيادة السوق.

Strategi Entrepreneurial Marketing Gocampus.Co.Id Dalam Memasarkan Perguruan Tinggi Swasta

This study aims to market private universities in Indonesia and help students in facilitating the search for university information even become the number one educational information resource in Indonesia, where the analysis used is Matrix Strategic Position and Action Evaluation (SPACE). The research method used is descriptive qualitative. The study was conducted by observation on the environmental conditions of the gocampus.com industry in general and specifically based on existing facts. Analysis method used in this research is entrepreneurial marketing analysis which include strategy: Guerilla marketing, ambush marketing, and word of mouth marketing strategy The result from SPACE matrix quadrant indicates that GoCampus position is in aggressive quadrant with score on horizontal axis of 3 and score on the vertical axis of 2.2. Strategies that GoCampus can run for expansion (growth) from the perspective of entrepreneurial marketing strategy can be applied with several types: Guerrilla marketing, word of mouth marketing, and Ambush marketing. Gocampus can implement an expansion strategy and improve on the strength of human resources (for example by increasing the expertise of human resources, making efficiency in human resources), and increasing Gocampus technology accessibility (eg accessible on smartphones, plug and play available on google play, and sponsorship of google play applications that have a large market share), so that the company's performance can improve, and Gocampus expands its business to increase market share (eg penetrate the international university market).