DOAJ Open Access 2012

The effect of entrepreneurial marketing on outcome goals in SMEs

Richard C. Becherer Marilyn M. Helms John P. McDonald

Lihat Sumber DOI

Abstrak

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.

Topik & Kata Kunci

Small and medium-sized businesses, artisans, handicrafts, trades Business

Penulis (3)

Richard C. Becherer

Marilyn M. Helms

John P. McDonald

Format Sitasi

APA MLA BibTeX

Becherer, R.C., Helms, M.M., McDonald, J.P. (2012). The effect of entrepreneurial marketing on outcome goals in SMEs. https://doi.org/10.1108/NEJE-15-01-2012-B001

Akses Cepat

Lihat di Sumber doi.org/10.1108/NEJE-15-01-2012-B001

Informasi Jurnal

Tahun Terbit: 2012
Sumber Database: DOAJ
DOI: 10.1108/NEJE-15-01-2012-B001
Akses: Open Access ✓