The Practices of Proactiveness Dimension in Entrepreneurial Marketing
Article Sidebar
Main Article Content
Abstract
This paper aimed to find the proactive proctices of small and medium enterprises (SMEs) under the obstructive enironment comparing to passive practices and to explore the result relating to innovation. The research was qualitative by analysing content from three cases selected by purposive technique.The proactiveness by changing environment after understanding related context was found including 1 extending products covering all application processes to increase customers, two targeting overlooked market to decrese competition, and three changing customers’ attitude to be consistent with products, not the opposite, resulting in innovation processes including creating products that must be used along with main products, pricing differently from competitors, developing quality of traditonal products. For managerial application, SMEs can apply for these examples. For academic contribution, the result closed the gap of lacking practices according to theory.
Article Details
References
Becherer, R. C., Haynes, P. J. and Helms, M. M. (2008). An exploratory investigation of entrepreneurial marketing in SMEs: the influence of the owner/operator. Journal of Business and Entrepreneurship, 20(2), 44-63.
Becherer, R. C., Helms, M. M. and McDonald, J. P. (2012). The effect of entrepreneurial marketing on outcome goals in SMEs. New England Journal of Entrepreneurship, 15(1), 7-18.
Creswell, J. W. (1998). Qualitative inquiry and research design: Choosing among five traditions. California: Sage Publications Inc.
Dibb, S. (1996). The impact of the changing marketing environment in the Pacific Rim: Four case studies. International Journal of Retail and Distribution Management, 24(11), 16-29.
Franco, M., de Fatima Santos, M., Ramalho, I. and Nunes, C. (2014). An exploratory study of entrepreneurial marketing in SMEs: The role of the founder-entrepreneur. Journal of Small Business and Enterprise Development, 21(2), 265-283.
Gilmore, A. (2011). Entrepreneurial and SME marketing. Journal of Research in Marketing and Entrepreneurship, 13(2), 137-145.
Hacioglu, G., Eren, S. S., Eren, M. S. and Celikkan, H. (2012). The effect of entrepreneurial marketing on firms’ innovative performance in Turkish SMEs. Procedia-Social and Behavioral Sciences, 58, 871-878.
Hendijani F. M. and Seyyed A. N. (2018). The effect of entrepreneurial marketing on halal food SMEs performance. Journal of Islamic Marketing, 9(3), 598-620.
Hoque, A. S. M. M., and Awang, Z. (2016). The sway of entrepreneurial marketing on firm performance: Case of small and medium enterprises (SMEs) in Bangladesh. In Terengganu International Business and Economics Conference (TiBEC-V), (pp. 174-194). Terengganu: Universiti Teknologi Mara (UiTM).
Isichei, E. E., Agbaeze, K. E., & Odiba, M. O. (2020). Entrepreneurial orientation and performance in SMEs. International Journal of Emerging Markets. vol. ahead-of-print no. ahead-of-print
Kampetch, P. and Jitpakdee, R. (2018). Innovation and creativity in community-based tourism management. Journal of Business, Economics and Communications, 14(1), 108-121.
Kickul, J. and Gundry, L. (2002). Prospecting for strategic advantage: the proactive entrepreneurial personality and small firm innovation. Journal of Small Business Management, 40(2), 85-97.
Maholtra, N. K. (2010). Marketing research: an applied orientation (7th ed.). London: Pearson.
Morris, M. H., Schindehutte, M. and LaForge, R. W. (2002). Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1-19.
Riege, A. M. (2003). Validity and reliability tests in case study research: a literature review with “hands‐on” applications for each research phase. Qualitative market research: An international journal, 6(2), 75-86.
Sandberg, B. (2007). Customer-related proactiveness in the radical innovation development process. European Journal of Innovation Management, 10(2), 252-267.
Sole, M. (2013). Entrepreneurial marketing: conceptual exploration and link to performance. Journal of Research in Marketing and Entrepreneurship, 15(1), 23-38.
Thomas, L. C., Painbeni, S. and Barton, H. (2013). Entrepreneurial marketing within the French wine industry. International Journal of Entrepreneurial Behavior & Research, 19(2), 238-260.