Professional Documents
Culture Documents
Back ground
After the independence, Pakistan government was mainly focused to
facilitate the large scale of industries which is cause to ignore the
small and medium enterprise till 1980s. SMEs one of the most
important sources which can boost and stable of economy.(Haque,
2007). In developing country like Pakistan, ministry of information,
industrial production initiated to establish the small and medium
enterprise development authority to facility the SMEs. Small and
medium enterprises has been known as overall worldwide. SMEs
working within the limit so as turnover for this context SMEs also
focused by the individual more than the large scale companies.
Scope of study
This study highlighted the role played by Entrepreneurial
Orientation and Marketing Orientation in relation to
Entrepreneurial Marketing as a way to achieve higher
performance. It could be of interest to investigate the sources
of Entrepreneurial Marketing within SME in order to define the
specific management style that would foster the development
of a companys high performance.
Hypothesis
H01:
H02:
H03:
H04:
Literature review
Entrepreneurial marketing incorporates the need for creative approaches
to customer acquisition, retention, and development. Moving estimates of
value and customer equity guide decisions regarding customer investment
and customization levels (Morris et al., 2002:7).
Entrepreneurial marketers develop a creative capacity for resource
leveraging. The ability to recognize a resource not being used optimally,
see how the resource could be used in a non-conventional way, and
convince those that control the resource to let the marketer use it involves
insight, experience, and skill. The same can be said for the ability to get
team members to work extra hours, convince departments to perform
activities they normally do not perform, or put together unique sets of
resources that, when blended, are synergistic (Morris et al., 2002:8).
Theoretical Framework
Independen
t
Entrepreneu
rial
orientation
Marketing
orientation
Mediating
Dependent
Entrepreneu
rial
Marketing
NonFinancial
Performanc
e
Methodology
This study related to the area of market orientation, entrepreneurial
orientation and entrepreneurial marketing to test the impact on non
financial performance of an organization by using the survey instrument.
In this research utilised different techniques to test the hypothesis
developed in this study in order to find out the impact of entrepreneurial
marketing on no financial performance of organizations of SME sector in
Pakistan. This research is organised in five sections: (a) description of
sampling, (b) instrumentation, (c) instrument validity and reliability, (e)
data collection and (f) data analysis techniques.
Analytical methodology
PCA
Constructs
Valid N
Number of
Cronbachs
144
Items
5
alpha
0.925
Market
148
0.905
orientation
Enterpreneural
143
0.916
144
0.747
Enterpreneural
Orientation
Marketing
Non financial
performance
No. of items
Bartletts test
sample
sphericity Chi-
of sphericity
adequacy
square
sig
EO
0.870
546.496
0.000
MO
0.861
473.711
0.000
EM
0.864
766.930
0.000
NFP
0.726
132.579
0.000
Dependent variable
Enterpreneural Orientation
0.748
(13.130)
Marketing Orientation
0.784
(14.921)
Implication
SMEs are base of any growing economy as mostly business starts from
small size and gradually it grows. To get initial growth in business we
generally implement some strategies which address all aspects of
business especially marketing. Marketing is of crucial importance for the
success or failure of an enterprise, as its success is ultimately decided in
the market, competing for the target customers. Application of
entrepreneurial marketing of an enterprise impacts its overall business
performance in the context of launching new products focusing,
segmentation of target groups, communication to potential customers
regarding product or service offers and marketing activities of small
companies with limited access to resources. Entrepreneurial Marketing
based on the entrepreneurs visionary and creative marketing ideas.