SHS Web of Conf.
Volume 90, 2021International Conference on Entrepreneurial Competencies in a Changing World (ECCW 2020)
|Number of page(s)||8|
|Section||Stabilization and Development of SMEs in Rural Areas|
|Published online||07 January 2021|
The Effect of Entrepreneurial Marketing on the Performance of Small and Medium-sized Enterprises
Faculty of Economics and Social Sciences, Szent István University 1 Páter K. Str., Gödöllő, 2100, Hungar
* Corresponding author: firstname.lastname@example.org
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.
Key words: entrepreneurial marketing / sustainability / performance / small and medium-sized enterprises
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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