Entrepreneurial marketing and marketing strategies of SMEs on marketing performance: An empirical analysis of fit

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Abstract

In Indonesia, SMEs contribute to approximately 60% of its GDP. The SMEs strengths and limitations however, differ from that of established companies. The primary aim of this study is to find out how to maximise SME marketing performance by examining its entrepreneurial marketing dimensions and marketing strategy clusters. Based on data from 130 SME in Indonesia, the study identified seven entrepreneurial marketing and five marketing strategy clusters. Using the profile deviation of the concept of fit, it is indicated that traditional marketers cluster which combined proactive orientation, will result in maximum market growth while the mass marketers cluster (i.e., customer-focus orientation) will result in maximising profitability.

Original languageEnglish
Pages (from-to)39-53
Number of pages15
JournalPertanika Journal of Social Sciences and Humanities
Volume26
Issue numberAugust
Publication statusPublished - 1 Aug 2018

Keywords

  • Entrepreneurial marketing
  • Marketing performance
  • Profile deviation fit
  • SMEs marketing strategy

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