TY - JOUR
T1 - Entrepreneurial marketing and marketing strategies of SMEs on marketing performance
T2 - An empirical analysis of fit
AU - Astuti, Rifelly Dewi
AU - Afiff, Adi Zakaria
AU - Balqiah, T. Ezni
N1 - Publisher Copyright:
© Universiti Putra Malaysia Press.
PY - 2018/8
Y1 - 2018/8
N2 - 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.
AB - 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.
KW - Entrepreneurial marketing
KW - Marketing performance
KW - Profile deviation fit
KW - SMEs marketing strategy
UR - http://www.scopus.com/inward/record.url?scp=85049722836&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:85049722836
SN - 0128-7702
VL - 26
SP - 39
EP - 53
JO - Pertanika Journal of Social Sciences and Humanities
JF - Pertanika Journal of Social Sciences and Humanities
IS - August
ER -