Entrepreneurial marketing orientation of young SME owners in Indonesia

Entrepreneurial marketing (EM) has been widely used as a term to differentiate the marketing practices of small and medium enterprises (SMEs) from established companies. As a variable, EM also attracts scholars to examine the concept deeper both in terms of instruments and methodology. This paper aims to develop an EM measurement that is appropriate for SMEs in Indonesia and construct an SME owner profile based on their EM orientation. This study was conducted both in qualitative and quantitative forms through a survey method. The 121 respondents were young SME owners. Based on an exploratory factor analysis (EFA), the results show that there are seven dimensions of EM, namely customer focus, innovativeness, value creation, opportunity focus, proactiveness, calculated risk taking, and resource leveraging. Furthermore, through a cluster analysis, this study also obtained the profiling of three groups of respondents based on the EM orientation level. Even though the definitions of SMEs are different in some countries, this study will identify EM in Indonesia as a developing country as being quite similar with EM in developed countries.