THE IMPACT OF ENTREPRENEURIAL MARKETING DIMENSIONS ON THE ORGANIZATIONAL PERFORMANCE WITHIN SAUDI SMES

Nehal Marrai Rashad ()
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Nehal Marrai Rashad: King Abdulaziz University, Saudi Arabia

Eurasian Journal of Business and Management, 2018, vol. 6, issue 3, 61-71

Abstract: In attempts to merge two distinct academic fields, Entrepreneurship and Marketing, the term Entrepreneurial Marketing (EM) is applied to describe the marketing processes of firms pursuing their opportunities within uncertain marketing circumstances, and most often under constrained resource conditions. However, in Saudi Arabia, Small and Medium Enterprises (SMEs) play an important role in economic development and income growth. The purpose of the study is to identify the effect of applying (EM) dimensions on the organizational performance, these indicators are, proactive orientation, calculated risk taking, innovativeness, opportunity focus, resources leveraging, costumer intensity, and value creation. The dimensions of EM are tested with data collected through survey questionnaires administered by e-mail and online questionnaire comprising a sample of 50 managers and owners of SMEs in Jeddah. Analysis of results employing factor analysis revealed that dimensions of EM were demonstrated within the sample of SMEs in Jeddah. Whereas, regression analysis results revealed that opportunity focused, calculated risk taken, and value creation dimensions of EM are positively related with performance. Giving that, this study offers several recommendations, Saudi entrepreneurs should invest their efforts to continuously identify new ways to select opportunities, besides, since they are risk takers, they could dedicate more effort and time in planning and considering the risk management approaches. In addition, a combination of the other dimensions should be adapted to further enhance the value created for customers.

Keywords: Entrepreneurship; Marketing; Small and Medium Enterprises; Entrepreneurial Marketing Dimensions (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (6)

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