Developing a scale for entrepreneurial marketing: Revealing its inner frame and prediction of performance

Fabian Eggers, Thomas Niemand, Sascha Kraus and Matthias Breier

Journal of Business Research, 2020, vol. 113, issue C, 72-82

Abstract: Entrepreneurial marketing (EM) is considered a marketing concept for firms that strive to run entrepreneurial, market-driving and at the same time customer-focused marketing programs that work particularly well under resource constraints. However, even after more than three decades after its inception, researchers still focus on validating single dimensions of the EM concept (the outer frame), but do not ask what these dimensions may have in common (the inner frame). Using a sample of 1156 firms, this paper develops such a valid scale and analyzes its effect on firm performance. Results show that EM consists of three correlating dimensions: 1) change-driving, 2) bootstrapping, and 3) risk-taking that have a positive effect on firm performance.

Keywords: Entrepreneurial marketing; Scale development; Entrepreneurial orientation; Customer orientation; Resource leveraging; Market-driving (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:113:y:2020:i:c:p:72-82

DOI: 10.1016/j.jbusres.2018.11.051

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