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Mapping Entrepreneurs’ Orientation towards Sustainability in Interaction versus Network Marketing Practices

Elena-Mădălina Vătămănescu (), Patrizia Gazzola (), Violeta Mihaela Dincă () and Roberta Pezzetti ()
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Elena-Mădălina Vătămănescu: Faculty of Management, National University of Political Studies and Public Administration, 012104 Bucharest, Romania
Patrizia Gazzola: Department of Economics, University of Insubria, 21100 Varese, Italy
Violeta Mihaela Dincă: Faculty of Business Administration, in foreign languages, Bucharest University of Economics, 010374 Bucharest, Romania
Roberta Pezzetti: Department of Economics, University of Insubria, 21100 Varese, Italy

Sustainability, 2017, vol. 9, issue 9, 1-18

Abstract: By gliding sustainability into the mainstream areas of marketing strategy, the purpose of the current research is to analyze the influence of the entrepreneurs’ orientation towards sustainability on relational marketing practices—i.e., interaction versus network marketing. Placed within a comparative setup, the investigation included a sample of 104 business owners of Romanian small and medium-sized enterprises (SMEs) from the services sector, the selection of participants being subject to well-defined pre-established criteria. Acknowledging the research gap which addresses the type of business strategy fit for entrepreneurs’ orientation towards sustainability, the conceptual model integrated a categorical moderator variable (Planned/Emergent Business Strategies) as indicative of the potential heterogeneity among the hypothesized relationships. Both measurement and structural models were appraised by means of a structural equation modeling technique, respectively, component-based partial least squares (PLS-SEM). As the findings concluded, the entrepreneurs’ orientation towards sustainability accounts for almost 35% of variance in interaction marketing practices and 16% of variance in network marketing practices, thus positing a higher influence on the former. Moreover, evidence was provided that the reification of the entrepreneurs’ orientation towards sustainability in relational marketing practices was not significantly dependent on the type of business strategy.

Keywords: entrepreneurs’ orientation towards sustainability; interaction marketing; network marketing; planned and emergent business strategies (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2017
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