Domination of Value Creation Networking and Closeness to the Market Dimensions on Entrepreneurial Marketing Behavior: An Analysis from the Perspective of Start-Up Companies and Scale-Up Companies

Christina Whidya Utami and Hendro Susanto

A chapter in Entrepreneurship - Contemporary Issues from IntechOpen

Abstract: The aim of this study is to bridge the gap in literature by studying how far do growth orientation, opportunity orientation, total customer focus, value creation networking, informal market analysis, and closeness to the market dimensions in start-up companies and scale-up companies have impact on entrepreneurial marketing (EM) behavior. Therefore, the goals in this study are: analyzing whether there is any difference in EM behavior for start-up company and scale-up company? The questionnaires were distributed to 406 business owners in Indonesia, spread throughout eight provinces. Start-up companies are companies that have been operating for less than 6 years, and scale-up companies are companies that have been operating for more than 6 years. Snowball sampling was used to select the chosen respondents, using the entire firms in Indonesia, be it services or manufacturing. The result of the study suggests that there is no difference in entrepreneurial marketing behavior between start-up companies and scale-up companies. Value creation networking is shown to be the most dominant dimension for start-up companies in terms of its impact on entrepreneurial marketing behavior, as for scale-up company, the most dominant dimension is closeness to market dimension in its impact on entrepreneurial marketing behavior.

Keywords: entrepreneurial marketing; growth orientation; opportunity orientation; total customer focus; value creation networking; informal market analysis; closeness to the market (search for similar items in EconPapers)
JEL-codes: L26 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ito:pchaps:214660

DOI: 10.5772/intechopen.93628

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