This study examines how entrepreneurial marketing dimensions (proactiveness, opportunity focused, leveraging, innovativeness, risk taking, value creation, and customer intensity) are related to qualitative and quantitative outcome measures for the SME and the entrepreneur (including company success, customer success, financial success, satisfaction with return goals, satisfaction with growth goals, excellence, and the entrepreneur’s standard of living). Using factor analysis, three success outcome variables (financial, customer, and strong company success) emerged together. A separate factor analysis identified satisfactory growth and return goals. Stepwise regression revealed entrepreneurial marketing impacts outcome variables, particularly value creation. Implications for entrepreneurs and areas for research are included.
Becherer, Richard C.; Helms, Marilyn M.; and McDonald, John P.
"The Effect of Entrepreneurial Marketing on Outcome Goals in SMEs,"
New England Journal of Entrepreneurship: Vol. 15:
1, Article 3.
Available at: https://digitalcommons.sacredheart.edu/neje/vol15/iss1/3
Advertising and Promotion Management Commons, Entrepreneurial and Small Business Operations Commons