Innovative Performance Through Entrapreneurial Marketing - A Case Study of SME Manufacturing In Guntur And Krishna Districts, Andhra Pradesh.
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 12
Abstract
Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe the marketing processes of firms pursing opportunities in uncertain market circumstances, often under constrained resource conditions. The aim of the study is to identify the effect of entrepreneurial marketing on firm’s innovative performance. The hypothesized relations between dimensions of entrepreneurial marketing and innovative performance are tested with data collected through structured questionnaires administered face-toface to managers of 560 SMEs in the manufacturing industry. Analyses results revealed that pro-activeness, innovativeness, customer intensity, resource leveraging dimensions of entrepreneurial marketing are positively related with innovative performance.
Authors and Affiliations
Dr. C. Lakshmi Nath, Dr. K. Pradeep Reddy
Keywords
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- EP ID EP422292
- DOI 10.9790/487X-2012025257.
- Views 58
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