مقاله رایگان ابعاد بازاریابی کارآفرینی و عملکرد SME ها

دسته بندی : مقالات بازاریابی

هنگامی که روشهای سنتی بازاریابی برای ارائه به بنگاه های کوچک و متوسط نامناسب باشد، کارآفرینان نیازمند این می باشند که اصول سنتی را آموخته و آنها را با تفکرات و اقدامات نوآورانه ی جدید مانند بازاریابی کارآفرینی (EM) جایگزین نمایند.

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ویژگی‌های محصول
عنوان لاتین: : Entrepreneurial marketing dimensions and SMEs performance
نویسندگان: : Nora Sadiku-Dushi، Léo-Paul Dana، Veland Ramadani
سال انتشار: : ۲۰۱۹
تعداد صفحه: : ۱۴ صفحه با فرمت pdf
نوع مقاله: : isi
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معرفی کامل مقاله رایگان ابعاد بازاریابی کارآفرینی و عملکرد SME ها

Abstract

 

When traditional marketing practices are unsuitable for small and medium enterprises, entrepreneurs have to unlearn traditional principles and replace them with new innovative thoughts and actions, such as entrepreneurial marketing (EM). This paper examines the impact of EM dimensions on small and medium-sized enterprises (SMEs) in Kosovo. Findings reveal that respondents tend to be highly opportunity focused and understand the importance of resource leveraging. While value creation is seen as a very important entrepreneurial marketing dimension, respondents are reserved with respect to taking risks; furthermore, they do not tend to be proactive, innovative nor customer oriented. Finally, the limitations of the study and the suggestions for future research are provided.

 

 Future research directions

Despite the fact that this study has made a significant contribution in different fields, still, there is no study that may answer all the questions in any study field. Therefore, in this case, future research directions should be proposed to continue exploring and deepening knowledge in the entrepreneurial marketing field. Firstly, the results of the current research show that not all EM dimensions have a significant impact on the overall SME performance; therefore, there is a need for further research in order to discover the cause of this non-significant relationship. Secondly, similar studies may be individually undertaken into three sub-groups of SEMs, micro, small and medium enterprises in order to understand how they behave related to each of the EM dimensions. Thirdly, the impact of EM dimensions could be measured separately on the financial and nonfinancial SME performance in order to understand which performance is more affected by the impact of EM dimensions. Fourthly, this research has treated the SMEs in general, and it would be of interest to conduct the same research framework into different industries.

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