Determining contributions of entrepreneurial marketing to the growth of small firms in Meru town, Kenya
Abstract1982, emerged a paradigm shift from the old marketing approach to Entrepreneurial Marketing practice that focused on attracting and retaining profitable customers using creative and unsophisticated tactics with minimal resources. As a recent strategy for small firms, Entrepreneurial Marketing (EM) is characterized by pro-activeness; focus on opportunity, risk taking, innovativeness, customer intensity, resource leveraging and value creation. The extent to which innovativeness, risk taking and pro-activeness in marketing has been adopted by small firms in Meru Kenya to achieve higher returns on investment, growth in sales and satisfy customers is the focus of this study. The study is grounded on entrepreneurial marketing, theory. Explanatory research design was adopted to explain the direction and extent to which entrepreneurial marketing improved performance of small firms. Data was collected from 112 small firms sampled from Meru town and was analysed using descriptive and inferential techniques. The findings of the study revealed that innovative marketing practices had inverse effect (beta = -0.153). Risk taking and pro-activeness had a positive effect on the firms’ performance. However, none of the three dimensions of entrepreneurial marketing significantly affected the growth of the small enterprises. The study suggests that owners of small enterprises be trained in entrepreneurial marketing. Secondly the innovative marketing strategies should be made compatible with the customers’ values and beliefs. Further studies in entrepreneurial marketing should be done on large firms across the country. Also, other studies should focus on opportunity customer intensity, resource leveraging and value creation and their influence on small enterprise growth
Al- Khouri, A. M. (2012). Customer Relationship Management: Proposed framework from a government perceptive. Journal of Management and Strategy. 3(4)
Backbro, J., & Nystrom, H. (2006) Entrepreneurial Marketing: Innovative Value Creation, Jonkoping, Master Thesis.
Berkowitz, E.N., Kerin, R.A., Hartley S.W., & Rudelius, W. (2000). Marketing, 6th ed. Boston MA: Mc Graw. Hill
Buttle, F. (2009). Customer relationship management: Concept of technologies. Esievier, Oxford.
Dean, C. R. (1997). The principles of scientific management by Fredrick w. Taylor; The private printing. Journal of Management History (Archive), Vol 3.
Cooper, D.R., & Schindler, P.S. (2006). Business Research Methods. (6th Ed) Boston: McGraw.Hill Irwin.
Dees, J.G., Emerson, J., & Economy, P. (2001). Enterprising nonprofit: A toolkit for social Entrepreneur. New York, and John Wiley & Sons.
Deshpande, R.F. (1998). Measuring Market Orientation: Generalization and synthesis; Market Focused Management. 57(1)
Dishi, N. S., Dana, L. P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SME performance. Journal of Business Research, 86-99.
Dmitry K., Snyder, T. (2015). US. State government policies and entrepreneurship. Journal of Entrepreneurship and Public Policy.
Ferreira, C. C., Ferguson, S. L., & Pitt, L. F. (2019). Entrepreneurial marketing and hybrid entrepreneurship: The case of J.M Reid bamboo rods. Journal of Marketing, 867-885.
Hacioglu, G., Eren, S. S., Eren, M. S., & Celikikan, H. (2012). The effect of entrepreneurial marketing on firms' innovative performance in Turkish SMEs. Social and Behavioural Sciences, 871-878.
Harrison, P., & Shaw, R. (2004). Customer satisfaction and past purchase intentions: An exploratory study of museum visitors. International Journal of Art Management, 6.
Hill, J., & Wright, L..T. (2000). Defining the scope of entrepreneurial marketing: A qualitative approach. Journal of Enterprising Culture, 8(1).
Hisrich, R. D., & Peters, M. P. (2002). Entrepreneurship. New York: The McGraw-Hill.
Irish, M., Norfaridatul, A.O., Juhaini, J., & Izaidin, A.M. (2014). Customer Relationship Management practices: The impact on organization performance in SMEs of food manufacturing industry. European journal of business and Management 16(13).
Koech, C.B. (2011). A survey of the financial constraints hindering growth of SMEs in Kenya. The case of Kamukunji District in Nairobi County. UnpublishedMBA project
Kotler, p., Keller, K. (2007). Marketing Management. Sydney: Grada Publishing.
Kraus, S., Fink, M., & Harms, R. (2010). Entrepreneurial marketing: Moving beyond marketing in new ventures. International Journal of Entrepreneurship and Innovating Management.
Miles, M.P., & Darroch, J. (2006). Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage. European Journal of Marketing.40 (5116)
Morris, M.H., Schindehutte, M., & Forge, R.W. (2002). Entrepreneurial Marketing; A construct for integrating emerging entrepreneurship & marketing perspective. Journals of Marketing Theory practices, 10(14),1-19.
Morrish, S. C. (2011). Entrepreneurial marketing: A strategy for twenty-first century? Journal of Research in Marketing and Entrepreneurship 13(2), 110-119.
Mugambi, E. N., & Karugu, W. N. (2017). Effect of entrepreneurial marketing on performance of real estate enterprises: A case of Optiven Limited in Nairobi, Kenya. International Academic Journal of Innovation, Leadership and Entrepreneurship 2(1), 26-45.
Mugenda,O., & Mugenda, A. (2013). Research Method: Quantitative and qualitative approaches. Acts press, Nairobi, Kenya.
Narver J.C., & Slater, S.F (2010). The effect of market orientation on business profitability. Journal of marketing 54(4)
Nwaizugbo, I., & Anukam, A. (2014). Assessment of entrepreneurial marketing practices among small and medium scale enterprises in Imo State Nigeria: Prospects and challenges. Review of Contemporary Business Research 3(1), 77-98.
Oslon, P., Bokor, D. (2003) strategy process. Context interaction: Effect on Growth performance in small startup firms. Journal of strategic management, 24(12)
Palm & Peter. (2013). Strategies in real estate management: Two strategic pathways. Property management, 31(4).
Republic of Kenya. (2012). Kenya National Baseline Survey on Small andMedium Enterprise. Nairobi: Government of Kenya.
Sadiku-Dushi, N., Dana, L.-P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 86-99.
Schwenk, C., & Schrader,. C. (1993) Effects of formal strategic planning on financial performance in small firms: A meta-Analysis. Entrepre-neurship. 17 (3)
Sekaran, U & Bougie, R. (2013) Research Methods for Business: A skill- Building Approach. 6th Edition, Wiley, New York.
Sitienei, S. (2017). Influence of entrepreneurial marketing in growth of small and medium scale enterprises in Kenya. Nairobi: Unpblished University of Nairobi MBA thesis.
Stokes,D. (2000). Putting entrepreneurship into marketing: The processes of Entrepreneurial Marketing journal of research in marketing and Entrepreneurship, 2(1), pp. (1_16)
Thietart et al. (2001). Doing management research: A comprehensive guide. London: sage publication Ltd.
Copyright (c) 2021 Dr. sc. Francis Omillo Okumu
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (SeeThe Effect of Open Access).