Entrepreneurial Marketing of Small & Medium Scale Enterprises in a Selected Divisional Secretariat Division of Sri Lanka

  • Thilini Udesha Bandara, Temporary Lecturer Department of Agricultural Economics & Business Management, University of Peradeniya, Sri Lanka
  • Sarath S Kodithuwakku, Senior Professor Department of Agricultural Economics & Business Management, University of Peradeniya, Sri Lanka
  • Viraji Wathsala Jayaweera, Lecturer(Probationary) Department of Agricultural Economics & Business Management, University of Peradeniya, Sri Lanka
Keywords: Entrepreneurial Marketing, EM dimensions, Small and Medium Scale Enterprises

Abstract

Merging two distinct disciplines, the term Entrepreneurial Marketing (EM) is used to describe the marketing process of small firms pursuing opportunities under limited resource conditions and uncertain market circumstances. The aim of this study was to explore the Entrepreneurial Marketing approach adopted by Small and Medium Scale Enterprises (SMEs) in a selected divisional secretariat division of Sri Lanka. A sample of 90 SMEs were selected using disproportionate stratified random sampling and data were collected using a structured questionnaire. Results revealed that the majority of the SMEs exhibit a moderate level of adoption of EM, while showing the highest and lowest level of adoption towards value creation and innovativeness respectively. Results also revealed that there is a significant relationship between business size, business age and education level of the business operator and the level of adoption of EM. Further, as per the findings, the overall EM and three EM dimensions (value creation, proactiveness and innovativeness) has a positive correlation with the sales growth of the business.

Author Biographies

Thilini Udesha Bandara, Temporary Lecturer, Department of Agricultural Economics & Business Management, University of Peradeniya, Sri Lanka

Currently working as a Temporary Lecturer in the Department of Agricultural Economics & Business Management, Faculty of Agriculture, University of Peradeniya, Sri Lanka

Sarath S Kodithuwakku, Senior Professor, Department of Agricultural Economics & Business Management, University of Peradeniya, Sri Lanka

Currently working as a Senior Professor & Head of the Department of Agricultural Economics & Business Management, Faculty of Agriculture,University of Peradeniya, Sri Lanka

Viraji Wathsala Jayaweera, Lecturer(Probationary), Department of Agricultural Economics & Business Management, University of Peradeniya, Sri Lanka

Currently working as a Lecturer (probationary) in Department of Agricultural Economics & Business Management, Faculty of Agriculture, University of Peradeniya, Sri Lanka

References

Asian SME Summit, 2009, Public Private Partnership in SME Development through Capacity Building, Policy & Research., http://www.philippinechamber.com/index.php.

Becherer, R.C., Haynes, P.J. and Helms, M.M., 2008. An exploratory investigation of entrepreneurial marketing in SMEs: The influence of the owner/operator. Journal of Business and Entrepreneurship, 20(2), p.44.

Becherer, R.C., Helms, M.M. and McDonald, J.P., 2012. The effect of entrepreneurial marketing on outcome goals in SMEs. New England Journal of Entrepreneurship, 15(1), pp.7-18.

Bjerke, B. and Hultman, C., 2004. Entrepreneurial marketing: The growth of small firms in the new economic era. Edward Elgar Publishing.

Carson, D., Cromie, S., McGowan, P. and Hill, J., 1995. Marketing and entrepreneurship in SMEs: an innovative approach. Pearson Education

Carson, D. and Gilmore, A., 2000. Marketing at the interface: not ‘what’but ‘how’. Journal of marketing theory and practice, 8(2), pp.1-7.

Culture, E. (2015) ‘National Policy Framework for Small and Medium (SME) Development’, pp. 1–13.

Dasanayaka, S.W.S.B., Kankanamge, R. and Sardana, G.D., 2011. Identification of barriers for development of the Sri Lankan small and medium scale furniture and wooden products manufacturing enterprises, a case study based on the moratuwa AREA. Euro Asia Journal of Management, 21(40).

Fiore, A.M., Niehm, L.S., Hurst, J.L., Son, J. and Sadachar, A., 2013. Entrepreneurial marketing: Scale validation with small, independently-owned businesses. Journal of Marketing Development and Competitiveness, 7(4), p.63.

Franco, M., de Fátima Santos, M., Ramalho, I. and Nunes, C., 2014. An exploratory study of entrepreneurial marketing in SMEs: The role of the founder-entrepreneur. Journal of Small Business and Enterprise Development, 21(2), pp.265-283.

Gangi, Y. A. and Timan, E. (2013) ‘An empirical investigation of entrepreneurial environment in Sudan’, World Journal of Entrepreneurship, Management and Sustainable Development, 9(2/3), pp. 168–177

Gilmore, A., (2011) Entrepreneurial and SME marketing. Journal of Research in Marketing and Entrepreneurship, 13(2), pp.137-145.

Gilmore, A. and Carson, D., (1999). Entrepreneurial marketing by networking. New England Journal of Entrepreneurship, 2(2), p.31.

Gorica, K. and Buhaljoti, A., (2016). Entrepreneurial Marketing: Evidence from SMEs in Albania. American Journal of Marketing Research, 2(2), pp.46-52

Hacioglu, G. et al. (2012) ‘The Effect of Entrepreneurial Marketing on Firms’ Innovative Performance in Turkish SMEs’, Procedia - Social and Behavioral Sciences, 58, pp. 871–878.

Hill, J. and Wright, L.T., 2000. Defining the scope of entrepreneurial marketing: a qualitative approach. Journal of Enterprising Culture, 8(01), pp.23-46.

Jayasekara, J.P.D.R. and Thilakarathna, A., (2013) Government Policy and Strategy for SME Development. In The 4th IMF-Japan High-Level Tax Conference for Asian Countries.

Jones, R. and Rowley, J. (2011) ‘Entrepreneurial marketing in small businesses: A conceptual exploration’, International Small Business Journal, 29(1), pp. 25–36.

Kilenthong, P., Hills, G. E. and Sclove, S. L. (2010) ‘Entrepreneurial Marketing Practice: Systematic Relationships with Firm Age, Firm Size, and Operator’s Status’, International symposium on marketing & entrepreneurship, pp. 1–15.

Kowalik, I., 2016. The entrepreneurial marketing orientation of International New Ventures: conceptual model and research framework. Marketing i Rynek, 12, pp.11-18.

Kolabi, A.M., Hosseini, H.K., Mehrabi, R. and Salamzadeh, A., 2011. Developing entrepreneurial marketing mix: Case study of entrepreneurial food enterprises in Iran. Journal of Knowledge Management, Economics and Information Technology, 5, pp.1-17.

Kottler, P., 2003. Marketing Insights from A to Z. John Willey and Sons Inc. Hoboken.

Kraus, S., Harms, R. and Fink, M., 2009. Entrepreneurial marketing: moving beyond marketing in new ventures. International Journal of Entrepreneurship and Innovation Management, 11(1), pp.19-34.

Kropp, F., Lindsay, N.J. and Shoham, A., 2008. Entrepreneurial orientation and international entrepreneurial business venture startup. International Journal of Entrepreneurial Behavior & Research, 14(2), pp.102-117.

Krueger, N.F. and Carsrud, A.L., 1993. Entrepreneurial intentions: applying the theory of planned behaviour. Entrepreneurship & Regional Development, 5(4), pp.315-330.

Kurgun, H. et al. (2011) ‘Entrepreneurial Marketing-The Interface between Marketing and Entrepreneurship: A Qualitative Research on Boutique Hotels; European Journal of Social Sciences ISSN European Journal of Social Sciences , 26(3), pp. 1450–2267.

Liu, X., Xiao, W. and Huang, X., 2008. Bounded entrepreneurship and internationalisation of indigenous Chinese private-owned firms. International Business Review, 17(4), pp.488-508.

Martin, D.M., (2009) The entrepreneurial marketing mix. Qualitative Market Research: An International Journal, 12(4), pp.391-403.

Miles, M., Gilmore, A., Harrigan, P., Lewis, G. and Sethna, Z., 2015. Exploring entrepreneurial marketing. Journal of Strategic Marketing, 23(2), pp.94-111.

Miles, M.P. and Darroch, J., 2006. Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage. European journal of marketing, 40(5/6), pp.485-501.

Morris, M.H., Schindehutte, M. and LaForge, R.W., 2002. Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of marketing theory and practice, 10(4), pp.1-19

Morrish, S. C. (2011) ‘Entrepreneurial marketing: A strategy for the twenty-first century; Journal of Research in Marketing and Entrepreneurship, 13(2), pp. 110–119. doi: 10.1108/14715201111176390.

Najib, M. and Kiminami, A., 2011. Innovation, cooperation and business performance: Some evidence from Indonesian small food processing cluster. Journal of Agribusiness in Developing and Emerging Economies, 1(1), pp.75-96.

Pallant, J., 2013. SPSS survival manual: A step by step guide to data analysis using IBM SPSS. London: McGraw-Hill

Philip, M., 2011. Factors affecting business success of small & medium enterprises (SMEs). Amity Global Business Review, 6(1), pp.118-136.

Prasad, V.N., 2004. Strengthening policies through international cooperation. Sweden: IKED/INSME International Roundtable.

Priyanath, H.M.S. and Premaratne, S.P., 2015. Government SME Development Programs in Sri Lanka: A Review in the Lens of Transaction Cost Economics. Sabaragamuwa University Journal, 13(2).

Scarborough, N.M. and Zimmerer, T.W., 1984. Effective Small Business Management, Charles E. Merrill, Columbus, OH.

Schmid, J., 2012. Entrepreneurial Marketing–Often Described, Rarely Measured: A Proposal for An Operationalization of Entrepreneurial Marketing in SMEs Based on Established Frameworks in The Literature. In Academy of Marketing Conference, Southampton, 02 (Vol. 5).

Sekaran, U., 2008. Research Methods for Business: A Skill-Building Approach. New York: John Wiley & Sons Inc.

Stokes, D., 2000. Entrepreneurial marketing: a conceptualisation from qualitative research. Qualitative market research: an international journal, 3(1), pp.47-54.

Stokes, D., 2000. Putting entrepreneurship into marketing: the processes of entrepreneurial marketing. Journal of research in marketing and entrepreneurship, 2(1), pp.1-16.

Stokes, D., and Wilson, N., 2010. Small business management and entrepreneurship. Cengage Learning EMEA.

Vijayakumar, S., 2013. The status of small and medium enterprises and promotions for their growth in Sri Lanka. International Journal on Global Business Management and research, 1(2), pp.1-12.Hisrich, R.D. and Brush, C., 1986. Characteristics of the minority entrepreneur. Journal of Small business management, 24, p.1.

Weinrauch, J., Pharr, J., Mann, K. and Robinson, P., 1990. An exploratory survey of low-cost marketing strategies and techniques among selected small business owners: research opportunities and implications''. Research at the Marketing/Entrepreneurship Interface, University of Illinois at Chicago, Chicago, IL, pp.122-136.

Whalen, P.S. and Akaka, M.A., 2016. A dynamic market conceptualization for entrepreneurial marketing: the co-creation of opportunities. Journal of Strategic Marketing, 24(1), pp.61-75.

Zimmerer, T.W. and Scarboroug, N.M., 2005. Essentials of entrepreneurship and small business management. Prentice-Hall

Published
2019-10-25
How to Cite
Bandara, T., Kodithuwakku, S., & Jayaweera, V. (2019). Entrepreneurial Marketing of Small & Medium Scale Enterprises in a Selected Divisional Secretariat Division of Sri Lanka. Proceedings of The International Conference on Economics and Development, 3(1), 25-46. https://doi.org/10.17501/25368338.2019.3103

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.