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

Authors

  • 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

DOI:

https://doi.org/10.17501/25368338.2019.3103

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.

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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

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Published

2019-10-25

How to Cite

Bandara, T. U., Kodithuwakku, S. S., & Jayaweera, V. W. (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