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Entrepreneurial marketing dimensions and SMEs performance

Author

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  • Sadiku-Dushi, Nora
  • Dana, Léo-Paul
  • Ramadani, Veland

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.

Suggested Citation

  • Sadiku-Dushi, Nora & Dana, Léo-Paul & Ramadani, Veland, 2019. "Entrepreneurial marketing dimensions and SMEs performance," Journal of Business Research, Elsevier, vol. 100(C), pages 86-99.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:86-99
    DOI: 10.1016/j.jbusres.2019.03.025
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