A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs

Seray Kağıtcı; Begum Sahin

doi:10.26466/opusjsr.1153200

EN

A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs

Abstract

The entrepreneurial marketing (EM) approach is a new phenomenon for SMEs. This study aims to reveal the orientation's consciousness and investigate the level of behavior among seven companies located in Ankara, Turkey. The selection is done through cluster representatives of the sectors including construction machinery, medical, renewable energy, rubber, defense & aviation, and communication. The companies are determined by theoretical (purposive) sampling and semi-structured face-to-face interviews are applied for data collection. Content analysis is used for the data-treatment technique. Entrepreneurial marketing activities are measured by EM dimensions as proactiveness, risk management, opportunity-driven, innovation-focused, resource utilization, customer density and value creation. Findings revealed that companies in the research sample have the approach of entrepreneurial marketing however the intensity differs according to sectors. It is aimed to increase the awareness of the approach among the SMEs to create superior customer value. Moreover, clarifying the activities built under entrepreneurial marketing will contribute to the practical side of marketing decisions and strategies as well as future studies filling the gap in the field.

Keywords

Entrepreneurial Marketing, SMEs, Clusters

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Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Seray Kağıtcı
0000-0003-4998-789X
Türkiye

Begum Sahin ^*
0000-0003-2013-5060
Türkiye

Publication Date

October 10, 2022

Submission Date

August 2, 2022

Acceptance Date

October 3, 2022

Published in Issue

Year 2022 Volume: 19 Number: 49

DOI

https://doi.org/10.26466/opusjsr.1153200

IZ

https://izlik.org/JA84ZH28XT

APA

Kağıtcı, S., & Sahin, B. (2022). A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs. OPUS Journal of Society Research, 19(49), 751-761. https://doi.org/10.26466/opusjsr.1153200

AMA

1.Kağıtcı S, Sahin B. A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs. OPUS JSR. 2022;19(49):751-761. doi:10.26466/opusjsr.1153200

Chicago

Kağıtcı, Seray, and Begum Sahin. 2022. “A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs”. OPUS Journal of Society Research 19 (49): 751-61. https://doi.org/10.26466/opusjsr.1153200.

EndNote

Kağıtcı S, Sahin B (October 1, 2022) A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs. OPUS Journal of Society Research 19 49 751–761.

IEEE

[1]S. Kağıtcı and B. Sahin, “A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs”, OPUS JSR, vol. 19, no. 49, pp. 751–761, Oct. 2022, doi: 10.26466/opusjsr.1153200.

ISNAD

Kağıtcı, Seray - Sahin, Begum. “A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs”. OPUS Journal of Society Research 19/49 (October 1, 2022): 751-761. https://doi.org/10.26466/opusjsr.1153200.

JAMA

1.Kağıtcı S, Sahin B. A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs. OPUS JSR. 2022;19:751–761.

MLA

Kağıtcı, Seray, and Begum Sahin. “A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs”. OPUS Journal of Society Research, vol. 19, no. 49, Oct. 2022, pp. 751-6, doi:10.26466/opusjsr.1153200.

Vancouver

1.Seray Kağıtcı, Begum Sahin. A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs. OPUS JSR. 2022 Oct. 1;19(49):751-6. doi:10.26466/opusjsr.1153200

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Uluslararası Ekonomi İşletme ve Politika Dergisi

https://doi.org/10.29216/ueip.1415108