Entrepreneurial Marketing for Social Value Creation

Öz

The changing business environment affects the performance of businesses, so entrepreneurial marketing (EM) is needed for organizational performance to cope with market uncertainty. This chapter aims to understand how entrepreneurial marketing dimensions (proactiveness, calculated risk-taking, innovativeness, opportunity focus, resource leveraging, customer intensity, and value creation) impact the performance of firms and how these impacts contribute to achieving Sustainable Development Goals (SDGs). Digital marketing and social media provide unrivaled opportunities for firms to value creation through customer engagement and brand management. Aware of the influence of social media, entrepreneurial marketers can contribute to social value creation by creating awareness for SDGs in the eyes of their customers.

Anahtar Kelimeler

• entrepreneurial marketing
• social value
• customer value
• sustainability

Sosyal Değer Yaratmaya Yönelik Girişimci Pazarlama

Öz

Değişen iş ortamı, işletmelerin performansını etkilemektedir; bu nedenle, piyasa belirsizliğiyle başa çıkmak için örgütsel performansa yönelik girişimci pazarlamaya (GP) ihtiyaç duyulmaktadır. Bu bölüm, girişimci pazarlama boyutlarının (proaktiflik, hesaplanmış risk alma, yenilikçilik, fırsat odaklılık, kaynakları etkin kullanma, müşteri yoğunluğu ve değer yaratma) işletme performansını nasıl etkilediğini ve bu etkilerin Sürdürülebilir Kalkınma Amaçlarına (SKA'lar) ulaşılmasına nasıl katkıda bulunduğunu anlamayı amaçlamaktadır. Dijital pazarlama ve sosyal medya, firmalara müşteri etkileşimi ve marka yönetimi yoluyla değer yaratma konusunda benzersiz fırsatlar sunmaktadır. Sosyal medyanın etkisinin farkında olan girişimci pazarlamacılar, müşterilerinin gözünde SKA'lara yönelik farkındalık oluşturarak sosyal değer yaratımına katkıda bulunabilirler.

Anahtar Kelimeler

• girişimci pazarlama
• sosyal değer
• müşteri değeri
• sürdürülebilirlik

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