Araştırma Makalesi
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A Research in İzmir on the Investigation of Entrepreneurial Marketing Dimensions in SMEs

Yıl 2021, Cilt: 10 Sayı: 2, 23 - 46, 01.12.2021

Öz

Purpose: This study aims to verify the relationship between entrepreneurial marketing dimensions, creating networks
proposals, information marketing research and market proximity, and to reveal which dimensions of SMEs differ according to the research.
Methodology: Confirmatory factor analysis (CFA) was performed for a 9-item 3-dimensional scale measuring the dimensions of interventional marketing. Statistical tests and two-stage cluster (Two Step Cluster) analysis were conducted
to reveal the differences in structural properties.
Findings: The measurement model has good fit values as a result of CFA analysis. Relationships between dimensions are
at desired level and positive. Significant variations have been identified in terms of entrepreneurship education, gender and
educational characteristics. It has been observed that clusters whose dimensions of entrepreneurial marketing are perceived at a “high” level consist of male participants who have a high level of education and have received entrepreneurship education.
Practical Implications: Relationships and measurement model revealed by the literature have been verified by the data.
The observed variables represent the latent structure well. It has been revealed that SME owners / managers can use not
only the academic knowledge advantage of their associate / undergraduate education but also the advantage of the
networks they have developed to their professional business life.
Originality: The study is an innovative and specific study for a more detailed examination of the aforementioned dimensions in the current entrepreneurial marketing literature. Due to limited resources, research findings shed light on
businesses in terms of activities to be done with limited resources.

Kaynakça

  • Bennett, R., Koudelova Radka (2000), “Market Closeness, Commitment, and The International Customisation of Brand Image: The Case of Western Brands in The Czech Republic”. Journal of Brand Management, 8(1), 54–68.
  • Bjerke, B., Hultman Claes (2002), “Entrepreneurial Marketing: The Growth of Small Firms in the New Economic Era”, International Small Business Journal, 22(1), 110–112.
  • Cacciolatti, Luca ve Soo Hee Lee (2015), Entrepreneurial Marketing for SMEs, Springer.
  • Collinson, E (2002), “The Marketing / Entrepreneurship Interface”, Journal of Marketing Management, 18(3–4), 337–340. https://doi.org/10.1362/0267257022872514
  • Field, Andy (2009), Discovering Statistics Using SPSS, London: SAGE.
  • Fillis, I (2010), “The Art of the Entrepreneurial Marketer”, Journal of Research in Marketing and Entrepreneurship, 12(2), 87–107. https://doi.org/10.1108/14715201011090576
  • Freel, M (2000), “Barriers to Product Innovation in Small Manufacturing Firms”, International Small Business Journal, 18(2), 60-80.
  • Hair, Joseph F., William C. Black, Barry J Babin, Rolph E. Anderson ve Ronald L. Tatham (1998), Multivariate Data Analysis, Upper Saddle River, NJ: Prentice Hall.
  • Hills, Gerald ve Hultman Claes (2006), Entrepreneurial Marketing in Marketing: Broadening the Horizons, Lagrosen, S. ve Svensson, G., Edt. 220-234.
  • Hills, G., Claes Hultman, Morgan Miles (2008). The Evolution and Development of Entrepreneurial Marketing, Journal of Small Business Management, 46(1), 99-112.
  • Hills, G., Claes Hultman, Sascha Kraus, Reinhard Schulte, (2010). History, Theory and Evidence of Entrepreneurial Marketing–An Overview. International Journal of Entrepreneurship and Innovation Management, 11(1), 3-18.
  • Hogarth‐Scott, S., Kathryn Watson, Nicholas Wilson (1996), “Do Small Businesses Have to Practise Marketing to Survive and Grow?”, Marketing Intelligence & Planning.
  • Jones, R. (2009), “Entrepreneurial Marketing in Small Welsh Technology Firms : An Empirical Study”, Bangor University (United Kingdom).
  • Jones, R., Jennifer Rowley (2011), “Entrepreneurial Marketing in Small Businesses: A conceptual Exploration”, International Small Business Journal, 29(1), 25–36. https://doi.org/10.1177/0266242610369743
  • Jöreskog, Karl ve Dag Sörbom (1996), LISREL 8: User’s Reference Guide. Scientific Software International.
  • Keh, H. T., Thi Tuyet Mai Nguyen, Hwei Ping Ng (2007) “The Effects of Entrepreneurial Orientation and Marketing Information on The Performance of SMEs”, Journal of Business Venturing, 22(4), 592–611. https://doi.org/10.1016/j.jbusvent.2006.05.003
  • Kilenthong, P. (2011). “An Empirical Investigation of Entrepreneurial Marketing and the Role of Entrepreneurial Orientation”, Doctoral Dissertation, University of Illinois at Chicago
  • Kilenthong, P., Gerald Hills, Claes Hultman (2015), “An Empirical Investigation of Entrepreneurial Marketing Dimensions”, Journal of International Marketing Strategy, 3(1), 1–18.
  • Kilenthong, P., Claes Hultman, Gerald Hills (2016), Entrepreneurial Marketing Behaviours: Impact of Firm Age, Firm Size and Firm’s Founder, Journal of Research in Marketing and Entrepreneurship.
  • Kraus, S., Rainer Harms, Matthias Fink (2010), “Entrepreneurial Marketing: Moving Beyond Marketing in New Ventures”, International Journal of Entrepreneurship and Innovation Management, 11(1), 19–34. https://doi.org/10.1504/IJEIM.2010.029766
  • Morris, M. H., Minet Schindehutte, Raymond W. LaForge (2002), “Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives”, Journal of Marketing Theory and Practice, 10(4), 1–19.
  • Morrish, S. C., Rosalind Jones (2020). Post-Disaster Business Recovery: An Entrepreneurial Marketing Perspective, Journal of Business Research, 113, 83-92.
  • Nunnaly, Jum (1979), Psychometric Theory, New York: McGraw Hill.
  • Raykov, Tenko ve George Marcoulides (2012), A First Course in Structural Equation Modeling, Routledge.
  • Schermelleh-Engel, K., Helfried Moosbrugger, Hans Müller (2003), “Evaluating the Fit of Structural Equation Models: Tests of Significance And Descriptive Goodness of Fit Measures”, Methods of Psychological Research Online, 8(2), 23-74.
  • Siu, W., Kirby, D. (1999). “Personal Connection Network, Marketing Information Solicitation and Marketing Performance: The Case of Chinese Owner Managers”, Research at The Marketing/Entrepreneurship Interface, 176-191.
  • Singh, R. K., Suresh Garg, Deshmukh, S. G. (2008). “Strategy Development by SMEs for Competitiveness: A Review”, Benchmarking: An International Journal, 15(5), 525– 547. https://doi.org/10.1108/14635770810903132
  • Tekin, D. (2019), Tekno-Girişimlerde Girişimci Pazarlama, Girişimcilik Eğilimi ve İşletme Performansı İlişkisi. https://doi.org/10.13140/RG.2.2.24706.84168
  • TEPAV. (2020). İstihdam İzleme Bülteni. https://www.tepav.org.tr/upload/ files/15991936696.TEPAV_Istihdam_Izleme_Bulteni_SGK_Haziran_2020.pdf (Erişim Tarihi: 23.08.2020)
  • West, C. J. (1999), Marketing Research, Macmillan International Higher Education.
  • Whalen, P., Can Uslay, Vincent Pascal, Glenn Omura, Andrew McAuley, A., Chickery Kasouf, Rosalind Jones, Claes Hultman, Gerald Hills, David J. Hansen, Audrey Gilmore, Joe Giglierano, Fabian Eggers, Jonathan Deacon (2016), Anatomy of Competitive Advantage: Towards A Contingency Theory of Entrepreneurial Marketing, Journal of Strategic Marketing, 24(1), 5–19. https://doi.org/10.1080/0965254X.2015.1035036
  • Yılancı, V (2010), Bulanık Kümeleme Analizi ile Türkiye’deki İllerin Sosyoekonomik Açıdan Sınıflandırılması, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15(3), 453-470.

KOBİ’lerde Girişimsel Pazarlama Boyutlarının İncelenmesine Yönelik İzmir İlinde Bir Araştırma

Yıl 2021, Cilt: 10 Sayı: 2, 23 - 46, 01.12.2021

Öz

Amaç: Bu çalışma girişimsel pazarlama boyutlarından ağlar aracılığıyla değer yaratma, informel pazarlama araştırması ve
pazara yakınlık boyutları arasındaki ilişkiyi doğrulamak ve söz konusu boyutların KOBİ’lerin yapısal özelliklerine göre hangi
şekilde farklılaştığını ortaya koymayı amaçlamıştır.
Yöntem: Girişimsel pazarlama boyutlarını ölçen 9 maddelik 3 boyutlu ölçek İzmir ilinde bulunan 387 adet KOBİ’ye
uygulanmıştır ve ölçek için doğrulayıcı faktör analizi (DFA) yapılmıştır. Yapısal özelliklerin farklılıklarının ortaya konmasına
yönelik istatistiksel testler ve iki aşamalı kümeleme analizi yapılmıştır.
Bulgular: Ölçüm modeli DFA analizi sonucunda iyi uyum değerlerine sahiptir. Boyutlar arası ilişkiler istenilen düzeyde ve
pozitif yönlüdür. Girişimcilik eğitimi, cinsiyet ve eğitim özelliklerine göre önemli farklılaşmalar tespit edilmiştir. Girişimsel
pazarlama boyutları “yüksek” düzeyde algılanan kümeler, eğitim seviyesinin yüksek, girişimcilik eğitimi almış erkek katılımcılardan oluştuğu gözlemlenmiştir.
Sonuç ve Öneriler: Literatür tarafından ortaya konmuş olan ilişkiler ve ölçüm modeli veriler tarafından doğrulanmıştır. Gözlenen değişkenler örtük yapıyı iyi şekilde temsil etmektedir. KOBİ sahip/yöneticilerinin ön lisans/lisans eğitimlerinin sadece akademik bilgi avantajı değil, geliştirdikleri ağların profesyonel iş hayatlarına getirdiği avantajı da kullanabildikleri ortaya konmuştur.
Özgün Değer: Çalışma güncel girişimsel pazarlama literatüründe söz konusun boyutların daha detaylı incelenmesine
yönelik yenilikçi ve özellikli bir çalışmadır. Kaynaklarının sınırlı olmasından dolayı araştırma bulguları sınırlı kaynaklar ile
yapılacak faaliyetler açısından işletmelere ışık tutmaktadır

Kaynakça

  • Bennett, R., Koudelova Radka (2000), “Market Closeness, Commitment, and The International Customisation of Brand Image: The Case of Western Brands in The Czech Republic”. Journal of Brand Management, 8(1), 54–68.
  • Bjerke, B., Hultman Claes (2002), “Entrepreneurial Marketing: The Growth of Small Firms in the New Economic Era”, International Small Business Journal, 22(1), 110–112.
  • Cacciolatti, Luca ve Soo Hee Lee (2015), Entrepreneurial Marketing for SMEs, Springer.
  • Collinson, E (2002), “The Marketing / Entrepreneurship Interface”, Journal of Marketing Management, 18(3–4), 337–340. https://doi.org/10.1362/0267257022872514
  • Field, Andy (2009), Discovering Statistics Using SPSS, London: SAGE.
  • Fillis, I (2010), “The Art of the Entrepreneurial Marketer”, Journal of Research in Marketing and Entrepreneurship, 12(2), 87–107. https://doi.org/10.1108/14715201011090576
  • Freel, M (2000), “Barriers to Product Innovation in Small Manufacturing Firms”, International Small Business Journal, 18(2), 60-80.
  • Hair, Joseph F., William C. Black, Barry J Babin, Rolph E. Anderson ve Ronald L. Tatham (1998), Multivariate Data Analysis, Upper Saddle River, NJ: Prentice Hall.
  • Hills, Gerald ve Hultman Claes (2006), Entrepreneurial Marketing in Marketing: Broadening the Horizons, Lagrosen, S. ve Svensson, G., Edt. 220-234.
  • Hills, G., Claes Hultman, Morgan Miles (2008). The Evolution and Development of Entrepreneurial Marketing, Journal of Small Business Management, 46(1), 99-112.
  • Hills, G., Claes Hultman, Sascha Kraus, Reinhard Schulte, (2010). History, Theory and Evidence of Entrepreneurial Marketing–An Overview. International Journal of Entrepreneurship and Innovation Management, 11(1), 3-18.
  • Hogarth‐Scott, S., Kathryn Watson, Nicholas Wilson (1996), “Do Small Businesses Have to Practise Marketing to Survive and Grow?”, Marketing Intelligence & Planning.
  • Jones, R. (2009), “Entrepreneurial Marketing in Small Welsh Technology Firms : An Empirical Study”, Bangor University (United Kingdom).
  • Jones, R., Jennifer Rowley (2011), “Entrepreneurial Marketing in Small Businesses: A conceptual Exploration”, International Small Business Journal, 29(1), 25–36. https://doi.org/10.1177/0266242610369743
  • Jöreskog, Karl ve Dag Sörbom (1996), LISREL 8: User’s Reference Guide. Scientific Software International.
  • Keh, H. T., Thi Tuyet Mai Nguyen, Hwei Ping Ng (2007) “The Effects of Entrepreneurial Orientation and Marketing Information on The Performance of SMEs”, Journal of Business Venturing, 22(4), 592–611. https://doi.org/10.1016/j.jbusvent.2006.05.003
  • Kilenthong, P. (2011). “An Empirical Investigation of Entrepreneurial Marketing and the Role of Entrepreneurial Orientation”, Doctoral Dissertation, University of Illinois at Chicago
  • Kilenthong, P., Gerald Hills, Claes Hultman (2015), “An Empirical Investigation of Entrepreneurial Marketing Dimensions”, Journal of International Marketing Strategy, 3(1), 1–18.
  • Kilenthong, P., Claes Hultman, Gerald Hills (2016), Entrepreneurial Marketing Behaviours: Impact of Firm Age, Firm Size and Firm’s Founder, Journal of Research in Marketing and Entrepreneurship.
  • Kraus, S., Rainer Harms, Matthias Fink (2010), “Entrepreneurial Marketing: Moving Beyond Marketing in New Ventures”, International Journal of Entrepreneurship and Innovation Management, 11(1), 19–34. https://doi.org/10.1504/IJEIM.2010.029766
  • Morris, M. H., Minet Schindehutte, Raymond W. LaForge (2002), “Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives”, Journal of Marketing Theory and Practice, 10(4), 1–19.
  • Morrish, S. C., Rosalind Jones (2020). Post-Disaster Business Recovery: An Entrepreneurial Marketing Perspective, Journal of Business Research, 113, 83-92.
  • Nunnaly, Jum (1979), Psychometric Theory, New York: McGraw Hill.
  • Raykov, Tenko ve George Marcoulides (2012), A First Course in Structural Equation Modeling, Routledge.
  • Schermelleh-Engel, K., Helfried Moosbrugger, Hans Müller (2003), “Evaluating the Fit of Structural Equation Models: Tests of Significance And Descriptive Goodness of Fit Measures”, Methods of Psychological Research Online, 8(2), 23-74.
  • Siu, W., Kirby, D. (1999). “Personal Connection Network, Marketing Information Solicitation and Marketing Performance: The Case of Chinese Owner Managers”, Research at The Marketing/Entrepreneurship Interface, 176-191.
  • Singh, R. K., Suresh Garg, Deshmukh, S. G. (2008). “Strategy Development by SMEs for Competitiveness: A Review”, Benchmarking: An International Journal, 15(5), 525– 547. https://doi.org/10.1108/14635770810903132
  • Tekin, D. (2019), Tekno-Girişimlerde Girişimci Pazarlama, Girişimcilik Eğilimi ve İşletme Performansı İlişkisi. https://doi.org/10.13140/RG.2.2.24706.84168
  • TEPAV. (2020). İstihdam İzleme Bülteni. https://www.tepav.org.tr/upload/ files/15991936696.TEPAV_Istihdam_Izleme_Bulteni_SGK_Haziran_2020.pdf (Erişim Tarihi: 23.08.2020)
  • West, C. J. (1999), Marketing Research, Macmillan International Higher Education.
  • Whalen, P., Can Uslay, Vincent Pascal, Glenn Omura, Andrew McAuley, A., Chickery Kasouf, Rosalind Jones, Claes Hultman, Gerald Hills, David J. Hansen, Audrey Gilmore, Joe Giglierano, Fabian Eggers, Jonathan Deacon (2016), Anatomy of Competitive Advantage: Towards A Contingency Theory of Entrepreneurial Marketing, Journal of Strategic Marketing, 24(1), 5–19. https://doi.org/10.1080/0965254X.2015.1035036
  • Yılancı, V (2010), Bulanık Kümeleme Analizi ile Türkiye’deki İllerin Sosyoekonomik Açıdan Sınıflandırılması, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15(3), 453-470.
Toplam 32 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Yöneylem
Bölüm Research Article
Yazarlar

Doğu Kayışkan Bu kişi benim 0000-0003-2831-5824

Engin Özgül Bu kişi benim 0000-0002-1106-1744

Yayımlanma Tarihi 1 Aralık 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 10 Sayı: 2

Kaynak Göster

APA Kayışkan, D., & Özgül, E. (2021). KOBİ’lerde Girişimsel Pazarlama Boyutlarının İncelenmesine Yönelik İzmir İlinde Bir Araştırma. Journal of Entrepreneurship and Innovation Management, 10(2), 23-46.