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

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

Doğu Kayışkan Engin Özgül

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.

Anahtar Kelimeler

Entrepreneurial Marketing, Entrepreneurship, SME

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

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

Anahtar Kelimeler

Girişimsel Pazarlama, Girişimcilik, KOBİ

Kaynakça

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