The Effect of Entrepreneurial Marketing Dimensions on the Performance of Micro and Small Enterprises in Addis Ketema Sub City Administration
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Date
2023-06
Authors
Meaza Negussie
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Publisher
Addis Ababa University
Abstract
The purpose of this study is to analyze the effect of entrepreneurial marketing dimension on micro and small enterprises performance in Addis Ababa city, This research analyzed the effect
of such entrepreneurial marketing dimensions as (value creation, customer intensity, opportunity focus, proactiveness, resource leverage, innovativeness, calculated risk taking ) on overall
performance of MSEs. The research is important for identifying significant entrepreneurial marketing dimensions and to use them selectively for profitable performance of small enterprises. Academically this is important because most of the extant studies on MSEs are done in the context of developed countries where MSEs are may be characteristically different from those of developing countries. Thus there is a need to determine whether the finding from the extant studies can be useful for MSEs in developing countries. The study used explanatory and cross-sectional design and will adopt a quantitative approach. Data was collected through a self-administered questionnaire and 370 questionnaire were issued to the respondents. From the total population of the existing MSEs enterprises will be selected in the selected sub city of the city administration. The data is collected from the sample micro and small enterprises owner/manager are selected. Descriptive and inferential statistics is used to analyze the data. Finally, it is discovered that the performance of MSEs has a substantial association with the six entrepreneurial marketing aspects. However, the study found that resource leverage (B=.10,P=.063) has no significant impact on the overall performance of MSEs. But In particular, it is found that value creation (B =.065, p =.045), proactiveness (B =.16, P =.015), customer intensity (B =.168, P =.010), risk-taking (B =.089, P =.007), innovation (B =.084, P =.002), and opportunity focus (B=.107,P=.006) have significant relation with performance. This study suggests that MSEs should focus on these six entrepreneurial marketing traits to increase their effectiveness
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Keywords
customer intensity