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Title:	The effect of entrepreneurial marketing on small and medium enterprises business sustainability: owners and managers perspective
Authors:	Mohammad E. Alshaikh (ZP00489)
Supervisor:	Tih Sio Hong, Assoc. Prof. Dr.
Keywords:	Entrepreneurial marketing SMEs business Business sustainability Proactiveness Universiti Kebangsaan Malaysia -- Dissertations
Issue Date:	20-Aug-2016
Description:	Small and medium enterprises (SMEs) encounter challenges that inhibit their business sustainability. In the literature, it is postulated that the entrepreneurial marketing strategy is a potential driver and predictor of the business sustainability of SMEs. Nevertheless, not many empirical studies examine the relationships between the dimensions of entrepreneurial marketing and SMEs business sustainability, as well as the interrelationships of entrepreneurial marketing dimensions. Thus, this study aims to examine the predictive effect of entrepreneurial marketing in terms of proactiveness, innovativeness, and resource leveraging on SMEs business sustainability. Furthermore, it also examines the interrelationships between entrepreneurial marketing dimensions, namely value creation, customer intensity, proactiveness, innovativeness, and resource leveraging. The study was conducted in Saudi Arabia and targeted at Saudi Arabian SMEs. A cross-sectional quantitative survey was carried out by using a structured questionnaire. A total of 246 useable responses were collected. The findings show that the impact of proactiveness and resource leveraging on SMEs business sustainability is positive, but innovativeness does not have significant impact on SMEs business sustainability. Moreover, this study also explains the interrelationships between entrepreneurial marketing dimensions. The results reveal that value creation and customer intensity are predictors of proactiveness, innovativeness, and resource leveraging. The findings of this research suggest that SMEs business sustainability could be enhanced directly by managing the elements of proactiveness and resource leveraging, and indirectly through value creation and customer intensity. This study makes a considerable contribution to the existing literature on entrepreneurial marketing and the business sustainability of SMEs, in particular explaining the business sustainability of Saudi SMEs.,Certification of Master's/Doctoral Thesis" is not available
Pages:	180
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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