Designing an Entrepreneurial Marketing Model Using Meta-Synthesis and Delphi (Case Study: SME in the western country)

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Abstract

The flow of entrepreneurial marketing research has flourished over the past fifteen years. Many small and medium-sized enterprises, in a changing and highly changing environment, use entrepreneurial marketing as a powerful alternative to counteracting the decline in traditional marketing effectiveness. The purpose of the present research is to develop an entrepreneurial marketing model for small and medium-sized enterprises, which collects the concepts of entrepreneurial marketing in One hundred ninety-eight of articles in nine scientific databases, and are identified and classified through the Meta-Synthesis method. Experts sampling has been conducted through unpredictable and combination of purposeful or judicious methods in small and medium enterprises (leather and handicrafts, decorative stones, food industry and woodworking industries) in the west of Iran (Kurdistan, Kermanshah and West Azarbaijan). The instrument of Delphi method was open questionnaire, its validity was Kendall's coefficient and consistency was used for reliability of Kapa coefficient. The results show that the entrepreneurial marketing model of small and medium enterprises in which determinants (causal, causal and environmental factors) dimensions (entrepreneurial orientation, market orientation, customer orientation and innovation orientation) strategies (internal and market) and outcomes are formed

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References

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Iranian journal of management sciences
Volume 13, Issue 49
March 2018
Pages 72-90

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