The effect of entrepreneurial marketing on village-owned enterprises performance distribution

Makmur and Mohamad, Norhidayah (2023) The effect of entrepreneurial marketing on village-owned enterprises performance distribution. Journal of Distribution Science, 21 (9). pp. 55-66. ISSN 1738-3110

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Abstract

Purpose: Specialized marketing strategies are needed by limited resources, such as Entrepreneurial Marketing (EM), a marketing activity based on specific conditions characterizing village-owned enterprises (VOEs). Therefore, this research aimed to examine the effect of EM on the financial and non-financial performance of VOEs in Indonesia. Research design, data and methodology: Data were collected by distributing questions on a 5-point Likert scale to 153 VOEs directors in Rokan Hulu District, Indonesia. The collected data were analyzed using the partial least squares structural equation model with SmartPLS 3.0. Results: The results showed that EM positively and significantly affected the financial and non-financial performance of VOEs, as well as on operational performance. Conclusions: EM played an important role in the improvement of many aspects of the performance of VOEs. The Indonesian government also need to consider EM various characteristics when recruiting directors. It is important to note that this research is the first to examine the impact of EM on VOEs.

Item Type:	Article
Uncontrolled Keywords:	Entrepreneurial marketing, Financial performance, Non-financial performance, Performance distribution, Village-owned enterprises
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Norfaradilla Idayu Ab. Ghafar
Date Deposited:	19 Jun 2024 15:15
Last Modified:	19 Jun 2024 15:15
URI:	http://eprints.utem.edu.my/id/eprint/27113
Statistic Details:	View Download Statistic

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