Model of entrepreneurial marketing components relations using interpretive structural modeling(ISM) approach (Case study: Semnan Knowledge-based companies)
Subject Areas : GeneralAzim zarei 1 * , maryam hemmati 2
1 - Associate Prof., Faculty of Economics, management and administrative sciences, Semnan, University, Semnan, Iran
2 -
Keywords: Marketing, Entrepreneurship, Interpretive Structural Modeling, knowledge-based companies,
Abstract :
Entrepreneurial marketing has emerged as a new approach in marketing of SMEs, in which main processes of marketing in creating and delivering value is strengthened through entrepreneurial, innovative and opportunity-driven approaches. The main purpose of this paper is to propose a model of interrelations among entrepreneurial marketing components in the knowledge-based companies. For this purpose, entrepreneurial marketing components were first identified by reviewing the literature. In the next step, using the Interpretative Structural Modeling (ISM), the relationships among the entrepreneurial marketing components were determined and analyzed. The research is practical concerning it’s purpose and descriptive-survey considering it’s data collection procedure. Managers of knowledge-based companies in Semnan and academic experts in the field of management and marketing make up the statistical population of the study. Five of the managers of knowledge based companies actived in Semnan and three professors of Semnan University in the field of marketing were studied as research sample using purposive sampling. A researcher-made questionnaire was used to collect data. According to the ISM, integrated entrepreneurial marketing model presented in this study includes seven components that interact with each other at three levels. After the MICMAC analysis was done, entrepreneurial marketing components were classified to relay and dependent variable and no components was identified as independent or autonomous variables. The results show that value creation has the greatest dependence among entrepreneurial marketing components. Proactiveness, innovation-focused, opportunity-driven, customer intensity and resource leveraging have high driving power and dependence, and hold highest priority in relation to other components in model..
1. آذر، عادل؛ بیات، کریم، (1387)، "طراحی مدل فرآینند محوری کسب و کار با رویکرد مدلسازی ساختاری تفسیری"، نشریه مدیریت فناوری اطلاعات،1(1)، 18-3.
2. آذر، عادل؛ صادقی، آرش؛ کردنائیچ، اسداله، (1391)، "اولویت بندي عوامـل مـوثر بـر موفقیـت کسب وکارهاي کوچک و متوسط حـوز ة فنـاوري برتـر - رویکـرد فراینـد تحلیـل شـبکه اي فازي"، فصلنامۀ توسعۀ کارآفرینی، 5(2)، 184-165.
3. حسینی، میرزاحسن؛ اکبری، مهدی،(1393)، " طراحي الگوي سرآمدي مديريت دانش سازماني با رويكرد مدلسازي تفسيري ساختاري"، مدیریت فناوری اطلاعات، 6(3)، 374-351.
4. حمیدی¬زاده، محمدرضا؛ قره¬چه، منیژه؛ عطایی، مهدیه؛ پشاآبادی، میکاییل، (1393)، " بررسی تاثیر ابعاد بازاریابی کارآفرینانه بر عملکرد شناسه تجاری موسسات کوچک و متوسط آموزشی"، توسعه کارآفرینی 7(2)، 347-327.
5.حیدری، سیدعلی؛ کردنائیچ، اسداله؛خدادادحسینی، سیدحمید؛زالی،محمدرضا،(1394)، " تبیین جایگاه گرایش کارآفرینانة سازمانی در تحقق مزیت های رقابتی مطالعة موردی: صنعت بانکداری ایران"، توسعه کارآفرینی 8(2)،252-233.
6. خدادادحسینی، سیدحمید؛ کلابی، امیرمحمد، (1391)، "جایگاه باورهای مذهبی-اسلامی کارآفرینان در بازاریابی کارآفرینانه کسب و کارهای کوچک و متوسط"، توسعه کارآفرینی 5(4)، 128-107.
7.خیاطیان، محمدصادق؛ طباطبائیان، سیدحبیب اله؛ امیری، مقصود؛ الیاسی، مهدی،(1394)، " تحلیل محتوای ویژگی های شرکتهای دانشبنیان"، پژوهش های مدیریت منابع سازمانی، 5(2)، 47-21.
8. دانا¬ فرد، حسن؛ الوانی، سيدمهدی و آذر، عادل، (1383)، روش شناسي پژوهش کمي در مديريت؛ رويکردي جامع، انتشارات صفار، اشراقی.
9. رضوانی، مهران؛ کلابی، امیرمحمد، (1391)، "مفهوم پردازی راهبردهای کارآفرینانه در بازاریابی بنگاه¬های کوچک و متوسط کارآفرین صنایع غذایی"، چشم¬انداز مدیریت بازرگانی، 10، 158-137.
10. سیدجوادین، سیدرضا؛ مقیمی، سیدمحمد؛ سیدامیری، نادر،(1394)، "بازاریابی کارآفرینانة کسب وکارهای کوچک و متوسط فناوری اطلاعات
11. با رویکرد نظریة زمین¬های کلاسیک"، مدیریت بازرگانی، 7(1)، 125-101.
12. طغرائی، محمدتقی؛ رضوانی، مهران،(1391)، "نگاشت مفهومي سرمايه اجتماعي در فعاليت هاي بازاريابي كارآفرينانه شركت هاي كوچك"، تحقیقات بازاریابی نوین،2(3). 106-87.
13. فیروزجائیان، علی اصغر؛ فیروزجائیان، مجتبی؛ هاشمی پطرودی، سیدحمید؛غلامرضا زاده، فاطمه(1392)، "كاربرد تكنيك مدل سازي ساختاري تفسيري (ISM)درمطالعات گردشگری (تحليلي با رويكرد آسيب شناسانه)"، مجله برنامه ريزي و توسعه گردشگري، 2(6)، 159-129.
14. مهارتی، یعقوب؛ برومند، الهام، "بازاریابی کارآفرینانه، راهکاری برای ارتقاء عملکرد کسب و کارها"، (1392)، دومین همایش ملی مدیریت و کارآفرینی، خوانسار.
15. Agarwal, A., Shankar, R. and Tiwari, M.K. (2007). Modeling Agility of Supply Chain. Industrial Marketing Management .36 (4), 443-457.
16. Becherer, R. C., Haynes, P. J., & Helms, M. M. (2008). An exploratory investigation of entrepreneurial marketing in SMEs: The influence of the owner/operator. Journal of Business and Entrepreneurship. 20 (2), 44-63.
17. Becherer, R. C., Haynes, P. J., & Helms, M. M. (2008). An exploratory investigation of entrepreneurial marketing in SMEs: The influence of the owner/operator. Journal of Business and Entrepreneurship. 20 (2), 44-63.
18. Becherer, R.C., Helms, M.M. & McDonald, J.P. (2012). The Effect of Entrepreneurial Marketing on Outcome Goals in SMEs. New England Journal of Entrepreneurship. 15(1/2), 7-18.
19. Carson, D., Cromie, S., McGowan, P., & Hill, J. (1995). Marketing and entrepreneurship in SMEs – An innovative approach. London: Prentice Hall.
20. Bjerke, B., & Hultman, C. (2002). Entrepreneurial marketing: The growth of small firms in the new economic era. Cheltenham: Edward Elgar.
21. Chaston, I. (2000). Entrepreneurial Marketing: Competing by Challenging Convention, Hampshire: Macmillan Press Ltd.
22. Collinson, E. and Shaw, E. (2001). Entrepreneurial Marketing – A Historical Perspective on Development and Practice, Management Decision. 39(9), 761 – 766.
23. Covin, J.G. and Slevin, D.P. (1989). Strategic management of small firms in hostile and benign environments. Strategic Management Journal. 10(15), 75-87.
24. Deacon, J.H. (2002). Contextual marketing– commonalities and personalities – fuzzy experiential excellence. UIC Research Symposium: American Academy of Marketing, San Diego State University, San Diego, CA.
25. Dodge, H., Fullerton, S. and Robbins, J. (1994). Stage of the organizational life cycle and competition as mediators of problem perception for small businesses. Strategic Management Journal. 15(2), 121-34.
26. Fiore, A.M., Niehm, L.S., Hurst, J.L., Son, J., & Sadachar, A. (2013). Entrepreneurial Marketing: Scale Validation with Small, Independently-Owned Businesses. Journal of Marketing Development and Competitiveness. 7(4), 63-86.
27. Franco, M. Santos, M.D.F., Ramalho, I., & Nunes, C. (2014). An exploratory study of entrepreneurial marketing in SMEs. Journal of Small Business and Enterprise Development, 21(2), 265 – 283.
28. Hill, J. and Wright, L.T. (2000). Defining the scope of entrepreneurial marketing: A qualitative approach. Journal of Enterprising Culture. 8 (1), 23-46
29. Hills, E.G. and Hultman, M.C. (2006). Entrepreneurial marketing. Available at http://www1.kmu.unisg.ch/rencontres/RENC2006/Topics06/C/Rencontres_2006_Hultman_Hills.pdf 30. Hills, G. H., Hultman, C. M., & Miles, M. P. (2008). The evolution and development of entrepreneurial marketing. Journal of Small Business Management. 46 (1), 99-112.
31. Ionita, D. (2012). Entrepreneurial marketing: A new approach for challenging times. Management and Marketing. 7 (1), 131-150.
32. Jaworski, B., Kohli, A. and Sahay, A. (2000). Market-driven versus driving markets. Academy of Management Science Journal. 28 (1), 45-54.
33. Jones, R. / Rowley, J. (2009): Presentation of a generic ‘EMICO’ framework for research exploration of entrepreneurial marketing in SMEs, Journal of Research in Marketing and Entrepreneurship. 11(1), 5-21.
34. Kilenthong, P., Hills, G.E., Hultmann, C., Sclove, S.L. (2011). Entrepreneurial Marketing Practice: Systematic Relationships with firm age, firm size, and operators status, in: Hills, G.E. et al (Eds.), Research at the Marketing/Entrepreneurship Interface. Global Research Symposium on Marketing and Entrepreneurship.194-201.
35. Kilenthong, P., Hultman, C., Hills, G.E. (2016). Entrepreneurial marketing behaviours: impact of firm age, firm size, and firm's founder, Journal of Research in Marketing and Entrepreneurship, 18(1), 127-145.
36. Kolabi, A.M., Hosseini, H.K., Mehrabi, R., and Salamzadeh, A. (2011), Developing Entrepreneurial Marketing Mix: Case study of entrepreneurial food enterprises in Iran. Journal of Knowledge Management, Economics and Information Technology, 5, 1-17.
37. Kraus, S., Harms, R., & Fink, M. (2009). Entrepreneurial marketing: Moving beyond marketing in new ventures. International Journal Entrepreneurship and Innovation Management. 11(1), 19-34.
38.Martin, D.M. (2009). The entrepreneurial marketing mix. Qualitative Market Research: An International Journal. 12(4), 391-403
39. Matsuno, K., Mentzer, J.T. and Ozsomer, A. (2002). The effects of entrepreneurial proclivity and market orientation on business performance. Journal of Marketing.66 (3), 18-32.
40. Miles, M. P., and Darroch, J. (2004). Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage. European Journal of Marketing. 40 (5-6), 485-501.
41. Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice. 10 (4), 1-19.
41. Morrish, S. C., Miles, M. P., & Deacon, J. H. (2010). Entrepreneurial marketing: Acknowledging the entrepreneur and customer-centric interrelationship. Journal of Strategic Marketing. 18, (4), 303-316.
Panackal, N., & Singh, A. (2015). Using Interpretive Structural Modeling to Determine the Relation between Youth and Sustainable Rural Development, IBMRD's Journal of Management and Research, 4(1), 57-74.
42. Rezvani, M. and Khazaei, M. (2013). Prioritization of entrepreneurial marketing dimensions: A case of in higher education Institutions by using entropy. Interdisciplinary Journal of Contemporary Research in Business, 4 (12),297-306.
43. Richard C. Becherer, Marilyn M. Helms, John P. McDonald, (2012), The effect of entrepreneurial marketing on outcome goals in SMEs. New England Journal of Entrepreneurship, 15(1), 7-18.
44. Rogoff, E.G., Myung-soo, L., & Dong-Churl, S. (2004), Who done it? Attribution by entrepreneurs and experts of the factors that cause and impede small business success. Journal of Small Business Management.42(4), 364-367.
45. Schindehutte, M. / Morris, M.H. / Pitt, L.F. (2009): Rethinking Marketing – The Entrepreneurial Imperative, New Jersey: Pearson Education.
Schindehutte, M., & Morris, M. (2010). Entrepreneurial marketing strategy: lessons from the Red Queen. International Journal of Entrepreneurship and Innovation Management. 11 (1), 75-94.
46. Schmid, J. (2012): Entrepreneurial Marketing - Often described, rarely measured. A proposal for an operationalization of Entrepreneurial Marketing in SMEs based on established frameworks in the literature. Academy of Marketing Conference, Southampton.
47. Simpson, M., Taylor, N., & Padmore, J. (2011). Marketing in SME: an Introduction.
Entrepreneurship Marketing Principle and Practice of SME Marketing, Routledge, 1-10.
48. Stokes, D. and Lomax. (2002). Taking control of word of mouth marketing: the case of an entrepreneurial hotelier. Journal of business and enterprise development. 9(4), 349-357.
49. Venkatraman, N. Ramanujam, V. (1986). Measurement of business performance in strategy research: A comparison of approaches. Academy of Management Review. 11, 801-814.
50. Yang, M., and Gabrielsson, P. (2017). Entrepreneurialmarketing of international high-tech business-to-business new ventures: A decision-making process perspective. Industrial Marketing Management. 64, 147–160.
51. Westerlund, M. and Leminen, S. (2012), In praise of entrepreneurial marketing: a study on entrepreneur-led firm". The 17th Nordic Conference on Small Business Research on May 23 – 25.NORDIC.
52. Zontanos,G. and Anderson,A.R. (2004), Relationships, marketing and small business: an exploration of links in theory and practice, Qualitative Market Research, 7(3), 228-36.