Entrepreneurial Marketing Strategy and Marketing Goal Achievement: Evidence from Manufacturing Sector of SMEs in Thailand

Abstract

Entrepreneurial marketing strategy plays an essential role that enhances the performance and productivity of the organization such as with SMEs. The challenges and opportunities encountered by entrepreneurs or small firms in their day-to-day marketing activities and marketing practices. This research aims to examine the relationship between dimensions of entrepreneurial marketing strategy (EMS) and marketing outcomes. Data collected by questionnaires from manufacturing SMEs in Thailand and involved 253 completed questionnaires used in the analysis. The Ordinary Least Squares (OLS) regression analysis as a tool was used to verify the hypotheses. The findings indicate that marketing utilization concern has the strongest positive significance for all marketing outcomes. Additionally, marketing competition concentration and marketing risk-taking focus are significantly positive to customer response efficiency, value creation excellence, and marketing goal achievement. Besides, the results also advise that dimensions of entrepreneurial marketing strategy required customer response efficiency and value creation excellence as a mediator variable effect on marketing goal achievement. Remain of this research, it provides contributions and suggestions for future research.