The Impact of Entrepreneurial Marketing on Customer Value with the Role of Market Mediating Orientation both in Small and Medium Size Departments
Subject Areas : Jounal of Marketing Managementesmail shabani nejad 1 , behnaz forogh nematollahi 2 , meysam mohamdrezaei 3
1 - Master of Marketing Management, University of Tehran, Tehran, Iran
2 - Master of Marketing Management, University of Tehran, Tehran, Iran
3 - Master of English, Karaj Branch, Islamic Azad University, Karaj, Iran
Keywords: small and medium size departments, Entrepreneurial Marketing, market mediating orientation,
Abstract :
The present study tries to explore the impact of entrepreneurial marketing on customer value with the role of market mediating orientation both in small and medium size departments in Alborz province. Statistic population included of 245 managers in small and medium size companies, using stratified random sampling and Cochran formula, 150 individuals were selected as the sample size. Data was gathered by questionnaire that validity of faculty members and reliability using a composite reliability and Cronbach's alpha confirmed. Data analysis using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) approach and Smart PLS software conducted. The results indicate a positive and significant impact of entrepreneurial marketing on customer value (0.57), entrepreneurial marketing on marketing orientation (0.90) and marketing orientation on customer value (0.34). And finally, marketing orientation as a mediator in the effect of entrepreneurial marketing on customer value intensity (0.30) influence.
آقایی، ع. و تقوی، ع. (1390). "ارائه مدلی پیرامون بازاریابی نوآورانه در مدیریت زنجیره تأمین با رویکرد فناوری اطلاعات: برای خلق ارزش بالاتر، پایان‌نامه کارشناسی‌ارشد، دانشگاه صنعتی خواجه نصیرالدین طوسی، دانشکده مهندسی صنایع.
آقاجانی افروزی، ع.ا.، کیا‌کجوری، ح. و سلطانی، ز. (1393). "ارائه مدلی یکپارچه از عوامل مؤثر بر نوآوری و تأثیر آن در خلق ارزش مشتری"، دومین همایش ملی کارآفرینی و رقابت‌پذیری، ساری.
حمیدی‌زاده، م.ر.، قره‌چه، م.، عطایی، م. و پشاآبادی، م. (1393). "بررسی تأثیر ابعاد بازاریابی کارآفرینانه بر عملکرد شناسه تجاری مؤسسات کوچک و متوسط آموزشی"، توسعه کارآفرینی، شماره 2، صص. 327-347.
خدادادحسینی، س.ح.، گلابی، ا.م. و یداللهی، ج. (1393). "طراحی مدل فرایندی برند سازی کارآفرینانه در کسب‌وکارهای کوچک و متوسط صنایع غذایی"، فصلنامه مدیریت برند، سال اول، شماره اول.
صمدآقایی، ج. (1388). "بازاریابی کارآفرینانه"، تهران، دانش‌پژوهان جوان، چاپ اول.
صفری، ع. و قره‌باشلونی، ر. (1393). "بررسی رابطه بازاریابی کارآفرینانه و عملکرد بازاریابی از طریق نوآوری (مطالعه موردی: شرکت‌های فعال در سه صنعت اتوماسیون صنعتی، مخابرات و ارتباطات، رایانه و تجهیزات دیجیتال)"، مدیریت بازرگانی، دوره 6، شماره 4، صص. 809- 826.
طباطبایی‌نسب، م. و حدادیان، س. (1393). "رفتار هم خلقی ارزش مشتری و تأثیر آن بر مشتری مداری"، فصلنامه علمی- پژوهشی تحقیقات بازاریابی نوین، شماره 3، صص. 89-106.
کاظم شیخیان، ع. و دوستیان، ر. (1393). "بررسی تأثیر جهت‌گیری بازار، نوآوری سازمانی و قدرت رقابت بر عملکرد مالی و عملکرد بازار بانک‌ها"، اولین همایش ملی بازاریابی فرصت‌ها و چالش‌ها.
محبت‌طلب، ع. و رضوانی، م. (1397). "مدل‌یابی تأثیر بازاریابی کارآفرینانه بر ارزش ویژه برند مشتری‌محور در صنایع غذایی لبنی؛ مطالعه با تمرکز بر برند کاله"، فصلنامه تحقیقات بازاریابی نوین، دوره 8، شماره 2، صص. 128-138.
مهدی‌زاده، ز. (1393). "بررسی تأثیر بازار محوری در خلق ارزش برتر برای مشتری با نقش میانجی قابلیت‌های نوآوری و بازاریابی"، پایان‌نامه کارشناسی‌ارشد، دانشگاه تبریز.
Abdelrahman, S.O. (2012). “The Impact of Entrepreneurial Marketing Factors on Competitive Innovativeness among Female Entrepreneurs in Egypt”, M.Sc. Thesis, Department of Business Administration, Faculty of Commerce, Cairo University.
Albadavi, A., Mohammadi, R. & Alemkhan, A. (2006). “Evaluation of customer relationship management effects and personality barriers in financial institution”, Journal of the Banks and the Economy, Tarbiat Modares University.
Becherer, R.C., Helms, M.M. & McDonalds, J.P. (2012). “The Effect of entrepreneurial marketing on outcome goals in SMEs”. New England journal of Entrepreneurship. Vol. 15(1), PP. 7-18.
Bjerke, B. & Hultman. C.M. (2002). “EM: The Growth of Small Firms in the New Economic Era”, Cheltenham, U.K.: Edward Edgar.
Dwyer, F.R. (1997). “Customer lifetime valuation to support marketing decision making", Journal of Direct Marketing, Vol. 11(4), PP. 6-13.
Fillis, I.R. (2006). “A Biographical Approach to Researching Entrepreneurship in the Smaller Firm”, Management Decision, Vol. 44(2), PP. 198-212.
Gardner, W.B. (1994). “Marketing/Entrepreneurship Interface: A Conceptualization, in Gerald Hills (ed.) Marketing and Entrepreneurship: Research Ideas and Opportunities”, Quorum Books, PP. 35-54.
Hamali, S. (2016). “The Effect of Entrepreneurial Marketing on Business Performance: Small Garment Industry in Bandung City, Indonesia”, Developing Country Studies, Vol. 5(1), PP. 24- 30.
Nasution, H.N., Mavondo, F., Matanda, M.J. & Ndubisi, N.O. (2011), “Entrepreneurship: Its relationship with market orientation and learning orientation and as antecedents to innovation and customer value”, Industrial Marketing Management, Vol. 40(3), PP. 336-345.
Holbrook, M.B. (1994). “The Nature of Customer’s Value: An Axiology of Service in Consumption Experience. In: Rust, R.T. and Oliver, R.L., Eds., Service Quality: New Directions in Theory and Practice, Sage, Thousand Oaks.
Kurgun, H., Bagiran, D., Ozeren, E. & Maral, B. (2011). “Entrepreneurial Marketing-The Interface between Marketing and Entrepreneurship: A Qualitative Research on Boutique Hotels”, European Journal of Social Sciences, Vol. 26(3), PP. 1450-2267.
Ionita, D. (2012). “Entrepreneurial marketing: A new approach for challenging time”, Management & Marketing Challenges for the Knowledge society, Vol. 7(1), PP. 131-150.
Kraus, S., Harms, R. & Fink, M. (2010). “Entrepreneurial marketing: Moving beyond marketing in new ventures”, International Journal of Entrepreneurship and Innovation Management, Vol. 11(1), PP. 19-34.
Kim, S.U., Jung, T.S., Suh, E.H. & Hwang, H.S. (2006). “Customer segmentation and strategy development based on customer lifetime value: A case study”, Expert Systems with Applications, Vol. 31(1), PP. 101-107.
Kilenthong, P., Hills, G.E., Hultman, C. & Sclove, L.S. (2010). “Entrepreneurial Marketing Practice: Systematic Relationships with Firm Age, Firm Size, and Operator’s Status. Glebal Research Sym Posium”, On Marketing and Entrepreneurship Boston, PP. 194-202.
Lam, S.Y., Shankar, V. Erramilli, K. & Murthy, B. (2004). “Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context”, Journal of the Academy of Marketing Science, Vol. 32(3), PP. 293-311.
Lindman, M.T. (2004). “Formation of customer bases in SMEs”, The Marketing Review, Vol. 4(2), PP. 139-156.
Lošťáková, H. (2005). “B- to-B marketing: Professional Publishing”, 1. Ed. Prague.
Manasra, E.A., Zyadat, M.A., Awamreh, M.A. & Alnsour, M.S. (2013). “Linking entrepreneurial marketing and performance indicators in Jordanian hotel industry”, Journal of Management Research, Vol. 5(3), PP. 86-94.
Morris, M.H. & Lewis, P.S. (1995). “The determinants of entrepreneurial activity: Implications for marketing”, European Journal of Marketing, Vol. 29 (7), PP. 31-48.
Morris, M.H., Schindehutte, M. & Laforge, R.W. (2002). “Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives”, Journal of Marketing Theory & Practice, Vol. 10(4), PP. 1-19.
Narver, J.C. & Slater, S.F. (1990). “The effect of a market orientation on business profitability”, Journal of Marketing, Vol. 54(4), PP. 20-35.
Narver, J.C., Slater, S.F. & MacLachlan, D.L. (2004). “Responsive and proactive market orientation and new-product success”, Journal of Product Innovation Management, Vol. 21(5), PP. 334-347.
Boso, N., Story, V.M. & Cadogan. J.W. (2013). “Entrepreneurial orientation, market orientation, network ties, and performance: Study of entrepreneurial firms in a developing economy”, Journal of Business Venturing, Vol 28(6), PP. 708-727.
Newell, F. (2000). “Loyalty.com: Customer relationship management in the new era of Internet marketing”, New York: Mc-graw-Hill.
Sadiku-Dushi, N., Dana, L.P. & Ramadani, V. (2019). “Entrepreneurial marketing dimensions and SMEs performance”, Journal of Business Research, Vol. 100, PP. 86-99.
Nwaizugbo, I.C. & Anukam, A.I. (2014). “Assessment of entrepreneurial marketing practices among Small and Medium Scale Enterprises in Imo State Nigeria: Prospects and challenges. Review of Contemporary Business Research, Vol. 3(1), PP. 77-98.
Pfeifer, P.E. & Carraway, R.L. (2000). “Modeling customer relationships as Markov chains”, Journal of Interactive Marketing, Vol. 14, PP. 43-55.
Preacher, K.J. & Hayes, A.F. (2008). “Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models.” Behavior Research Methods, Vol. 40(3), PP. 879-891.
Idar, R., Yusoff, Y. & Mahmood. R (2012), “The Effect of Market Orientation as Mediator to Strategic Planning Practices and Performance Relationship: Evidence from Malaysian SMEs”, Procedia Economics and Finance, Vol 4, PP. 68-75.
Rezvani, M. & 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. Vol. 4. PP. 297-306.
Sarma, M., Septiani, S., Ratna Dewi, F. & Siregar. E.H. (2013). “The Impact of Entrepreneurial Marketing and Business Development on Business Sustainability: Small and Household Footwear Industries in Indonesia”, International Journal of Marketing Studies, Vol. 5(4), PP. 110-122.
Singh, S. & Ranchhod, A. (2004). “Market orientation and customer satisfaction: Evidence from British machine tool industry”, Industrial Marketing Management, Vol. 33(2), PP. 135-144.
Chen, S.C. & Huang, M.Y. (2011). “Constructing credit auditing and control & management model with data mining technique”, Expert Systems with Applications, Vol. 38(5), PP. 5359-5365.
Schindehutte, M. & Morris, M.H. (2010). “Entrepreneurial marketing strategy: lessons from the red Queen”. International Journal of Entrepreneurship and Innovation Management, Vol. 11(1), PP. 75-95.
Seyed Hosseini, S.M., Maleki, A. & Gholamian, M.R. (2010). “Cluster analysis using data mining approach to develop CRM methodology to assess the customer loyalty”, Expert Systems with Applications, Vol. 37(7), PP. 5259-5264.
Nwankwo, S. & Gbadamosi, A. (2012). “Entrepreneurship marketing: Principles and practice of SME marketing”, Routledge Taylor and Francis Group. New York and London.
Im, S., Hussain, M. & Sengupta, S. (2008). “Testing interaction effects of the dimensions of market orientation on marketing program creativity”, Journal of Business Research, Vol. 61(8), PP. 859-867
Tirenni, G.R. (2005). “Allocation of Marketing Resources to Optimize Customer Equity”, Computer Science Department, Gutenberg, University of St. Gallen, Dissertation no. 3038.
Liang, Y.H. (2010). “Integration of data mining technologies to analyze customer value for the automotive maintenance industry”, Expert Systems with Applications, Vol. 37(12), PP. 7489-7496.
Wallnofer, M. & Hacklin, F. (2013). “The business model in entrepreneurial marketing: A Communication perspective on business angels' opportunity interpretation”, Industrial Marketing Management, Vol. 42(5), PP. 755-764.
Walumbwa, F.O., Wu, C. & Orwa, B. (2008). “Contingent reward transactional leadership, work attitudes, and organizational citizenship behavior: The role of procedural justice climate perceptions and strength”, The Leadership Quarterly, Vol. 19(3), PP. 251-265.
Whalen, P., Uslay, C., Pascal, V.J., Omura, G., McAuley, A., Kasouf, C.J. Jones, R., Hultman, C.M., Hills, G.E., Hansen, D.J, Gilmore, A., Giglierano, J., Eggers, F. & Deacon, J. (2016). “Anatomy of competitive advantage: Towards a contingency theory of entrepreneurial marketing”, Journal of Strategic Marketing, Vol. 24(1), PP. 5-19.
آقایی، ع. و تقوی، ع. (1390). "ارائه مدلی پیرامون بازاریابی نوآورانه در مدیریت زنجیره تأمین با رویکرد فناوری اطلاعات: برای خلق ارزش بالاتر، پایان‌نامه کارشناسی‌ارشد، دانشگاه صنعتی خواجه نصیرالدین طوسی، دانشکده مهندسی صنایع.
آقاجانی افروزی، ع.ا.، کیا‌کجوری، ح. و سلطانی، ز. (1393). "ارائه مدلی یکپارچه از عوامل مؤثر بر نوآوری و تأثیر آن در خلق ارزش مشتری"، دومین همایش ملی کارآفرینی و رقابت‌پذیری، ساری.
حمیدی‌زاده، م.ر.، قره‌چه، م.، عطایی، م. و پشاآبادی، م. (1393). "بررسی تأثیر ابعاد بازاریابی کارآفرینانه بر عملکرد شناسه تجاری مؤسسات کوچک و متوسط آموزشی"، توسعه کارآفرینی، شماره 2، صص. 327-347.
خدادادحسینی، س.ح.، گلابی، ا.م. و یداللهی، ج. (1393). "طراحی مدل فرایندی برند سازی کارآفرینانه در کسب‌وکارهای کوچک و متوسط صنایع غذایی"، فصلنامه مدیریت برند، سال اول، شماره اول.
صمدآقایی، ج. (1388). "بازاریابی کارآفرینانه"، تهران، دانش‌پژوهان جوان، چاپ اول.
صفری، ع. و قره‌باشلونی، ر. (1393). "بررسی رابطه بازاریابی کارآفرینانه و عملکرد بازاریابی از طریق نوآوری (مطالعه موردی: شرکت‌های فعال در سه صنعت اتوماسیون صنعتی، مخابرات و ارتباطات، رایانه و تجهیزات دیجیتال)"، مدیریت بازرگانی، دوره 6، شماره 4، صص. 809- 826.
طباطبایی‌نسب، م. و حدادیان، س. (1393). "رفتار هم خلقی ارزش مشتری و تأثیر آن بر مشتری مداری"، فصلنامه علمی- پژوهشی تحقیقات بازاریابی نوین، شماره 3، صص. 89-106.
کاظم شیخیان، ع. و دوستیان، ر. (1393). "بررسی تأثیر جهت‌گیری بازار، نوآوری سازمانی و قدرت رقابت بر عملکرد مالی و عملکرد بازار بانک‌ها"، اولین همایش ملی بازاریابی فرصت‌ها و چالش‌ها.
محبت‌طلب، ع. و رضوانی، م. (1397). "مدل‌یابی تأثیر بازاریابی کارآفرینانه بر ارزش ویژه برند مشتری‌محور در صنایع غذایی لبنی؛ مطالعه با تمرکز بر برند کاله"، فصلنامه تحقیقات بازاریابی نوین، دوره 8، شماره 2، صص. 128-138.
مهدی‌زاده، ز. (1393). "بررسی تأثیر بازار محوری در خلق ارزش برتر برای مشتری با نقش میانجی قابلیت‌های نوآوری و بازاریابی"، پایان‌نامه کارشناسی‌ارشد، دانشگاه تبریز.
Abdelrahman, S.O. (2012). “The Impact of Entrepreneurial Marketing Factors on Competitive Innovativeness among Female Entrepreneurs in Egypt”, M.Sc. Thesis, Department of Business Administration, Faculty of Commerce, Cairo University.
Albadavi, A., Mohammadi, R. & Alemkhan, A. (2006). “Evaluation of customer relationship management effects and personality barriers in financial institution”, Journal of the Banks and the Economy, Tarbiat Modares University.
Becherer, R.C., Helms, M.M. & McDonalds, J.P. (2012). “The Effect of entrepreneurial marketing on outcome goals in SMEs”. New England journal of Entrepreneurship. Vol. 15(1), PP. 7-18.
Bjerke, B. & Hultman. C.M. (2002). “EM: The Growth of Small Firms in the New Economic Era”, Cheltenham, U.K.: Edward Edgar.
Dwyer, F.R. (1997). “Customer lifetime valuation to support marketing decision making", Journal of Direct Marketing, Vol. 11(4), PP. 6-13.
Fillis, I.R. (2006). “A Biographical Approach to Researching Entrepreneurship in the Smaller Firm”, Management Decision, Vol. 44(2), PP. 198-212.
Gardner, W.B. (1994). “Marketing/Entrepreneurship Interface: A Conceptualization, in Gerald Hills (ed.) Marketing and Entrepreneurship: Research Ideas and Opportunities”, Quorum Books, PP. 35-54.
Hamali, S. (2016). “The Effect of Entrepreneurial Marketing on Business Performance: Small Garment Industry in Bandung City, Indonesia”, Developing Country Studies, Vol. 5(1), PP. 24- 30.
Nasution, H.N., Mavondo, F., Matanda, M.J. & Ndubisi, N.O. (2011), “Entrepreneurship: Its relationship with market orientation and learning orientation and as antecedents to innovation and customer value”, Industrial Marketing Management, Vol. 40(3), PP. 336-345.
Holbrook, M.B. (1994). “The Nature of Customer’s Value: An Axiology of Service in Consumption Experience. In: Rust, R.T. and Oliver, R.L., Eds., Service Quality: New Directions in Theory and Practice, Sage, Thousand Oaks.
Kurgun, H., Bagiran, D., Ozeren, E. & Maral, B. (2011). “Entrepreneurial Marketing-The Interface between Marketing and Entrepreneurship: A Qualitative Research on Boutique Hotels”, European Journal of Social Sciences, Vol. 26(3), PP. 1450-2267.
Ionita, D. (2012). “Entrepreneurial marketing: A new approach for challenging time”, Management & Marketing Challenges for the Knowledge society, Vol. 7(1), PP. 131-150.
Kraus, S., Harms, R. & Fink, M. (2010). “Entrepreneurial marketing: Moving beyond marketing in new ventures”, International Journal of Entrepreneurship and Innovation Management, Vol. 11(1), PP. 19-34.
Kim, S.U., Jung, T.S., Suh, E.H. & Hwang, H.S. (2006). “Customer segmentation and strategy development based on customer lifetime value: A case study”, Expert Systems with Applications, Vol. 31(1), PP. 101-107.
Kilenthong, P., Hills, G.E., Hultman, C. & Sclove, L.S. (2010). “Entrepreneurial Marketing Practice: Systematic Relationships with Firm Age, Firm Size, and Operator’s Status. Glebal Research Sym Posium”, On Marketing and Entrepreneurship Boston, PP. 194-202.
Lam, S.Y., Shankar, V. Erramilli, K. & Murthy, B. (2004). “Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context”, Journal of the Academy of Marketing Science, Vol. 32(3), PP. 293-311.
Lindman, M.T. (2004). “Formation of customer bases in SMEs”, The Marketing Review, Vol. 4(2), PP. 139-156.
Lošťáková, H. (2005). “B- to-B marketing: Professional Publishing”, 1. Ed. Prague.
Manasra, E.A., Zyadat, M.A., Awamreh, M.A. & Alnsour, M.S. (2013). “Linking entrepreneurial marketing and performance indicators in Jordanian hotel industry”, Journal of Management Research, Vol. 5(3), PP. 86-94.
Morris, M.H. & Lewis, P.S. (1995). “The determinants of entrepreneurial activity: Implications for marketing”, European Journal of Marketing, Vol. 29 (7), PP. 31-48.
Morris, M.H., Schindehutte, M. & Laforge, R.W. (2002). “Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives”, Journal of Marketing Theory & Practice, Vol. 10(4), PP. 1-19.
Narver, J.C. & Slater, S.F. (1990). “The effect of a market orientation on business profitability”, Journal of Marketing, Vol. 54(4), PP. 20-35.
Narver, J.C., Slater, S.F. & MacLachlan, D.L. (2004). “Responsive and proactive market orientation and new-product success”, Journal of Product Innovation Management, Vol. 21(5), PP. 334-347.
Boso, N., Story, V.M. & Cadogan. J.W. (2013). “Entrepreneurial orientation, market orientation, network ties, and performance: Study of entrepreneurial firms in a developing economy”, Journal of Business Venturing, Vol 28(6), PP. 708-727.
Newell, F. (2000). “Loyalty.com: Customer relationship management in the new era of Internet marketing”, New York: Mc-graw-Hill.
Sadiku-Dushi, N., Dana, L.P. & Ramadani, V. (2019). “Entrepreneurial marketing dimensions and SMEs performance”, Journal of Business Research, Vol. 100, PP. 86-99.
Nwaizugbo, I.C. & Anukam, A.I. (2014). “Assessment of entrepreneurial marketing practices among Small and Medium Scale Enterprises in Imo State Nigeria: Prospects and challenges. Review of Contemporary Business Research, Vol. 3(1), PP. 77-98.
Pfeifer, P.E. & Carraway, R.L. (2000). “Modeling customer relationships as Markov chains”, Journal of Interactive Marketing, Vol. 14, PP. 43-55.
Preacher, K.J. & Hayes, A.F. (2008). “Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models.” Behavior Research Methods, Vol. 40(3), PP. 879-891.
Idar, R., Yusoff, Y. & Mahmood. R (2012), “The Effect of Market Orientation as Mediator to Strategic Planning Practices and Performance Relationship: Evidence from Malaysian SMEs”, Procedia Economics and Finance, Vol 4, PP. 68-75.
Rezvani, M. & 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. Vol. 4. PP. 297-306.
Sarma, M., Septiani, S., Ratna Dewi, F. & Siregar. E.H. (2013). “The Impact of Entrepreneurial Marketing and Business Development on Business Sustainability: Small and Household Footwear Industries in Indonesia”, International Journal of Marketing Studies, Vol. 5(4), PP. 110-122.
Singh, S. & Ranchhod, A. (2004). “Market orientation and customer satisfaction: Evidence from British machine tool industry”, Industrial Marketing Management, Vol. 33(2), PP. 135-144.
Chen, S.C. & Huang, M.Y. (2011). “Constructing credit auditing and control & management model with data mining technique”, Expert Systems with Applications, Vol. 38(5), PP. 5359-5365.
Schindehutte, M. & Morris, M.H. (2010). “Entrepreneurial marketing strategy: lessons from the red Queen”. International Journal of Entrepreneurship and Innovation Management, Vol. 11(1), PP. 75-95.
Seyed Hosseini, S.M., Maleki, A. & Gholamian, M.R. (2010). “Cluster analysis using data mining approach to develop CRM methodology to assess the customer loyalty”, Expert Systems with Applications, Vol. 37(7), PP. 5259-5264.
Nwankwo, S. & Gbadamosi, A. (2012). “Entrepreneurship marketing: Principles and practice of SME marketing”, Routledge Taylor and Francis Group. New York and London.
Im, S., Hussain, M. & Sengupta, S. (2008). “Testing interaction effects of the dimensions of market orientation on marketing program creativity”, Journal of Business Research, Vol. 61(8), PP. 859-867
Tirenni, G.R. (2005). “Allocation of Marketing Resources to Optimize Customer Equity”, Computer Science Department, Gutenberg, University of St. Gallen, Dissertation no. 3038.
Liang, Y.H. (2010). “Integration of data mining technologies to analyze customer value for the automotive maintenance industry”, Expert Systems with Applications, Vol. 37(12), PP. 7489-7496.
Wallnofer, M. & Hacklin, F. (2013). “The business model in entrepreneurial marketing: A Communication perspective on business angels' opportunity interpretation”, Industrial Marketing Management, Vol. 42(5), PP. 755-764.
Walumbwa, F.O., Wu, C. & Orwa, B. (2008). “Contingent reward transactional leadership, work attitudes, and organizational citizenship behavior: The role of procedural justice climate perceptions and strength”, The Leadership Quarterly, Vol. 19(3), PP. 251-265.
Whalen, P., Uslay, C., Pascal, V.J., Omura, G., McAuley, A., Kasouf, C.J. Jones, R., Hultman, C.M., Hills, G.E., Hansen, D.J, Gilmore, A., Giglierano, J., Eggers, F. & Deacon, J. (2016). “Anatomy of competitive advantage: Towards a contingency theory of entrepreneurial marketing”, Journal of Strategic Marketing, Vol. 24(1), PP. 5-19.