An Exploratory Study of the Effect of Entrepreneurial Marketing Orientation on Performance in the Context of Community Enterprises in Thailand
DOI:
https://doi.org/10.58837/CHULA.CBSJ.46.2.3Keywords:
Entrepreneurial Marketing Orientation, Customer Orientation, Micro Community EnterpriseAbstract
This study investigates the impact of entrepreneurial marketing orientation on the performance of community enterprises in Thailand. The purpose of this study is to examine the effect of entrepreneurial marketing orientation on the performance of community enterprises and determine the entrepreneurial marketing orientation among community enterprises in Thailand as a case study. To assess the performance of these community enterprises, including investigating the relationship between entrepreneurial marketing orientation and the performance of community enterprises and identifying the dimensions of entrepreneurial marketing orientation (EMO) that have the most significant impact on performance, data were collected from the micro-community enterprises (MCE) members with an initial list of 1,270 small and micro community enterprise (SMCEs) and were empirically compared to hypothetical data. Integration of market orientation (MO) in Narver and Slater’s model encourages practitioners to embed entrepreneurial orientation (EO) and MO development plans. Structural equation modeling is done in the entrepreneurial marketing (EM) model. The findings indicated that the overall EMO has direct causal influences on consumers, including competition, coordination, risk-taking, autonomy, innovation, and proactive components. Competing models offer alternative confirmatory factor analysis explanations.
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