Entrepreneurial Marketing and Its Effect on MSME Performance in Kaski and Syngja Districts, Nepal

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Shrijan Gyanwali
Chanchai Bunchapattanasakda

Abstract

Entrepreneurial marketing with proactive approach, opportunity focus, calculated risk taking, innovativeness, resource leverage, customer value creation and customer intensity is found appropriate technique to address the present un-linier global market situation due to technological advancement, intense competition and constantly changing need and preference of customers. Prime objective of study is to examine the effect of entrepreneurial marketing on Micro, Small and Medium Enterprise (MSME) performance in Nepal. Mix method of research design with quantitative and qualitative analysis is adopted. For quantitative study, data were collected from 182 owner-managers in Kaski and Syngja Districts and employed the Chi-square statistics to test the hypotheses. Qualitative data were collected from 21 experts from concern departments of government, business association executives and entrepreneurs, and used content analysis. The quantitative study shows that there is significant relationship between entrepreneurial marketing and performance of MSME in Nepal. On the basis of qualitative analysis, MSMEs are found as the best fit for country by considering the geographical situation and economic size. Five dimensional entrepreneurial marketing named customer, market, entrepreneurial, innovation and influence orientations is recommended for further research with large number of sample respondents in wider geographical areas.

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บทความวิจัย