The Effect of Entrepreneurial Marketing on Village-Owned Enterprises Performance Distribution

• 영문명: The Effect of Entrepreneurial Marketing on Village-Owned Enterprises Performance Distribution
• 발행기관: 한국유통과학회
• 저자명: Makmur Norhidayah MOHAMAD
• 간행물 정보: 『유통과학연구(JDS)』제21권 제9호, 55~66쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.09.30

영문 초록

Purpose: Specialized marketing strategies are needed by limited resources, such as Entrepreneurial Marketing (EM), a marketing activity based on specific conditions characterizing village-owned enterprises (VOEs). Therefore, this research aimed to examine the effect of EM on the financial and non-financial performance of VOEs in Indonesia. Research design, data and methodology: Data were collected by distributing questions on a 5-point Likert scale to 153 VOEs directors in Rokan Hulu District, Indonesia. The collected data were analyzed using the partial least squares structural equation model with SmartPLS 3.0. Results: The results showed that EM positively and significantly affected the financial and non-financial performance of VOEs, as well as on operational performance. Conclusions: EM played an important role in the improvement of many aspects of the performance of VOEs. The Indonesian government also need to consider EM various characteristics when recruiting directors. It is important to note that this research is the first to examine the impact of EM on VOEs.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results

5. Discussion, Limitations, and Future Research

References

키워드

Entrepreneurial Marketing Financial Performance Non-financial Performance Performance Distribution Village-Owned Enterprises