Unravelling the Crucial Dimensions of Entrepreneurial Marketing from a Micro-Business Perspective

Abstract: This study examines the relationship between entrepreneurial marketing dimensions and the performance of microenterprises. The investigation was predominantly quantitative. A self-administered questionnaire and cross-sectional survey were used to collect data from 215 Malaysian microbusiness owners. Descriptive and inferential statistics were used to evaluate the suggested framework. The Partial-Least Square Structural Equation Modelling (PLS-SEM) method was applied. Results indicate that entrepreneurial marketing and the performance of microbusinesses are positively correlated. All six aspects of entrepreneurial marketing—a proactive orientation, an opportunity-driven strategy, a customer-focused approach, risk management, innovation, and value creation—support the proposed hypotheses. Several constraints were encountered throughout this research endeavour, primarily concerning the fact that this quantitative study was restricted to examining only six dimensions of entrepreneurial marketing. Further research ought to be conducted in a qualitative study environment, with the possibility of incorporating and examining more variables. Practical Implications: By developing and utilising a conceptual framework that explains how various aspects of entrepreneurial marketing (EM) affect the success of small businesses, this study seeks to significantly add to the body of literature. The findings of this study will provide valuable insights for supporting small and medium-sized enterprises (SMEs), with a specific focus on micro businesses, in their pursuit of maximising business growth rates.

Keywords: Business Performance, Microbusinesses, Entrepreneurial Marketing