نوع مقاله : علمی-مروری
نویسندگان
1 دانشیار، گروه ترویج، ارتباطات و توسعه روستایی دانشگاه زنجان
2 دانشجوی کارشناسی‌‌‌‌ارشد ترویج و آموزش کشاورزی، دانشگاه زنجان
3 استادیار گروه ترویج، ارتباطات و توسعه روستایی دانشگاه زنجان
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
Abstract 1
Complex and rapid changes in recent decades has led the developed and
developing countries consider Small and Medium Enterprises (SMEs) as a platform
for achieving development goals such as economic development. The results
indicate that that many factors are effective on formation and strengthening of
SMEs, meanwhile, many scholars and experts have a special emphasis on the
entrepreneurial marketing and regard it as one of the most important determinants
of businesses survival. Given the importance of the issue, the main objective of this
article which is based on an extensive review of theoretical and empirical literature
and library resources, was to study of the concept and dimensions of
entrepreneurial marketing and its effect on SMEs. The results showed that
entrepreneurial marketing is a new and interdisciplinary paradigm that it can
overcome the limitations of traditional marketing through innovation and
customer-orientation and results in creating value for the customer. Literature
review showed that the most important dimensions of entrepreneurial marketing
included risk- taking, pioneering, opportunity-focused, value creation, innovation,
customer orientation and leverage of resources. Also, findings indicated that
entrepreneurial marketing is an integral part of the success of SMEs and considers
as a key factor in improving the performance of SMEs, therefore, reluctance to the
use of entrepreneurial marketing leads to low levels of performance and failure in
SMEs.
کلیدواژه‌ها [English]
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