PAZARLAMADA PARADİGMİK DEĞİŞİM -GİRİŞİMCİ PAZARLAMA DAVRANIŞLARININ BELİRLENMESİ VE GİRİŞİMCİ YÖNLÜLÜĞÜN ROLÜ: BİR ARAŞTIRMA- THE PARADIGMATIC CHANGE IN MARKETING - THE ROLE OF ENTREPRENEURIAL ORIENTATION AND THE DETERMINATION OF ENTREPRENEURIAL MARKETING BEHAVIOURS: A RESEARCH -
Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
This is an empirical study that aims to determine the entrepreneurial marketing behaviour and the role of entrepreneurial orientation by applying questionnaire method on 225 enterprises according to the list of medium size manufacturing enterprises in Ankara. In the study, firstly, the classification of entrepreneurial marketing behaviours and entrepreneurial orientation were theoretically examined. Secondly, a model test was conducted using the partial least squares method to determine the
... o determine the effect of entrepreneurial orientation on the entrepreneurial marketing, and entrepreneurial orientation dimensions on the entrepreneurial marketing dimensions. In the findings, entrepreneurial orientation was found to have a strong and positive effect on entrepreneurial marketing. Moreover, entrepreneurial orientation dimensions were found to have statistically significant and positive effects on the overall entrepreneurial marketing dimensions, independently. In this study, the relationship between entrepreneurial marketing practices and entrepreneurial orientation was examined. Entrepreneurial orientation suggests that entrepreneurial marketing is a prerequisite, and entrepreneurial orientation is a multidimensional structure when researchers measure entrepreneurial marketing practices. In the literature in Turkey, there has been no study addressing the entrepreneurial marketing and entrepreneurial orientation in this direction. Therefore, the findings of the study provide important results for both practitioners and academicians and contribute to the literature.