Siyaset Ekonomi ve Yönetim Araştırmaları Dergisi
Yazarlar: Nil Esra DAL, Mükerrem Atalay ORAL, Rukiye KILIÇ
Konular:-
Anahtar Kelimeler:Entrepreneurial Marketing,Dimensions of Entrepreneurial Marketing,Entrepreneurial Marketing Scale
Özet: In addition to being a discipline of entrepreneurship and marketing discipline, which is as old as human history, it is possible to say that there are a number of important interfaces for small and medium-sized enterprises. Entrepreneurial enterprises have marketing processes that focus on creating opportunities and taking advantage of opportunities. Today, businesses must embark on entrepreneurial marketing efforts from traditional marketing efforts to gain competitive advantage.In this research, attempts have been made to identify entrepreneurial marketing efforts by businesses. For this reason, the fair has been chosen as a research field for important meetings for increasing the interaction of the products and brands of the enterprises. Between November 29 and December 2, 2017, 517 companies participating in the International Greenhouse, Agricultural Equipment and Technologies Fair Growtech Euroasia 2017 were interviewed with the authorized personnel of 212 operators who were selected by random sampling method from non-random sampling methods. While questionnaires were being prepared, Fiore et al. 2013 developed the entrepreneurial marketing scale. It also included questions about demographic data as well as the views of the fair on the questionnaire. The questionnaire was conducted by the face-toface interview method with the business authorities. The data are analyzed in the appropriate statistical package program. It has been determined that the data are suitable for normal distribution. The data were subjected to frequency analysis and descriptive factor analysis. Suitability of the data for factor analysis was examined by Kaiser Meyer Olkin KMO = 0.867 coefficient and Bartlett Sphericity sphericity test. Entrepreneurial marketing scale was found to be a 6-dimensional scale and 64.182% of total variance explanation ratio of this scale. It has also been found that businesses participating in the fuara are partly satisfied with the exhibition hire, partially attained the purpose of the fair and partially satisfied with the sales made to the fuard.