A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs

Abstract

The entrepreneurial marketing (EM) approach is a new phenomenon for SMEs. This study aims to reveal the orientation's consciousness and investigate the level of behavior among seven companies located in Ankara, Turkey. The selection is done through cluster representatives of the sectors including construction machinery, medical, renewable energy, rubber, defense & aviation, and communication. The companies are determined by theoretical (purposive) sampling and semi-structured face-to-face interviews are applied for data collection. Content analysis is used for the data-treatment technique. Entrepreneurial marketing activities are measured by EM dimensions as proactiveness, risk management, opportunity-driven, innovation-focused, resource utilization, customer density and value creation. Findings revealed that companies in the research sample have the approach of entrepreneurial marketing however the intensity differs according to sectors. It is aimed to increase the awareness of the approach among the SMEs to create superior customer value. Moreover, clarifying the activities built under entrepreneurial marketing will contribute to the practical side of marketing decisions and strategies as well as future studies filling the gap in the field.