8th International Strategic Management Conference, Barcelona, Spain, 21 - 23 June 2012, vol.58, pp.871-878
Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe the marketing processes of firms pursuing opportunities in uncertain market circumstances, often under constrained resource conditions. The aim of the study is to identify the effect of entrepreneurial marketing on firms' innovative performance. The hypothesized relationships between dimensions of entrepreneurial marketing and innovative performance are tested with data collected through structured questionnaires administered face-to-face to managers of 560 SMEs in the Turkish manufacturing industry. Analyses results revealed that proactiveness, innovativeness, customer intensity, resource leveraging dimensions of entrepreneurial marketing are positively related with innovative performance. Finally, the limitations of the study and the suggestions for future research will be presented.