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The Effects of Entrepreneurial Marketing on Innovation Types and Sustainable Competitive Advantage: An Application on SMEs
Authors: Mustafa Kemal Yılmaz & Mahmut Tuğrul Torun
Number of views: 123
Purpose: In this study, the relationships between entrepreneurial marketing and SMEs 'innovation types were examined, and it was tried to explain whether entrepreneurial marketing dimensions are effective on innovation types of of SMEs' and how do they affect their the sustainable competitive advantage. Methodology: Data obtained from 242 manufacturer SMEs operating in Samsun, Amasya, Çorum, Tokat provincial center and districts in the OKA TR83 region in 2019 for 2 months by the survey method and tested using SMART PLS 3.0. and SPSS 21. statistical package programs. Findings: The findings revealed that opportunity focus and customer focus, which are among the entrepreneurial marketing dimensions, have an effect on marketing innovation and that the innovation processes implemented in manufacturing SMEs are interrelated. It has been observed that proactivity and risk taking from entrepreneurial marketing dimensions have a positive effect on sustainable competitive advantage. Practical Implications: SME managers can dominate the culture of innovation in their businesses by applying innovation types in their businesses and incorporating them into business processes. Small businesses that want to stand out in the competition will increase their chances of surviving in the market and gaining competitive advantage in the long term by applying entrepreneurial marketing activities suitable for the structure of SMEs. Originality: The research is an original research that examines the relationship between the dimensions of entrepreneurial marketing, types of innovation and the sustainable competitive advantages of SMEs together and enables the mutual relations to be tested.