Application of Entrepreneurial Marketing in Micro, Small and Medium Enterprise in Dhaulagiri, Nepal ()
ABSTRACT
Entrepreneurial marketing
in Micro, Small and Medium Enterprise (MSME) considers more the firms unique
business environment with entrepreneurs’ innovative, proactive and
opportunistic way of operation. MSME marketing practices and decision making
seems more creative, alternative, instinctive, informal, unstructured, chaotic,
and unplanned. Conducting marketing in small business is different than in
large organization because multinationals do not have the resource constraints
that small businesses have. The objective of study was to examine the
relationship between entrepreneurial marketing dimensions and MSME performance
measures, and to identify the best ways for MSME growth. Primary data were
collected from 98 entrepreneurs in Parbat, Baglung and Myagdi Districts of
Dhaulagiri Zone, Nepal. The quantitative analysis was made by Chi-square test,
ANOVA analysis and correlation assessment to test hypotheses and examine the
significant relationship between variables. Qualitative data were collected
from ten experts and experienced personalities from government executives, entrepreneurs and business association executives.
The research identified the significant relationship between entrepreneurial
marketing and performance of MSME in Nepal. The qualitative study found that
MSMEs have limited facilities from government and they have lacking enterprise
friendly environment. It is suggested that Nepal government should introduce
effective programs to motivate youths for establishing their
enterprise so that income generation and employment opportunity will be
generated. Five dimensions of entrepreneurial marketing named customer, market,
entrepreneurial, innovation and influence orientations are recommended for further study.