volume 4 issue 1 article 6

The impact of entrepreneurial marketing on creating shared value: A case study of Manager and Owner of Food and Drinking Factories in Kurdistan Region of Iraq

Ehsan Shareef Salih ¹ and Haseba Salem Hamad ²

¹Department of Business Administration, Faculty of Management Sciences, Department of Business Administration, Federal University of Lafia, Nasarawa State, Nigeria.

² Department of Business Administration, College of Administration and Economics, Sahalahaddin University-Erbil, Kurdistan Region, Iraq.

Correspondence: [email protected] – [email protected]

Received: May 11, 2023, Revised: July 8, 2023, Published: August 15, 2023

Abstract

This article examines the impact of entrepreneurial marketing (EM) on creating shared value (CSV). Entrepreneurial marketing (EM) has been described by various scholars as the marketing practices of small businesses that often rely on creative and fundamental approaches. Meanwhile, creating shared value (CSV) is a trendy concept in the fields of corporate practice and management theory, emphasizing the production of economic value in a way that also benefits society and the environment. In order to collect required date, the study applied quantitative research design via a questionnaire survey. This study also applied The Total Population Sampling (TPS) approach is applied to investigates the relationship between EM and CSV of a number of food and drinking factories of Kurdistan Rereign of Iraq (KRI). Structural equation modelling (SEM) was used for data analysis using AMOS. The findings reveal a positive and significant impact of EM on the creation of shared value. These results have implications for both food and drinking factory owners and government’s policymakers who aim to foster sustainable economic development.

Keywords: Entrepreneurial marketing; creating shared value and drink and food manufacturing

Download the PDF Document

DOI: https://doi.org/10.23918/ejmss.V3i4p1

Citation

Salih, E. S., & Hamad, H. S. (2023). The impact of entrepreneurial marketing on creating shared value: A case study of Manager and Owner of Food and Drinking Factories in Kurdistan Region of Iraq. Eurasian Journal of Management & Social Sciences, 4(1), 89. doi: 10.23918/ejmss.V4i1p87

© Ehsan Shareef Salih and Haseba Salem Hamad, Published by EJMSS. This article is published under the Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) license. Anyone may copy and redistribute the material in any medium or format, subject to full attribution to the original publication and authors. The full terms of this license may be seen at https://creativecommons.org/licenses/by-nc/2.0/

References

Arenghi, A., Camodeca, R., & Almici, A. (2021). Accessibility and Universal Design: Do They Provide Economic Benefits?. In Universal Design 2021: From Special to Mainstream Solutions (pp. 3-12). IOS Press.

Bachmann, J. T., Ohlies, I., & Flatten, T. (2021). Effects of entrepreneurial marketing on new ventures’ exploitative and exploratory innovation: The moderating role of competitive intensity and firm size. Industrial Marketing Management, 92, 87-100.

Becherer, R. C., Haynes, P. J., & Helms, M. M. (2008). An exploratory investigation of entrepreneurial marketing in SMEs: The influence of the owner/operator. Journal of Business and Entrepreneurship, 20(2), 44.

Chu, H. M., Kara, O., Zhu, X., & Gok, K. (2011). Chinese entrepreneurs. Journal of Chinese Entrepreneurship, 3(2), 84-111.

Collinson, E., & Shaw, E. (2001). Entrepreneurial marketing–a historical perspective on development and practice. Management decision.

Crane, A., Palazzo, G., Spence, L.J., Matten, D, 2014. Contesting the value of “creating shared value. California Manag. Rev. 56 (2), 130–153.

Crick, J. M., Karami, M., & Crick, D. (2021). The impact of the interaction between an entrepreneurial marketing orientation and coopetition on business performance. International Journal of Entrepreneurial Behavior & Research, 27(6), 1423-1447.

Dennis, D. K., Li, T., & Smith, V. (2021, July). Heterogeneity for the win: One-shot federated clustering. In International Conference on Machine Learning (pp. 2611-2620). PMLR.

Doblinger, C., Soppe, B., & Huber, S. (2019, July). Converging Logics: Coopetitive Ties and Innovation in the Early Clean Transportation Industry. In Academy of Management Proceedings (Vol. 2019, No. 1, p. 15646). Briarcliff Manor, NY 10510: Academy of Management.

Eggers, F., Niemand, T., Kraus, S., & Breier, M. (2020). Developing a scale for entrepreneurial marketing: Revealing its inner frame and prediction of performance. Journal of Business Research, 113, 72-82.

Engizek, N., & Eroğlu, F. (2022). Creating Costumer Value in Corporate Social Responsibility for Cultural Heritage. In Research Anthology on Developing Socially Responsible Businesses (pp. 1614-1630). IGI Global.

Garcia-Cabrera, A. M., Garcia-Soto, M. G., & Dias-Furtado, J. (2018). The individual’s perception of institutional environments and entrepreneurial motivation in developing economies: Evidence from Cape Verde. South African Journal of Economic and Management Sciences, 27(1), 1-18.

Garcia-Cabrera, A. M., Garcia-Soto, M. G., & Dias-Furtado, J. (2018). The individual’s perception of institutional environments and entrepreneurial motivation in developing economies: Evidence from Cape Verde. South African Journal of Economic and Management Sciences, 27(1), 1-18.

GOV.KRD (2023, February 18). لیستى كارگه‌كانى دامه‌زراو له‌ هه‌رێم [List of factories established in the Kurdistan Region]. Publication of GOV.KRD. https://gov.krd/moti/publications/لیستى-كارگه-كانى-دامه-زراو-له-هه-رێم/.

Guerola-Navarro, V., Gil-Gomez, H., Oltra-Badenes, R., & Soto-Acosta, P. (2022). Customer relationship management and its impact on entrepreneurial marketing: A literature review. International Entrepreneurship and Management Journal, 1-41.

Hacioglu, G., Eren, S. S., Eren, M. S., & Celikkan, H. (2012). The effect of entrepreneurial marketing on firms’ innovative performance in Turkish SMEs. Procedia-Social and Behavioral Sciences, 58, 871-878.

Hidayatullah, S., Firdiansjah, A., Patalo, R. G., & Waris, A. (2019). The effect of entrepreneurial marketing and competitive advantage on marketing performance. International Journal of Scientific and Technology Research, 8(1), 297-1301.

Hills, G. (2012). Entrepreneurial Marketing For Your Business? InterBusiness Issues [Online]. Retrieved 3 August 2021, from https://peoriamagazines.com/ibi/2012/feb/entrepreneurial-marketing-your-business.

Hisrich, R., & Ramadani, V. (2017). Effective Entrepreneurial Management. New York: Springer.

Hunt, S. D., & Madhavaram, S. (2006). The service-dominant logic of marketing. The Service Dominant Logic of Marketing: Dialog, Debate and Directions.

Ionita, D. (2012). Entrepreneurial marketing: a new approach for challenging times, Management & Marketing Challenges for the Knowledge Society, 7(1), 131-150.

Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual explorational. International Small Business Journal, 29(1), pp. 25-36. https://doi.org/10.1177/0266242610369743.

Kramer, M. R., & Porter, M. (2011). Creating shared value (Vol. 17). Boston, MA, USA: FSG.

Kraus, S., Harms, R., & Fink, M. (2010). Entrepreneurial marketing: moving beyond marketing in new ventures, International Journal of Entrepreneurship and Innovation Management, 11(1), 19-34.

Lopes, J. M., Laurett, R., Antunes, H., & Oliveira, J. (2021). Entrepreneurial marketing: a bibliometric analysis of the second decade of the 21st century and future agenda. Journal of Research in Marketing and Entrepreneurship, 23(2), 295-317.

Lumpkin, G. T., & Dess, G. G. (2001). Linking two dimensions of entrepreneurial orientation to firm performance: The moderating role of environment and industry life cycle. Journal of business venturing, 16(5), 429-451.

Mengting, X., & Zhang, X. (2015). “Value creation through entrepreneurial marketing:A qualitative case study for Swedish milk industry” University West, Sweden.

Mitić, S., & Rakita, B. (2020). The Role of Social and Business Networks in the Internationalization of Born Global Firms: Evidence from Serbia. Trziste= Market, 32(1), 47.

Morris, M. H., Schindehutte, M. and La Forge, R. W., 2004. The emergence of entrepreneurial marketing: nature and meaning. Entrepreneurship: The Way Ahead, pp. 91-115.

Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of marketing theory and practice, 10(4), 1-19.

Mort, G. S., Weerawardena, J., & Liesch, P. (2012). Advancing entrepreneurial marketing: Evidence from born global firms. European Journal of marketing.

Nwankwo, C. A., & Kanyangale, M. (2020). Deconstructing entrepreneurial marketing dimensions in small and medium-sized enterprises in Nigeria: a literature analysis. International Journal of Entrepreneurial Venturing, 12(3), 321-341.

OECD. (2005). Oslo Manual: Guidelines for Collecting and Interpreting Innovation Data. 3rd ed. Paris: OECD Publishing & Eurostat.

Ostendorf, J., Mouzas, S., & Chakrabarti, R. (2014). Innovation in business networks: The role of leveraging resources. Industrial Marketing Management, 43(3), 504-511.

Özdemir, Ö. G. (2013). Entrepreneurial marketing and social value creation in Turkish art industry: An ambidextrous perspective. Journal of Research in Marketing and Entrepreneurship.

Pfitzer, M., Bockstette, V., Stamp, M., 2013. Innovating for shared value. Harvard Bus. Rev. https://hbr.org/2013/09/innovating-for-shared-value [Accessed 20 July 2022].

Porter, M. E., & Kramer, M. R. (2014). A response to Andrew Crane et al.’s article. California Management Review, 56(2), 149-151.

Porter, M.E., Kramer, M.R., 2006. Strategy and society: the link between competitive advantage and corporate social responsibility. Harvard Bus. Rev. 84 (12), 78–92.

PRABOWO, H., SRIWIDADI, T., & IKHSAN, R. B. (2021). The Influence of Dynamic Capability on Sustainable Competitive Advantage: An Empirical Study of Small Businesses in Indonesia. The Journal of Asian Finance, Economics and Business, 8(6), 949-959.

Ratten, V. (2022). Coronavirus (covid-19) and social value co-creation. International Journal of Sociology and Social Policy, 42(3/4), 222-231.

Rehman, Khaliq Ur & Galib, Mostak. (2021). Social Value Creation Through Social Entrepreneurship: Intervening Effect of Entrepreneurial Resilience, Education And Pro-Social Behavior. Webology. 18. 328-350.

Sadiku-Dushi, N., Dana, L. P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86-99.

Sambudi, H. (2015). The effect of entrepreneurial marketing on business performance, small garment industry in Bandung City, Indonesia. Developing Country Studies, 5(1).

Sarwoko, E., & Nurfarida, I. N. (2021). Entrepreneurial marketing: Between entrepreneurial personality traits and business performance. Entrepreneurial Business and Economics Review, 9(2), 105-118.

Saunders, M., Lewis, P. and Thornhill, A. (2016) Research Methods for Business Students. 7th Edition, Pearson, Harlow.

Sharaei, F., Colabi, A. M., & Khodadad Hosseini, S. H. (2020). The impact of entrepreneurial marketing on the sustainability of knowledge-based companies with an emphasis on strategic renewal. Journal of entrepreneurship development, 13(3), 421-440.

Tosovic-Stevanovic, A. (2021). The concept of creating shared value and sustainable development: perspective after the COVID-19 crisis. In Creşterea economică în condiţiile globalizării (pp. 225-231).

Uchena, A. C., Audu, S. J., Nneka, O. M., & Chinwe, O. V. (2021). Entrepreneurial Marketing Practices and Performance of Small and Medium Scale Enterprises in Nigeria. Journal of International Relations Security and Economic Studies, 1(2), 46-59.

Voigt, K., Lane, S., Severin, K., Turner, D., & Marcum, C. (2010). The Importance of Successful Customer Service for New and Existing Ventures. Academies International Conference. Academy of Information and Management Sciences: Vol. No.1, 79-83.

Von Liel, B. (2016). Creating shared value as future factor of competition: Analysis and empirical evidence. Springer.

Wang, X. (2018, February). Research on the Formation and Development of Value Chain of Creative Industry. In 2nd International Forum on Management, Education and Information Technology Application (IFMEITA 2017) (pp. 163-169). Atlantis Press.

Visits: 51