The Relationship between Entrepreneurial Marketing and Competitiveness in Small and Medium-Sized Enterprises

Abstract

The purpose: This research focuses on attempting to answer the main question, “Is there a relationship between the entrepreneurial marketing strategy and competitiveness of small and medium-sized enterprises?" The following hypothesis was formulated to answer this question, “There would be a significant relationship between the entrepreneurial marketing strategy and competitiveness in small and medium-sized enterprises.”

Design and methodology: The data were collected using a questionnaire specially prepared for this purpose. They were collected through an electronic random sample consisting of 309 elements (excluding incomplete questionnaires).

Findings: The research concludes that there is a moderate positive correlation between the entrepreneurial marketing strategy variable and the competitiveness variable. The results of the correlation analysis also reveal there is a positive and strong correlation between all dimensions of entrepreneurial marketing strategy (innovation focus, proactiveness, opportunity-driven, calculated risk-taking, consumer intensity, resource leveraging, and value creation) and all dimensions of competitiveness (cost reduction, differentiation, growth, and quality). It also shows that all dimensions of entrepreneurial marketing strategy affect the competitiveness of small and medium-sized enterprises.

Originality and value: the value of this research stems from the great role played by small and medium-sized (entrepreneurial) enterprises as the key to creating job opportunities, increasing self-employment levels, reducing unemployment levels, and improving economic growth rates. Increasing the applied importance of this study, in Egypt, it is difficult to find entrepreneurs who take advantage of the change to create innovative and valuable products or business models that lead Egypt to new growth markets in Egypt.