A Qualitative Research on Entrepreneurial Marketing Activities of Cluster Member SMEs

Abstract

Entrepreneurial marketing (EM) approach is a new phenomenon for SME’s. In this study, it is aimed to reveal the consciousness about the orientation and investigate the level of the behavior among seven companies located in Ankara, Turkey. The selection is done through cluster representatives of the sectors including construction machinery, medical, renewable energy, rubber, defense & aviation, communication. The companies are determined by theoretical (purposive) sampling and semi-structured face-to-face interviews are applied for data collection. Ethnography analysis is used for the data-treatment technique. Entrepreneurial marketing activities are measured by EM dimensions as proactiveness, calculated risk taking, opportunity-oriented, innovativeness, resource utilization, customer density and value creation. Findings revealed that companies in the research sample have the approach of entrepreneurial marketing however the intensity differs according to sectors. It is aimed to increase the awareness of the approach among the SME’s to create superior customer value. Moreover, to clarify the activities built under entrepreneurial marketing will make a contribution for practical side for marketing decisions and strategies as well as future studies filling the gap in the field.