Developing and validating a scale for entrepreneurial marketing orientations: EMICO framework and its impact on business performance in startups

IF 2.7 4区 管理学 Q2 MANAGEMENT Journal of Organizational Change Management Pub Date : 2024-09-18 DOI:10.1108/jocm-11-2023-0461
Anshita Yadav, Justin Paul, Sanchita Bansal, Amogh Talan
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Abstract

Purpose

Although marketing is essential for a firm’s survival and growth, a set of entrepreneurial strategic orientations may help it gain a competitive advantage. Entrepreneurial marketing (EM) is critical for growing businesses to succeed in today's fast-paced industry. The present study aims to measure the role of EM on the business performance (BP) of Indian startups.

Design/methodology/approach

For this purpose, a thorough literature review was conducted to develop a scale from the proposed conceptual framework – EMICO by Jones and Rowley (2009b). To assess the reliability and validity of the scale (62 items), the data are analyzed by employing partial least square-structural equation modeling (PLS-SEM).

Findings

The scale is empirically tested, and the results lead to discussions. The results show the positive impact of entrepreneurial orientation (EO), marketing orientation (MO), innovation orientation (IO) and customer orientation (CO) on the BP of the startups. The paper concludes by suggesting managerial and practical implications, also providing future research agenda.

Originality/value

Our objective is to address the existing dearth of comprehensive scales for evaluating EM by undertaking a rigorous statistical approach. Notably, our research represents the pioneering effort in adopting the EMICO framework and subsequently formulating and empirically validating a robust scale specifically tailored for nascent or small-scale startups within the Indian context.

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开发并验证创业营销导向量表:EMICO 框架及其对初创企业经营业绩的影响
目的虽然市场营销对企业的生存和发展至关重要,但一套企业战略导向可能有助于企业获得竞争优势。创业营销(EM)对于成长型企业在当今快节奏的行业中取得成功至关重要。本研究旨在衡量创业营销对印度初创企业业务绩效(BP)的作用。为此,我们进行了全面的文献综述,并根据 Jones 和 Rowley(2009b)提出的概念框架--EMICO--开发了一个量表。为了评估量表(62 个项目)的信度和效度,采用偏最小二乘法-结构方程模型(PLS-SEM)对数据进行了分析。结果表明,创业导向(EO)、营销导向(MO)、创新导向(IO)和客户导向(CO)对初创企业的 BP 有积极影响。本文最后提出了管理和实践意义,并提供了未来的研究议程。原创性/价值我们的目标是通过采用严格的统计方法,解决目前缺乏综合量表来评估创业导向的问题。值得注意的是,我们的研究开创性地采用了 EMICO 框架,并随后制定和实证验证了专为印度新兴或小规模初创企业量身定制的稳健量表。
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来源期刊
CiteScore
5.80
自引率
3.60%
发文量
50
期刊介绍: ■Adapting strategic planning to the need for change ■Leadership research ■Responsibility for change implementation and follow-through ■The psychology of change and its effect on the workforce ■TQM - will it work in your organization? Successful organizations respond intelligently to factors which precipitate change. Economic climates, political trends, changes in consumer demands, management policy or structure, employment levels and financial resources - all these elements are constantly at play to ensure that organizations clinging on to static structures will ultimately lose out. But change is a dynamic and alarming thing - this journal addresses how to manage it positively.
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