دانلود رایگان مقاله انگلیسی تأثیر جهت گیری کارآفرینی بر استراتژی بازاریابی و موفقیت: شرکت های آمریکایی - اشپرینگر 2017

Abstract

Entering a newly liberalized market is a great challenge for companies as the environment is new and untested. On one side, to have success in these markets, firms must have a plan of action before resources are committed. Entrepreneurial orientation (EO) is associated with the successful exploration of resources and the creation of new niches as the Resource Theory supports. On another side, a natural bond between EO and marketing is found in the Value Creation Theory. So, to maximize firm success in newly liberalized markets (such as Cuba), firms must be able to objectively gauge their own entrepreneurial orientation adopting a marketing approach. Within this framework, the present paper will attempt to effectively measure the entrepreneurial orientation of US firms that have an interest in entering the Cuban market. A final sample of 81 US firms was obtained. The sample was then split into two groups (high and low entrepreneurial orientation) and compared regarding their marketing strategies (H1) and their levels of success (H2). Our results confirmed both hypotheses.

Conclusions, managerial implications, and limitations

Our research has demonstrated that high and low entrepreneurial orientated firms plan, operate, and perform differently from one another, as previously predicted.

First, our hypothesis that EO levels would correlate to marketing strategies was accepted. That is, firms with different EO levels will employ different marketing strategies. Specifically, firms with high EO do prefer localized demand generation strategies and (adapted) branding strategies, while firms with low EO prefer demand fulfillment strategies and global (standard) branding strategies (H1b). Also, firms with a high EO level will employ non-traditional production/selling methods, while firms with low EO will rely on traditional methods for their operations (H1c). Therefore, companies with a higher entrepreneurial orientation will design their marketing strategies to encompass adaptation instead of standardization. These results support previous findings by demonstrating that marketing and EO are related terms, as far as marketing is concerned with the facilitation of exchange processes between organizations and new environments. This is due to the value that marketing is able to add (Morris and Paul 1987a) in terms of searching for new demand, offering new brands, and launching new products & selling methods (Smart and Conant 1994).