Investigating the factors influencing entrepreneurial marketing strategy dimensions and increasing the sale share in SMEs by fuzzy TOPSIS method

Entrepreneurial marketing has emerged as a recent perspective within the marketing field, taking the challenges and characteristics of small and medium-sized enterprises (SME) Entrepreneurial marketing conducts customers towards creating new markets rather than only serving in existing markets through combining marketing and entrepreneurship infrastructure aspects. In this study, we are going to identify the best factors influencing entrepreneurial marketing strategy dimensions and increasing the sale share in SME by fuzzy TOPSIS method. For this purpose, the combined method of structural equation techniques and fuzzyTOPSIS are used. The research is practical and survey in terms of objective and nature respectively. To analyze the data, non-parametric tests (Friedman) using SPSS software was applied because the collected data is qualitative (nominal and ordinal) type. Reliability measured by Cronbach’s alpha was 0.945. For the research, the first questionnaire was distributed among 30 customers for ranking the factors and it was analyzed by Structural equation modeling techniques. In the next step, for priority assessment of factors influencing entrepreneurial marketing strategy and increasing the sale share in SME, second questionnaire were distributed among nine experts that 7 questionnaires were used and prioritize using fuzzy TOPSIS. The results show that the result of this ranking between customers ‘opinions and employees of SME in Arak about entrepreneurial marketing strategy dimensions was similar to the first and second ranking, but in the rest of the rankings, opinions were different. Customer-orientation, opportunity-orientation, innovation, value creation and resource leveraging affect entrepreneurial marketing strategy and increasing the sale share in SMEs.

entrepreneurial marketing, Customer-orientation, opportunity-orientation, innovation