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Developing a scale for entrepreneurial marketing: Revealing its inner frame and prediction of performance

机译：开发企业营销规模：揭示其内在框架和性能预测

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摘要

Entrepreneurial marketing (EM) is considered a marketing concept for firms that strive to run entrepreneurial, market-driving and at the same time customer-focused marketing programs that work particularly well under resource constraints. However, even after more than three decades after its inception, researchers still focus on validating single dimensions of the EM concept (the outer frame), but do not ask what these dimensions may have in common (the inner frame). Using a sample of 1156 firms, this paper develops such a valid scale and analyzes its effect on firm performance. Results show that EM consists of three correlating dimensions: 1) change-driving, 2) bootstrapping, and 3) risk-taking that have a positive effect on firm performance.
机译：企业家营销（EM）被认为是努力运行企业家，市场驾驶的公司的营销理念，并同时以客户为中心的营销计划，这些计划在资源限制下特别好。然而，即使在成立之后三十年之后，研究人员仍然专注于验证EM概念（外框架）的单个维度，但不询问这些尺寸可能具有共同的（内框架）。本文使用1156家公司的示例开发了这种有效规模，并分析了其对公司性能的影响。结果表明，EM由三个相关尺寸组成：1）改变驾驶，2）举动，3）风险造成对公司性能产生积极影响的风险。

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