Owner-Manager Perception on Entrepreneurial Marketing: A Study of MSMEs in the Western Region of Nepal

Abstract

All the marketing programs and activities are executed to deliver the appropriate goods and services in the right place and time. So, the company's objectives are achieved through customer satisfaction. However, due to the technological advancement, competitive sharpness, global movement and unexpected occurrence in the firm, the present business environment is turbulent, which could be addressed by the application of entrepreneurial marketing. Entrepreneurial marketing is an innovative and proactive approach to identify opportunities for recruiting and retaining customers. The essential elements of entrepreneurial marketing are innovativeness, opportunity focused, proactiveness, calculated risk-taking, customer intensity, value catenation and resource leverage. These aspects can be included within the four dimensions comprising entrepreneurial orientation, innovation orientation, customer orientation and market orientation. Marketing decisions in Micro, Small and Medium Enterprises (MSMEs) are based on owner-managers' intuition and creativity, which seem unplanned, informal and unstructured in their nature. To fulfil the gap of entrepreneurial marketing literature in Nepal, this study is conducted to assess MSME owner-managers perception of entrepreneurial marketing in the Western Region of Nepal.