Investigating the Effect of Entrepreneurial Marketing Strategy in SMEs through Fuzzy TOPSIS Method

Abstract

Entrepreneurial Marketing (EM) is marketing in small and medium enterprises (SMEs). Orientation of entrepreneurial marketing strategy is Innovation-orientation. Entrepreneurship is defined as a process of value creation, together with a package or the unique combination of resources in order to exploit an opportunity. This process not only creates value for new institutions, but also creates growth and strategic motivation in existing institutions. In this study, we are going to choose the best factors influencing entrepreneurial marketing strategy in SMEs by TOPSIS method. The research is practical and survey in terms of objective and nature respectively. 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 in SMEs, second questionnaire were distributed among nine experts that seven questionnaires were used and prioritize them using fuzzy TOPSIS. The results show that the result of this comparing ranking between customers, opinions and employees of SMEs in Markazi province about entrepreneurial marketing strategy was similar to the first and second ranking, but in the rest of the rankings, opinions were different. Customer-orientation, value creation, opportunity-orientation, and innovation affect entrepreneurial marketing strategy in SMEs.