The objective of the study is to evaluate performance influencing factors in Nepal Airlines Corporation (NAC) through mixed research method, qualitative and quantitative analysis. The primary data were obtained from in-depth interview with fifteen government and NAC executives. Secondary data were collected from Nepal Government, NAC publications and International Air Transport Association (IATA).Revenue generation and passenger movement rate is found with average performance. Motivated employee, entrepreneurial marketing, collective leadership, ownership feeling of government and environmental support were explored as key performance factors. Sophisticated technology, airworthiness, and international standard and recommended practice were found as unique features. Lack of aircraft, unfair political influence and alienation of staffs in unionism were identified the reasons of lacking the business growth.A performance framework is proposed which comprises entrepreneurial marketing (proactiveness, risk taking, innovativeness, opportunity focused, resource leveraging, customer intensity and value creation), collective leadership, sophisticated technology and sufficient number of modern aircrafts, service reliability and safety, and government support. The study recommends Nepal government to take ownership of NAC, and adopt fair and professional management practice rather than political quota distribution in its governing body, board of directors.

Entrepreneurial marketing in Micro, Small and Medium Enterprise (MSME) considers more the firms unique business environment with entrepreneurs' innovative, proactive and opportunistic way of operation. MSME marketing practices and decision making seems more creative, alternative, instinctive, informal, unstructured, chaotic, and unplanned. Conducting marketing in small business is different than in large organization because multinationals do not have the resource constraints that small businesses have. The objective of study was to examine the relationship between entrepreneurial marketing dimensions and MSME performance measures, and to identify the best ways for MSME growth. Primary data were collected from 98 entrepreneurs in Parbat, Baglung and Myagdi Districts of Dhaulagiri Zone, Nepal. The quantitative analysis was made by Chi-square test, ANOVA analysis and correlation assessment to test hypotheses and examine the significant relationship between variables. Qualitative data were collected from ten experts and experienced personalities from government executives, entrepreneurs and business association executives. The research identified the significant relationship between entrepreneurial marketing and performance of MSME in Nepal. The qualitative study found that MSMEs have limited facilities from government and they have lacking enterprise friendly environment. It is suggested that Nepal government should introduce effective programs to motivate youths for establishing their enterprise so that income generation and employment opportunity will be generated. Five dimensions of entrepreneurial marketing named customer, market, entrepreneurial, innovation and influence orientations are recommended for further study.

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