The Effect of Marketing Strategies Construct on Firm Performance: Results from Pilot Survey

Abstract

Abstract. The difficulties that face small and medium organization in any field are severe nowadays. The importance of SMEs is vital. Different researchers have proposed different success factors for small and medium organization, like finance, skilled workforce, technology, innovation and most importantly marketing. Marketing is the spine of any organization, through marketing firms bring innovation, awareness of competitors, awareness of products, building relation with customers. A good marketing strategy increases the sale of product for sure. The small and medium organization face difficulties in doing marketing, because of limited finance, limited or unskilled staff, unawareness of marketing strategies, no or less use of media. This paper presents the pilot survey result for the study of effect of marketing strategies construct (entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing), on firm performance. Descriptive statistics, normality, reliability and preliminary factor analysis (EFA) test were run, all the data were presented in tables below. The result shows that all the questionnaire were normally distributed, and the outcomes are all normal.

Adoption of open innovation and entrepreneurial orientation practices in Malaysian furniture industry

“…Entrepreneurial orientation has been considered as a unidimensional variable such as firm leaning to practice innovativeness, proactiveness, risk-taking, autonomy, and competitive aggressiveness (Matchaba-Hove, Farrington, & Sharp, 2015;Arshi, 2016. Furthermore, Wiklund & Shepherd's measurements have been embraced to quantify organization performance such as sale, profit and growth of last three year with competitor comparison Akbar, Omar, Wadood, & Tasmin, 2017) (see Table 2). (Tajeddini, 2013;Dai et al, 2014;Matchaba-Hove et al, 2015;Arshi, 2016;Akbar, et al, 2020b) Outbound Open Innovation 5 Cámara, 2018;Carvalho, 2016;Lichtenthaler, 2009;Sisodiya, Johnson, & Grégoire, 2013) Firm Performance 6 ( Nasir, 2013;Matchaba-Hove et al, 2015;Rajapathirana & Hui, 2017;Akbar, et al, 2020b) Source: own study.…”