The Role of Attitude Toward Marketing and Marketing Practice on Marketing Performance: A Theoretical Framework Development for SMEs

Abstract

Entrepreneurial marketing is known as implementation marketing in Small Medium sized Enterprises (SMEs). Many scholars investigated the entrepreneurial marketing issue in various contexts and environments. Previous studies found an inadequate marketing practice in SMEs. Then the research results concluded differences marketing practices between large size firms and SMEs. The nature of SME cause the behavior issue such as attitude toward marketing became one element that involve in marketing practice. The objective of this paper is to develop a conceptual model to improve marketing performance. This paper contributes to entrepreneurial marketing literature in exploring the influence of marketing attitude and marketing practice toward marketing performance.

Augmented Reality Marketing Implementation in Greek SMEs - A SWOT Analysis

“…Specifically, mobile application advertisements powered by AR have demonstrated efficacy in enhancing viral marketing via shared societal experiences (Sung, 2021). Yet, it is imperative for SMEs to adopt AR marketing with a strategic lens, factoring in elements such as marketing attitudes and practices to harness peak performance outcomes (Indrapriyatna et al, 2020). The ethos of entrepreneurial marketing, underlined by agility and effective execution, resonates profoundly when considering the incorporation of AR marketing blueprints by SMEs (Indrapriyatna et al, 2020).…”

“…Yet, it is imperative for SMEs to adopt AR marketing with a strategic lens, factoring in elements such as marketing attitudes and practices to harness peak performance outcomes (Indrapriyatna et al, 2020). The ethos of entrepreneurial marketing, underlined by agility and effective execution, resonates profoundly when considering the incorporation of AR marketing blueprints by SMEs (Indrapriyatna et al, 2020). To this end, a theoretical scaffold integrating marketing attitudes, practices, and performance emerges as a requisite for steering AR marketing endeavors (Indrapriyatna et al, 2020).…”

“…The ethos of entrepreneurial marketing, underlined by agility and effective execution, resonates profoundly when considering the incorporation of AR marketing blueprints by SMEs (Indrapriyatna et al, 2020). To this end, a theoretical scaffold integrating marketing attitudes, practices, and performance emerges as a requisite for steering AR marketing endeavors (Indrapriyatna et al, 2020). In this digital epoch, SMEs are beckoned to integrate digital novelties, exploiting technologies like AR to maintain a competitive edge (Zairis & Zairis, 2022).…”