The Effect of Entrepreneurial Marketing on Competitive Advantage: Small Culinary Souvenir Industry in Jalan Mojopahit Medan, Indonesia
- https://doi.org/10.2991/ebic-17.2018.90How to use a DOI?
- Entrepreneurial Marketing, Dimensions of Entrepreneurial Marketing, Competitive Advantage, Multiple Regression
This study aims to investigate the effect of entrepreneurial marketing dimensions namely: pro-activeness; calculated risk-taking; innovativeness; opportunity focus; resource leveraging; customer intensity and value creation on competitive advantage in small Medan culinary souvenir industry in Jalan Mojopahit Medan, Indonesia. This study uses thirty-four samples. Data analysis used in this study is multiple linear regression. This multiple regression analysis indicates that entrepreneurial marketing has significant and positive effects on competitive advantage
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Nico Makmur AU - Yasmin Chairunisa AU - Inneke Qamariah PY - 2018/01 DA - 2018/01 TI - The Effect of Entrepreneurial Marketing on Competitive Advantage: Small Culinary Souvenir Industry in Jalan Mojopahit Medan, Indonesia BT - Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017) PB - Atlantis Press SP - 571 EP - 576 SN - 2352-5428 UR - https://doi.org/10.2991/ebic-17.2018.90 DO - https://doi.org/10.2991/ebic-17.2018.90 ID - Makmur2018/01 ER -