The Effect of Entrepreneurial Marketing on Competitive Advantage: Small Culinary Souvenir Industry in Jalan Mojopahit Medan, Indonesia

DOI

10.2991/ebic-17.2018.90How to use a DOI?

Keywords

Entrepreneurial Marketing, Dimensions of Entrepreneurial Marketing, Competitive Advantage, Multiple Regression

Abstract

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

Copyright

© 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/).

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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  - 10.2991/ebic-17.2018.90
ID  - Makmur2018/01
ER  -