Short answer

Focus on developing an entrepreneurial mindset within your marketing team and invest in building strong digital marketing capabilities to drive performance.

Field: Innovation & Markets
Source: Cogent Business & Management (2023)
Method: Quantitative research using path analysis.
Sample: 197 SMEs
Evidence: Strong effect

SMEs can significantly improve their marketing performance by leveraging digital marketing capabilities to execute entrepreneurial marketing strategies. This innovation & markets research insight is drawn from a 2023 study published in Cogent Business & Management. Using Quantitative research using path analysis. with 197 SMEs, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus on developing an entrepreneurial mindset within your marketing team and invest in building strong digital marketing capabilities to drive performance.

Study

Innovation & MarketsRecentStrong effect

Digital Marketing Capabilities Amplify Entrepreneurial Marketing for Enhanced SME Performance

SMEs can significantly improve their marketing performance by leveraging digital marketing capabilities to execute entrepreneurial marketing strategies.

Cogent Business & Management · 2023

Key Findings

01Entrepreneurial marketing has a positive and significant effect on digital marketing capabilities.
02Entrepreneurial marketing has a positive and significant effect on marketing performance.
03Digital marketing capabilities have a positive and significant effect on marketing performance.
04Digital marketing capabilities show limited mediation between entrepreneurial marketing and marketing performance.

Application

Design takeaway

Focus on developing an entrepreneurial mindset within your marketing team and invest in building strong digital marketing capabilities to drive performance.

How to apply

SMEs should continuously invest in training their staff in digital marketing tools and techniques, while simultaneously fostering an environment that encourages proactive, opportunity-seeking entrepreneurial marketing strategies.

Project actions

01Clearly define what 'entrepreneurial marketing' means in your specific project context.
02Quantify 'digital marketing capabilities' and 'marketing performance' with measurable metrics.

Method & Evidence

AimTo investigate the influence of entrepreneurial marketing, mediated by digital marketing capabilities, on the marketing performance of SMEs.

MethodQuantitative research using path analysis.

ProcedureData was collected from SMEs using a two-stage sampling technique (Area Sampling and Stratified Random Sampling). The relationships between entrepreneurial marketing, digital marketing capabilities, and marketing performance were analyzed using Smart-PLS software.

Sample197 SMEs

ContextSME sector in Palu, Indonesia, during post-pandemic recovery.

Variables

IVEntrepreneurial Marketing

DVMarketing Performance

CVDigital Marketing Capabilities (as a mediator)

Strengths & Limitations

Strengths

+Uses a robust quantitative methodology (path analysis).
+Addresses a relevant topic for SMEs in a post-pandemic context.

Limitations

The study was conducted in a specific region (Palu, Indonesia), so findings might not be universally applicable.

Reliability & validity

The use of established sampling techniques and statistical software (Smart-PLS) suggests good reliability and validity for the quantitative analysis.

Think critically

Given the limited mediation effect, what other factors might be crucial in linking entrepreneurial marketing to marketing performance in SMEs?

Design Principles

"Integrate entrepreneurial agility with digital proficiency to maximize market impact."

In today's competitive landscape, small and medium-sized enterprises (SMEs) must adapt to evolving market dynamics. This research highlights how a strategic focus on digital marketing, coupled with an entrepreneurial mindset, can lead to tangible improvements in marketing outcomes and sustainable business growth.

What This Means for Your Design

Businesses that think like entrepreneurs and use digital tools well tend to do better in the market.

How to use in your project

1.This study provides a framework for analyzing the interplay between strategic marketing approaches and technological adoption in achieving business goals.

Add to My Project

Quick Cite

Paragraph starter

This research demonstrates that entrepreneurial marketing positively influences both digital marketing capabilities and overall marketing performance in SMEs. While digital marketing capabilities are essential for success, the direct impact of entrepreneurial marketing on performance is significant, suggesting that the underlying entrepreneurial mindset is a critical driver for achieving market success.

Source

Cogent Business & Management

Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery

journal · 2023

View source

Questions About This Research

What does the research say about digital marketing capabilities amplify entrepreneurial marketing for enhanced sme performance?: Focus on developing an entrepreneurial mindset within your marketing team and invest in building strong digital marketing capabilities to drive performance. Evidence: Cogent Business & Management (2023).
Why does "Digital Marketing Capabilities Amplify Entrepreneurial Marketing for Enhanced SME Performance" matter for design?: In today's competitive landscape, small and medium-sized enterprises (SMEs) must adapt to evolving market dynamics. This research highlights how a strategic focus on digital marketing, coupled with an entrepreneurial mindset, can lead to tangible improvements in marketing outcomes and sustainable business growth.
How can designers apply this research?: Focus on developing an entrepreneurial mindset within your marketing team and invest in building strong digital marketing capabilities to drive performance.
What were the main findings?: Entrepreneurial marketing has a positive and significant effect on digital marketing capabilities.. Entrepreneurial marketing has a positive and significant effect on marketing performance.. Digital marketing capabilities have a positive and significant effect on marketing performance.. Digital marketing capabilities show limited mediation between entrepreneurial marketing and marketing performance.
What research method was used?: Quantitative research using path analysis. with 197 SMEs.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from Cogent Business & Management.
What should I do differently in my next project?: SMEs should continuously invest in training their staff in digital marketing tools and techniques, while simultaneously fostering an environment that encourages proactive, opportunity-seeking entrepreneurial marketing strategies.
What are the limitations?: The mediating role of digital marketing capabilities was found to be limited, suggesting other factors may also influence the relationship.