Entrepreneurial Marketing in Village Owned Enterprises (VOEs): A Qualitative Study of Village Owned Enterprises in Indonesia

This study explores the main dimensions of the entrepreneurial marketing concept in village-owned enterprises and assesses how far marketing strategies are currently consistent with the entrepreneurial marketing approach. This research method is qualitative with a semi-structured in-depth interview...

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Bibliographic Details
Published inSAR Journal Vol. 6; no. 4; pp. 263 - 274
Main Authors Makmur, M, Mohamad, Norhidayah, Binti Yahaya, Siti Norbaya
Format Journal Article
LanguageEnglish
Published UIKTEN - Association for Information Communication Technology Education and Science 25.12.2023
Subjects
Business Ethics
Marketing / Advertising
villageowned enterprises
entrepreneurial marketing
qualitative study
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Summary:This study explores the main dimensions of the entrepreneurial marketing concept in village-owned enterprises and assesses how far marketing strategies are currently consistent with the entrepreneurial marketing approach. This research method is qualitative with a semi-structured in-depth interview approach based on seven elements of the entrepreneurial marketing concept with twelve directors of selected village-owned enterprises. Data were collected and analyzed using thematic analysis facilitated by ATLAS.ti software. The findings from this research show that village-owned enterprises have succeeded in adapting and implementing the entrepreneurial marketing concept, which is essential for their business. The main motivation for this research is that empirical investigation of entrepreneurial marketing from the perspective of village-owned enterprises has received little attention.
ISSN:2619-9955
2619-9963
DOI:10.18421/SAR64-06