The Effect of Entrepreneurial Marketing on Firm Performance The Moderating Role of Entrepreneurial Alertness

Abstract

The issue of marketing for small firms has been the issue of interest for scholars and practitioners alike. Given the challenge small firm would face to apply the mainstream marketing, literature suggest alternative marketing practices for SMEs. In light of this, scholars developed the concept of entrepreneurial marketing and the purpose of this research was to test the effect of entrepreneurial marketing on the sales and profitability of Small and Micro enterprises (SMEs), short-term and a genuine objective of small enterprises (SME) in Ethiopia. Prior research emphasized mainly on perceptual and long-term performance as a result of EM. To achieve this objective, we conducted empirical research based on data collected data from 160 SME owners from two cities found in the Somali Region of Ethiopia. The result shows, proactive development and marketing of new offering and creative use of resources enhances SMEs short-term goal success. Practical recommendation is provided and conclusion on the field is made based on the empirical evidences.