The Impact of Entrepreneurial Marketing on Customer Performance of Food Industry SMEs

Companies should operate in an unsafe environment with increasing environmental risks. In such an environment the organizational borders are floating and traditional marketing cannot cope with new systems. Entrepreneurial marketing is a new interdisciplinary paradigm in marketing which can compensate the traditional marketing shortages. In this research, we try to study the impacts of dimensions of this paradigm on customer performance of food industry SMEs. This study is a descriptive-survey and also an applied research. Data gathering was done through questionnaires which were distributed among 59 food industry SMEs’ managers and owners in Tehran. The stratified random sampling was used as sampling method. The conceptual model included eight variables and seven hypotheses were designed. SMART-PLS software was used for model testing. The resource leveraging dimension had no significant impact on customer performance. Opportunity focus dimension and value creation dimension had the most and the least impact respectively.