VALUE CREATION NETWORKING DIMENSION DOMINATION ON ENTREPRENEURIAL MARKETING BEHAVIOR: A PERSPECTIVE OVERVIEW OF COMPANIES MANAGED BY FOUNDERS AND PROFESSIONALS

Abstract

The aim of this study is to fill the gap in the study of Entrepreneurial Marketing behavior. Previous studies are found to be insufficient in determining the most dominant dimension that contributes to the differences in entrepreneurial marketing behavior when implemented in companies with certain characteristics. Entrepreneurial marketing dimension in this study focuses on Growth Orientation, Opportunity Orientation, Total customer focus, Value creation Networking, Informal Market Analysis, Closeness to The Market, and whether those factors result in differences in the behavior of founders and professionals in managing companies. The study was conducted on 406 business owners in 8 provinces in Indonesia. Snowball sampling was used to select the respondents from the overall company population in Indonesia, be it services or manufacturing company. The result of the study indicates that lower Entrepreneurial Marketing behavior is found in companies managed by founders compared to companies managed by professionals. This study also contributes to findings on Value Creation Networking dimension that is proven to be the most dominant dimension in influencing Entrepreneurial Marketing behavior, be it for founders or professionals in managing companies.