Arshi Tahseen Anwer, Pleshko Larry Paul, Begum Vazeerjan, Butt Atif Saleem
School of Business, American University of Ras Al Khaimah, United Arab Emirates.
KIMEP University, Kazakhstan.
Heliyon. 2023 Apr 26;9(5):e15808. doi: 10.1016/j.heliyon.2023.e15808. eCollection 2023 May.
The study tested whether entrepreneurial marketing (EM) can create unique resource advantages for startups and small firms and compensate for late market entry. The authors collected the responses from 509 fast-food restaurants in Kuwait and analyzed the data through structural equation modeling. The evidence supports a direct effect of time-in-market on market share. However, customer-focused market penetration strategies (MPS) mediated the relationship between time-in-market and market share. Further, innovative, culturally influenced customer relationship management (CRM) moderated the impact of time-in-market and MPS on market share, compensating for late market entry. The authors utilize the Resource Advantage (R-A) Theory to inform market entry literature and provide novel solutions to resource-constrained late entrants who can offset the advantages of early market entrants and gain market share through an entrepreneurial marketing approach. It offers a practical approach for implementing entrepreneurial marketing in assisting small firms in seeking market advantages despite late entry and resource limitations. The study's findings have implications for small firms and marketing managers of late-entrant firms, who can leverage innovative MPS and CRM incorporating cultural artifacts to generate behavioral, emotional, and psychological engagement leading to higher market share.
该研究检验了创业营销（EM）是否能为初创企业和小公司创造独特的资源优势，并弥补市场进入较晚的劣势。作者收集了科威特509家快餐店的反馈，并通过结构方程模型对数据进行了分析。证据支持了市场进入时间对市场份额的直接影响。然而，以客户为中心的市场渗透策略（MPS）在市场进入时间和市场份额之间起到了中介作用。此外，创新的、受文化影响的客户关系管理（CRM）调节了市场进入时间和MPS对市场份额的影响，弥补了市场进入较晚的劣势。作者运用资源优势（R-A）理论为市场进入文献提供参考，并为资源受限的后来者提供新颖的解决方案，这些后来者可以抵消早期进入市场者的优势，并通过创业营销方法获得市场份额。它提供了一种在协助小公司克服进入市场较晚和资源有限的情况下寻求市场优势时实施创业营销的实用方法。该研究的结果对小公司以及后来进入市场的公司的营销经理具有启示意义，他们可以利用结合文化元素的创新MPS和CRM来产生行为、情感和心理层面的参与度，从而带来更高的市场份额。
