MODEL OF ENTREPRENEURIAL MARKETING ON WOMENPRENEUR
DOI:
https://doi.org/10.31933/dijemss.v1i4.237Keywords:
Entrepreneurial Marketing, Innovation, Market Orientation, Value Creation, WomenpreneurAbstract
This research revealed the model of entrepreneurial marketing, especially on Moslem fashion womenpreneurs. Recently, the opportunity for women in entrepreneurship with micro and small scale businesses (MSMEs) has increase. Womenpreneur also contributes to the field of human resource management, namely empowering women and playing a role in the nation's economy. The main reason is that they want to be independent, followed by the second rank who says that opening a business, especially the Moslem fashion business, as an effort to increase family income. Implementing the concept of entrepreneurial marketing requires supporting factors, namely market orientation, innovation, value creation, and risk-taking. The purpose of this research is to implement the model of entrepreneurial marketing on womenpreneurs. This research used a descriptive survey method through SEM (Structural Equation Models) analysis. Sample of this research is 209 Moslem fashion womenpreneurs with a small business scale in West Java from different characteristics, both shar'i Moslem fashion (veiled), semi-shari'a and trendy. This research has been reduced the dimensions of previous studies, only focus on market orientation, innovation, and value creation, without risk-taking factors because womenpreneurs have been thinking first before they start the business and they have calculated risk factors. that value creation can be formed from market orientation and innovation. As we can say, market orientation and innovation are important factors in the formation of value creation for women entrepreneurs of small scale Moslem fashion in West Java By applying these concepts, it builds an effective entrepreneurial marketing performance for womenpreneur.
References
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Becherer, R. C., Haynes, P. J., and Helms, M. M. 2008. An Exploratory Investigation of Entrepreneurial Marketing in SMEs: The Influence of Owner/Operator. Journal of Business and Entrepreneurship, 20(2), 44–63.
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Hacioglu, G., Eren, S., Eren, M. and Celikkan, H. 2012. The effect of entrepreneurial marketing on firms’ innovative performance in Turkish SMEs. Procedia – Social and Behavioural Sciences, 58, 871-878.
Haryanto, A.T, and Haryono. T. 2015. The Influence Of Market Orientation On Innovation Type And Enterprise Performance. Polish Journal Of Management Studies. Vol.11 No1. pp 68 – 78.
Hills, G.E., Hultman, C.E., Kraus, S., and Schulte, R. 2010. History, theory, and evidence of entrepreneurial marketing – an overview. International Journal of Entrepreneurship and Innovation Management, 11(1), pp 3 – 8.
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IONI??, Daniela. 2012. Entrepreneurial Marketing: A New Approach For Challenging Times. Management and Marketing Challenges for the Knowledge Society. 7(1), pp. 131 – 150.
Jime´nez-Zarco, et al. 2011. The impact of market orientation dimensions on client cooperation in the development of new service innovations. European Journal of Marketing. Vol. 45 No. 1/2, 2011. pp. 43-67. Emerald Group Publishing Limited.
Johansson, Niklas, and Mollsted, Ulrika. 2006. Revisiting Amit and Zott’s model of value creation sources: The SymBelt Customer Center case. Journal of Theoretical and Applied Electronic Commerce Research. ISSN 0718–1876 Electronic Version. Vol 1 / Issue 3 / December 2006 / 16 – 27
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Kemp, R.G.M., Folkeringa, M., Jong, de J.P.J., Wubben, E.F.M. 2003. Innovation and firm performance. Research Report. Zoetermeer. SCALES. Scientific Analysis of Entrepreneurship and SMEs. Pp 31 – 53.
Kotler, Philips, and Keller Kevin Lane. 2016. Marketing Management. 15e. Global Edition. New Jersey: Pearson Edition, Inc.
Lia Yuldinawati. 2015. Jumlah Pengusaha UMKM Perempuan Meningkat. July 13, 2015, 20:59 WIB (online). www.republika.co.id [Accessed January 9, 2016]
Li, Yuan., Zhao, Yongbin., Tan, Justin., Yiu, Li. 2008. Moderating Effect Entrepreneurial Orientation on Market Orientation-Performance Linkage: Evidence from Chinese Small Firms. Journal of Small Business Management 46(1), pp. 113 – 133.
Kraus, S., Harms, R. and ink, M. 2010. Entrepreneurial marketing: moving beyond marketing in new ventures. Int. J. Entrepreneurship and Innovation Management, 11(1), 19 – 34.
Mauludin, Hanif., Alhabsji, Taher., Idrus, Syafii., Arifin, Zainul. 2013. Market Orientation, Learning Organization, and Dynamic Capability as Antecedents of Value Creation. IOSR Journal of Business and Management (IOSR-JBM). e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 10, Issue 2 (May. - Jun. 2013), PP 38-48.
McNaughton, Rod B., Osborne, Phil., C. Imrie, Brian. 2002. Market?oriented value creation in service firms, European Journal of Marketing, Vol. 36 Issue: 9/10, pp.990-1002, https://doi.org/10.1108/03090560210437299
Miles, M.P. and Darroch, J. 2004. Large Firms, Entrepreneurial Marketing Processes and The Cycle of Competitive Advantage. European Journal of Marketing, 40(5/6), 485-501.
Morris, M.H. and Paul, G.W. 1987. The Relationship Between Entrepreneurship and Marketing in Established Firms. Journal of Business Venturing, Elsevier Science Publishing, 2(3), 247-259
Morris, M.H., Schindehutte, Minet, and LaForge, R.W. 2002. Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspective. Journal of Marketing Theory and Practice, 1-19.
O'Cass, Aron and Sok, Pyra. 2012. Exploring innovation-driven value creation in B2B service firms: The roles of the manager, employees, and customers in value creation. Journal of Business Research xxx (2012) xxx-xxx.
Oslo Manual. 2005. Guidelines For Collecting And Interpreting Innovation Data. Third edition. Organization For Economic Co-Operation And Development Statistical Office Of The European Communities. Pp. 27 – 59.
Peters, Linda D. 1997. IT-enabled marketing: a framework for value creation in customer relationships, Journal of Marketing Practice: Applied Marketing Science, Vol. 3 Iss 4 pp. 213 – 229.
Ramli, Yanto., and Shelton, Mochamad. 2018. Implementing Innovation Management on Market Attractiveness and Unique Resources To Enhance Business Performance on Organic Fertilizer Industries In Indonesia. Academy of Strategic Management Journal. Volume 17, Issue 2, 2018, pp 1 – 12.
Rosmayani., Suryana, Yuyus., Suwawihardja, Surachman and Helmi, R. Arief. 2016. Influence Of Market Orientation And Innovation On Marketing Performance In Small Industry Of Malay Woven Textile, Riau Province, Indonesia. International Journal of Economics, Commerce, and Management. United Kingdom Vol. IV, Issue 2, February 2016. Licensed under Creative Common Page 521 – 536. http://ijecm.co.uk/ ISSN 2348 0386.
Sánchez-Gutiérrez, José., Cabanillas, Pablo., Lampón, Jesús F., González-Alvarado, Tania E., (2019) "The impact on the competitiveness of customer value creation through relationship capabilities and marketing innovation", Journal of Business & Industrial Marketing, Vol. 34 Issue: 3, pp.618-627, https://doi.org/10.1108/JBIM-03-2017-0081
Safira Primadhyta. 2015. Apindo: Perempuan Harus Tingkatkan Peran di Sektor Ekonomi. CNN Indonesia Selasa, 24/02/2015 20:15 WIB (online). www.cnnindonesia.com [accessed on January 9, 2016].
Slater, Stanley F, and Narver, John C. 2000. The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication. Journal of Business Research 48, 69–73 (2000). Elsevier Science Inc. All rights reserved.
Špa?ek, Miroslav & Vacík, Emil (2016), “Company Value Creation through Effective Innovation Process Management”. Journal of Innovation Management. JIM 4, (3) 65 – 78. HANDLE: http://hdl.handle.net/10216/86100
Tambunan, Tulus. 2012. Wanita Pengusaha UMKM di Indonesia: Motivasi dan Kendala. Published by LPFE Trisakti University. ISSN 2085-661X (9772085661018). © 2012 Center for Industry, SME and Business Competition Studies, Trisakti University.
Wang, Catherine L., and Ahmed, Pervaiz K. 2004. The development and validation of the organizational innovativeness construct using confirmatory factor analysis. European Journal of Innovation Management. Volume 7 • Number 4 • 2004 • pp. 303-313. Emerald Group Publishing Limited • ISSN 1460-1060.
Zainul, Mohammad., Astuti, Endang Siti., Arifin, Zainul., and Utami, Hamidah Nayati. 2016. The Effect of Market Orientation toward Organizational Learning, Innovation, Competitive Advantage, and Corporate Performance (A Study at SME Sasirangan in South Kalimantan). Journal of Administrative Sciences and Policy Studies. June 2016, Vol. 4, No. 1, pp. 1-19. Published by the American Research Institute for Policy Development. DOI: 10.15640/jasps.v4n1a1. URL: https://doi.org/10.15640/jasps.v4n1a1
Amit, Raphael and Zott, Christoph. 2001.Value Creation In E-Business. Strategic Management Journal. Strat. Mgmt. J., 22: 493–520 (2001). DOI: 10.1002/smj.187.
Ansari, Tooba & Dehghanan, Hamed. 2015. Impact of Market Orientation and Innovation on Entrepreneurship and Value Creation for Customers in Food Industry’ SMEs. International Journal of Agricultural Management and Development (IJAMAD) Available online on: www.ijamad.iaurasht.ac.ir. ISSN: 2159-5852 (Print). ISSN:2159-5860 (Online).
Banjarmasin Post, 2014. Perancang Busana Moslem di Indonesia Paling Banyak di Jawa Barat. Minggu, 14 September 2014. (online) www.banjarmasinpost.co.id diakses pada tanggal [April 19, 2017].
Bjerke, B. and Hultman, C.M. 2002. Entrepreneurial Marketing – The Growth of Small Firms in the New Economic Era. Cheltenham/Northampton, MA, Edward Elgar.
Becherer, R.C., Haynes, P.J. and Fletcher, L.P. 2006. Paths to profitability in owner-operated firms: the role of entrepreneurial. Journal of Business and Entrepreneurship, 18(1), 17-31.
Becherer, R. C., Haynes, P. J., and Helms, M. M. 2008. An Exploratory Investigation of Entrepreneurial Marketing in SMEs: The Influence of Owner/Operator. Journal of Business and Entrepreneurship, 20(2), 44–63.
Cravens, David W, and Piercy, Nigel F, 2014, Strategic Marketing. McGraw-Hill International 9th Edition. New York: The McGraw-Hill Companies, Inc. Page 15.
Chung, Yi-Yung. 2015. Exploring a Missing Link for the Market Orientation Effect on Business Performance: The Strategic Role of Customer Value Creation Capabilities. Journal of Management 2015, Vol. 32, No. 3, 247-292. DOI: 10.6504/JOM.2015.32.03.02.
Das, Mallika. 2000. Men and Women in Indian Magazine Advertisements: A Preliminary Report. Sex Roles A Journal Of Research, November 2000, Volume 43(9), pp 699–717.
De Vita, Luisa., Mari, Michela., Poggesi, Sara. 2013. Women entrepreneurs in and from developing countries: Evidences from the literature. European Management Journal, http://dx.doi.org/10.1016/j.emj.2013.07.009
Dinas Koperasi dan Usaha Kecil Menengah (KUKM) Provinsi Jawa Barat, 2016. Penanggung Jawab Ketua Dinas KUKM Provinsi Jawa Barat 2016.
Grönroos, Christian. 2011. A service perspective on business relationships: The value creation, interaction, and marketing interface. Industrial Marketing Management 40 (2011) 240–247
Hacioglu, G., Eren, S., Eren, M. and Celikkan, H. 2012. The effect of entrepreneurial marketing on firms’ innovative performance in Turkish SMEs. Procedia – Social and Behavioural Sciences, 58, 871-878.
Haryanto, A.T, and Haryono. T. 2015. The Influence Of Market Orientation On Innovation Type And Enterprise Performance. Polish Journal Of Management Studies. Vol.11 No1. pp 68 – 78.
Hills, G.E., Hultman, C.E., Kraus, S., and Schulte, R. 2010. History, theory, and evidence of entrepreneurial marketing – an overview. International Journal of Entrepreneurship and Innovation Management, 11(1), pp 3 – 8.
Indiworo, Hawik Ervina. 2016. Peran Perempuan Dalam Meningkatkan Kinerja UMKM. Jurnal Equilibria Pendidikan Vol. 1, No. 1, 2016
IONI??, Daniela. 2012. Entrepreneurial Marketing: A New Approach For Challenging Times. Management and Marketing Challenges for the Knowledge Society. 7(1), pp. 131 – 150.
Jime´nez-Zarco, et al. 2011. The impact of market orientation dimensions on client cooperation in the development of new service innovations. European Journal of Marketing. Vol. 45 No. 1/2, 2011. pp. 43-67. Emerald Group Publishing Limited.
Johansson, Niklas, and Mollsted, Ulrika. 2006. Revisiting Amit and Zott’s model of value creation sources: The SymBelt Customer Center case. Journal of Theoretical and Applied Electronic Commerce Research. ISSN 0718–1876 Electronic Version. Vol 1 / Issue 3 / December 2006 / 16 – 27
Jones, Rosalind, and Rowley, Jennifer. 2011. Entrepreneurial marketing in small businesses: A conceptual exploration. International Business Journal (sage Publications), 29, 25-36
Karwati, Lilis., Ansori, and Mulyono, Dinno. 2018. Women Empowerment to Build Entrepreneurship. Journal of Nonformal Education. JNE 4 (2) (2018). DOI: http://dx.doi.org/10.15294/jne.v4i2.16005.
Kemp, R.G.M., Folkeringa, M., Jong, de J.P.J., Wubben, E.F.M. 2003. Innovation and firm performance. Research Report. Zoetermeer. SCALES. Scientific Analysis of Entrepreneurship and SMEs. Pp 31 – 53.
Kotler, Philips, and Keller Kevin Lane. 2016. Marketing Management. 15e. Global Edition. New Jersey: Pearson Edition, Inc.
Lia Yuldinawati. 2015. Jumlah Pengusaha UMKM Perempuan Meningkat. July 13, 2015, 20:59 WIB (online). www.republika.co.id [Accessed January 9, 2016]
Li, Yuan., Zhao, Yongbin., Tan, Justin., Yiu, Li. 2008. Moderating Effect Entrepreneurial Orientation on Market Orientation-Performance Linkage: Evidence from Chinese Small Firms. Journal of Small Business Management 46(1), pp. 113 – 133.
Kraus, S., Harms, R. and ink, M. 2010. Entrepreneurial marketing: moving beyond marketing in new ventures. Int. J. Entrepreneurship and Innovation Management, 11(1), 19 – 34.
Mauludin, Hanif., Alhabsji, Taher., Idrus, Syafii., Arifin, Zainul. 2013. Market Orientation, Learning Organization, and Dynamic Capability as Antecedents of Value Creation. IOSR Journal of Business and Management (IOSR-JBM). e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 10, Issue 2 (May. - Jun. 2013), PP 38-48.
McNaughton, Rod B., Osborne, Phil., C. Imrie, Brian. 2002. Market?oriented value creation in service firms, European Journal of Marketing, Vol. 36 Issue: 9/10, pp.990-1002, https://doi.org/10.1108/03090560210437299
Miles, M.P. and Darroch, J. 2004. Large Firms, Entrepreneurial Marketing Processes and The Cycle of Competitive Advantage. European Journal of Marketing, 40(5/6), 485-501.
Morris, M.H. and Paul, G.W. 1987. The Relationship Between Entrepreneurship and Marketing in Established Firms. Journal of Business Venturing, Elsevier Science Publishing, 2(3), 247-259
Morris, M.H., Schindehutte, Minet, and LaForge, R.W. 2002. Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspective. Journal of Marketing Theory and Practice, 1-19.
O'Cass, Aron and Sok, Pyra. 2012. Exploring innovation-driven value creation in B2B service firms: The roles of the manager, employees, and customers in value creation. Journal of Business Research xxx (2012) xxx-xxx.
Oslo Manual. 2005. Guidelines For Collecting And Interpreting Innovation Data. Third edition. Organization For Economic Co-Operation And Development Statistical Office Of The European Communities. Pp. 27 – 59.
Peters, Linda D. 1997. IT-enabled marketing: a framework for value creation in customer relationships, Journal of Marketing Practice: Applied Marketing Science, Vol. 3 Iss 4 pp. 213 – 229.
Ramli, Yanto., and Shelton, Mochamad. 2018. Implementing Innovation Management on Market Attractiveness and Unique Resources To Enhance Business Performance on Organic Fertilizer Industries In Indonesia. Academy of Strategic Management Journal. Volume 17, Issue 2, 2018, pp 1 – 12.
Rosmayani., Suryana, Yuyus., Suwawihardja, Surachman and Helmi, R. Arief. 2016. Influence Of Market Orientation And Innovation On Marketing Performance In Small Industry Of Malay Woven Textile, Riau Province, Indonesia. International Journal of Economics, Commerce, and Management. United Kingdom Vol. IV, Issue 2, February 2016. Licensed under Creative Common Page 521 – 536. http://ijecm.co.uk/ ISSN 2348 0386.
Sánchez-Gutiérrez, José., Cabanillas, Pablo., Lampón, Jesús F., González-Alvarado, Tania E., (2019) "The impact on the competitiveness of customer value creation through relationship capabilities and marketing innovation", Journal of Business & Industrial Marketing, Vol. 34 Issue: 3, pp.618-627, https://doi.org/10.1108/JBIM-03-2017-0081
Safira Primadhyta. 2015. Apindo: Perempuan Harus Tingkatkan Peran di Sektor Ekonomi. CNN Indonesia Selasa, 24/02/2015 20:15 WIB (online). www.cnnindonesia.com [accessed on January 9, 2016].
Slater, Stanley F, and Narver, John C. 2000. The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication. Journal of Business Research 48, 69–73 (2000). Elsevier Science Inc. All rights reserved.
Špa?ek, Miroslav & Vacík, Emil (2016), “Company Value Creation through Effective Innovation Process Management”. Journal of Innovation Management. JIM 4, (3) 65 – 78. HANDLE: http://hdl.handle.net/10216/86100
Tambunan, Tulus. 2012. Wanita Pengusaha UMKM di Indonesia: Motivasi dan Kendala. Published by LPFE Trisakti University. ISSN 2085-661X (9772085661018). © 2012 Center for Industry, SME and Business Competition Studies, Trisakti University.
Wang, Catherine L., and Ahmed, Pervaiz K. 2004. The development and validation of the organizational innovativeness construct using confirmatory factor analysis. European Journal of Innovation Management. Volume 7 • Number 4 • 2004 • pp. 303-313. Emerald Group Publishing Limited • ISSN 1460-1060.
Zainul, Mohammad., Astuti, Endang Siti., Arifin, Zainul., and Utami, Hamidah Nayati. 2016. The Effect of Market Orientation toward Organizational Learning, Innovation, Competitive Advantage, and Corporate Performance (A Study at SME Sasirangan in South Kalimantan). Journal of Administrative Sciences and Policy Studies. June 2016, Vol. 4, No. 1, pp. 1-19. Published by the American Research Institute for Policy Development. DOI: 10.15640/jasps.v4n1a1. URL: https://doi.org/10.15640/jasps.v4n1a1
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Published
2020-04-27
How to Cite
Shiratina, A., Yanto Ramli, Nia Kusuma Wardhani, & Nandan Limakrisna. (2020). MODEL OF ENTREPRENEURIAL MARKETING ON WOMENPRENEUR. Dinasti International Journal of Education Management And Social Science, 1(4), 510–524. https://doi.org/10.31933/dijemss.v1i4.237
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