Entrepreneurial marketing as sustainable competitive advantage for SME's: An exploratory study within the Irish flower industry

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Sagolsem, Athoibi
Issue Date
MA of Business Administration
Dublin Business School
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Entrepreneurial marketing is a combination of entrepreneurial skill and marketing skill, when applied, it brings out the best possible outcome from the non-conventional way. The core measuring dimensions - proactiveness, opportunity focus, risk taking, innovativeness, customer intensity, resource leverage and value creation decides effectiveness of an enterprise with the restricted of resources. Entrepreneurial marketing was developed for SMEs; however, it can add sustainable competitive advantage to any size of enterprise. The objective of this research is to find out the practicality of entrepreneurial dimension on Irish flower business which are, mainly SMEs and to explore the advantages of using entrepreneurial dimension n by different situation to achieve competitive advantage. Qualitative method of was adopted for the research method by conducting semi- structured interview to 8 florists from various counties of Ireland. The findings from the research was analyzed using thematic analysis process and by using NVivo 12 pro software. The finding revels that the entrepreneurial marketing dimension are practice within the Irish Flower SMEs and there is a number of advantages for implementing these dimensions. These dimensions have an impact on sustainable competitive advantage however it depends on the implementation process. Further study with larger sample is suggested for the researches.