The retailers were chosen for their relative homogeneity to enhance the reliability and validity of the instrument results. Initial contact was made by means of a three-wave mailing. The first wave included the questionnaire and cover letter, the second a reminder postcard and thank-you, while the third mailing only included those recipients who had not responded.
To interpret the results, Entrepreneurial Orientation was measured according to a six-item scale. These included: the propensity to take risks; tendency towards strategic planning; ability to keep contact with customers, identifying their needs and wants; innovation level, perseverance; and the ability to identify new opportunities. Marketing competencies were measured according to a 20-item scale.
Content validity was determined by means of a pretest for the survey. This included five independent apparel retailers not used as part of the sample. During the pretest, participants evaluated the questionnaire, including wording, general flow and structure, as well as its...
Smart, D. & Conant, J. (2011). Entrepreneurial orientation, distinctive marketing, competencies and organizational performance. Journal of Applied Business Research. Vol. 10 (3) 28-38. This article seeks to find a correlation between organizational performance and three variables -- entrepreneurial orientation, distinctive marketing and competencies. The authors note that entrepreneurial orientation is related to the other two, and that there has been a scale developed to measure it. They studied 599 independent business
Those conditions are understood. Both academia and the market are in agreement that the CMO does matter in a number of different situations. Therefore, the question of whether or not a female CMO affects firm performance is very much a valid one. The first research question is: What academic background contributes most to a woman's ascension to CMO or VP of Marketing? This question is basic, and can be answered
Burns (2007) indicates that the text is about that which motivates the actions and decisions of the entrepreneur, including the influence of personal social networks, family and personal background. Moreover, the text reports itself to be about the tasks of management which are associated with the entrepreneurial approach as well as how decisions are make, how risk is balanced and most essentially how there is a clear distinction between
Proctor Innovation Strategy for Innovation at Proctor & Gamble It may seem self-apparent to speak of Innovation as an aspect of a business process or of business process re-engineering. Indeed, it is perhaps a common misconception that innovation is a standard part of every business organization's internal structure and approach to its goals. However, patterns of innovation suggest this to be a specialized approach to business, reserved only for those organizations that
The main focus of the 1980s regarding brands focused on a trend in takeovers, enabling successful brands to become extremely valuable on the open market. Even very early on, a value associated with a brand large was viewed in part as more important than the product itself. Early research indicates that many thought the only way to have a successful brand was to buy one. Many felt that the
Com. In case of several companies, enhancing customer relationships is among the most capable features of e-commerce. However, whereas the Internet has presented the consent of a novel method to draw and communicate with the customer, hardly few enterprises have discovered a method to efficiently manage interactions with their customers on the Internet. (David, 2000) The real skill is involved in making the device suitable to accomplishment of the business strategy
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