Designing and Explaining the International Entrepreneurial Marketing Model for Banking Services Startups

Document Type : Original Article

Authors

Abstract

The aim of this study was to design and explain the international entrepreneurial marketing model for banking service startups.First, using the qualitative method of theme analysis, dimensions and components related to the international entrepreneurial marketing model were identified and a research questionnaire was designed and the international entrepreneurship marketing model was used to measure and test.In this section, statistical software SPSS 21 and SMART PLS were used.On the other hand, the statistical population and sampling were identified in two parts.In the qualitative part of the statistical community consisting of academic experts familiar with the subject of research and sampling method is also the method of snowball. The statistical community in the quantitative department consisted of managers and supervisors of companies active in the field of banking service start-ups that sampling was done in an accessible way. The research model is based on 4 factors: connectivity, environmental capability, innovation orientation capability and market-oriented capability that after measuring the model, all paths between the variables in the model were confirmed and significant at 95% confidence level. The highest path coefficients are related to the environmental factor relationship and international entrepreneurial marketing, ,market-oriented agent relationship and international entrepreneurial marketing.

Keywords

References

1- اسدالله، مهسا؛ ثانوی­فرد، رسول؛ حمیدی­زاده، علی، (1398)، بررسی الگوی کسب و کار بانکداری الکترونیک مبتنی بر ظهور فین­تک­ها و استارت­آپ‌های مالی، فصلنامه مدیریت توسعه فناوری، دوره 7، شماره 2.
2- الله­دادی، مهدی؛ تاج­زاده نمین، ابوالفضل؛ ایراندوست، منصور؛ سلطان­پناه، هیرش، (1397)، طراحی مدل بازاریابی کارآفرینانه با استفاده از روش فرا ترکیب و دلفی: مطالعه­ای درشرکت­های کوچک و متوسط غرب کشور، فصلنامه علوم مدیریت ایران، سال سیزدهم، شمارة 49، صص 137-156.
3- رضوانی، مهران؛ خداداد حسینی، سیدحمید؛ آذر، عادل؛ احمدی، پرویز، (1388)، مفهو­م­پردازی "بازاریابی کارآفرینانه بین­المللی" در بنگاه­های کارآفرین ایرانی؛ بخش صنایع غذایی، توسعه کارآفرینی، سال دوم، شماره پنجم، صص 31-53.
4- محمدپور، الف، (1392)،روش تحقیق کیفی ضد روش 2 (مراحل و رویه­های عملی در روش­شناسی کیفی)، تهران: جامعه شناسان.
5- مرکز پژوهش­های مجلس، (1398)، ۷ چالش‌ توسعه کسب و کارهای فین­تک در ایران.
6- Bhandari, V. (2020). FinTech: A Study of Enablers, Opportunities, and Challenges in the Banking and Financial Services Sector. In Financial Technology and Disruptive Innovation in ASEAN (pp. 108-118). IGI Global.
7- Becherer, R. C., Helms, M. M., & McDonald, J. P. (2012). The effect of entrepreneurial marketing on outcome goals in SMEs. New England Journal of Entrepreneurship, 15(1), 7-18.
8- Braun, V., Clarke, V., & Terry, G. (2014). Thematic analysis. Qualitative Research in Clinical and Health Psychology, 95.
9- Collinson, E., & Shaw, E. (2001). Entrepreneurial marketing—A historical perspective on development and practice. Management Decision, 29(9), 761-766.
10- Gai, K., Qiu, M., & Sun, X. (2018). A survey on FinTech. Journal of Network and Computer Applications, 103, 262-273.
11- Hallbäck, J., & Gabrielsson, P. (2013). Entrepreneurial marketing strategies during the growth of international new ventures originating in small and open economies. International Business Review, 22(6), 1008-1020.
12- Hacioglu, G., Eren, S. S., Eren, M. S., & Celikkan, H. (2012). The effect of entrepreneurial marketing on firms’ innovative performance in Turkish SMEs. Procedia-Social and Behavioral Sciences, 58, 871-878.
13- Jogaratnam, G. (2017). “The effect of market orientation, entrepreneurial  orientation and human capital on positional advantage“. International Journal of Hospitality Management, 60. 104-113.
14- Jones, R., & Rowley, J (2011). Entrepreneurial marketing in small businesses: a conceptual exploration, International Small Business Journal, 29: 25-36.
15- Keh, H.T., Nguyen, T.T.M., & Ng, H.P (2007). The effects of entrepreneurial orientation and marketing information on the performance of SMEs,Journal of Business Venturing, 22, 592–611.
16- Manasra, E.A., Zyadat, M.A., Awamreh, M.A. and Alnsour, M.S. (2013). "Linking entrepreneurial marketing and performance indicators in Jordanian hotel industry".Journal of Management Research, 5(3): 86-94.
17- Miles, M., Gilmore, A., Harrigan,P,. Lewis, G., Sethna,Z (2014). Exploring Entrepreneurial Marketing. Journal of Strategic Management 18:94-11
18- Morrish, S. C. (2011). Entrepreneurial marketing: a strategy for the twenty-first century?. Journal of Research in Marketing and Entrepreneurship, 13(2), 110-119.
19- Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of marketing theory and practice, 10(4), 1-19.
20- Niehm, L.S., Hurst, J.L., Son, J., Fiore, A.M. and Sadachar, A. (2013). Entrepreneurial marketing: Scale development and validation in the small firm context. Proceeding of Conference on Apparel, Events and Hospitality Management, United States, Iwoa University: 1- 6.
21- Nwaizugbo, I.C. and Anukam, A.I. (2014). "Assessment of entrepreneurial marketing practices among Small and Medium Scale Enterprises in Imo State Nigeria: Prospects and challenges". Review of Contemporary Business Research, 3(1): 77-98.
22- Shaw E. (2006). “Small firm networking: An insight into contents and motivating factors“. International Small Business Journal 24(1): 5–29.
23- Yang, M. (2018). International entrepreneurial marketing strategies of MNCs: Bricolage as practiced by marketing managers, International Business Review, 27(5): 1045-1056.
Commercial Strategies
Volume 17, Issue 15
April 2020
Pages 1-18

Files

Share

How to cite

Statistics