The Study of the Impact of Entrepreneurial Marketing and Marketing Orientation on Indian Small and Medium Enterprises Performance

Abstract

This study empirically validates the entrepreneurial marketing (EM) model proposed by Kilenthong et al. within the context of Indian small and medium enterprises (SMEs). The analysis confirms four of the six EM dimensions growth orientation, opportunity orientation, total customer focus, and value creation through networks as significant contributors to SME performance, while “informal market analysis” and “closeness to the market” were found to be non-significant. Multiple regression analysis revealed that growth orientation, opportunity orientation, and total customer focus are the most influential factors driving SME success in India. The findings affirm that entrepreneurial marketing has a positive and significant impact on the overall performance of SMEs, thereby reinforcing its strategic importance. The study offers theoretical validation of the EM construct and provides practical implications for SME owners, policymakers, and trainers to optimize resource allocation and enhance performance. In the broader context of India’s economic vision, strengthening EM practices among SMEs could play a crucial role in achieving the nation’s USD 5 trillion economic target.