THE MODEL OF ENTREPRENEURIAL MARKETING (EM) AMONG AGROPRENEURS IN THE EMERGING MARKETS: A CONCEPTUAL FRAMEWORK
Purpose – This research aims to give an opportunity, value creation and innovation to the agropreneur’s model farm in the emerging markets in implementing the new cost reduction practices in their farms using organic fertilizer. Theoretical Framework – The performance of Small Medium Ente...
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| Format: | Article |
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| Language: | English |
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Universidade de Santiago de Compostela
2024-01-01
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| Series: | Revista Galega de Economía |
| Online Access: | https://ojs3usc.devxercode.es/index.php/ubr/article/view/4619 |
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| Summary: | Purpose – This research aims to give an opportunity, value creation and innovation to the agropreneur’s model farm in the emerging markets in implementing the new cost reduction practices in their farms using organic fertilizer.
Theoretical Framework – The performance of Small Medium Enterprises (SMEs) is the dependent variable, while the dimensions of entrepreneurial marketing (EM) namely, i) proactiveness, ii) opportunity focus, iii) innovativeness, iv) resource leveraging and, v) value creation act as the independent variables. While government support programs (GSPs) measured as a mediator in this study. The model of structure for agropreneurs practices is conceptualized based on the Research Advantage Theory (RA).
Methodology – This research will employ a mixed-method design through explanatory sequential approach. The data collection started with quantitative and followed by qualitative approach in order to achieve the study objectives.
Findings – This study anticipated findings which could elucidate the importance of entrepreneurial marketing dimensions on the performance of the agropreneur businesses as well as the moderating role of the government support program in affecting the relationship between the aforementioned constructs.
Research Implication – The impact could be seen in the agricultural sector, especially agropreneurs in emerging markets. From the societal and economic perspective, the new intervention of several agencies and the innovation used of fertilizer are expected to improve the farmers and their products. Other farmers could implement the result and also help them increase their income.
Originality/Value – This research could theoretically contribute to both marketing and entrepreneurship literature on the significance of entrepreneurial marketing practices particularly among agropreneurs. As a practical implication, this study offers useful insight for the government agencies to effectively strategies and formulate its’ efforts in the government support programs designed. This will help particularly the SME agropreneurs to sustain in the market eventually.
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| ISSN: | 1132-2799 2255-5951 |