An international comparative analysis for determining entrepreneurial marketing features: the case of Turkey Azerbaijan

This study aims to compare the entrepreneurial marketing profiles of small and medium-sized enterprises in Turkey and Azerbaijan to determine whether there are significant differences between the two countries in terms of entrepreneurial marketing characteristics, marketing approaches, marketing decision making, general entrepreneurial tendency and business performance. The research is based on the evaluation of two samples, each consisting of 250 business representatives, through questionnaires; independent samples t-test was applied on the collected data. The findings show that opportunity orientation and innovativeness tendency are significantly higher in Turkey, while demand orientation, autonomy tendency and reliance on customer and competitor information in pricing decisions are significantly higher in Azerbaijan. While Turkey is more prominent in product decisions and Azerbaijan is more prominent in price decisions, there is no significant difference between the two countries in other dimensions such as growth orientation, risk taking, distribution and promotion. In addition, the overall entrepreneurial tendency and perceived business performance levels of the respondents in both countries were found to be similar. These findings suggest that entrepreneurial marketing strategies should be developed in close alignment with local market dynamics and provide the research literature with a comparative perspective on how cultural and institutional context shapes entrepreneurial marketing elements.