Profiles of smes in terms of entrepreneurial marketing approach, innovation activities, business performance and owner managers? entrepreneurship attitudes

SMEs, which constitute a major part of world economies, apply a different marketing approach from traditional marketing because of having unique characteristics that differentiate them from large firms. As a result of the efforts towards developing an appropriate marketing approach for SMEs, entrepreneurial marketing has grown rapidly as a significant marketing approach in the literature. In this study, the entrepreneurial marketing profiles of SMEs were investigated. In addition, it was also examined whether these profiles differentiate the level of innovation and performance of firms, and the attitudes of owner managers about entrepreneurship. The study was conducted with SMEs operate in Tokat. The results of the study showed that SMEs could be grouped in three separate clusters with respect to their adoption of entrepreneurial marketing. The SMEs in each cluster display distinctive profiles in terms of firm performance, product and process innovations and owner managers? attitudes towards entrepreneurship. It is also found out that the most adopted entrepreneurial marketing dimension in these distinctive profiles is the customer orientation. On the other hand, risk taking and resource leveraging are less adopted dimensions compared to other entrepreneurial marketing dimensions.