In today's market environment where uncertainties and unpredictable situations are experienced, entrepreneurial marketing has become an important element that can increase the chances of success of small and medium-sized firms, especially those who are trying to survive with limited resources. The characteristics of managers have a direct impact on the process of determining and implementing the strategies of these firms. It has been the subject of many researches that how ethical they behave when executing their duties. This situation raises the moderator role of the ethical leadership characteristics of managers in the dimension of entrepreneurial marketing practices affecting the firm performance. In this study, the relationship between entrepreneurial marketing practices and firm performance and the moderator role of managers' leadership characteristics on this relationship were examined. The research was applied to 290 managers working in production companies operating in Kayseri/Turkey. Data were collected by survey method. In the analysis phase, correlation analysis was used to examine the relationship between entrepreneurial marketing dimensions (proactiveness, opportunity-focus, calculated risk taking, innovativeness, customer intensity, resource leveraging, value creation) and firm performance. In this relationship, regression analysis was used to examine the moderator role of ethical leadership characteristics (humane, justice, moderation). When the research findings are examined, it is seen that there is a significant relationship between opportunity-focus, customer intensity, resource leveraging, value creation and firm performance. In the relationship between these dimensions and the firm performance it has been determined that justice and moderation leadership characteristics have no moderator effect while there is a moderator effect of humane leadership. In addition, while humane leadership has negative moderator effects in terms of opportunity-focus, customer intensity and resource leveraging, has a positive effect on the value creation. Accordingly, in accordance with the ethical values, the fact that managers give weight to human values may results in neglecting the principles of business administration and may interfere with firm interests and may have negative impacts on firm performance. On the other hand, it is seen that human values can be used in terms of creating value and developing relational strategies. Therefore, it is suggested that managers should act in a way to balance the social expectations and business interests in the implementation phase of entrepreneurial marketing strategies. and business interests can have a positive effect on all stakeholders. Thus, it is possible to meet the expectations of all stakeholders.
leadership, entrepreneurial marketing, firm performance
|Yazar :||Uğur UĞUR - Erhan AYDIN - Sevtap SARIOĞLU UĞUR|