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Developing Entrepreneurial Marketing Mix: Case Study of Entrepreneurial Food Enterprises in Iran

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Author(s): Amir Mohammad KOLABI | Hamid Khodadad HOSSEINI | Rosa MEHRABI | Aidin SALAMZADEH

Journal: Journal of Knowledge Management, Economics and Information Technology
ISSN 2069-5934

Volume: 1;
Issue: 5;
Start page: 155;
Date: 2011;
Original page

Keywords: Entrepreneurial Marketing | Entrepreneurial Marketing Mix | Small and medium size enterprise

ABSTRACT
The purpose of this paper is to identify and exam the main elements ofentrepreneurial marketing mix in entrepreneurial enterprises. Our focus in this study is on Iran's top small and medium-size business entrepreneurs in 2007, which possess a brilliant experience aboutentrepreneurial marketing practices. Accordingly, we aim to identify how these enterprises use their previous knowledge and experience to extract elements of marketing mix, which are adjusted in entrepreneurial marketing. As its research framework, this study has used the Quality - Exploratory approach specifically case study according to Ghauri framework. Data were collected from 17 entrepreneurial enterprises. Different methods including indepthand semi-structured interviews, along with open questions fromentrepreneurs and marketing managers were employed in gatheringinformation. Finally, Content analysis method also inductive inference used for data analysis. Results indicate that the Entrepreneurial Marketing Mix include 5Ps which element of Person is a new element among others. However it should be mentioned that there is an entrepreneurial approach in component of Price, Place, Product and Promotions as well and some new component have been added to the conventional marketing mix.

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