ARTICLE

Entrepreneurial Marketing in Village Owned Enterprises (VOEs): A Qualitative Study of Village Owned Enterprises in Indonesia

M Makmur, Norhidayah Mohamad, Siti Norbaya Binti Yahaya


© 2023 M Makmur, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International. (CC BY-NC 4.0).

Citation Information: SAR Journal. Volume 6, Issue 4, Pages 263-274, ISSN 2619-9955, https://doi.org/10.18421/SAR64-06, December 2023.

Received: 23 October 2023.
Revised:   05 December 2023.
Accepted: 11 December 2023.
Published: 25 December 2023.

Abstract:

This study explores the main dimensions of the entrepreneurial marketing concept in village-owned enterprises and assesses how far marketing strategies are currently consistent with the entrepreneurial marketing approach. This research method is qualitative with a semi-structured in-depth interview approach based on seven elements of the entrepreneurial marketing concept with twelve directors of selected village-owned enterprises. Data were collected and analyzed using thematic analysis facilitated by ATLAS.ti software. The findings from this research show that village-owned enterprises have succeeded in adapting and implementing the entrepreneurial marketing concept, which is essential for their business. The main motivation for this research is that empirical investigation of entrepreneurial marketing from the perspective of village-owned enterprises has received little attention.


Keywords – entrepreneurial marketing, village-owned enterprises, qualitative study.

                   

                                                                      Full text PDF