Relationship between Entrepreneurial Marketing and Return-on-Investment Performance of the Reed Broom Suppliers and Manufacturers in San Antonio, Nueva Ecija
Journal: International Journal of Advanced engineering, Management and Science (Vol.8, No. 12)Publication Date: 2022-12-14
Authors : Kamille D. Santos Mary Edresel D. Musni Eriele June G. Rivera Melanie A. Salagubang Jhed S. Tadiaman Mercedes D. Santos;
Page : 44-48
Keywords : Entrepreneurial marketing; proactiveness; reed broom; return-on-investment; value creation;
Abstract
This paper examined the relationship between entrepreneurial marketing and return-on-investment performance of the reed broom suppliers and manufacturers in San Antonio, Nueva Ecija. A quantitative research design was used in this study and the data were collected through a Likert-scale questionnaire. The data were analyzed using appropriate statistical tools and performed with computerized data analysis tools. Findings revealed that all the dimensions of entrepreneurial marketing (EM); proactiveness, calculated risk-taking, innovation-focus, opportunity-focus, customer intensity, resource leverage and value creation have positive relationships to the return-on-investment (ROI) performance of the reed broom suppliers and manufacturers in San Antonio, Nueva Ecija. It is recommended therefore that reed broom suppliers and manufacturers must be highly proactive, take a calculated risk, focus both on innovation and opportunity, demonstrate customer intensity, leverage their resources and create value for their customers in order to improve their return-on-investment performance.
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Last modified: 2022-12-14 17:21:40