PAPERS- VOLUME 2, ISSUE 2 (Sept-2017)

Strategic Marketing, Entrepreneurial Proclivity, and Firm performance: Development of Conceptual Model and Hypothesis

Dr Kumar Shalender


The purpose of this research is to examine the relationship between entrepreneurial proclivity, organizational structure, and strategic marketing on the performance of the firm as also to conceptualize the relationship between these constructs and their impact on the performance in the form of a model which results in testable market propositions. To this end, a comprehensive literature review has been done in the disciplines of entrepreneurial management and strategic marketing. Further the impact of structural design and processes on the entrepreneurial proclivity and its effect on the adoption of strategic marketing has also been explored. The study results in conceptual model depicting the relationship between different construct and also generated a large number of propositions which will be tested in the four-wheeler segment of Indian automobile industry in the future. The implication of the research as well as its contribution has been discussed towards the end.

Keywords: Entrepreneurial Proclivity, Firm, Innovation, Organizational structure, Performance, Strategic Marketing

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The Society named Center for Advanced Studies in Engineering (CASE) was established on 2nd May, 2000 with a deep commitment to promote and propagate quality technical education. The commitment was translated into reality with the establishment of School of Engineering & Emerging Technologies (SEET) at Baddi in the year 2002.
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