기업가적 마케팅 척도개발에 관한 연구

Abstract

Entrepreneurial marketing is a new concept and its concept has not been established due to the short duration of the study. The purpose of this study is to develop a generalizable entrepreneurial marketing scale that can be applied to various organizations in Korea because there is no instrument of measurement for agreed entrepreneurial marketing to date. To achieve the research purpose, this study refined the initial measurement items through in-depth literature review, interviews with managers and an expert panel survey. The questionnaire was distributed and collected for non-profit organizations under government control nationwide. A total of 230 copies were distributed and 225 copies were collected and 212 copies were used in the final analysis except for insincere data. After selecting the 7 sub-factors, pro-activeness, innovativeness, risk-taking, value co-creation, networking, opportunity focus, and resource leverage for which content validity was secured through literature review, interviews with managers and expert panel survey, convergent validity, and discriminant validity were measured through exploratory factor analysis and confirmatory factor analysis. Through these process, networking and resource utilization are finally composed of one factor to determine the scale of entrepreneurial marketing. Further a total of six sub-factors of entrepreneurial marketing networking resource, opportunity focus, innovativeness, and risk-taking value co-creation and pro-activeness were derived. As a study limit and future research direction, though the entrepreneurial marketing measurement scale was intended to reflect the comprehensive concept of entrepreneurial marketing including organizational characteristics and service characteristics, further research is needed to expand the scope.