A Sub-Factor Development of Entrepreneurial Marketing of Non-Profit Organizations in Korea

Abstract

Global corporations, large corporations, small and medium-sized enterprises, and even public institutions have become interested in entrepreneurial marketing (EM). The purpose of this study is to develop a generalizable sub-factor of EM that can be applied to non-profit organizations in Korea. The sub-factor development process of EM in non-profit organizations is as follows. First, the constructs of EM were selected as eight factors by reviewing the latest previous studies. In a survey targeting non-profit organizations, 191 questionnaires were used for the final analysis. To extract the factors, exploratory factor analysis, confirmatory factor analysis, and discriminant validity analysis were conducted. As a result of the analysis, the seven sub-dimensions of EM were identified: proactive opportunity, risk-taking, customer focus, innovativeness, networking, resource leverage, and value co-creation. The seven factors of EM will help the performance of non-profit organizations. The implications and limitations of the study are presented in the conclusion.