A Study on the Effect of Entrepreneurship Marketing, Performance and Sustainability

Abstract

A Study on the Effect of Entrepreneurship Marketing, Performance and Sustainability*

Wonseok Bang** & Gyunyeol Park***

Abstract: Entrepreneurship marketing (EM) is as a necessary tool for performance, and sustainability, creating value for the customer and social and corporate. The purpose of this study is to investigate the effect of how sub-dimensions of EM influence performance and sustainability and then would present meaningful implications. We suggest that six sub-dimensions of EM are pro-activeness, innovativeness, risk-taking, networking resources, opportunity focus, and value co-creation. Based on the research model, we predict the results between sub-dimensions of EM and performance, sustainability. The sub-dimensions of EM would influence performance and sustainability.

Key Words: entrepreneurship marketing, performance, sustainability, value co-creation

□ Received: Nov. 6, 2022, Revised: Dec. 30, 2022, Accepted: Dec. 30, 2022 ＊ This paper was made through developing the author’s past short column. Park, Gyun Yeol, “Understanding North Korea’s Sociopolitical Structure”, Global NK Zoom & Connect, East Asia Institute, November, 2022. ** First Author, Professor, Gyeongsang National Univ., Email: bangws@gnu.ac.kr *** Corresponding Author, Professor, Gyeongsang National Univ., Email: pgy556@gnu.ac.kr.