기업가적마케팅(Entrepreneurial Marketing)과환경적지속가능성 간의 비선형적 관계분석: 인공신경망(ANNs) 접근

초록

Entrepreneurial Marketing (EM) is a key strategy for promoting and determining environmental sustainability. Thisstudy analyzed the complex and nonlinear relationship between the sub-dimensions of entrepreneurial marketing, suchas enterprisingness, innovativeness, risk-taking, and opportunity focus, and environmental sustainability using artificialneural networks(ANNs). The results of the analysis showed that environmental sustainability differed depending on thecombination of the sub-variables of EM. In particular, it was confirmed that moderate risk-taking and enterprisingnessenhanced environmental sustainability, while excessive risk-taking decreased environmental sustainability. In contrast,the combination of moderate enterprisingness and innovativeness, and opportunity focus and innovativeness showed apositive linear correlation with environmental sustainability. A unique nonlinear pattern was observed in therelationship between opportunity focus and risk-taking, and it was found that the values of the combination of the twosub-variables at low and high levels had a more positive effect on environmental sustainability than the values at theintermediate level. These results show that the impact of EM on environmental sustainability is nonlinear andmultidimensional in ANNs analysis results, unlike the results of conventional linear regression analysis. This studyprovides practical and theoretical implications for entrepreneurs who want to integrate environmental sustainabilityinto strategic marketing activities by revealing these complex patterns.

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