Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia

Research Article

Entrepreneurial Marketing Architectural Innovation Capability in Indonesian SMEs: a Conceptual Model

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  • @INPROCEEDINGS{10.4108/eai.22-9-2022.2337059,
        author={Muhammad Yamin Siregar and Arlina Nurbaity Lubis and Yeni  Absah and Parapat  Gultom},
        title={Entrepreneurial Marketing Architectural Innovation Capability in Indonesian SMEs: a Conceptual Model},
        proceedings={Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia},
        publisher={EAI},
        proceedings_a={EBIC},
        year={2024},
        month={4},
        keywords={entrepreneurial orientation market orientation innovation orientation entrepreneurial marketing architectural innovation capability},
        doi={10.4108/eai.22-9-2022.2337059}
    }
    
  • Muhammad Yamin Siregar
    Arlina Nurbaity Lubis
    Yeni Absah
    Parapat Gultom
    Year: 2024
    Entrepreneurial Marketing Architectural Innovation Capability in Indonesian SMEs: a Conceptual Model
    EBIC
    EAI
    DOI: 10.4108/eai.22-9-2022.2337059
Muhammad Yamin Siregar1,*, Arlina Nurbaity Lubis1, Yeni Absah1, Parapat Gultom1
  • 1: Universitas Sumatera Utara
*Contact email: siregaryamin22@gmail.com

Abstract

The purpose of this paper is to propose further development of the concept of entrepreneurial marketing architectural innovation capability (EMAIC). Refers to previous research and indicator of entrepreneurial orientation (EO), market orientation (MO), innovation orientation (IO), customer orientation (CO) like walking alone, less integration with each other, the article proposes conceptual model which are called EMAIC Model. This model can combine all these components: EO, MO, advanced IO, CO, and customer engagement orientation (CEO). The conceptual model arises from an exploration of the main definitions of EM to date. The procedure of the conceptual model through the integration of EO, MO, IO, CO, and CEO so that there is a synergy between all these components. This model implicitly suggests that marketing in SMEs is intertwined with other activities and behaviours in SMEs, and argues that in order to understand marketing in SMEs it is essential, specifically entrepreneurial approaches to marketing