COMPETITIVE ADVANTAGE OF ENTREPRENEURIAL MARKETING (Case study of business communities of SMEs Tulungagung)
Entrepreneurial marketing is a concept that focuses on the identification and exploitation of opportunities to Attract and retain customers.The purpose of this study was to test the theory of Morris et al. (2002). The method used is quantitative method with explanatory research design. The population is SMEs in Tulungagung. Samples of this study were 200 respondents. The results showed that of the seven independent variables, that is opportunity driven, proactiveness, risk management and value creation significantly influence competitive advantage while variable focus innovation, risk taking, and, leveraging resource do not affect the competitive advantage. From the test results are known throughout the variable independent F simultaneously impact on competitive advantage.
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