Role of Entrepreneurial Marketing on the Marketing Performance of Small and Medium Enterprises (SMEs) in Sri Lanka

Abstract

Small and Medium Entreprises (SMEs) play a vital role in economic growth in Sri Lanka. Marketing is one of the leading challenges encountered by SMEs and marketing skill deprivation leads to entrepreneurial failures. Entrepreneurial Marketing (EM) has emerged as a strategic approach that enables SMEs to overcome these constraints and enhance their marketing performance. Despite its growing importance, empirical evidence on the influence of EM on SMEs’ marketing performance in Sri Lanka remains limited. Therefore, this study examines the role of EM on the marketing performance of SMEs in Sri Lanka. A quantitative research design was adopted using a cross-sectional survey design. Primary data were collected from 200 samples across the five districts of the Northern Province, Sri Lanka. The data were analyzed using reliability, Pearson correlation, and multiple regression analyses. The findings revealed that all three dimensions of entrepreneurial marketing have significant influence on SMEs’ marketing performance. Among these dimensions, innovation orientation was identified as the most influential predictor of marketing performance. This study adds valuable insights into the Entrepreneurial Marketing literature by providing empirical evidence from an emerging economy and offers practical implications for SME owners, practitioners, and policymakers. The findings suggest that strengthening innovation orientation, value creation, and opportunity focus practices can enhance the marketing performance of SMEs, particularly in developing nations like Sri Lanka.