Relationship between Entrepreneurial Marketing and Return-on-Investment Performance of the Reed Broom Suppliers and Manufacturers in San Antonio, Nueva Ecija

Authors

  • Kamille D. Santos
  • Mary Edresel D. Musni
  • Eriele June G. Rivera
  • Melanie A. Salagubang
  • Jhed S. Tadiaman
  • Mercedes D. Santos

Keywords:

Entrepreneurial marketing, proactiveness, reed broom, return-on-investment, value creation

Abstract

This paper examined the relationship between entrepreneurial marketing and return-on-investment performance of the reed broom suppliers and manufacturers in San Antonio, Nueva Ecija. A quantitative research design was used in this study and the data were collected through a Likert-scale questionnaire. The data were analyzed using appropriate statistical tools and performed with computerized data analysis tools. Findings revealed that all the dimensions of entrepreneurial marketing (EM); proactiveness, calculated risk-taking, innovation-focus, opportunity-focus, customer intensity, resource leverage and value creation have positive relationships to the return-on-investment (ROI) performance of the reed broom suppliers and manufacturers in San Antonio, Nueva Ecija. It is recommended therefore that reed broom suppliers and manufacturers must be highly proactive, take a calculated risk, focus both on innovation and opportunity, demonstrate customer intensity, leverage their resources and create value for their customers in order to improve their return-on-investment performance.

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Published

2022-12-14

How to Cite

D. Santos, K., Edresel D. Musni, M., June G. Rivera, E., A. Salagubang, M., S. Tadiaman, J., & D. Santos, M. (2022). Relationship between Entrepreneurial Marketing and Return-on-Investment Performance of the Reed Broom Suppliers and Manufacturers in San Antonio, Nueva Ecija. International Journal of Advanced Engineering, Management and Science, 8(12). https://journal-repository.com/index.php/ijaems/article/view/5828