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<p>Entrepreneurial marketing has become a key strategy in helping SMEs face challenges in dynamic global markets, especially in developing countries such as Indonesia and Malaysia. This research explores the relationship between the Entrepreneurial Marketing paradigm and macro marketing through a cross-cultural approach, focusing on innovation, value creation, customer intimacy, and opportunity focus. Using a quantitative method with a two-way ANOVA analysis, this study reveals significant differences in the two countries’ perception and application of Entrepreneurial Marketing. The findings show that young companies in Indonesia tend to excel in leveraging innovation and value creation. In contrast, older companies in Malaysia remain competitive through stability and an established customer network. This research highlights the importance of considering the cultural and economic context in implementing Entrepreneurial Marketing to support economic growth, sustainability, and SME empowerment. By providing new insights into the role of Entrepreneurial Marketing in developing countries, this article offers an essential contribution to the cross-cultural marketing literature and global business practices.</p>

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Cross cultural perspectives in entrepreneurial marketing and their implications for SME performance in developing countries

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年4月17日

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  • Christina Whidya Utami,
  • Nursalihah Ahmad Raston,
  • Wirawan Dwi Radianto,
  • Yoseva Maria Sumaji,
  • Paskalis Dio Bramantyo

摘要

Entrepreneurial marketing has become a key strategy in helping SMEs face challenges in dynamic global markets, especially in developing countries such as Indonesia and Malaysia. This research explores the relationship between the Entrepreneurial Marketing paradigm and macro marketing through a cross-cultural approach, focusing on innovation, value creation, customer intimacy, and opportunity focus. Using a quantitative method with a two-way ANOVA analysis, this study reveals significant differences in the two countries’ perception and application of Entrepreneurial Marketing. The findings show that young companies in Indonesia tend to excel in leveraging innovation and value creation. In contrast, older companies in Malaysia remain competitive through stability and an established customer network. This research highlights the importance of considering the cultural and economic context in implementing Entrepreneurial Marketing to support economic growth, sustainability, and SME empowerment. By providing new insights into the role of Entrepreneurial Marketing in developing countries, this article offers an essential contribution to the cross-cultural marketing literature and global business practices.