Author Information
Nuning Kristiani, Sebelas Maret University, IndonesiaBudhi Haryanto, Sebelas Maret University, Indonesia
Lilik Wahyudi, Sebelas Maret University, Indonesia
Ahmad Ikhwan Setiawan, Sebelas Maret University, Indonesia
Abstract
This study investigates the relationship between dynamic marketing capabilities (DMCs) and entrepreneurial marketing (EM) among micro, small, and medium enterprises (MSMEs) in the Special Region of Yogyakarta Province, Indonesia. Using a quantitative approach, data were collected through online and offline surveys involving 232 MSME respondents. The data were analyzed using Smart-PLS to evaluate the influence of two dimensions of DMC, namely market-responding capabilities and marketing resource rebuilding capabilities, on seven dimensions of EM, including proactiveness, innovation, risk-taking, opportunity focus, customer intensity, resource leveraging, and value creation. The results show that market-responding capabilities significantly influence all dimensions of EM. In contrast, marketing resource rebuilding capabilities affect all EM dimensions except customer intensity. These findings highlight the essential role of dynamic marketing capabilities in strengthening entrepreneurial behaviors within MSMEs, enabling them to respond swiftly to market changes and improve their competitiveness. This research contributes to the strategic marketing literature by emphasizing the synergy between adaptability and entrepreneurial orientation in enhancing MSME performance in dynamic business environments.
Paper Information
Conference: ACSS2025Stream: Economics and Management
This paper is part of the ACSS2025 Conference Proceedings (View)
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To cite this article:
Kristiani N., Haryanto B., Wahyudi L., & Setiawan A. (2025) The Role of Dynamic Marketing Capabilities in Enhancing Entrepreneurial Marketing for MSMEs in the Special Region of Yogyakarta Province ISSN: 2186-2303 – The Asian Conference on the Social Sciences 2025: Official Conference Proceedings (pp. 203-216) https://doi.org/10.22492/issn.2186-2303.2025.17
To link to this article: https://doi.org/10.22492/issn.2186-2303.2025.17
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