지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.2
- 수록면
- 55 - 67 (13page)
- DOI
- 10.37272/JIECR.2023.02.23.1.55
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초록· 키워드
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Entrepreneurial marketing is a new concept and its concept has not been established due to the short duration of the study. The purpose of this study is to develop a generalizable entrepreneurial marketing scale that can be applied to various organizations in Korea because there is no instrument of measurement for agreed entrepreneurial marketing to date.
To achieve the research purpose, this study refined the initial measurement items through in-depth literature review, interviews with managers and an expert panel survey. The questionnaire was distributed and collected for non-profit organizations under government control nationwide. A total of 230 copies were distributed and 225 copies were collected and 212 copies were used in the final analysis except for insincere data.
After selecting the 7 sub-factors, pro-activeness, innovativeness, risk-taking, value co-creation, networking, opportunity focus, and resource leverage for which content validity was secured through literature review, interviews with managers and expert panel survey, convergent validity, and discriminant validity were measured through exploratory factor analysis and confirmatory factor analysis. Through these process, networking and resource utilization are finally composed of one factor to determine the scale of entrepreneurial marketing. Further a total of six sub-factors of entrepreneurial marketing networking resource, opportunity focus, innovativeness, and risk-taking value co-creation and pro-activeness were derived.
As a study limit and future research direction, though the entrepreneurial marketing measurement scale was intended to reflect the comprehensive concept of entrepreneurial marketing including organizational characteristics and service characteristics, further research is needed to expand the scope.
To achieve the research purpose, this study refined the initial measurement items through in-depth literature review, interviews with managers and an expert panel survey. The questionnaire was distributed and collected for non-profit organizations under government control nationwide. A total of 230 copies were distributed and 225 copies were collected and 212 copies were used in the final analysis except for insincere data.
After selecting the 7 sub-factors, pro-activeness, innovativeness, risk-taking, value co-creation, networking, opportunity focus, and resource leverage for which content validity was secured through literature review, interviews with managers and expert panel survey, convergent validity, and discriminant validity were measured through exploratory factor analysis and confirmatory factor analysis. Through these process, networking and resource utilization are finally composed of one factor to determine the scale of entrepreneurial marketing. Further a total of six sub-factors of entrepreneurial marketing networking resource, opportunity focus, innovativeness, and risk-taking value co-creation and pro-activeness were derived.
As a study limit and future research direction, though the entrepreneurial marketing measurement scale was intended to reflect the comprehensive concept of entrepreneurial marketing including organizational characteristics and service characteristics, further research is needed to expand the scope.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론
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