Marketing Strategies And Enhanced Performance Of Entrepreneurial Firms

Marketing has been recognized as very critical to the growth of entrepreneurial firms. This is as marketing continue to gain increasing prominence as an orientation that everyone in the organization should share. Empirical literature takes the view that though a firm‟s market orientation is undeniably important, the marketing function should play a key role in managing several important connections between the customer and critical elements of an entrepreneurial firm, including connecting the customer to the product, service delivery, and financial accountability. Specifically, what role should the marketing function play, and what value does the marketing function have, if any, in an entrepreneurial organization. The purpose of this study is to explore the role of marketing in today‟s entrepreneurial enterprises and examines how it affects the performance of such group of firms. This study adopts secondary data collection by reviewing published articles international conference proceedings and journals, relevant websites, internet sources, news magazines, dailies and databases using related keywords. The study finds that the marketing function contributes to the perceptions of an entrepreneurial firm‟s financial performance, customer relationship performance, and new product performance which is explained by a firm‟s market orientatio