ENTREPRENEURIAL MARKETING AND ORGANIZATIONAL PERFORMANCE: INSIGHTS FROM THE MORAVICA DISTRICT IN SERBIA

Abstract

Entrepreneurial marketing represents a non-traditional, opportunity-driven marketing approach that is particularly relevant for small and medium-sized enterprises (SMEs) operating in dynamic environments. The aim of this study is to examine how the implementation of various aspects of entrepreneurial marketing influences the organizational performance of manufacturing SMEs in the Moravica District of the Republic of Serbia. The study sample consisted of 50 manufacturing SME owners, selected using a simple random sampling method. Data were collected through a structured questionnaire primarily composed of closed-ended questions. The research findings indicate that respondents demonstrate low levels of innovation and proactiveness. In contrast, they exhibit a strong commitment to effectively utilizing available resources and addressing customer needs and expectations. However, this focus is accompanied by a limited willingness to take risks.