Entrepreneurial Marketing Dalam Kajian Filsafat Ilmu

Nuning Kristiani, Mugi Harsono Harsono

Abstract


Artikel ini menelaah entrepreneurial marketing dari aspek ontologi, epistemologi, dan aksiologi. Metodologi yang digunakan dalam penelitian ini adalah metode literature review dengan cara menjelaskan tentang sejarah, teori, dan hasil penelitian-penelitian dahulu. Tujuan dari artikel ini adalah untuk mengkaji konstruk entrepreneurial marketing dalam kajian filsafat ilmu, sehingga dapat diambil sebuah kesimpulan untuk pengembangan teori dan praktik entrepreneurial marketing di masa yang akan datang. Artikel ini juga mengidentifikasi antaseden dan konsekuensi dari entrepreneurial marketing. Anteseden dari entrepreneurial marketing dapat bersumber dari marketing orientation dan entrepreneurial orientation. Konsekuensi dari entrepreneurial marketing adalah firm performance.



Keywords


entrepreneurial marketing, marketing orientation, entrepreneurial orientation; firm performance; ontologi; epistemologi; aksiologi

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References


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DOI: http://doi.org/10.25273/capital.v6i2.15803

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