The model of entrepreneurial marketing (EM) among agropreneurs in the emerging markets: a conceptual framework = el modelo de marketing emprendedor (EM) entre agroemprendedores en Mercados Emergentes: Un Marco Conceptual

Tunku Abaidah, Tunku Nur Atikhah and Kamarudin, Muhamad Ali Imran and Kamarruddin, Nur Nadia Adjrina (2024) The model of entrepreneurial marketing (EM) among agropreneurs in the emerging markets: a conceptual framework = el modelo de marketing emprendedor (EM) entre agroemprendedores en Mercados Emergentes: Un Marco Conceptual. UCJC Business and Society Review, 21 (80). pp. 160-209. ISSN 2659-3270

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Official URL: https://journals.ucjc.edu/ubr/article/view/4619

Abstract

This research aims to give an opportunity, value creation and innovation to the agropreneur’s model farm in the emerging markets in implementing the new cost reduction practices in their farms using organic fertilizer. The performance of Small Medium Enterprises (SMEs) is the dependent variable, while the dimensions of entrepreneurial marketing (EM) namely, i) proactiveness, ii) opportunity focus, iii) innovativeness, iv) resource leveraging and, v) value creation act as the independent variables. While government support programs (GSPs) measured as a mediator in this study. The model of structure for agropreneurs practices is conceptualized based on the Research Advantage Theory (RA). This research will employ a mixed-method design through explanatory sequential approach. The data collection started with quantitative and followed by qualitative approach in order to achieve the study objectives. This study anticipated findings which could elucidate the importance of entrepreneurial marketing dimensions on the performance of the agropreneur businesses as well as the moderating role of the government support program in affecting the relationship between the aforementioned constructs. The impact could be seen in the agricultural sector, especially agropreneurs in emerging markets. From the societal and economic perspective, the new intervention of several agencies and the innovation used of fertilizer are expected to improve the farmers and their products. Other farmers could implement the result and also help them increase their income. This research could theoretically contribute to both marketing and entrepreneurship literature on the significance of entrepreneurial marketing practices particularly among agropreneurs. As a practical implication, this study offers useful insight for the government agencies to effectively strategies and formulate its’ efforts in the government support programs designed. This will help particularly the SME agropreneurs to sustain in the market eventually

Item Type:	Article
Uncontrolled Keywords:	Entrepreneurial Marketing, Agropreneurs, model farms, modern farming, Research Advantage Theory
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	School of Business Management
Depositing User:	Mr. Izhar Hj. Hashim
Date Deposited:	11 Nov 2026 06:32
Last Modified:	11 Nov 2026 06:32
URI:	https://repo.uum.edu.my/id/eprint/35150

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