Analyzing The Impact Of Entrepreneurial Orientation On Integrated Marketing Communications In Msmes: A Structural Equation Modeling Approach

Abstract

This analysis scrutinizes impact of Entrepreneurial Orientation (EO) on the effectiveness of Integrated Marketing Communications (IMC) within Micro, Small and Medium Enterprise’s (MSME’s) in India. Given the dynamic business environment and the critical role of MSMEs in the Indian economy, understanding how EO influences IMC strategies is vital for sustainable growth. The research employs an empirical analysis, utilizing data collected from a sample of MSMEs across diverse sectors in India. Key elements of EO – Risk taking, Proactiveness and Innovativeness – have been examined for their correlation with IMC effectiveness, which is measured through parameters such as customer engagement, brand recognition, and sales performance. Statistical tools particularly Structural Equation Modeling (SEM), has been used to analyze the data and test hypotheses. Preliminary outcome indicates a considerable positive relationship amongst high EO and enhanced IMC effectiveness, highlighting that MSMEs with stronger entrepreneurial traits tend to implement more cohesive and impactful marketing communications. The study provides actionable insights for MSME owners and policymakers, suggesting that fostering an entrepreneurial mindset can lead to more effective marketing strategies, ultimately contributing to competitive advantage and business success in the Indian context.