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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Entrepreneurial Marketing: Scale Validation with Small,

Independently-Owned Businesses

Author(s): Ann Marie Fiore, Linda S. Niehm, Jessica L. Hurst, Jihyeong Son, Amrut Sadachar

Citation: Ann Marie Fiore, Linda S. Niehm, Jessica L. Hurst, Jihyeong Son, Amrut Sadachar, (2013) "Entrepreneurial Marketing: Scale Validation with Small, Independently-Owned Businesses," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 4, pp. 63 - 86

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study developed and validated an Entrepreneurial Marketing (EM) scale by assessing reliability of

the EM scale, and testing convergent, discriminant, and nomological validity. Two samples were used

consisting of operators of small, independently-owned retail and service sector businesses. The pilot

study sample was drawn from small business operators within one U.S. state, and a national sample of

operators was used for cross-validation. For each sample, confirmatory factor analyses, measurement

modeling, and structural modeling in Structural Equation Modeling offered support for reliability and

construct and nomological validity of the instrument. Implications and future research using the EM

measure are discussed.