기업가적 마케팅이 중소기업 성과에 미치는 영향 : 중소기업CEO 특성의 조절효과

The role of the chief executive officer (CEO) is traditionally important in small and medium-sized enterprises(SME). Unlike large corporations, strategic decisions in SMEs are concentrated in the authority of the CEO. In order to continue to operate the business and secure a sustainable competitive advantage, SMEs CEOs need to shift to entrepreneurial marketing. Entrepreneurial marketing is directly related to corporate performance. Therefore, this study aimed to clarify the relationship between the dimensions of entrepreneurial marketing and the performance of SMEs and to see whether the characteristics of CEOs play a moderating role between entrepreneurial marketing and the performance of SMEs. Data were collected through a survey of SMEs CEOs and structural equation model analysis was conducted using AMOS 24. The analysis results showed that entrepreneurial marketing has a positive effect on the performance of SMEs through resource utilization and value creation. In addition, through the moderating effect analysis of CEO characteristics, the degree of influence of entrepreneurial marketing on corporate performance was analyzed according to gender, age, education level, major, manager type, and political orientation. It was confirmed that the role of female CEOs, young CEOs under 50, and 2nd generation managers is increasing. The results of this study confirmed that SMEs need entrepreneurial marketing activities and that there are differences depending on the characteristics of the CEO.