Browsing by Author "Khan, Farhana"

Now showing 1 - 3 of 3

Entrepreneurial Marketing Practices in Small and Medium Enterprises in Bangladesh: Prospects and Challenges
(© University of Dhaka, 2025-11-05) Khan, Farhana
When conventional marketing strategies are not suitable for small and medium-sized enterprises, entrepreneurs must unlearn existing principles and substitute them with new, innovative concepts and endeavors, such as entrepreneurial marketing (EM). In this paper, the effects of EM dimensions on Bangladeshi SMEs are taken into consideration. Chapter one includes an introductory presentation and definitions of core study materials, such as the definition of small and medium enterprises, the definition of entrepreneurial marketing, the background of the study, the research gap of the study, the purposes of the study, the problem of the study, and finally, the overall structure of the study. The second chapter provides a review of the literature, including various definitions of research experts, operational variables, and previous research on marketing for entrepreneurs. It also examines previous studies that have explored the relationship between entrepreneurial marketing and sustainability in SMEs. Chapter three shows and explains theories of entrepreneurial marketing that include different opinions and findings of other researchers, and some implications for further research. Chapter four includes research questions, objectives, hypotheses, and research methodology. This study aimed to investigate the impact of entrepreneurial marketing aspects on the performance of small and medium-sized businesses. The quantitative research approach was used to collect the necessary data. In particular, 627 SMEs in Bangladesh participated in a structured survey that yielded the primary data. The environmental background of entrepreneurial marketing is explained in Chapter Five. This chapter compiles Micro and Macro environmental forces that affect the entrepreneur and their business. Among many entrepreneurs, there are some case studies of them included in chapter six. A list of some other entrepreneurs is shown in this chapter. Chapter Seven presented the findings of this study. To determine the validity and reliability of the measuring 5 | P a g e items and to confirm the influence of entrepreneurial marketing aspects on business performance, the acquired data were further examined using the SPSS methodology. The findings demonstrated that value creation and client intensity improve business performance. The results also demonstrated a positive correlation between company success, innovativeness, and resource leveraging. Risk-taking's impact on business performance, however, was determined to be negligible. Lastly, it was discovered that opportunity focus and pro-activeness significantly improve business performance. According to the findings summary, respondents are often very opportunity-focused and see the value of resource leveraging. Despite the fact that value creation is regarded as a crucial aspect of entrepreneurial marketing, respondents are reluctant to take chances and are not typically proactive, creative, or customer-focused. By filling up the current research gaps between the chosen aspects of entrepreneurial marketing and company performance, this study advances resource-advantage theory and empirical literature. Lastly, the study's limitations and recommendations for additional research are discussed.
Quality of Work Life (QWL) among the Faculty Members of Private Universities in Bangladesh: A Gender Perspective
(Eastern University, 2011-07-01) Tabassum, Ayesha; Khan, Farhana
About four decades have passed since the phrase “Quality of Work Life (QWL)” was first introduced. But in Bangladesh it is still a new concept to emerge. No initiative was taken to identify QWL in the private universities of Bangladesh, especially in terms of gender differences. Thus the study aims to make a comparative learning of the existing QWL between the males and female faculty members of the private universities through quantitative survey on 36 male and 36 female faculty members. The survey is conducted based on a structured questionnaire designed with 5-point Liker-scale. The sample includes 11 private universities. Several statistical tolls were applied for data analyses, i.e. factor analysis, correlation analysis, independent sample t-test, regression analysis, etc. The study reveals that a significant difference exists between male and female employees overall perception regarding QWL and particularly in one dimension of QWL relating to adequate and fair compensation. No statistically significant disparity is found in terms of the other dimensions, i.e. safe and healthy working conditions, immediate opportunity to use and develop human capacities, opportunity for continued growth and security, social integration in the work organization, constitutionalism in the work organization, work and total life space, and social relevance of work life. It is also explored that a higher QWL can lead to an increased job satisfaction among the faculty members.
Standardization of multinational marketing: A study on three multinational companies
(University of Dhaka, 2015-06-23) Khan, Farhana
The worldwide marketplace has become so homogenized that multinational corporations can market standardized products and services all over the world, by identical strategies, with resultant lower costs and higher margins. This study is an attempt to provide a conceptual framework for gaining insights into the standardization issue with a systematic review of literature on marketing mix standardization in multinational corporations. The objective is to extract and synthesize ‘best evidence’ regarding marketing mix standardization practices in multinational corporations and to identify evidence regarding the performance impact of marketing mix standardization. Beyond relevance to an academic audience, this study could be useful for management practitioners in multinationals seeking to integrate operations across borders. In this context, the study seeks to make a contribution to evidence based policy and practice. It examines whether multinational companies are adapting or standardizing their marketing mix elements/7Ps (product, place, promotion, price, people, physical elements, process management) when they cross geographical borders and expand their operations to foreign markets. This study identified that both adaptation and standardization are used at the same time and that the level of integration is dependent upon a consideration of the relationship between the reasons and elements identified and an understanding of how these are affected by a number of factors. Based on the results of the analysis, this study proposes a new modelling approach, the AdaptStand Process, which outlines the different stages to be undertaken by multinational companies towards identifying the level of integration across the marketing mix elements. Consequently, this study aims to contribute to theoretical knowledge and at the same time guide marketing practitioners in deciding on implementation of marketing tactics when competing in the international marketing arena. The findings suggest that the extent to which multinationals standardize their international strategies depends on the degree of similarity between home and host countries in terms of customer characteristics, legal environment, economic conditions, and to a lesser extent stage of product life cycle. The study also reveals that standardization is inversely associated with subsidiary performance. The implications of the findings for business practitioners are highlighted and future research directions discussed, along with limitations of the study.