Reference no: EM133331334

Case Study: The existence of small and medium enterprises (SMEs) in developing countries can be said to be the backbone of the country's economy. This has proven that SMEs have been able to drive the wheels of the nation's economy and reduce the number of unemployed people. Even though SMEs have some limitations, in reality they are able to compete with other companies. Even when the economic conditions worsened and many large companies were threatened with bankruptcy, these SMEs were still able to survive. This fact shows the true strength of SMEs.

The strength of these SMEs arises because they have started implementing their entrepreneurial visions so that they are able to bring their companies to grow and develop and obtain increased profitability. In facing the era of globalization, the dependence of SMEs on the entrepreneurial orientation of their owners must be accompanied by the company's ability to formulate its strategies and implement these strategies properly. Companies need to make marketing strategies that are creative and aligned with changing environmental conditions. It can be said that a company's success in improving its performance depends on two factors, namely its entrepreneurial orientation and its ability to develop creative marketing programs.

The research results of Moirad et al (2017) show that entrepreneurial orientation is the key to improving company performance. Other research says that creativity has quite an important influence on marketing performance because it is very profitable to develop its products (Manjani, 2018). The results of his research emphasize that the creativity of marketing programs and environmental factors can influence marketing performance.

Question: From a glance at the case above, determine what variables can be found, and what is the relationship between these variables?