THE RELATIONSHIP OF MARKETING ORIENTATION AND MANAGEMENT CAPABILITIES WITH ENTREPRENEURIAL SUCCESS OF EVENT MANAGEMENT FIRMS IN SABAH, MALAYSIA

Event management is a thriving and growing business in many countries, including Malaysia. There are many local entrepreneurs providing various services for events relating to the music and entertainment industry. Hence, these firms need to develop competitive advantages to ensure that their entrepreneurial endeavours are successful. Marketing orientation and management capabilities are two major contributors to business performance. Therefore, in this study, the aim is to determine the level of marketing orientation, management capabilities and entrepreneurial success, as well as to determine... Mehr ...