This study explores how entrepreneurial marketing can reduce the liability of poorness by enhancing the performance of smallholder agribusinesses in developing economies. Partial Least Squares Structural Equation Modeling (PLS-SEM) analyzed surveys from a judgment sample of 190 Vietnamese SME tea producers. Entrepreneurial marketing processes, including innovation, customer-linking, and reputational advantage, were positively related to cost advantage for the SME tea producers but not with differentiation advantage. This implies that SME agribusinesses in developing economies should focus on their cost-based advantage and leverage their customer-linking capacity to create premium-priced offerings. This could be enabled by participating in capacity-building opportunities such as Vietnam's One Commune One Product branding program. The OCOP program offers the opportunity to shift SME agribusiness from a substance orientation toward a more positive entrepreneurial mindset and develop entrepreneurial capabilities to facilitate a more prosperous future.

本研究探讨了创业营销如何通过提高发展中经济体小农农业综合企业的绩效来减少贫困的责任。偏最小二乘结构方程模型 (PLS-SEM) 分析了来自 190 家越南中小企业茶叶生产商的判断样本的调查。创业营销过程，包括创新、客户联系和声誉优势，与中小企业茶叶生产商的成本优势正相关，但与差异化优势无关。这意味着发展中经济体的中小企业农业综合企业应专注于其基于成本的优势，并利用其与客户联系的能力来创造高价产品。这可以通过参与能力建设机会来实现，例如越南的 One Commune One 产品品牌计划。