Twenty-third International Conference on Knowledge, Culture, and Change in Organizations

Abstract

The emergence of tech giants such Facebook,Twitter, Google Ads, YouTube, and WhatsApp including the impact of the COVID-19 pandemic has escalated calls for enterprises to revisit their marketing and management strategies. This paper examines the impact of digital marketing and intrapreneurship on the profit of enterprises in the state of Iowa, USA. The ordinal regression analysis (using the Likert Scale) was used in computing the outcome of interest. The findings of the study indicate that a single unit increase in digital marketing; knowledge, education, and skills; leadership; Innovation, invention, and creativity impacted an enterprises’ profit outcome by 0.328, 0.641, 0.419, and 0.328 respectively with coefficients significant at 10 percent, 1 percent, 5 percent, and 10 percent respectively. The effect on experience on profit was negative, insignificant, and contrary to expectation as business were negatively affected by the covid 19 pandemic and even those with experience never prepared for that sudden eventuality of covid which affected businesses. That being said the coefficient of experience on profit was negative with a unit of experience negatively leading to profit by 0.201 units. This research, having saved as model for entrepreneurs in other countries, seeks to conclude by proposing that stakeholder in other less developed economies should accelerate the level of market knowledge, skills training, and ensure the provision of cheaper digital platforms, which make it easier for entrepreneurs to reach to prospective customers and as a result increase their profitability as seen by the outcome of this research.