ENHANCING FIRM PERFORMANCE THROUGH MARKET & ENTREPRENEURIAL ORIENTATIONS: THE MEDIATING IMPACT OF ENTREPRENEURIAL MARKETING

Abstract

This study aims to explore how entrepreneurial marketing (EM) act as a mediator of entrepreneurial orientation (EO) and market orientation (MO) to firm performance (FP). The study used the framework on the basis of Resource Based View (RBV) and Dynamic Capabilities Theory to explain the importance of strategic orientations in improving the performance of the organization. The study used a quantitative- cross sectional research design and a sample of 395 manufacturing sector managers and business owners. CB-SEM along with IBM SPSS and AMOS software was used to analyze the proposed model. Based on the results, it can be seen that there is a significant positive effect between market orientation, entrepreneurial orientation, and entrepreneurial marketing, and entrepreneurial marketing is the most influential in determining the performance of the firm. In addition, entrepreneurial marketing plays a key role in bridging the relationships between market orientation, entrepreneurial orientation, and firm performance, suggesting its significance in creating a stronger link between strategic orientations and better organizational performance. The study adds to the strategic management and entrepreneurship research by proving that entrepreneurial marketing is a dynamic capability of firms that connects organizational resources and firm performance and provides some managerial implications for improving the competitiveness and sustainable business performance of managers in emerging economies.