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The effect of entrepreneurial marketing on firm performance
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Title
The effect of entrepreneurial marketing on firm performance
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Alqahtani
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Nasser A.
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1987-
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Nasser A. Alqahtani
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Yeniyurt
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Sengun
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Sengun Yeniyurt
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internal member
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Kim
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Kihyun (Hannah)
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Kihyun (Hannah) Kim
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Yalcinkaya
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Goksel Yalcinkaya
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Rutgers University
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Graduate School - Newark
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theses
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2020
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2020-01
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2020
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English
Abstract
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Increasing market uncertainty renders traditional marketing efforts less efficient and effective in enhancing firm performance. In today’s ever-changing, chaotic, and unsettled environments, with continuously increasing competition and increasingly diminishing returns to current market offerings, businesses are constantly on the lookout for new market opportunities. Overall, firms are under an increasing burden to be more vigilant, innovative, proactive, risk-tolerant, and agile than ever as they develop and carry out marketing strategies.
This dissertation introduces a robust scale for measuring entrepreneurial marketing (EM) as a distinct construct and demonstrates its discriminant validity from the overlapping notions of market orientation (MO) and entrepreneurial orientation (EO). Empirical findings also demonstrate that the positive and significant impact of EM on firm performance becomes even more pronounced under highly uncertain environmental conditions. Additionally, this research finds EM to partially mediate the well-established positive relationships between MO, EO, and firm performance. It reviews the evolution of the domain and conceptualization of EM and synthesizes the literature that is emerging from the marketing-entrepreneurship interface on this fertile research stream. The interrelationships between EM, MO, EO, firm performance, and the moderating effect of network structure (i.e., size, diversity, and strength), environmental variables (i.e., market turbulence, technological turbulence, competitive intensity, supplier power, and market growth), and firm size are examined through several hypotheses.
To test the hypotheses articulated by this research, I employed structural equation modeling (SEM) to analyze survey results from 450 U.S. based firms representing a broad spectrum of industries and firm sizes, using a stratified sampling technique. Overall, the analyses provide compelling evidence that EM is a distinct construct that has a positive influence on firm performance, and that it partially mediates the positive effects of MO and EO on firm performance. This dissertation also demonstrates that while the EM-performance relationship is positively moderated by market turbulence, competitive intensity, and supplier power, it is negatively moderated by market growth and network strength. It also finds an inverted U-shaped relationship between the performance efficacy of EM and firm size. Managerial implications, limitations, and future research are also discussed.
This dissertation introduces a robust scale for measuring entrepreneurial marketing (EM) as a distinct construct and demonstrates its discriminant validity from the overlapping notions of market orientation (MO) and entrepreneurial orientation (EO). Empirical findings also demonstrate that the positive and significant impact of EM on firm performance becomes even more pronounced under highly uncertain environmental conditions. Additionally, this research finds EM to partially mediate the well-established positive relationships between MO, EO, and firm performance. It reviews the evolution of the domain and conceptualization of EM and synthesizes the literature that is emerging from the marketing-entrepreneurship interface on this fertile research stream. The interrelationships between EM, MO, EO, firm performance, and the moderating effect of network structure (i.e., size, diversity, and strength), environmental variables (i.e., market turbulence, technological turbulence, competitive intensity, supplier power, and market growth), and firm size are examined through several hypotheses.
To test the hypotheses articulated by this research, I employed structural equation modeling (SEM) to analyze survey results from 450 U.S. based firms representing a broad spectrum of industries and firm sizes, using a stratified sampling technique. Overall, the analyses provide compelling evidence that EM is a distinct construct that has a positive influence on firm performance, and that it partially mediates the positive effects of MO and EO on firm performance. This dissertation also demonstrates that while the EM-performance relationship is positively moderated by market turbulence, competitive intensity, and supplier power, it is negatively moderated by market growth and network strength. It also finds an inverted U-shaped relationship between the performance efficacy of EM and firm size. Managerial implications, limitations, and future research are also discussed.
Subject
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Topic
Management
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Topic
Entrepreneurial marketing
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Market orientation
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Topic
Entrepreneurial orientation
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Organizational performance
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Topic
Network structure
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Topic
Effectuation
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(authority = local)
Topic
Service-dominant logic
Subject
(authority = local)
Topic
Contingency theory
Subject
(authority = local)
Topic
Firm size
Subject
(authority = LCSH)
Topic
Marketing
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Rutgers University Electronic Theses and Dissertations
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1 online resource (ix, 142 pages) : illustrations
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Ph.D.
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Includes bibliographical references
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Graduate School - Newark Electronic Theses and Dissertations
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doi:10.7282/t3-esd8-6w30
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ETD doctoral
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Rights
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The author owns the copyright to this work.
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Name
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Alqahtani
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Nasser
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Permission or license
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2019-11-27 11:14:25
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Nasser Alqahtani
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Rutgers University. Graduate School - Newark
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Author Agreement License
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I hereby grant to the Rutgers University Libraries and to my school the non-exclusive right to archive, reproduce and distribute my thesis or dissertation, in whole or in part, and/or my abstract, in whole or in part, in and from an electronic format, subject to the release date subsequently stipulated in this submittal form and approved by my school. I represent and stipulate that the thesis or dissertation and its abstract are my original work, that they do not infringe or violate any rights of others, and that I make these grants as the sole owner of the rights to my thesis or dissertation and its abstract. I represent that I have obtained written permissions, when necessary, from the owner(s) of each third party copyrighted matter to be included in my thesis or dissertation and will supply copies of such upon request by my school. I acknowledge that RU ETD and my school will not distribute my thesis or dissertation or its abstract if, in their reasonable judgment, they believe all such rights have not been secured. I acknowledge that I retain ownership rights to the copyright of my work. I also retain the right to use all or part of this thesis or dissertation in future works, such as articles or books.
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2020-01-31
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2022-01-30
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Access to this PDF has been restricted at the author's request. It will be publicly available after January 30th, 2022.
Copyright
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Copyright protected
Availability
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Open
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Permission or license
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