Research on the Relationship Between EM and NVP – Exploring the Moderating Role of EU

抄録

This paper explores the role of entrepreneurial marketing (EM) and environmental uncertainty (EU) in driving new ventures’ performance (NVP). Using data from a survey of 883 small ventures based in Anhui province, China, we find that EM is an important drive of NVP. Only 4 EM dimensions (customer value creation, pro-activeness, innovations, and opportunity-focus) have positive effects on growth performance (GP), and only 5 EM dimensions (customer value creation, pro-activeness, innovations, opportunity-focus, and resource leveraging) have positive effects on profit performance (PP) as well. On the other hand, we found that environmental uncertainty (EU) has a partly moderating role between EM and GP, EU only negatively moderates the relationship between pro-activeness and GP, and EU positively moderates the relationship between opportunity-focus, risk-taking and GP. In addition, EU does not have a moderating role between EM and PP.