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

Lidong Zhu | Zendy; Hui Zhang | Zendy

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

Author(s) -

Lidong Zhu,

Hui Zhang

Publication year - 2018

Publication title -

journal of advanced computational intelligence and intelligent informatics

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.172

H-Index - 20

eISSN - 1343-0130

pISSN - 1883-8014

DOI - 10.20965/jaciii.2018.p0853

Subject(s) - business , profit (economics) , value (mathematics) , marketing , resource (disambiguation) , customer value , focus (optics) , industrial organization , computer science , economics , microeconomics , computer network , physics , machine learning , optics

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.

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