JACIII Vol.21 No.6 pp. 1073-1078
doi: 10.20965/jaciii.2017.p1073


Entrepreneurial Marketing and New Venture Performance: The Mediating Effects of Ambidextrous Innovation

Xiaowen Hu, Lidong Zhu, and Hui Zhang

School of Economics and Management, Anhui Normal University
Huajin South Road 189, Wuhu 241002, Anhui, China

Corresponding author

December 27, 2016
May 2, 2017
October 20, 2017
entrepreneurial marketing, ambidextrous innovation, exploration and exploitation innovation, new venture performance

Entrepreneurial Marketing has a significant effect on new ventures’ performance. However, the findings have been mixed and conflicting. There is still little in-depth exploration of its specific working mechanism based on two distinct literatures streams from ambidextrous innovation and entrepreneurial marketing. We present an integrated framework for analyzing entrepreneurial marketing, ambidextrous innovation and new venture performance (NVP). By conducting an empirical study

on a sample of 883 new ventures (NVs) in Anhui province in China, the study found that: (a) EM is an important driver of NVP and only five dimensions of EM have positively effects on NVP ,including proactiveness, opportunity-focus, innovations, risk-taking and resource leveraging. (b) Both exploration innovation and exploitation innovation advance NVP. (c) The ambidextrous innovation did not affect NVP significantly. (d) Exploration innovation and exploitation innovation partly mediate the relationship between EM and NVP.

Cite this article as:
X. Hu, L. Zhu, and H. Zhang, “Entrepreneurial Marketing and New Venture Performance: The Mediating Effects of Ambidextrous Innovation,” J. Adv. Comput. Intell. Intell. Inform., Vol.21 No.6, pp. 1073-1078, 2017.
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