Research on the Relationship Between EM and NVP – Exploring the Moderating Role of EU
Lidong Zhu* and Hui Zhang**,
*School of Economics and Management, Anhui Normal University
189 Huajin South Road, Wuhu, Anhui 241002, China
**College of Business, Shanghai University of Finance and Economics
318 Wuchuan Road, WuJiaoChang, Yangpu Qu, Shanghai 200433, China
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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