Entrepreneurial marketing and performance: contingent role of market turbulence

In developing countries, entrepreneurial firms are increasingly advocating a shift from conventional marketing strategies, paving the way for innovative approaches like entrepreneurial marketing. This paper investigates the moderating role of market turbulence over the impact of entrepreneurial marketing over Performance of Entrepreneurial Firms. We have developed the framework while taking the support of contingency perspective. We adopted a quantitative research methodology and collected the data using survey technique from 384 entrepreneurial firms, and the managers and owners were contacted for the responses. The collected data, after ensuring the reliability and validity has been evaluated using Smart PLS 3. Structural equation modelling has been applied to evaluate the research framework. The findings revealed that six out of seven identified constructs of entrepreneurial marketing hold a significant impact over performance of entrepreneurial Firms. Additionally, the moderating role of market turbulence has also found significant which is the major significance of the study. The paper ends up by identifying the limitations faced while conducting research and giving recommendations for future researchers.