A study of entrepreneurial marketing activities and firm performance in an immediate post-COVID-19 era: the moderating role of coopetition

Ali Mahdi, Dave Crick, James M. Crick, Wadid Lamine, Martine Spence
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Abstract

Purpose

Although earlier research suggests a positive relationship exists between engaging in entrepreneurial marketing activities and firm performance, there may be contingent issues that impact the association. This investigation unpacks the relationship between entrepreneurial marketing behaviour and firm performance under the moderating role of coopetition, in an immediate post-COVID-19 period.

Design/methodology/approach

A resource-based theoretical lens, alongside an outside-in perspective, underpins this study. Following 20 field interviews, survey responses via an online survey were obtained from 306 small, passive exporting wine producers with a domestic market focus in the United States. The data passed all major robustness checks.

Findings

The statistical findings indicated that entrepreneurial marketing activities positively and significantly influenced firm performance, while coopetition provided a non-significant moderation effect. Field interviews suggested that entrepreneurs’ attemps to scale up from passive to more active export activities in an immediate post-pandemic period helped explain the findings. Owner-managers rejoined trustworthy and complementary pre-pandemic coopetition partners in the immediate aftermath of coronavirus disease 2019 (COVID-19) for domestic market activities. In contrast, they had to minimise risks from dark-side/opportunistic behaviour when joining coopetition networks with partners while attempting to scale up export market activities.

Originality/value

Unique insights emerge to unpack the entrepreneurial marketing–performance relationship via the moderation effect of coopetition, namely, with the temporal setting of an immediate post-COVID-19 period. Firstly, new support arises regarding the likely performance-enhancing impact of owner-managers’ engagement in entrepreneurial marketing practices. Secondly, novel findings emerge in respect of the contrasting role of coopetition in both domestic and export market activities. Thirdly, new evidence arises in relation to a resource-based theoretical lens alongside an outside-in perspective, whereby, strategic flexibility in pivoting facets of a firm’s business model needs effective management following a crisis.

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后 COVID-19 时代的创业营销活动与企业绩效研究:合作竞争的调节作用
目的 虽然早期研究表明,参与创业营销活动与企业绩效之间存在正相关关系,但可能存在影响这种关系的偶然问题。本研究探讨了在合作竞争的调节作用下,紧随 COVID-19 之后的创业营销行为与企业绩效之间的关系。在进行了 20 次实地访谈后,通过在线调查获得了 306 家专注于美国国内市场的小型被动出口葡萄酒生产商的调查回复。数据通过了所有主要的稳健性检验。 研究结果 统计结果表明,创业营销活动对企业绩效产生了积极而显著的影响,而合作竞争则提供了非显著的调节作用。实地访谈表明,创业者在疫情刚结束时试图将出口活动从被动扩大到更积极的规模,这有助于解释研究结果。在 2019 年冠状病毒疫情(COVID-19)发生后,企业主重新加入了疫情发生前值得信赖且互补的合作伙伴,开展国内市场活动。与此相反,在试图扩大出口市场活动规模时,他们在加入与合作伙伴的合作竞争网络时,必须最大限度地降低阴暗面/机会主义行为带来的风险。 原创性/价值 通过合作竞争的调节效应,即在COVID-19疫情刚刚结束后的时间背景下,提出了独特的见解来解读创业营销与绩效之间的关系。首先,对于所有者-管理者参与创业营销实践可能产生的绩效提升影响提供了新的支持。其次,在国内市场和出口市场活动中的合作竞争作用对比方面出现了新的发现。第三,在基于资源的理论视角和由外而内的视角方面出现了新的证据,即在危机发生后,需要对企业业务模式的战略灵活性进行有效管理。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
10.20
自引率
16.40%
发文量
94
期刊介绍: The International Journal of Entrepreneurial Behavior & Research (IJEBR) has a unique focus on publishing original research related to the human and social dynamics of entrepreneurship, and entrepreneurial management in small and growing organizations. The journal has an international perspective on entrepreneurship and publishes conceptual papers and empirical studies which bring together issues of interest to academic researchers and educators, policy-makers and practitioners worldwide.The editorial team encourages high-quality submissions which advance the study of human and behavioural dimensions of entrepreneurship and smaller organizations. Examples of topics which illustrate the scope of the journal are provided below. Topicality Nascent entrepreneurship and new venture creation Management development and learning in smaller businesses Enterprise and entrepreneurship education, learning and careers Entrepreneurial psychology and cognition Management and transition in smaller, growing and family-owned enterprises Corporate entrepreneurship and venturing Entrepreneurial teams, management and organizations Social, sustainable and informal entrepreneurship National and international policy, historical and cultural studies in entrepreneurship Gender, minority and ethnic entrepreneurship Innovative research methods and theoretical development in entrepreneurship Resourcing and managing innovation in entrepreneurial ventures.
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