Entrepreneurial marketing and firm performance: Synthesis and conceptual development

Nasser Alqahtani, Can Uslay

Research output: Contribution to journalArticlepeer-review

69 Scopus citations


This study seeks to establish entrepreneurial marketing (EM) as a key construct that positively influences organizational performance. The authors review the evolution of the domain and conceptualization of EM and synthesize the literature that is emerging from the marketing-entrepreneurship interface on this fertile research stream. They define EM and identify the conditions under which it yields better organizational performance outcomes. The moderating effect of network structure (i.e., size, diversity, and strength), environmental variables (i.e., market turbulence, technological turbulence, competitive intensity, supplier power, and market growth), and firm size is identified through several propositions that stem from the proposed conceptual framework.

Original languageEnglish (US)
Pages (from-to)62-71
Number of pages10
JournalJournal of Business Research
StatePublished - May 2020

All Science Journal Classification (ASJC) codes

  • Marketing


  • Contingency theory
  • Effectuation
  • Entrepreneurial marketing
  • Network structure
  • Organizational performance
  • Service-dominant logic


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