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Entrepreneurial marketing and reconfiguration towards post-entry performance: Moderating effects of market dynamism and entry mode

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  • Buccieri, Dominic
  • Park, JiEun

Abstract

Research is limited that explores the performance of international new ventures (INVs) from emerging markets in mature growth stages. Therefore, this study aims to develop and test a model of post-entry performance in the INV context, focusing on entrepreneurial marketing (EM) and reconfiguration as knowledge-based capabilities. Furthermore, the study examines market dynamism and entry mode with respect to their moderating roles in the relationship between knowledge-based capabilities and post-entry performance. INVs are often disadvantaged owing to resource constrained and market complexity. Hence, investigating this framework in this context is valuable. Using a sample of INVs from India, this article finds that EM shapes reconfiguration, and each drives post-entry performance of INVs. The results provide support for the utility of EM towards reconfiguration and post-entry performance, when navigating market dynamism. Moreover, EM and reconfiguration are useful in dynamic markets when INVs select an equity entry mode.

Suggested Citation

  • Buccieri, Dominic & Park, JiEun, 2022. "Entrepreneurial marketing and reconfiguration towards post-entry performance: Moderating effects of market dynamism and entry mode," Journal of Business Research, Elsevier, vol. 148(C), pages 89-100.
    • Handle: RePEc:eee:jbrese:v:148:y:2022:i:c:p:89-100
    DOI: 10.1016/j.jbusres.2022.04.053
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