Entrepreneurial orientation and performance

a moderated mediation model of marketing resources and marketing capabilities

Lan Snell, Phyra Sok

Research output: Chapter in Book/Report/Conference proceedingConference abstract

Abstract

Studies indicate that the EO – performance relationship is more complex than a maineffects only relationship. Studies investigating the effect of variables in the EO – performance relationship have considered a number of mediators and moderators, concluding that no one suitable moderator or mediator pertaining to the relationship between EO and performance. Underpinned by the resource-based view and the resource-capability complementarity literature, we investigate the role of marketing capability and marketing resources in linking EO and performance. Using a sample of 469 service firms, we develop and test a moderated-mediation model that examines marketing capabilities as a mediating mechanism and marketing resources as a moderator to offer a wider picture of the EO – performance relationship. Results indicate that marketing resources moderates the strength of the mediated relationship between EO and firm performance via marketing capability, such that the mediated relationship is stronger when marketing resources are high than when they are low.
Original languageEnglish
Title of host publication2015 ANZMAC conference
Subtitle of host publicationinnovation and growth strategies in marketing: conference proceedings
EditorsAshish Sinha, Jack Cadeaux, Tania Bucic
Place of PublicationSydney
PublisherAustralian and New Zealand Marketing Academy (ANZMAC)
Number of pages1
Publication statusPublished - 2015
Externally publishedYes
EventAustralian and New Zealand Marketing Academy Conference (2015) - University of New South wales, Sydney, Australia
Duration: 30 Nov 20152 Dec 2015

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2015)
Abbreviated titleANZMAC 2015
CountryAustralia
CitySydney
Period30/11/152/12/15

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