THE IMPACT OF ENTREPRENEURIAL MARKETING ON FIRM PERFORMANCE: MEDIATING EFFECT OF NETWORK DIVERSITY AND LEARNING CAPACITY; MODERATING EFFECT OF COMPETITIVE INTENSITY

This study investigates the role of entrepreneurial marketing as a predictor of firm performance. The research integrates variables of the dynamic interaction: mediating role of diversity of network and learning capability, moderating role of competitive intensity on the relationship between entrepreneurial marketing and performance of the firm. The study is explanatory in nature. To ensure the accuracy of quantitative results based on the experience of study participants, we employed a mixed method of qualitative and quantitative data collection. Data was collected in two stages: 1) field survey, 2) interviews of SMEs owners in Oman. The sample was purposively drawn from SMEs managers perceived to be knowledgeable about the tourism industry. No significant relationship was found between entrepreneurial marketing and firm performance. In addition, it was found that network selection mediates the relationship between entrepreneurial marketing and firm performance; however, learning capability does not. This study adds to the literature of the Omani market context on a strategic issue and provides managers with useful insights. Mixed methods provide a methodological contribution to understanding the dynamic relationship between variables presented in the entrepreneurship literature.