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
et al.
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… Show more
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