Entrepreneurial Orientation and Marketing Performance: The Mediating Role of Energizing Professional Networks

Abstract

Abstract. This article addresses the study controversy (research gap) of entrepreneurial orientation regarding marketing performance. The case study at hand, fashion SMEs, must present a distinct advantage due to intense competition. This advantage does not lie in how to create new products, but in how to build professional networks. Hence, the present article aims to develop a model for strengthening professional networks based on an entrepreneurial orientation to improve marketing performance. The population in this study comprises the leaders of fashion SMEs in Central Java, Indonesia. The sampling method employs a purposive 250 technique. The analysis technique uses SEM AMOS software. The results of the study show that proactiveness, risk-taking, and innovation have a significant and positive effect on professional network energy and marketing performance. In addition, the energy of professional networks mediates a strong relationship between proactiveness, risk-taking, and innovation in terms of marketing performance. Keywords: Proactiveness, risk-taking, innovativeness, energizing professional networks, marketing performance