Abstract:
Purpose – The purpose of this research paper is to study the relationship between entrepreneurial
marketing strategy (EMS), institutional environment (IE) and business performance (BP). Further, it examines
the role of gender and entrepreneurial experience (EE) as moderators of EMS-BP and IE-BP relationships.
Design/methodology/approach – Based on the literature review, the authors proposed a conceptual
model that was tested using a quantitative approach. Questionnaires were filled by 202 owners/entrepreneurs
of small- and medium-sized enterprises (SMEs) in Egypt. Because of the absence of a formal population-frame
for the Egyptian SMEs, non-probability quota sampling technique was used that considered differences in
gender and EE. SmartPLS software was used for data analysis.
Findings – The results indicated that EMS has significant positive effect on BP. IE has significant positive
effect on EMS but insignificant effect on BP. Gender was found to be moderating significantly both the EMS-BP
and IE-BP relationships. However, EE was found to be an insignificant moderator in the EMS-BP relationship.
Practical implications – The findings communicate insights to the SMEs on the importance of undertaking
proactive, risk-taking and innovative activities while creating and delivering value to their customers. Also, it
encapsulates further implications for policymakers to promote a better IE for entrepreneurship in Egypt.
Originality/value – This study contributes conceptually to the interdisciplinary research that investigated
the integration between entrepreneurship and marketing as a successful functional strategy in SMEs and its
effect on enhancing BP and market share. Empirically, it adds value to the available literature on
contemporary strategic entrepreneurship by analysing these IE-EMS-EE-Gender-BP relationships in a
promising, yet under-researched, transitional economy
