Marketing Mix Factors as Moderators of the Corporate Entrepreneurship - Business Performance Relationship - A Multistage, Multivariate Analysis

Abstract

This study establishes a strong link between firms’ corporate entrepreneurship (CE) behavior and business performance. It also examines whether the implementation of the marketing mix factors of promotion, product quality, and pricing moderate this relationship. Using moderated multiple regression techniques, these factors are not general moderators of the CE - performance relationship. Using robust regression and other advanced statistical techniques, however, the research finds that for certain groups, such as large industrial or consumer marketers, individual marketing mix factors do moderate this relationship. In addition, the research shows that the CE - business performance correlation is strong with medium size firms and even stronger with large firms.