Observational analysis shows gender moderates entrepreneurial marketing effects on perceived marketing performance in SMMEs, suggesting distinct outcomes for men and women.
This study aims to assess how entrepreneurial marketing (EM) dimensions influence the perceived marketing performance (PMP) of SME units. The identified variables together explain 44% of the variance in PMP, highlighting their significant role. Among these dimensions, opportunities-driven, proactiveness, customer focus, and resource leveraging have a statistically significant impact on PMP. Conversely, continuous innovation, risk-taking, and value creation do not significantly affect PMP. The study also explores the moderating role of gender in the relationship between EM dimensions and PMP. Results reveal that women entrepreneurs tend to score higher on the opportunities-driven dimension than men. Additionally, the effects of proactiveness and continuous innovation differ notably between male and female entrepreneurs, suggesting that gender may influence how certain EM dimensions impact marketing performance. Meanwhile, customer focus and risk-taking continue to have a less significant influence on SME performance, even after considering gender.
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Kiruthika et al. (2025) studied this question.
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