Entrepreneurial marketing and business performance in SMEs: the mediating role of competitive aggressiveness

Dana F. Kakeesh (), Ghazi A. Al-Weshah () and Ali A. Alalwan ()
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Dana F. Kakeesh: The University of Jordan, Department of Marketing, School of Business
Ghazi A. Al-Weshah: Al-Balqa Applied University, Department of Marketing, Faculty of Business
Ali A. Alalwan: Qatar University, Department of Management and Marketing, College of Business and Economics

Journal of Marketing Analytics, 2025, vol. 13, issue 4, No 11, 1133-1156

Abstract: Abstract This study examines the interplay between entrepreneurial marketing orientation and business performance among SMEs in the services sector, with a particular focus on competitive aggressiveness as a mediating factor. Drawing from a sample of 320 service-based companies via both online and paper-based surveys, the research employs structural equation modelling using AMOS software to analyse the data. The results underscore a significant positive relationship between entrepreneurial marketing orientation and business performance among service-based SMEs in Jordan. By delving into the unique marketing challenges and opportunities faced by these enterprises, this research not only offers actionable insights for practitioners but also enriches the entrepreneurial marketing discourse. This exploration delves into the domain of entrepreneurial marketing orientation, emphasizing its critical role in enhancing SME competitiveness and growth within a developing economy. Incorporating marketing analytics, the study offers a detailed understanding that enriches academic literature and informs policy development for sustainable economic progress.

Keywords: Entrepreneurial marketing; Business performance; Competitive aggressiveness; Mediating effects; Quantitative approach (SEM); Service-based SMEs; Jordan (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41270-024-00310-5

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