The Mediating Role of New Product Development in the Relationship Between Entrepreneurial Marketing and Growth Intentions

Abstract

The purpose of this study is to discover how entrepreneurial marketing affects growth intentions through new product development and can help to create and facilitate access to entrepreneurial opportunities to develop new product, in turn help the firm to adapt the strategy of growth intention. The study adopted quantitative methods, and using structural equation modeling, data were collected utilized the questionnaire survey. The questionnaire was directed to SMEs managers, 248 questionnaires were collected. Findings: The study presents a vision into how entrepreneurial marketing can gain advantage. The findings propose that entrepreneurial marketing can be used to create outstanding opportunities to develop new products and direct the strategy of SEMs to growth intentions. Theoretical implications: This study significantly contributes to the literature through illustrating how entrepreneurial marketing contributes to growth intentions. First, the study introduced, a comprehensive conceptual framework of how entrepreneurial marketing through new product development can increase growth intentions in SEM’s industries. From a broad literature review, we identify measures of entrepreneurial marketing, growth intentions and new product development. The study support entrepreneurial marketing research by discovering the effects of entrepreneurial marketing on growth intentions through new product development. Moreover, the study examines the role of the enterprise's experience in the industry, the enterprise's experience in business, the number of enterprises with ownership rights, enterprise activity in these effects. Second and more importantly, the study reviled that NPD has an important role for companies to be able to competitiveness and enhance growth intentions. Finally, this study also offers valuable contributions for managers. Because it recommends ways to foster and identify main points in entrepreneurial marketing practices, which allow companies to act in flexible way and to be talented in developing new products.