Abstract:
Purpose – The study explores the mediating role of marketing self-efficacy (MSE) in
the relationship between Entrepreneurial Orientation (EO) and Marketing Orientation
(MO) towards startup non-financial performance (SNFP).
Design/Methodology/Approach – This study is based on data collected through a
survey conducted various incubation stage startups of Pakistan. A conceptual
framework is created and tested using SmartPLS4 software.
Findings – The findings indicate that EO, MO, and MSE have a positive impact on
SNFP. Moreover, MSE s mediates the relationship of EO and MO with SNFP.
Originality/Value – This study unveils intricate dynamics and relationships between
EO, MO, MSE and SNFP that previously remained underexplored in the context of the
startup industry. The utilization of established scales within a novel context adds a layer
of originality, as it validates and extends the applicability of these measures across
diverse settings. Moreover, the study enriches the global understanding of startup
performance determinants. Furthermore, the research addresses a gap in the literature
regarding the intermediary role of MSE, providing valuable insights into how internal
belief in marketing capabilities influences the translation of EO and MO into tangible
performance outcomes.
Practical Implications - The findings of this study are poised to offer practical
implications for startup founders, policymakers, and incubators, fostering an
environment that nurtures the growth and sustainability of tech startups in emerging
economies.
Social Implications – It is suggested that economic policymakers, especially in the
developing countries makes funds available and channel investments into the training
and education of entrepreneurial and marketing abilities in elementary, middle, higher,
and university education levels to increase entrepreneurial and marketing capabilities
and marketing self-efficacy of the population
