Impact of Entrepreneurial Orientation, Marketing Orientation, and Marketing Self-efficacy on the performance of tech startups in Pakistan

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