Research On The Relationship Between Entrepreneurial Marketing,Ambidextrous Innovation And New Venture Performance

Innovation and entrepreneurship have become the new power to promote economic and social development.As one of the important provinces of the development of the Yangtze River economic belt,so many policies have been carried out to promote the development of innovation and entrepreneurship.At present,most of the new venture enterprises in Anhui Province,there are many problems in the process of development:when facing the rapid change of market competition environment,the key problem to need to solved is how to obtain and maintain its competitive advantage for new enterprises.Entrepreneurial marketing emphasizes the opportunity focus,risk taking,innovation,pro-activity,resources leveraging customer intensity and value creation,which makes enterprises adapt to the uncertain market environment and identify the market opportunities.How to make entrepreneurial marketing strategies that suit themselves to obtain continuous healthy grown-up has always been a problem deserves to think deeply.This article mainly explores the influence mechanism among the entrepreneurial marketing strategy,the dual innovation and start-up performance.We present an integrated framework for analyzing entrepreneurial marketing,ambidextrous innovation and new venture performance(NVP).By conducting an empirical study of 883 sample Chinese new ventures(NVs)in Anhui province,it is found that:(a)EM is an important driver of NVP and there are only five dimensions of EM including proactiveness,opportunity-focus,innovations,risk-taking and resource leveraging have positively effects on NVP.(b)Both exploration innovation and exploitation innovation advance NVP.(c)Ambidextrous innovation did not significantly affect NVP.(d)Exploration innovation and exploitation innovation partly mediate the relationship between EM and NVP.