The Impact of Entrepreneurial Marketing on SME Performance: Exploring the Mediating Role of Green Innovation and Moderating Role of Networking Capability in Indian SMEs using IPMA analysis

This research investigates the impact of entrepreneurial marketing (proactiveness, innovativeness, risk-taking, resource leveraging, opportunity-focused, customer intensity, value creation) on SME performance through the mediating effect of green innovation (green product innovation, green process innovation) and the moderating role of networking capability in Indian SMEs. A conceptual model is proposed with the support of Diffusion innovation theory and resource-based view theories and literature. The data were gathered from 265 owners, Managers and employees in 150 SMEs in south India. The data analysis was employed through SPSS and Smart PLS software. Additionally, a study performed IPMA analysis. The unique research model with the four hypotheses is validated with less than two-tailed 0.001 significance: entrepreneurial marketing positively affects SME performance while moderating networking capability. This research also reveals that green innovation mediates and networking capability moderates the association between entrepreneurial marketing and SME performance. Based on our unique results, managers should adopt entrepreneurial marketing strategies to boost SME performance.