Entrepreneurial Marketing and Firm Performance: The Moderating Role of Environmental Turbulence: An Applied Study on Industrial Companies in Kurdistan Region of Iraq

This study aims to determine entrepreneurial marketing, firm performance, and the moderating role of environmental turbulence. It is an applied study on industrial companies in the Kurdistan region of Iraq. The researchers have proposed many hypotheses after an extensive review of the literature. This study examines how entrepreneurial marketing influences firm performance, with the existence of environmental turbulence as a moderating variable. This study developed a conceptual framework of entrepreneurial marketing and firm performance, with the moderating role of environmental turbulence. Previous studies' questionnaires were altered and sent to industrial companies in the Kurdistan area of Iraq as part of this study's quantitative methodology. In this study, 350 Iraqi customers from the Kurdistan area of Iraq participated. PLS method and PLS-bootstrapping were used, utilizing Smart-PLS 3.0. According to this study, researching industrial companies is considered as vital for Iraqi producers, investors, and other stakeholders. The findings' validity is limited. However, conclusions can be generalized to other Iraqi industrial sectors. Secondly, cross-sectional data generalization is possible. Longitudinal surveys are superior in both planning and forecasting.