기업가적 마케팅이 기업 성과에 미치는 영향 : 국제 경쟁 전략의 조절 효과를 중심으로

Entrepreneurial marketing (EM) has been recognized as an important driver of firm performance, particularly in turbulent and competitive environments. However, much of the EM research remains either conceptual or case-base work, and empirical evidence is still relatively limited. In addition, prior empirical research has focused on the direct performance effects of EM, providing limited insights into the contextual conditions under which these effects are strengthened or weakened. This study investigates how EM affects firm performance in international markets. To uncover conditions where EM is less or more effective, this study examines the moderating effect of international competitive strategies on the EM-performance relationship. Utilizing survey data from Korean exporters, we provide evidence of the positive performance effect of EM. We further find that its positive impact is strengthened under a differentiation strategy, whereas this effect is weakened, though only marginally, under a cost leadership strategy. These findings advance our understanding of EM by highlighting both the direct positive impact of EM on firm performance and the contingent nature of its impact in international markets. This also offers practical guidance by suggesting that EM is particularly beneficial when aligned with a firm’s international competitive strategy.