The impact of the interaction between an entrepreneurial marketing orientation and coopetition on business performance

Purpose Certain small businesses do not possess the assets needed to implement a performance-enhancing entrepreneurial marketing orientation (opportunity-driven behaviours focussed on creating value for customers). Although some entrepreneurs cooperate with their competitors (coopetition) achieve day-to-day and long-term goals, it is unclear whether these partnerships are advantageous in this capacity. Thus, grounded resource-based view, purpose of investigation examine coopetition positively moderates relationship between an financial performance. Design/methodology/approach Survey responses were obtained from 184 tourism hospitality organisations New Zealand. Following series robustness checks, covariance-based structural equation modelling was used test elements conceptual model. Findings Unique insights illustrate yielding negative significant link Nevertheless, result potentially related marketing-oriented opportunities that owner-managers pursued within context sector; particular, situations when employing individualistic business model constrained certain decision-makers' ability pursue “growth-oriented” objectives. However, produced positive moderating effect, enabling via collaborative models facilitating mutually beneficial performance outcomes. Practical implications Owner-managers under-resourced firms should be careful implementing strategies utilising For example, they might viable and/or become over-loaded market intelligence cannot handle. By collaborating competitors, can learn improved ways operate industries, alongside being equipped new resources capabilities. In doing so, help overcome potential performance-limiting issues face by under-resourced, namely, Originality/value This current study contributes extant literature evaluating complexities practices. That is, although earlier research has performance-driving outcomes orientation, prior studies typically overlook factors could influence association. examining interaction performance, evidence emerged how utilise interfirm collaboration succeed markets, as opposed struggling cope challenges Specifically, likely enhance companies effectively collaborate competitors.