Entrepreneurial marketing and reconfiguration towards post-entry performance: Moderating effects of market dynamism and entry mode

Research is limited that explores the performance of international new ventures (INVs) from emerging markets in mature growth stages. Therefore, this study aims to develop and test a model of post-entry performance in the INV context, focusing on entrepreneurial marketing (EM) and reconfiguration as knowledge-based capabilities. Furthermore, the study examines market dynamism and entry mode with respect to their moderating roles in the relationship between knowledge-based capabilities and post-entry performance. INVs are often disadvantaged owing to resource constrained and market complexity. Hence, investigating this framework in this context is valuable. Using a sample of INVs from India, this article finds that EM shapes reconfiguration, and each drives post-entry performance of INVs. The results provide support for the utility of EM towards reconfiguration and post-entry performance, when navigating market dynamism. Moreover, EM and reconfiguration are useful in dynamic markets when INVs select an equity entry mode.