Effect of competitive strategies on firm performance and medi̇ating role of entrepreneurial marketing: An empirical study

The aim of the study is to investigate the effect of competition strategies and entreprenurial marketing on firm performance and to examine the mediating role of entreprenurial marketing in relation between competitive strategies and firm performance. In this study, data were collected by questionnaire method. The study was concucted on firms with 15 or more employes operating in the Eastern Marmara Region (Bolu, Düzce, Sakarya, İzmit, Yalova). Surveys were conducted as face-to-face interviews with 300 participants within 3 months period. The obtained data were analyzed using ANOVA and regression tests. The main findigns of the regression analysis are; competition strategies and entrepreneurial marketing were found to have a positive and statistically significant effect on firm performance. In addition, when the model that is used to study the effect of competitive strategies on the firm performance is augmented with entrepreneurial marketing it is found that entrepreneurial marketing has a partial mediating role.