| 摘要： | Drawing on survey data from 306 entrepreneurs, this study investigates how individual entrepreneurial marketing dimensions shape the competitive strategies of small firms and, consequently, their performance. The results underscore the pivotal role of innovative marketing, proactive marketing, and network attention in the differentiation strategy, and the significant influence of innovative marketing, opportunity focus, resource leveraging, and risk acceptance on the cost leadership strategy. Furthermore, both differentiation and cost leadership strategy significantly enhance corporate performance, with the latter exerting a stronger impact. More importantly, the impact of competitive strategy on performance outweighs the direct relationship between entrepreneurial marketing and performance. These findings have significant implications for small business management and provide actionable insights for practitioners in the field of strategic entrepreneurial marketing. |
