Purpose

Current research argues that there is a positive relationship between entrepreneurial marketing (EM) and business performance. However, this relationship has only been discussed in a relatively stable environmental situation and it is not clear whether such a relationship remains positive during environmental turbulence (ET) and whether organizations adopting EM activities during such turbulence, will change their behavior to enhance their performance. Thus, this study aims to examine the relationship between EM and the performance of Egyptian banks. Furthermore, building upon environmental contingency theory, this study examined the moderating role of ET on the relationship between EM and the performance of banks in Egypt.

Design/methodology/approach

Data were collected during the period March–June 2020 using a sample of 358 employees working in 20 banks in Egypt. Online surveys and self-administered questionnaires were used to collect the required data during the COVID-19 pandemic. The hypotheses were tested through structural equation modeling using SPSS 25.

Findings

The main results of this study indicated that EM and bank performance are positively related. Results also showed that ET and technological turbulence positively moderates this relationship, i.e. this relationship is more robust in highly turbulent business environments than in more stable environments.

Practical implications

This study provides useful managerial and practical implications. Fruitful insights can be communicated to bank managers in Egypt on the importance of EM and its implications for performance. With an increased understanding of EM, bank managers will come to understand that EM is critical for the sustainability and development of their banks.

Originality/value

An extensive review of the existing research material indicates that this is the first study to examine the relationship between EM and Egyptian banking performance and the moderating role of ET, particularly in large organizations.

中文翻译：

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埃及的创业营销和银行业绩：环境动荡是缺失的一环吗？

目的

目前的研究认为，创业营销 (EM) 与业务绩效之间存在正相关关系。然而，这种关系仅在相对稳定的环境情况下进行了讨论，尚不清楚这种关系在环境动荡（ET）期间是否仍然是积极的，以及在这种动荡期间采用 EM 活动的组织是否会改变他们的行为以提高他们的绩效。因此，本研究旨在检验新兴市场与埃及银行业绩之间的关系。此外，在环境权变理论的基础上，本研究检验了 ET 对埃及新兴市场与银行业绩之间关系的调节作用。

设计/方法/方法

数据是在 2020 年 3 月至 2020 年 6 月期间使用在埃及 20 家银行工作的 358 名员工的样本收集的。在 COVID-19 大流行期间，在线调查和自我管理的问卷被用来收集所需的数据。假设通过使用 SPSS 25 的结构方程建模进行测试。

发现

本研究的主要结果表明，新兴市场与银行绩效呈正相关。结果还表明，ET 和技术动荡正缓和了这种关系，即这种关系在高度动荡的商业环境中比在更稳定的环境中更加稳健。

实际影响

这项研究提供了有用的管理和实践意义。可以就新兴市场的重要性及其对业绩的影响向埃及的银行经理传达富有成效的见解。随着对新兴市场的了解不断加深，银行经理们将逐渐认识到新兴市场对于他们银行的可持续性和发展至关重要。

原创性/价值

对现有研究材料的广泛审查表明，这是第一项研究新兴市场与埃及银行业绩效之间的关系以及 ET 的调节作用，特别是在大型组织中。