Abstract
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.
Published Version
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