Entrepreneurial Marketing Research Articles

BUMDes Management Model in Improving the Community Economy in Sungai Raya Islands District, Bengkayang Regency

This research has a purposeto describe the BUMDes Management Model in improving the community economy in Sungai Raya Islands District, Bengkayang Regency. This type of qualitative research uses a descriptive approach. Data collection uses observation techniques, interviews with village government officials and business actors from the community and documentation. Informants were determined using purposive and incidental techniques, including the Head of Karimunting Village, the Village Head of Lemungutan Island, and the BUMDes Manager of Karimunting Village and Lemungutan Island as well as the business community. Research analysis was carried out using steps according to Miles and Huberman including: data reduction, data display, and verification/drawing conclusions. The research results show that the BUMDes management model is able to improve the economy of the people of Karimunting village and Lemungutan Island village because there is a new concept that is useful for enriching the existing BUMDes management concept. The new concept is the application of a model development strategyTetrapreneur, asbreakthrough village innovation based on 4 (four pillars) of entrepreneurship, namely: Chainpreneur (Entrepreneurship Chain), Marketpreneur (Entrepreneurial Market), Qualitypreneur (Entrepreneurial Qualities, Brandpreneur (Entrepreneurial Brand).

The role of social media for entrepreneurs to drive financial and sustainability goals: a literature review

Entrepreneurs are key drivers for economic development and social change based on the United Nations Sustainability Goals (SDGs). However, entrepreneurs often operate with limited resources and face a high failure rate. Social media platforms give entrepreneurs direct access to stakeholders globally to build a corporate reputation and raise visibility for their business and cause. As entrepreneurs can engage more freely on social media compared to risk-averse leaders of large publicly owned corporations, this offers an opportunity for entrepreneurs to compete with larger organizations and drive change on a global scale. With more entrepreneurs incorporating sustainability as part of their business model, the purpose of this paper is to analyze and discuss how entrepreneurs use social media to drive their company’s financial and sustainability goals. The methodology is a literature review of studies in entrepreneurial marketing, global leadership, and digital brand building to serve as a foundation for future studies. The focus is on micro, small and medium sized enterprises (MSMEs). Literature review findings suggested that a founder-led social media presence can be a competitive advantage for entrepreneurs to build corporate reputation and gain support for sustainable development goals. In addition, entrepreneurs use social media to start and finance their business. However, entrepreneurs are facing an increasingly fragmented social media landscape which makes it more challenging to select the best channels to engage stakeholders across different regions. More research is needed on emerging social media channels in Africa, Asia-Pacific, Europe, Middle East, and South America.

PENERAPAN ENTREPRENEURIAL MARKETING DALAM MENINGKATKAN PENJUALAN (STUDI PADA BISNIS MEGAWARNI.ORI)

Megawarni.ori is one of the online-based businesses engaged in the Muslim fashion industry. This research aims to obtain information and a more concrete picture of the application of Entrepreneurial Marketing in increasing sales conducted by Megawarni.ori. The method used in this research is qualitative with a descriptive research type to describe in detail how the application of Entrepreneurial Marketing dimensions, which consists of proactiveness, opportunity focus, customer intensity, innovativeness, risk management, resource leveraging, and value creation is carried out. The data collection techniques were conducted through interviews with six informants and documentation studies. The results of this study indicate that the application of Entrepreneurial Marketing carried out by Megawarni.ori is quite effective, by applying the seven dimensions of Entrepreneurial Marketing Megawarni.ori can survive in a dynamic business environment and support its efforts in increasing sales.

Entrepreneurial marketing and business performance in SMEs: the mediating role of competitive aggressiveness

Entrepreneurial marketing and business performance in SMEs: the mediating role of competitive aggressiveness

Local wisdom and Government's role in strengthening the sustainable competitive advantage of creative industries

The competitive advantage of the Creative Industry is an important strategy to succeed in a highly competitive global business market. The Indonesian creative industry is a strategic industry characterised by Small and Medium Enterprises (SMEs). However, these enterprises face challenges, such as low entrepreneurial orientation, low digital literation to access the global market, limited capital, lack of digital payment methods, and a focus on conventional marketing activities rather than implementing Entrepreneurial Marketing (EM). The previous research proposed that Entrepreneurial Orientation (EO) and Entrepreneurial Marketing (EM) could increase competitive advantage due to the moderating role of local wisdom culture and the government's role. Therefore, this research aims to analyse the moderating role of local wisdom culture and the government's role in the effect of EO and EM on sustainable competitive advantage development. The quantitative research design employed a self-administered survey distributed to 400 top and middle managers within the superior and priority subsectors of the creative industry. The survey targeted four provinces in Indonesia known for their high contributions to the Gross Domestic Product (GDP >9 %), based on the ‘Purposive Sampling’ method. The results of the SEM analysis, based on 330 useable data points, show that Local Wisdom and Government's Role significantly mediate the relationship between Sustainable Competitive Advantage and Sustainable Business Performance. The research results imply that it is necessary to empower the government's role in providing information technology infrastructure to facilitate the creative industry's access to the global marketplace and encourage the use of digital payment methods for the rapid development of sustainable competitive advantage. Theoretical contributions extend to Dynamic Capability Theory by integrating Resources Advantage Theory and Resources Base View Theory, including the moderating role of Local Wisdom and Government's Role, and examining the relationship of EO and EM with sustainable competitive advantage.

The Significance of Innovation Orientation in Firm Performance: Technological Capabilities as A Moderating Role

Entrepreneurial marketing is considered to be suitable for small businesses. However, innovation orientation as an Entrepreneurial marketing dimension is a critical instrument that small and medium-sized businesses can use to obtain a competitive advantage. Thus, the general objective of this study is to explore and describe the significant relationship between innovation orientation and firm performance in SMEs in Khartoum-Sudan utilizing technological capabilities as a moderating variable. The resource-based view provides the theoretical foundation for this study regarding the effect of innovation orientation on firm performance through technological capabilities. In this manner, our study is quantitative. Reliable with the purpose of this study. Furthermore, our study relied on the “Positivism philosophy”, a deductive approach to theory development. Accordingly, overall, 255 responses were received in responding to our online questionnaire. To analyze the data firstly Principal Component Analysis, Correlation, and Rotation matrix were utilized to test the appropriateness of the study pre-model and check the validity of the questionnaire measurements. secondly, we used Path analysis to examine the significant relationships between study variables. Consequently, the findings confirm both significant and insignificant relationships between innovation orientation and firm performance. Our analysis revealed significant relationships between innovation orientation, technological capabilities, and firm performance indicators such as profitability, sustainability, and customer satisfaction. Moreover, we found that technological capabilities play a crucial moderating role in enhancing the effects of innovation orientation strategy on firm performance. Anyhow, these results confirmed the partial support of the study’s hypotheses.

Entrepreneurial marketing practices and rural wine producers’ performance: The moderating role of competitive intensity in an immediate post crisis period

This study unpacks the relationship between engaging in entrepreneurial marketing practices and firm performance under the moderating role of competitive intensity, in an immediate post-crisis (COVID-19) period. Following 20 field interviews, the model testing stage featured survey responses from owner-managers of 306 small, rural wine producers across multiple regions in the United States. Underpinned by a relational, stakeholder perspective of resource-based theory, alongside an outside-in lens, unique insights revealed that in aggregate terms, entrepreneurial marketing activities were positively and significantly associated with firm performance, while competitive intensity yielded a non-significant moderating effect. Importantly, a post-hoc test revealed that only certain dimensions of the multi-faceted entrepreneurial marketing construct were significantly associated with firm performance, whereby, competitive intensity played different moderating roles (exhibiting varying interaction effects). Implications arise for practitioners building resilience after an environmental shock, whereby, they are likely to need to pivot strategies while facing new degrees of competitive intensity.

PFoods: selecting a segment for a sustainable product

Learning outcomes After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment. Case overview/synopsis Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers. Complexity academic level The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

A study of entrepreneurial marketing activities and firm performance in an immediate post-COVID-19 era: the moderating role of coopetition

Purpose Although earlier research suggests a positive relationship exists between engaging in entrepreneurial marketing activities and firm performance, there may be contingent issues that impact the association. This investigation unpacks the relationship between entrepreneurial marketing behaviour and firm performance under the moderating role of coopetition, in an immediate post-COVID-19 period.Design/methodology/approach A resource-based theoretical lens, alongside an outside-in perspective, underpins this study. Following 20 field interviews, survey responses via an online survey were obtained from 306 small, passive exporting wine producers with a domestic market focus in the United States. The data passed all major robustness checks.Findings The statistical findings indicated that entrepreneurial marketing activities positively and significantly influenced firm performance, while coopetition provided a non-significant moderation effect. Field interviews suggested that entrepreneurs’ attemps to scale up from passive to more active export activities in an immediate post-pandemic period helped explain the findings. Owner-managers rejoined trustworthy and complementary pre-pandemic coopetition partners in the immediate aftermath of coronavirus disease 2019 (COVID-19) for domestic market activities. In contrast, they had to minimise risks from dark-side/opportunistic behaviour when joining coopetition networks with partners while attempting to scale up export market activities.Originality/value Unique insights emerge to unpack the entrepreneurial marketing–performance relationship via the moderation effect of coopetition, namely, with the temporal setting of an immediate post-COVID-19 period. Firstly, new support arises regarding the likely performance-enhancing impact of owner-managers’ engagement in entrepreneurial marketing practices. Secondly, novel findings emerge in respect of the contrasting role of coopetition in both domestic and export market activities. Thirdly, new evidence arises in relation to a resource-based theoretical lens alongside an outside-in perspective, whereby, strategic flexibility in pivoting facets of a firm’s business model needs effective management following a crisis.

Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions through the Lens of Digital Marketing

This study delves into the complex interactions between entrepreneurial marketing, product quality, and digital marketing within Indonesia's dynamic digital marketplace, aiming to decipher their combined impact on purchase decisions. Employing a quantitative causal approach alongside Structural Equation Modeling (SEM) and Smart PLS software, the research endeavors to uncover the underlying mechanisms driving consumer behavior in this context. Findings indicate that while Entrepreneurial Marketing may not exert a direct influence on purchase decisions, both Product Quality and Digital Marketing play significant roles in shaping consumer choices. Notably, Digital Marketing emerges as a crucial moderating factor, enhancing the effects of Entrepreneurial Marketing and Product Quality on purchase decisions. These results underscore the pivotal role of digital platforms in influencing consumer behavior and preferences. The study provides actionable insights for businesses, advocating for the integration of digital marketing strategies and the promotion of high-quality products to effectively engage online consumers and drive purchasing behavior. While acknowledging limitations such as sample size and generalizability, this research lays the groundwork for future investigations into the nuanced dynamics of digital marketing's impact on marketing strategies and product quality enhancement. Overall, this study contributes to advancing the understanding of digital consumer behavior, emphasizing the transformative potential of digital marketing in today's evolving digital marketplace.

Entrepreneurial Marketing – 4Ps Approach in MSME Industrial Clusters of Karnataka

Historically speaking, Many scholars though argue marketing and entrepreneurship as has been looked upon as a something what distinct and unreasonable relationship components, unrelated to each other, However, several the studies argue in favour of done till today have contributed to collate interlinking these two disciplines. In the last two decades, efforts have been made to theoretically as well as empirically Studies have also identified and evaluated the relationships between these two fields, which has led to the emergence of new area of theoretically as well as practically. In the last two decades, a new area of marketing is identified and, focused, and called known as “Entrepreneurial Marketing”. Entrepreneurial Marketing has grown both as a discipline as well as a subject in various management schools. Entrepreneurial Marketing helps the firms to adopt bold postures in changing the business environment. Entrepreneurial Marketing is originates from two major discipline’s, namely, Entrepreneurship and Marketing. Entrepreneurial Firms, Commonly as owner -managed firms, have the characteristics of Opportunity Focus, Pro-activeness, Customer Intensity, Risk Taking, Innovation, Resource Leveraging and Value Creation which are seen similar to Dimensions of Entrepreneurial Marketing identified by various scholars/academicians over a period of time. The aim of this paper is to bring out the origin and development of Entrepreneurial Marketing, How the definitions of Entrepreneurial marketing and its dimensions have changed over a period, and measuring dimensions of Entrepreneurial Marketing in MSME Entrepreneurial Firms along with 4Ps in selected Industrial Clusters of Karnataka.

Entrepreneurial marketing strategies, resources and social disadvantage: exploring the role of resources and minority status among US agrofood enterprises

PurposeThis paper aims to investigate associations between firm resources and reliance on entrepreneurial marketing (EM) channels among agrofood ventures. It accounts for agropreneur gender and racial/ethnic status in the context of marketing channel portfolio composition. The authors examine the established assumption that resource limitations drive EM and whether socially disadvantaged status of agropreneurs is associated with marketing strategy beyond standard resourcing measures.Design/methodology/approachUsing 2015 Local Foods Marketing Practices Survey data, the authors apply linear regression to investigate differences in the use of EM channels, accounting for resources, social status and other factors.FindingsLimited-resource ventures rely more on consumer-oriented channels that require EM practices. Socially disadvantaged entrepreneurs favor these channels, even when accounting for resources. Notably, ventures headed by men of color rely more on the most customer-centric local foods marketing channel.Research limitations/implicationsFuture research should investigate how social and human capital influences the use of EM.Practical implicationsEntrepreneurial support policy and practice for agropreneurs should be cautious about the “double-burden” folk theorem of intersectional disadvantage and review how to best direct resources on EM to groups most likely to benefit.Originality/valueThis paper uses a unique, restricted, nation-wide, federal data set to examine relationships between resource endowments, social status and the composition of agrofood enterprises’ marketing channel portfolios. To the best of the authors’ knowledge, it is the first to include racial- and ethnic-minority status of agropreneurs and to account for intersectionality with gender.

The Moderating Role of Technological Capabilities in the Relationship between Entrepreneurial Marketing and Firm Performance: A Qualitative Approach

Entrepreneurial marketing (EM) is a dynamic and innovative approach to marketing that is particularly well-suited for startups and small businesses. Thus, the study focuses on Sudanese SMEs in order to assist them in achieving profitability, sustainability, and competitive advantage in the long term. Consequently, our objectives are to develop the research pre-model and to explore in depth how entrepreneurs, managers, and employees of SMEs in Khartoum-Sudan are familiar with the concepts of the research pre-model, and how they can employ and take advantage of study concepts. To achieve these objectives, we relayed on the qualitative method an inductive approach to test the validity and to develop the research pre-model. Hence, we have designed an open-ended question scenario and conducted a certain interview utilizing multiple qualitative methods to gather the data from the purposive sample which consists of (15) individuals. We have divided the scenario into three main parts of questions, first open-ended questions about EM, in this regard the most important question that has been asked to the interviewees was “What are the factors/dimensions that comes to your mind when you hear about EM”? Secondly, open-ended questions about technological capabilities TCPs. “The commonly thought view of TCPs proposes that firms with strong technological capability can rapidly identify technological opportunities and the value of technological resources and utilizing modern equipment, in this scope benefits of entrepreneurial marketing should therefore be enhanced by a firm’s high technological capability”. e.g., “What are the expected advantages that will be rewarded by employing TCPs in SMEs”? Finally, we have grouped data into concepts, categories, and themes and then utilized a manual-thematic analysis as a method for identifying, analyzing, and interpreting patterns within data. In this scope we have analyzed the data and interpreted the results within three main themes. Accordingly, significant new dimensions have been discovered and generated which led to our final developed and adapted research model.

Entrepreneurial marketing practices and manufacturing venture performance during a pandemic: the mediating role of innovation

PurposePrevious research has indicated that entrepreneurial marketing (EM) positively influences small and medium-sized enterprises’ (SMEs) performance. While most studies have examined the relationship in a stable environment, EMs’ effectiveness during environmental instability remains uncertain. Therefore, the study aims to investigate the influence of EM on Indian manufacturing-based SMEs’ performance during the COVID-19-induced environmental instability. Additionally, it explores the mediating role of innovative performance in the relationship between EM and SME performance.Design/methodology/approachThe data were collected by distributing a structured survey questionnaire to 302 owners/managers of SMEs. Hypotheses were tested using structural equation modeling (SEM).FindingsThe result indicates that EM significantly impacts both innovation and SME performance. Furthermore, the innovative performance partially mediates the link between EM and SME performance. The findings suggest that even within severely affected sectors (manufacturing) during the pandemic, SMEs can achieve growth and innovation through effective EM practices.Research limitations/implicationsThis study validates the theoretical notion that EM remains effective even in unpredictable environments such as the COVID-19 pandemic. The findings offer valuable insights for SMEs seeking innovative strategies to enhance their performance, particularly those in emerging economies.Originality/valuePrior studies have relied on a single layer of abstraction to analyze the impact of EM. The present study is the first to extend standard construct (EM) conceptualization. Furthermore, it evaluated the efficiency of EM in situations characterized by instability, which is rare in the EM and SME literature.

Entrepreneurial Marketing

Entrepreneurial Marketing

The Innovative Entrepreneurial Marketing Journey and Sustainable Development of Southeast Asian Immigrants

The southeast Asian new immigrants face significant barriers in employment due to language and cultural differences, making it challenging for them to find jobs. Consequently, many southeast Asian immigrants have turned to entrepreneurship as a means to achieve economic independence and contribute to their family’s income. This study adopts entrepreneurial marketing (EM) as a theoretical lens and utilizes a process research methodology, based on sequentially ordered events, to explore the entrepreneurial journey of immigrant micro and small to medium-sized enterprises (SMEs). Employing purposive sampling, twenty-two southeast Asian immigrant entrepreneurs were selected for in-depth interviews to ensure data quality through multiple data collection methods. The research developed a dynamic adjustment model and management mechanisms for the entrepreneurial marketing of immigrant micro and SMEs. These findings not only bridge theoretical gaps in immigrant entrepreneurship strategy but also deepen the academic understanding of the dynamism in entrepreneurial marketing. Practically, the outcomes assist immigrant micro and small business entrepreneurs in developing operational strategies and serve as a reference for governmental units in crafting immigrant policies.

Pengaruh Entrepreneurial Marketing terhadap Kinerja Biro Penyelenggara Perjalanan Ibadah Umrah di Provinsi Sulawesi Selatan

The phenomenon of Umrah worship is currently increasing, as evidenced by the large number of pilgrims who perform Umrah every year. The Umrah pilgrimage has also become a business phenomenon for many industries, including the travel and tourism industry. The Umrah pilgrimage travel agency has an important role in facilitating pilgrims in performing the Umrah pilgrimage by meeting their needs such as transportation, accommodation, and so on. Therefore, the increase in the phenomenon of the Umrah pilgrimage also affects the performance of bureaus organizing the Umrah pilgrimage. Based on data from the Ministry of Religion, there has been a significant increase in the number of bureaus organizing Umrah services in the province of South Sulawesi in 2020 by 46 bureaus. Entrepreneurial Marketing is the ability to develop innovative and effective marketing strategies. By using the right marketing strategy, the Umrah travel agency can increase the number of pilgrims registered with the company, while increasing business profits. This can be an opportunity for Umrah travel agents in South Sulawesi Province to improve their performance and develop their business by observing this trend. In this study a correlative descriptive research method was used and 100 questionnaires with a five-point Likert scale were distributed among someone who worked at the Umrah travel agency in South Sulawesi province using the simple random sampling method. To analyze the data, structural equation modeling based on partial least squares was used using SmartPLS. The purpose of this study is to investigate whether Entrepreneurial Marketing has a positive and significant influence on the performance aspects of bureaus organizing Umrah travel in the province of South Sulawesi.

The Moderating Role of Technological Capabilities in the Relationship between Entrepreneurial Marketing and Firm Performance A Qualitative Approach

Entrepreneurial marketing EM is a dynamic and innovative approach to marketing that is particularly well-suited for startups and small businesses. Thus, our study focuses on Sudanese SMEs in order to assist them in achieving profitability, sustainability, and competitive advantage in the long term. Consequently, our objectives are to develop the research pre-model and to explore in depth how entrepreneurs, managers, and employees of SMEs in Khartoum-Sudan are familiar with the concepts of the research pre-model, and how they can employ and take advantage of study concepts. To achieve these objectives, we relayed on the qualitative method an inductive approach to test the validity and to develop the research pre-model. Hence, we have designed an open-ended question scenario and conducted a certain interview utilizing multiple qualitative methods to gather the data from the purposive sample which consists of (15) individuals. We have divided the scenario into three main parts of questions, first open-ended questions about EM, in this regard the most important question that has been asked to the interviewees was “What are the factors/dimensions that comes to your mind when you hear about EM”? Secondly, open-ended questions about technological capabilities TCPs. “The commonly thought view of TCPs proposes that firms with strong technological capability can rapidly identify technological opportunities and the value of technological resources and utilizing modern equipment, in this scope benefits of entrepreneurial marketing should therefore be enhanced by a firm’s high technological capability”. e.g., “What are the expected advantages that will be rewarded by employing TCPs in SMEs”? Finally, we have grouped data into concepts, categories, and themes and then utilized a manual-thematic analysis as a method for identifying, analyzing, and interpreting patterns within data. In this scope we have analyzed the data and interpreted the results within three main themes. Accordingly, significant new dimensions have been discovered and generated which led to our final developed and adapted research model which can be shown in the body of study, Table 6.4.1 and Figure 6.4.1.

The Significance of Innovation Orientation in Firm Performance: Technological Capabilities as a Moderating Role

Entrepreneurial marketing “EM” is considered to be suitable for small businesses. However, innovation orientation “IO” as an EM dimension is a critical instrument that small and medium-sized businesses can use to obtain a competitive advantage. Thus, the general objective of this study is to explore and describe the significant relationship between IO and firm performance “FP” in SMEs in Khartoum-Sudan utilizing technological capabilities “TCPs” as a moderating variable. The resource-based view “RBV” provides the theoretical foundation for this study regarding the effect of innovation orientation on firm performance through technological capabilities. To achieve this objective, we assumed the following hypothesis: H1: Innovation orientation has a significant relationship with firm performance {profitability, sustainability, and customer satisfaction}. H2: We assume that TCPs can positively moderate the relationship between IO and FP. In this manner, our study is quantitative. Reliable with the purpose of this study. Furthermore, our study relied on the “Positivism philosophy”, a deductive approach to theory development. Accordingly, overall, 255 responses were received in responding to our online questionnaire. To analyze the data firstly PCA, Correlation, and Rotation matrix were utilized to test the appropriateness of the study pre-model and check the validity of the questionnaire measurements. secondly, we used Path analysis to examine the significant relationships between study variables. Consequently, the findings confirm both significant and insignificant relationships between IO and FP. Our analysis revealed significant relationships between innovation orientation, technological capabilities, and firm performance indicators such as profitability, sustainability, and customer satisfaction. Moreover, we found that technological capabilities play a crucial moderating role in enhancing the effects of innovation orientation strategy on firm performance. Anyhow, these results confirmed the partial support of the study’s hypotheses.

The Impact of Customer Intensity in Firm Performance: Tech Capabilities as A Moderating Variable

Entrepreneurial marketing “EM” is considered to be suitable for small businesses. However, since the perspective has shifted from product and sales to a market orientation, interest in the creation of customer value has grown and has been the subject of intense discussion. Thus, in this study, we aim to investigate and describe the significant relationship between Customer intensity “CI” and firm performance “FP” in SMEs operating in Khartoum-Sudan, by utilizing technological capabilities “TCPs” as a moderating variable. The resource-based view “RBV” provides the theoretical foundation for this study regarding the effect of CI on FP among TCPs. Regarding the study objective, we assumed the following hypothesis: H1: Customer intensity has a significant relationship with firm performance dimensions: {profitability, sustainability, and customer satisfaction}. H2: We assume that TCPs can positively moderate the relationship between CI and FP. Accordingly, this study is quantitative. Reliable with the purpose of this study. Furthermore, our study relied on the “Positivism philosophy”, a deductive approach to theory development. Therefore, overall, 255 responses were received from the community of SMEs in Khartoum. To analyze the data firstly the following principal component analysis PCA, Correlation, and Rotation matrix were utilized to test the appropriateness of the study structure “the pre-model” and check the validity of the questionnaire items. secondly, we used structural equation modeling (SEM) Path analysis to analyze and examine the significant relationships between all variables. The analysis revealed that customer intensity has a positive effect on profitability (p = 0.000), Customer intensity has also a positive effect on customer satisfaction (p = 0.001). Unlike, customer intensity has negative effects on sustainability (p = 0.216). Finally, the results show that technological capabilities positively moderate the relationship between Customer intensity and profitability (p = 0.000), sustainability (p = 0.007), and customer satisfaction (p = 0.000). Anyhow, these results confirmed the partial support for the first hypothesis and full support for the second hypothesis.