Environmental uncertainty as a modified variable between the entrepreneurial orientation and the marketing performance of Yemeni industrial companies

Abstract

The success of business organizations in the contemporary business environment requires adapting to changing market conditions, as the focus must be on the surrounding environment of the company, something that has not been addressed much in research in the Arab environment in general and the Yemeni in particular. Therefore, the study aimed to examine the modified role of environmental uncertainty in the relationship between entrepreneurial orientation and marketing performance, in addition to identifying the effect of the entrepreneurial trend on marketing performance. The study model was formed based on resource theory, from which the study hypotheses were developed. This study was designed as an explanatory study, where the questionnaire was used as a tool to collect data from a non-probability easy sample. It was distributed to (252) companies by a questionnaire for each company, with a response rate of (75.4%). The results of the study showed that environmental uncertainty weakens the relationship between entrepreneurial orientation and marketing performance, and that entrepreneurial orientation positively affects marketing performance. Based on the results of the study, the results were also discussed between the theoretical and practical effect. The study also recommended the need to pay attention to environmental non-assurance and to motivate Yemeni companies to adopt the pioneering approach to enhance their opportunities in the local and global market.