Uncertainty as A Moderator: An Empirical Framework Linking ‎Marketing Strategies to SME Performance

  • Authors

    • Ombir Yadav Research Scholar, Deenbandhu Chhotu Ram University of Science and Technology, Murthal, Sonipat, India
    • S. N. Mahapatra Professor, Deenbandhu Chhotu Ram University of Science and Technology, Murthal, Sonipat, India
    https://doi.org/10.14419/8j79fx28

    Received date: June 21, 2025

    Accepted date: July 20, 2025

    Published date: July 27, 2025

  • Firm Performance; Hierarchical Regression Analysis; Marketing Strategy; Moderation; SMEs; Uncertainty

  • Abstract

    This empirical study examines the direct and moderated relationships among marketing strategy and firm performance of Indian small and ‎medium enterprises (SMEs) during periods of uncertainty. Precisely, this study examines how the price, product, place, and promotion ‎strategy as components of marketing strategy influence SME’s performance and also checks the uncertainty’s role as a moderator. The ‎data from 435 registered SMEs were collected from different sectors, and hierarchical regression analysis was performed to test the pro-‎posed hypotheses. The study’s findings reflect the significant effect of price, place, and promotion strategies on SMEs' performance, while ‎no direct effect is seen in the case of product strategy. Uncertainty also significantly impacts SMEs' performance and has a moderating role ‎among marketing strategies and firm performance, except for place strategy. The findings highlight that SME’s need to change their marketing strategies during uncertainty to sustain their performance. The study also contributes empirical evidence to the marketing strategy and SMEs performance literature and provides practical guidance for SME’s marketing managers and owners on how to ‎cope with uncertainty effectively‎.

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    Yadav, O. ., & Mahapatra, S. N. . (2025). Uncertainty as A Moderator: An Empirical Framework Linking ‎Marketing Strategies to SME Performance. International Journal of Accounting and Economics Studies, 12(3), 292-303. https://doi.org/10.14419/8j79fx28