Title: Bridging the gap: the mediating effect of cloud-based ERP adoption intention on entrepreneurial orientation and marketing performance in South Indian SMEs

Authors: R. Manigandan; J. Naga Venkata Raghuram

Addresses: VIT Business School, Vellore Institute of Technology (Deemed to be University), Vellore, Tamil Nadu, 632014, India ' VIT Business School, Vellore Institute of Technology (Deemed to be University), Vellore, Tamil Nadu, 632014, India

Abstract: This study investigates the impact of entrepreneurial orientation and cloud-based ERP adoption intention on marketing performance. Based on the previous literature, the conceptual model was developed. The study uses the diffusion innovation theory. The data collection was from owners and managers in South Indian SMEs. A non-probability purposive sampling technique was used in this study. Data analysis was performed through Smart PLS 4.0 software. The hypotheses were tested through structural equation modelling. The results show that cloud-based ERP adoption intention significantly mediates between entrepreneurial orientation and marketing performance. This study contributes to a further understanding of cloud-based ERP adoption intention and entrepreneurial orientation strategies in South Indian SMEs, especially the marketing performance for firm growth and its significance to firms in an industry ecosystem. This research highlights the importance of cloud-based ERP adoption intention, and SME owners or managers should develop their skills toward achieving marketing performance in South Indian SMEs. The limitation and implications are discussed, and recommendations for future research are also presented.

Keywords: cloud-based ERP adoption intention; entrepreneurial orientation; marketing performance; structural equation modelling; SEM; South Indian SMEs.

DOI: 10.1504/IJMED.2024.138428

International Journal of Management and Enterprise Development, 2024 Vol.23 No.1, pp.26 - 50

Received: 17 Jul 2023
Accepted: 12 Nov 2023
Published online: 03 May 2024 *

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