The Impact of Customer Performance on the Relationship between Financial Performance and Entrepreneurial Marketing in Innovative Start-up companies

The present study was conducted to investigate the effect of customer performance on the relationship between financial performance and entrepreneurial marketing in innovative start-up companies. The statistical population of this study is 1056 managers of innovative start-up companies as well as experts active in business growth and accelerators centers in Tehran province, of which 249 people were selected through stratified sampling method with appropriate assignment. A standard questionnaire was used to collect data in the winter of 2022.The collected data were analyzed by multivariate structural equation modeling technique using Eviews 10 software and in order to test the mediating effect, the multi-purpose Bootstrapping method was used. The results showed that entrepreneurial marketing in innovative start-up companies had a positive and significant effect on financial performance and explained about 46% of the variance. Also, the results showed that the total indirect effect of entrepreneurial marketing in innovative start-up companies on financial performance through customer performance was significant and customer performance variable on the relationship. There was a slight mediating effect between entrepreneurial marketing in innovative start-ups and financial performance.