Modeling country entrepreneurial activity to inform entrepreneurial marketing research
Abstract In 2002, Morris, Schindehutte and LaForge published a seminal work on entrepreneurial marketing (EM) that prominently featured external environmental conditions as a primary influence on the firm. Since then, EM researchers have devoted scant attention to these external environmental conditions. Not surprisingly, important explanations for EM have remained underdeveloped, such as EM as a strategic response to environmental change and turbulence. This study applies two approaches in structural equation modeling (component based PLS SEM and covariancebased CB SEM) to the analysis of the 2016 Global Entrepreneurship Monitor data for the purpose of better understanding the external environment for firms' entrepreneurial marketing. The model in the study based on data from 65 countries aggregated at the country level, suggested potential entrepreneurs' perceptions of entrepreneurship influence entrepreneurship activity in societies positively, but are not influenced by constructs of the entrepreneurial ecosystem representing institutions of society, such as government programs and policies.