International Journal of Accounting and Management Sciences (IJAMS)
IJAMS Vol.4 No.1 January 2025
DOI https://www.doi.org/10.56830/IJAMS01202506
Authors
Marwa Yehia Kamel Sadek
Samaa Taher Attia
Abstract
This study aims to investigate how external factors, investment, market dynamics, and competition, affect startup performance in the Egyptian ecosystem, with a focus on the moderating role of marketing strategies. It examines how entrepreneurs address external pressures through traditional or entrepreneurial marketing approaches and the resulting impact on venture success.
The research employs a quantitative methodology using survey data from 81 entrepreneurs and 47 investors, representing Egypt’s startup ecosystem of 677 startups and 160 investors. Two surveys captured perspectives on startup performance, external factors, and the effectiveness of marketing strategies.
The results reveal that external factors have weak direct correlations with venture success, but these relationships are significantly moderated by marketing strategies. Entrepreneurial marketing strategies demonstrated a stronger moderating effect than traditional ones. The study also identifies a gap between investors and entrepreneurs, with investors favoring traditional strategies more strongly.
The findings suggest that adaptive marketing capabilities; blending rapid-growth entrepreneurial approaches with traditional strategies; are critical for navigating external challenges, ensuring both immediate market success and long-term stability. This research highlights the need for better collaboration and shared understanding among stakeholders to enhance resilience and sustainability in Egypt’s startup ecosystem.
Keywords: Startup Performance, Marketing Strategies, Egyptian Ecosystem, Entrepreneurial Marketing, Investor Relations.
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