In developing countries, entrepreneurial firms are increasingly advocating a shift from conventional marketing strategies, paving the way for innovative approaches like entrepreneurial marketing. This paper investigates the moderating role of market turbulence over the impact of entrepreneurial marketing over Performance of Entrepreneurial Firms. We have developed the framework while taking the support of contingency perspective. We adopted a quantitative research methodology and collected the data using survey technique from 384 entrepreneurial firms, and the managers and owners were contacted for the responses. The collected data, after ensuring the reliability and validity has been evaluated using Smart PLS 3. Structural equation modelling has been applied to evaluate the research framework. The findings revealed that six out of seven identified constructs of entrepreneurial marketing hold a significant impact over performance of entrepreneurial Firms. Additionally, the moderating role of market turbulence has also found significant which is the major significance of the study. The paper ends up by identifying the limitations faced while conducting research and giving recommendations for future researchers.

Considering the continuous diversity of the supply chain and the increasing risks involved, small and medium enterprises are overly concerned about managing related risks because these firms hardly have the capacity to bear major shocks. Furthermore, considering the resource scarcity of these firms, the moderating roles of entrepreneurial networking, and the current pace of change in technology, the moderating effect of technological turbulence has also been added to the research. Quantitative methods have been applied in this research. The data have been collected using adapted questionnaires from prior studies. A purposive sampling technique has been applied to collect the data. A sample of 99 small and medium enterprises was chosen, and their owners and managers were chosen as representatives. The framework has been evaluated using Structural equation modelling with the help of SMART PLS-3. The findings drawn from the analysis of the empirical data confirmed that supply chain risk management holds a significant impact on product innovation performance and sustainability in SMEs. Additionally, entrepreneurial networking and technological turbulence both hold a significant direct impact on product innovation performance and sustainability as well. Moreover, entrepreneurial networking and technological turbulence hold a significant moderating effect on the relationship between supply chain risk management and product innovation performance.

This chapter discuss the role of cultural frameworks and their effects on digital life satisfaction and happiness in general in the current globalized world. Technological change affects communications, education, health, and leisure, and there are many critical questions surrounding the effects of technological change on happiness and psychological wellness. Technologically, there is connectivity and engagement, but there are challenges faced in the matter of too much information, privacy, and stress. Based on cultural psychology, studies in technology, and the study of happiness, this chapter will explore cross-cultural variations in digital experiences, including cultural norms, economy, and global trends in cultures around the world the Middle East, North Africa, Europe, Africa, Asia, and the America.