JOURNAL OF STRATEGIC INNOVATION AND SUSTAINABILITY
Antecedents and Outcomes of Entrepreneurial Firms Marketing Capabilities:
An Empirical investigation of Small Technology Based Firms
Author(s): Shahid Qureshi, Sarfraz A. Mian
Citation: Shahid Qureshi, Sarfraz A. Mian, (2010) "Antecedents and Outcomes of Entrepreneurial Firms Marketing Capabilities: An Empirical investigation of Small Technology Based Firms," Journal of Strategic Innovation and Sustainability, Vol. 6, Iss. 4, pp. 26 - 41
Article Type: Research paper
Publisher: North American Business Press
Entrepreneurial firms carry out marketing in a innovative, opportunistic, proactive and risk assumptive way. Over a period of time the marketing practices i.e. combination of knowledge and skills develop in to capabilities. These marketing capabilities have been identified as one of the important ways firms can achieve a competitive advantage. These marketing capabilities are not built in a vacuum and are influenced by various antecedents i.e. Entrepreneurial orientation, market orientation and strategic orientation. The following research tests the various antecedents and outcomes of marketing capabilities of small technology based firms (TBFs). Based on a survey of German TBFs, a structural equation model was developed to test our hypotheses. The results show that entrepreneurial orientation, market orientation and strategic orientation of the firm are influenced by the external environment and significantly impact on the marketing capabilities. The development of marketing capabilities is also found to be significantly related to firm performance.