Analyzing the Impact of Entrepreneurial Marketing on Sustainable Competitive Advantage in SMEs

The term entrepreneurial marketing is being used in marketing and entrepreneurship literature widely. Businesses that have successfully pursuedand carried out through non-traditionalmarketing activities, their successes are attributed to activities associated with entrepreneurial marketing. The purpose ofthis paper is to analyze the impact of entrepreneurial marketing on sustainable competitive advantage, and organizational innovation capabilities. This research is of a correlative type. Statistical population of this research includes managers and employees in the precious metals, gold, diamonds and precious stones industry. 179 active members were selected randomly. Research tools include entrepreneurial marketing, sustainable competitive advantage, and organizational innovation capability. A standard questionnaire was used for the purpose of data collection. Toexamine the reliability of the questionnaire, 50 questionnaires were distributed among the statistical population. Content validity and confirmatory factor analysis was used to test the validity of the questionnaire. To investigate the relationships between research variables the structural equation model was used. The results showed that there is a significant and positive relationship between research variables; whereas the impact of Entrepreneurial marketing on sustainable competitive advantage was not confirmed.

کلیدواژه ها:

entrepreneurial marketing ، organizational innovation capabilities ، sustainable competitive advantage ، entrepreneurship orientation ، market orientation