Entrepreneurial Marketing, Corporate Reputation, Corporate Creativity and Competitive Advantage: A Research Framework and Proposition

Gontur, Silas
Jonathan Vem, Linus
Goyit, Meshach Gomam
Davireng, Macrop

International Journal of Business, Management and Economics
Vol. 3 No. 1 (2022): International Journal of Business, Management and Economics

This study explored the consequences of entrepreneurial marketing by creating empirical evidence grounded in dynamic capability view and image theory. The study proposed a direct and indirect relationship between entrepreneurial marketing and competitive advantage, recognizing corporate creativity as the boundary condition on the entrepreneurial marketing-competitive advantage link suggesting a moderated entrepreneurial marketing model. The study explained the theoretical and practical contribution of the study in our understanding of entrepreneurial marketing practices and the role of corporate reputation. Corporate creativity was also discussed especially from the perspective of entrepreneurial firms.