MARKETING CAPABILITY AS A MODERATOR BETWEEN INNOVATION AND ENTREPRENEURIAL SUCCESS
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Abstract
Description
The usefulness of extant literature in guiding entrepreneurial firms in making
decisions on strategic marketing with which marketing capability is to augment the
adaptability of the firm to new challenges from markets in order to improve
entrepreneurial success still remains an empty space in the literature. Consequently,
by adopting marketing capability, which is the ability of the organization to explore its
understanding, resource and technology to suit the needs of its market or its
customers. Thus, This study looked at moderating effect of marketing capability on the
relationship between of Schumpeterian forms of innovation and entrepreneurial
success in the dessert and confectionery firms. A survey of one hundred and twenty
three (123) respondents from dessert and confectionery firm provide support for the
study. The data was analysed using the hierarchical regression. The results of the
analysis showed that the Schumpeterian forms of innovation significantly affect
entrepreneurial success of an organization and marketing capabilities moderates the
relationship between innovation and entrepreneurial success. These findings bring
about managerial implications that conclude the paper.
Keywords
H Social Sciences (General), HB Economic Theory