The Moderating Role of Technological Capabilities in the Relationship between Entrepreneurial Marketing and Firm Performance A Qualitative Approach
Keywords:
Entrepreneurial marketing, Technological capabilities, Firm performance, Qualitative approach, Thematic analysis
Abstract
Entrepreneurial marketing EM is a dynamic and innovative approach to marketing that is particularly well-suited for startups and small businesses. Thus, our study focuses on Sudanese SMEs in order to assist them in achieving profitability, sustainability, and competitive advantage in the long term. Consequently, our objectives are to develop the research pre-model and to explore in depth how entrepreneurs, managers, and employees of SMEs in Khartoum-Sudan are familiar with the concepts of the research pre-model, and how they can employ and take advantage of study concepts. To achieve these objectives, we relayed on the qualitative method an inductive approach to test the validity and to develop the research pre-model. Hence, we have designed an open-ended question scenario and conducted a certain interview utilizing multiple qualitative methods to gather the data from the purposive sample which consists of (15) individuals. We have divided the scenario into three main parts of questions, first open-ended questions about EM, in this regard the most important question that has been asked to the interviewees was “What are the factors/dimensions that comes to your mind when you hear about EM”? Secondly, open-ended questions about technological capabilities TCPs. “The commonly thought view of TCPs proposes that firms with strong technological capability can rapidly identify technological opportunities and the value of technological resources and utilizing modern equipment, in this scope benefits of entrepreneurial marketing should therefore be enhanced by a firm’s high technological capability”. e.g., “What are the expected advantages that will be rewarded by employing TCPs in SMEs”? Finally, we have grouped data into concepts, categories, and themes and then utilized a manual-thematic analysis as a method for identifying, analyzing, and interpreting patterns within data. In this scope we have analyzed the data and interpreted the results within three main themes. Accordingly, significant new dimensions have been discovered and generated which led to our final developed and adapted research model which can be shown in the body of study, Table 6.4.1 and Figure 6.4.1.
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References
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29. Ortega, M. J. R. (2010). Competitive strategies and firm performance: Technological capabilities' moderating roles. Journal of Business Research, 63(12), 1273-1281.
30. Osman, E. D., Berhe, D. F., Shimels, T., Bilal, A. I., & Tilahun, Z. (2018). Generic medicine perception among physicians and pharmacists: a myth that harms the poor A qualitative study in Addis Ababa, Ethiopia. Sudan Med J, 54(3), 200-208.
31. R. Jones, J. Rowley. Entrepreneurial marketing in small businesses: A conceptual exploration. International Small Business Journal, 29 (2011), pp. 25-36.
32. Ramadani, V., Hisrich, R. D., Abazi-Alili, H., Dana, L. P., Panthi, L., & Abazi-Bexheti, L. (2019). Product innovation and firm performance in transition economies: A multi-stage estimation approach. Technological Forecasting and Social Change, 140, 271-280).
33. Rashad, N. M. (2018). The impact of entrepreneurial marketing dimensions on the organizational performance within Saudi SMEs. Eurasian Journal of Business and Management, 6(3), 61-71.
34. Rashad, N. M. (2018). The impact of entrepreneurial marketing dimensions on the organizational performance within Saudi SMEs. Eurasian Journal of Business and Management, 6(3), 61-71.
35. Sadiku-Dushi, N., Dana, L. P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86-99.
36. Selvam, M., Gayathri, J., Vasanth, V., Lingaraja, K., & Marxiaoli, S. (2016). Determinants of firm performance: A subjective model. Int'l J. Soc. Sci. Stud., 4, 90.
37. Singh, N., Benmamoun, M., Meyr, E., & Arikan, R. H. (2021). Verifying rigor: analyzing qualitative research in international marketing. International marketing review, 38(6), 1289-1307.
38. Srivastava, M. K., Gnyawali, D. R., & Hat, D. E. (2015). Technological Forecasting & Social Change Behavioral implications of absorptive capacity: The role of technological effort and technological capability in leveraging alliance network technological resources.
39. Srivastava, M. K., Gnyawali, D. R., & Hatfield, D. E. (2015). Behavioral implications of absorptive capacity: The role of technological effort and technological capability in leveraging alliance network technological resources. Technological Forecasting and Social Change, 92, 346-358.;
40. Stokes, D. (2000). Putting entrepreneurship into marketing: the processes of entrepreneurial marketing. Journal of research in marketing and entrepreneurship.
41. Taghizadeh, S. K., Nikbin, D., Alam, M. M. D., Rahman, S. A., & Nadarajah, G. (2020). Technological capabilities, open innovation and perceived operational performance in SMEs: the moderating role of environmental dynamism. Journal of Knowledge Management.
42. Taouab, O., & Issor, Z. (2019). Firm performance: Definition and measurement models. European Scientific Journal, 15(1), 93-106.
43. Tzokas, N., Kim, Y. A., Akbar, H., & Al-Dajani, H. (2015). Absorptive capacity and performance: The role of customer relationship and technological capabilities in high-tech SMEs. Industrial Marketing Management, 47, 134-142).
44. Wang, Y., Lo, H. P., Zhang, Q., & Xue, Y. (2006). How technological capability influences business performance: An integrated framework based on the contingency approach. Journal of Technology Management in China.
45. Whalen, P., Uslay, C., Pascal, V. J., Omura, G., McAuley, A., Kasouf, C. J., ... & Deacon, J. (2016). Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing. Journal of Strategic Marketing, 24(1), 5-19.
46. Wu, J. (2014). Cooperation with competitors and product innovation: Moderating effects of technological capability and alliances with universities. Industrial Marketing Management, 43(2), 199-209.;
47. Zahra, S. A., & Garvis, D. M. (2000). International corporate entrepreneurship and firm performance: The moderating effect of international environmental hostility. Journal of business venturing, 15(5-6), 469-492.
48. Zahra, S. A., Matherne, B. P., & Carleton, J. M. (2003). Technological resource leveraging and the internationalisation of new ventures. Journal of International Entrepreneurship, 1(2), 163-186.
49. Zhou, K. Z., & Wu, F. (2010). Technological capability, strategic flexibility, and product innovation. Strategic management journal, 31(5), 547-561.;
2. Bachmann, J. T., Ohlies, I., & Flatten, T. (2021). Effects of entrepreneurial marketing on new ventures' exploitative and exploratory innovation: The moderating role of competitive intensity and firm size. Industrial Marketing Management.
3. Becherer, R. C., Helms, M. M., & McDonald, J. P. (2012). The effect of entrepreneurial marketing on outcome goals in SMEs. New England Journal of Entrepreneurship.
4. Blomkvist, K., Kappen, P., & Zander, I. (2017). Gone are the creatures of yesteryear? On the diffusion of technological capabilities in the ‘modern’MNC. Journal of World Business, 52(1), 1-16.
5. Camisón, C., & Villar-López, A. (2014). Organizational innovation as an enabler of technological capabilities and firm performance. Journal of business research, 67(1), 2891-2902.
6. Clarke, V., Braun, V., & Hayfield, N. (2015). Thematic analysis. Qualitative psychology: A practical guide to research methods, 3, 222-248.
7. Crick, J. M., Crick, D., & Chaudhry, S. (2020). Entrepreneurial marketing decision-making in rapidly internationalizing and de-internationalizing start-up firms. Journal of Business Research, 113, 158-167.
8. Crick, J. M., Crick, D., & Chaudhry, S. (2020). Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms. Journal of Business Research, 113, 158-167
9. Ferna, E., & Garcı, F. (2012). Learning from exporting: The moderating effect of technological capabilities
10. Gilmore, A., & Carson, D. (1999). Entrepreneurial marketing by networking. New England Journal of Entrepreneurship, 2(2), 31.
11. Gliga, G., & Evers, N. (2023). Marketing capability development through networking–An entrepreneurial marketing perspective. Journal of Business Research, 156, 113472.
12. Haeussler, C., Patzelt, H., & Zahra, S. A. (2012). Strategic alliances and product development in high technology new firms: The moderating effect of technological capabilities. Journal of business venturing, 27(2), 217-233.
13. Hallbäck, J., & Gabrielsson, P. (2013). Entrepreneurial marketing strategies during the growth of international new ventures originating in small and open economies. International Business Review, 22(6), 1008-1020.
14. Hills, G. E., & Hultman, C. M. (2011). Academic roots: The past and present of entrepreneurial marketing. Journal of Small Business & Entrepreneurship, 24(1), 1-10.
15. Hisrich, R. D., & Ramadani, V. (2018). Entrepreneurial Marketing: A Practical Managerial Approach. Edward Elgar Publishing.
16. Hooley, G., Greenley, G., Fahy, J., & Cadogan, J. (2001). Market-focused resources, competitive positioning and firm performance. Journal of marketing Management, 17(5-6), 503-520.
17. Jayawarna, D., Jones, O., & Macpherson, A. (2014). Entrepreneurial potential: The role of human and cultural capitals. International Small Business Journal, 32(8), 918-943.
18. Jones, R., Suoranta, M., & Rowley, J. (2013). Strategic network marketing in technology SMEs. Journal of Marketing Management, 29(5-6), 671-697.
19. Khattab, I., & Al-Magli, O. O. (2017). Towards an integrated model of entrepreneurship ecosystem. Journal of Business & Economic Policy, 4(4), 80-92.
20. Kilenthong, P., Hills, G. E., & Hultman, C. M. (2015). An empirical investigation of entrepreneurial marketing dimensions. Journal of International Marketing Strategy, 3(1), 1-18.
21. Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of marketing, 54(2), 1-18.
22. Lam, W., & Harker, M. J. (2015). Marketing and entrepreneurship: An integrated view from the entrepreneur’s perspective. International Small Business Journal, 33(3), 321-348.
23. Miles, M. P., & Darroch, J. (2006). Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage. European journal of marketing.
24. Morris, M. H., Webb, J. W., & Franklin, R. J. (2011). Understanding the manifestation of entrepreneurial orientation in the nonprofit context. Entrepreneurship theory and practice, 35(5), 947-971.
25. Mpanza, P. (2016). Assessing the impact of forms of entrepreneurial capital on Corporate Entrepreneurship in State-Owned Enterprises (Doctoral dissertation).
26. N. Rosenbusch, J. Brinckmann, A. Bausch Is innovation always beneficial? A meta-analysis of the relationship between innovation and performance in SMEs. Journal of Business Venturing, 26 (4) (2011), pp. 441-457.
27. Nouri, P., Imanipour, N., Talebi, K., & Zali, M. (2018). Exploring positive outcomes of decision-making biases in the field of entrepreneurial marketing. The Qualitative Report, 23(6), 1364-1380.
28. O'donnell, A. (2014). The contribution of networking to small firm marketing. Journal of Small Business Management, 52(1), 164-187.
29. Ortega, M. J. R. (2010). Competitive strategies and firm performance: Technological capabilities' moderating roles. Journal of Business Research, 63(12), 1273-1281.
30. Osman, E. D., Berhe, D. F., Shimels, T., Bilal, A. I., & Tilahun, Z. (2018). Generic medicine perception among physicians and pharmacists: a myth that harms the poor A qualitative study in Addis Ababa, Ethiopia. Sudan Med J, 54(3), 200-208.
31. R. Jones, J. Rowley. Entrepreneurial marketing in small businesses: A conceptual exploration. International Small Business Journal, 29 (2011), pp. 25-36.
32. Ramadani, V., Hisrich, R. D., Abazi-Alili, H., Dana, L. P., Panthi, L., & Abazi-Bexheti, L. (2019). Product innovation and firm performance in transition economies: A multi-stage estimation approach. Technological Forecasting and Social Change, 140, 271-280).
33. Rashad, N. M. (2018). The impact of entrepreneurial marketing dimensions on the organizational performance within Saudi SMEs. Eurasian Journal of Business and Management, 6(3), 61-71.
34. Rashad, N. M. (2018). The impact of entrepreneurial marketing dimensions on the organizational performance within Saudi SMEs. Eurasian Journal of Business and Management, 6(3), 61-71.
35. Sadiku-Dushi, N., Dana, L. P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86-99.
36. Selvam, M., Gayathri, J., Vasanth, V., Lingaraja, K., & Marxiaoli, S. (2016). Determinants of firm performance: A subjective model. Int'l J. Soc. Sci. Stud., 4, 90.
37. Singh, N., Benmamoun, M., Meyr, E., & Arikan, R. H. (2021). Verifying rigor: analyzing qualitative research in international marketing. International marketing review, 38(6), 1289-1307.
38. Srivastava, M. K., Gnyawali, D. R., & Hat, D. E. (2015). Technological Forecasting & Social Change Behavioral implications of absorptive capacity: The role of technological effort and technological capability in leveraging alliance network technological resources.
39. Srivastava, M. K., Gnyawali, D. R., & Hatfield, D. E. (2015). Behavioral implications of absorptive capacity: The role of technological effort and technological capability in leveraging alliance network technological resources. Technological Forecasting and Social Change, 92, 346-358.;
40. Stokes, D. (2000). Putting entrepreneurship into marketing: the processes of entrepreneurial marketing. Journal of research in marketing and entrepreneurship.
41. Taghizadeh, S. K., Nikbin, D., Alam, M. M. D., Rahman, S. A., & Nadarajah, G. (2020). Technological capabilities, open innovation and perceived operational performance in SMEs: the moderating role of environmental dynamism. Journal of Knowledge Management.
42. Taouab, O., & Issor, Z. (2019). Firm performance: Definition and measurement models. European Scientific Journal, 15(1), 93-106.
43. Tzokas, N., Kim, Y. A., Akbar, H., & Al-Dajani, H. (2015). Absorptive capacity and performance: The role of customer relationship and technological capabilities in high-tech SMEs. Industrial Marketing Management, 47, 134-142).
44. Wang, Y., Lo, H. P., Zhang, Q., & Xue, Y. (2006). How technological capability influences business performance: An integrated framework based on the contingency approach. Journal of Technology Management in China.
45. Whalen, P., Uslay, C., Pascal, V. J., Omura, G., McAuley, A., Kasouf, C. J., ... & Deacon, J. (2016). Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing. Journal of Strategic Marketing, 24(1), 5-19.
46. Wu, J. (2014). Cooperation with competitors and product innovation: Moderating effects of technological capability and alliances with universities. Industrial Marketing Management, 43(2), 199-209.;
47. Zahra, S. A., & Garvis, D. M. (2000). International corporate entrepreneurship and firm performance: The moderating effect of international environmental hostility. Journal of business venturing, 15(5-6), 469-492.
48. Zahra, S. A., Matherne, B. P., & Carleton, J. M. (2003). Technological resource leveraging and the internationalisation of new ventures. Journal of International Entrepreneurship, 1(2), 163-186.
49. Zhou, K. Z., & Wu, F. (2010). Technological capability, strategic flexibility, and product innovation. Strategic management journal, 31(5), 547-561.;
Published
2024-03-07
How to Cite
Fegada, A., & Veres, Z. (2024). The Moderating Role of Technological Capabilities in the Relationship between Entrepreneurial Marketing and Firm Performance A Qualitative Approach. European Scientific Journal, ESJ, 27, 125. Retrieved from https://eujournal.org/index.php/esj/article/view/17894
Section
ESI Preprints
Copyright (c) 2024 Alfateh Fegada, Zoltan Veres
This work is licensed under a Creative Commons Attribution 4.0 International License.
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