Exploring The Impact Of Entrepreneurial Orientation And Marketing Orientation On Marketing Performance: The Mediating Role Of Competitive Advantage
Keywords:
entrepreneurial orientation, market orientation, competitive advantage, marketing performanceAbstract
This research examines the role of competitive advantage in mediating the effects of entrepreneurial orientation and market orientation on marketing performance. The study involved SMEs in Kebumen Regency. Data were collected from 180 respondents through an online survey conducted from July to September 2024. Data analysis was performed using the Partial Least Square (PLS) method with Smart PLS version 3 software. The findings reveal that entrepreneurial orientation positively influences competitive advantage, and market orientation similarly exerts a positive effect on competitive advantage. Furthermore, both entrepreneurial and market orientations positively impact marketing performance. Additionally, the indirect effect assessment demonstrates that competitive advantage significantly channels the relationship between entrepreneurial orientation, market orientation, and marketing performance, playing a mediating role. This study highlights the importance for managers to foster entrepreneurial and market orientations to enhance competitive advantage, ultimately leading to improved marketing performance in SMEs context.
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Gonzales, R., & Wareham, J. (2019). Analysing the impact of a business intelligence system and new conceptualizations of system use. Journal of Economics, Finance and Administrative Science, 24(48), 345–368. https://doi.org/10.1108/JEFAS-05-2018-0052
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
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Ighomereho, S. O. (2022). Market and entrepreneurial orientations as predictors of small and medium enterprises’ performance in the COVID-19 era. Innovative Marketing, 18(2), 161–173. https://doi.org/10.21511/im.18(2).2022.14
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Presutti, M. (2023). Entrepreneurial and market orientations: The moderating role of social networks on post-entry performance of international new ventures. International Journal of Entrepreneurship and Innovation. https://doi.org/10.1177/14657503231176138
Rincon, M. L. C. (2023). Is entrepreneurship enough to achieve superior performance in SMEs in emerging countries? Multiple mediation of market orientation and marketing capabilities. Journal of Entrepreneurship in Emerging Economies, 15(5), 945–966. https://doi.org/10.1108/JEEE-03-2021-0115
Sari, T. M. D. (2023). Assessing the link between market orientation and hotel performance: the mediating role of value-based marketing innovation. Journal of Hospitality and Tourism Insights, 6(5), 2339–2358. https://doi.org/10.1108/JHTI-05-2022-0199
Sarwoko, E. (2023). Entrepreneurial Orientation, Market Orientation, and SMEs Performance: The Moderating Role of Entrepreneurial Strategy. Quality - Access to Success, 24(195), 247–254. https://doi.org/10.47750/QAS/24.195.29
Supeni, R. E., Nurhayati, Puspitasari, N., Wulandari, D., & Sari, M. I. (2023). Does Indonesian businesswomen entrepreneurial orientation of small and medium enterprises (SMEs) matter in their financial performance? The Seybold Report, 18(August), 322–340. https://doi.org/10.17605/OSF.IO/QKBSZ
Uzkurt, C., Kimzan, H. S., & Yılmaz, C. (2016). A Case Study of the Mediating Role of Innovation on the Relationship Between Environmental Uncertainty, Market Orientation, and Firm Performance. International Journal of Innovation and Technology Management, 13(06), 1750003. https://doi.org/10.1142/S0219877017500031
Aloulou, W. J. (2023). Be Innovative and Resilient: Empirical Evidence from Saudi Firms on How to Translate Entrepreneurial Orientation into Firm Performance. In Administrative Sciences (Vol. 13, Issue 7). https://doi.org/10.3390/admsci13070168
Alqahtani, N. (2023). A Comparative Analysis of Market Orientation, Entrepreneurial Orientation, Entrepreneurial Marketing, and Firm Performance: An Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 87–88). https://doi.org/10.1007/978-3-031-24687-6_32
Anwar, M. (2022). Entrepreneurial orientation and new venture performance in emerging markets: the mediating role of opportunity recognition. Review of Managerial Science, 16(3), 769–796. https://doi.org/10.1007/s11846-021-00457-w
Aziz, H. A. (2023). Market orientation, supply chain integration and innovation performance: the mediating role of organisational culture. International Journal of Management and Enterprise Development, 22(4), 307–330. https://doi.org/10.1504/IJMED.2023.134676
Beliaeva, T., Shirokova, G., Wales, W., & Gafforova, E. (2020). Benefiting from economic crisis? Strategic orientation effects, trade-offs, and configurations with resource availability on SME performance. International Entrepreneurship and Management Journal, 16(1), 165–194. https://doi.org/10.1007/s11365-018-0499-2
Febriatmoko, B. (2023). A Case Study: How Does Green Market Orientation Impact MSMEs Marketing Performance Through Organizational Ambidexterity? In IOP Conference Series: Earth and Environmental Science (Vol. 1248, Issue 1). https://doi.org/10.1088/1755-1315/1248/1/012022
Fikri, A. R. (2022). Market orientation and business performance: the mediating role of total quality management and service innovation among Moslem fashion macro, small and medium enterprises in Indonesia. Journal of Islamic Accounting and Business Research, 13(8), 1234–1252. https://doi.org/10.1108/JIABR-12-2021-0321
Gonzales, R., & Wareham, J. (2019). Analysing the impact of a business intelligence system and new conceptualizations of system use. Journal of Economics, Finance and Administrative Science, 24(48), 345–368. https://doi.org/10.1108/JEFAS-05-2018-0052
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Ho, K. L. P., Nguyen, C. N., Adhikari, R., Miles, M. P., & Bonney, L. (2018). Exploring market orientation, innovation, and financial performance in agricultural value chains in emerging economies. Journal of Innovation & Knowledge, 3(3), 154–163. https://doi.org/https://doi.org/10.1016/j.jik.2017.03.008
Ighomereho, S. O. (2022). Market and entrepreneurial orientations as predictors of small and medium enterprises’ performance in the COVID-19 era. Innovative Marketing, 18(2), 161–173. https://doi.org/10.21511/im.18(2).2022.14
Kolbe, D. (2022). The role of market orientation and innovation capability in export performance of small- and medium-sized enterprises: a Latin American perspective. Multinational Business Review, 30(2), 289–312. https://doi.org/10.1108/MBR-10-2020-0202
Malca, O. (2023). Export market orientation and export performance in emerging markets: insights from the Peruvian agri-export sector. Journal of Agribusiness in Developing and Emerging Economies, 13(1), 70–89. https://doi.org/10.1108/JADEE-12-2020-0308
Presutti, M. (2023). Entrepreneurial and market orientations: The moderating role of social networks on post-entry performance of international new ventures. International Journal of Entrepreneurship and Innovation. https://doi.org/10.1177/14657503231176138
Rincon, M. L. C. (2023). Is entrepreneurship enough to achieve superior performance in SMEs in emerging countries? Multiple mediation of market orientation and marketing capabilities. Journal of Entrepreneurship in Emerging Economies, 15(5), 945–966. https://doi.org/10.1108/JEEE-03-2021-0115
Sari, T. M. D. (2023). Assessing the link between market orientation and hotel performance: the mediating role of value-based marketing innovation. Journal of Hospitality and Tourism Insights, 6(5), 2339–2358. https://doi.org/10.1108/JHTI-05-2022-0199
Sarwoko, E. (2023). Entrepreneurial Orientation, Market Orientation, and SMEs Performance: The Moderating Role of Entrepreneurial Strategy. Quality - Access to Success, 24(195), 247–254. https://doi.org/10.47750/QAS/24.195.29
Supeni, R. E., Nurhayati, Puspitasari, N., Wulandari, D., & Sari, M. I. (2023). Does Indonesian businesswomen entrepreneurial orientation of small and medium enterprises (SMEs) matter in their financial performance? The Seybold Report, 18(August), 322–340. https://doi.org/10.17605/OSF.IO/QKBSZ
Uzkurt, C., Kimzan, H. S., & Yılmaz, C. (2016). A Case Study of the Mediating Role of Innovation on the Relationship Between Environmental Uncertainty, Market Orientation, and Firm Performance. International Journal of Innovation and Technology Management, 13(06), 1750003. https://doi.org/10.1142/S0219877017500031
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